Vibra

Vibra is a radio network operated by Emoa Radio. It was first announced in November 2008 to launch in the NETV and GTV regions using the DTT and regional DAB platforms, along with sister station LNER. After a period of hiatus, a placeholder and test broadcast appeared in the North East and Midlands DTT regions, using Freeview channel 731, in April 2009. It was initially expected to launch in "late July to early August 2009", however some live test broadcasts were undertaken throughout July. Its carriage by third Emoa broadcaster GTV was originally uncertain due Emoa confirming it will be pulling operations in the region, however long-term carriage has been secured for the radio station as part of Emoa's GTV disposal stratergy. It appeared in the GTV region on 18 June 2009.



It is focused primarily at the under 35's, playing general commercial dance, house and trance music throughout the day, and mixed club hits throughout the night, with peak time shows having an audio DJ presence. The first song to be played on its test broadcast was In The Heat Of The Night by the Star Pilots.

Originally, the channel was not to carry regional variations, however due to a dispute with regulator Ofcom, Emoa Radio has agreed to provide pre-recorded regional bulletins for three versions of the station; North East, West Midlands, East Midlands and Northern Scotland. It will also regionalise advertising at peak times, however Sky Digital viewers will only recieve the Birmingham (Mercia) version. The cost of regionalising Vibra has led to a reduction of sub-regional and chat programming planned for North East LNER, however it is expected the NE versions of Vibra and LNER will share a single news bulletin to save costs.

From August 2010, Vibra began a deal with Glizz Leisure to provide promotion and coverage of some of their live club events. Vibra Radio is heavily advertised in Glizz's Power, Lush and Cosmo club venues, and a number of competitions and cross promotion are undertaken by the group. Vibra is also hosting a number of dance-music themed events in Glizz venues, broadcasting many of them live on Vibra Radio.

Future
Following the announcement of Emoa Radio planning to launch Sell-Out Radio focusing on classic hits, one of Emoa's plans is to close North East sister station LNER and offload its regional programmes onto Vibra North East instead.

Although Vibra has increased its regional variations outside of News and Breakfast since launch, many feel the youth and dance-music concept of Vibra does not lend itself well to being a regional service, and offloading general station LNER's programmes onto youthful and dance-inspired Vibra could damage the network as a whole, as Vibra West Midlands, East Midlands and Scotland would not have an increase in regionality. Sell-Out will not broadcast any regional variations, and would replace LNER immediately on all platforms.

Carriage

 * DTT: Freeview Channel 731 NETV, GTV, Mercia Television regions
 * DAB: MXR North East (North East only)
 * Satellite: Freesat Channel 738 (W Midlands version only)