96FM insists ironic ad ‘not about’ Prendeville

Cork radio station 96FM is going all out on its provocative “Why play with the knob?” campaign — insisting that it’s not a thinly veiled personal swipe at its former star who starts work with its main rival next week.

Station chief executive , Kieran McGeary said he was “quite upset” that some people had “misinterpreted” the ad as an attack on Neil Prendeville.

He confirmed that the campaign will appear on buses and billboards around the city for the next two weeks.

“Maybe I’m naive but this is not about Neil. It’s about why people should not change radio station,” Mr McGeary said. “We couldn’t use the word ‘dial’ because Newstalk used it. I’m genuinely upset if offence has been taken by Neil. That was not my intention.

“But I don’t believe I have anything to apologise for. I can’t legislate for how people interpret a campaign.”

The station has ramped up tensions with RedFM with the provocative campaign, which has been linked to an incident in October 2009 when Mr Prendeville exposed himself on an Aer Lingus flight.

Mr Prendeville announced his departure from 96FM last month after 25 years with the station.

When he confirmed his move to RedFM, he praised his former employers and they said they had parted company amicably.

However, he said he is very disappointed with them for mounting this campaign.

“I find it upsetting because I had to work very hard to move from that period in my life,” said Mr Prenderville. “And I’m really disappointed that they would do this.”

Mr McGeary, who agreed the presented and the station parted amicably, stressed they did not set out to cause offence. However, he said he has not spoken to Mr Prendeville since.

There was a mixed reaction on the station’s Facebook page — some people said the campaign was a low blow, while others called it a stroke of marketing genius.

The Advertising Standards Authority for Ireland said that, as of yesterday, it had received no complaints about the campaign.

RedFM CEO Diarmuid O’Leary declined to comment.

“We are totally focused on getting our product right for next Monday morning, and we’ll let the people of Cork decide who they want to listen to,” said Mr O’Leary.

Mr Prendeville, who has been replaced on 96FM by PJ Coogan, will begin broadcasting on RedFM from 9am on Monday.

Today, Keith Cunningham will begin presenting his new show on RedFM between 6am and 9am.