In 1996 European Klassik Rock conducted independent research using First Surveys of Blackpool. This showed us that there is a very high proportion of "default listening" to ILR FM radio in the UK. In particular a recurring comment during our research was that the small playlists, high repetition of tracks and heavy dance bias of 90's ILR FM radio was causing many listeners to become highly dissatisfied. Many remained listening only because they had no other alternative. European Klassik Rock commenced broadcasting on the Astra Satellite and London's DAB multiplex in October 1997.

European Klassik Rock targeted at an audience aged between 20 and 50. In particular, it was radio that appealed to the "thirtysomething" listener who was frustrated by the heavy dance bias of ILR FM radio in the '90s. The essential ingredients ensured that we attracted a large, committed and dedicated audience who appreciated the lack of repetition and the playlisting of thousands of great songs not often heard on UK radio.

UK radio in the '90s is programmed along American radio guidelines. Unfortunately, UK music programmers have failed to grasp one important point which is, the lack of choice in the UK radio marketplace. In the USA each reasonable sized city has a radio dial filled with a Classic Rock station, a Modern Rock station, an Urban / Dance station, a Soft & Easy station, a Top 40 Pop station, a '60s / 70s Gold station, a Dance / Pop station and often, additionally, a Soft Rock Station and a Country Station.

In the UK radio has not evolved to that level and the choice of most listeners is limited to a Top 40 Pop FM service and an AM Gold service. The result is that UK FM programmers follow US guidelines and produce small playlists (often under 1,000 tracks are programmed), high rotation, dance biased radio. Unfortunately, they ignore the fact that dissatisfied listeners can not push the button (like in the US) and dip in and out of various music radio styles. The result in the UK is the dissatisfied "default listener", who listens because it's either that or silence. The European Klassik Rock project was there to "break the mould" and "put the music back into radio". Our research showed that this is what the listeners wanted.