When Calypso Radio changed hands in 2019, the station was primarily known as a quiet favourite among older listeners; those aged 65 and over. However, since then, it has become a leading station for the 35-60 demographic. Its rise to the top has been anything but accidental.

Contrary to what many may think, radio still retains a relatively high following in Malta, with a recent Broadcasting Authority Audience Survey (2024) noting that 66.5 per cent of the population still listens to the radio.

“In short, I would describe it as being Malta,” says Gordon Pace, Calypso Radio’s station director. “Calypso Radio stands for everything that makes us unique in various ways… we try to be of service to the community. So our main aim is to have Malta reflected through Calypso Radio.”

That philosophy has worked. Over the past four years, Calypso has moved from sixth or seventh place to consistently ranking among the top two stations in Malta. But according to Gordon, there’s no secret trick – just an honest, transparent approach to programming and purpose.

“We don't have any secrets. We play by the book, fair and square, but we're also quite open with how our company runs. We are slowly becoming what our main audience wants us to become.”

From 65+ to 35-60: A calculated demographic shift

When Gordon and his team took over the station, they saw an opportunity to expand Calypso’s appeal beyond its traditional audience.

“Prior to 2019, Calypso Radio was mostly associated with an audience aged 65+, which was an actual fact,” Gordon notes. “We wanted to shift the demographic slightly so as to have much more impact.”

He explains that this did not happen by chance, but through careful research and a long-term plan.

“It’s not just about music. It’s a whole new concept, a whole methodology, which is quite well studied, even in marketing terms,” he says. “It was a studied approach, one which gave us immediate results.”

Programming that’s always on – and always there

One of the defining features of Calypso is its 24/7 broadcasting model – a deliberate move to be ever-present in the lives of its listeners.

“We are your friend just a click away, literally 24 hours a day,” Gordon says. “We’re with you during the most difficult moments and the nicest of moments, and also during the regular daily routine.”

That sense of presence has extended beyond Malta’s shores. “A curious fact is that many listeners still listen to Calypso Radio while they are abroad for holidays or work… they send us messages, photos, images, and voice messages most of the time as well.”

Radio in a digital world: Evolving without eroding

Despite the rise of streaming services and digital audio platforms, Calypso has established its presence in FM, DAB and online formats.

“Many people think that fewer people are listening to the radio. In our demographic, that is not true,” Gordon says. “We are seeing an increase, which is on par with international studies when it comes to the 35-40 demographic.”

He argues that platforms like Spotify may be exciting at first, but over time, many listeners seek something more curated.

“At some point, you prefer to have someone providing you with the music that you tend to relate to. One of the main disadvantages of using apps such as Spotify is that at the end of the day, you end up listening to the same 100, 150 songs.”

While FM audiences remain strong, Calypso has also invested in its digital offerings across smart devices and streaming platforms.

“In fact, we have seen a considerable increase in people following us through streaming from various sources. We do have an ever-increasing average of 120,000 listening hours a month,” he shares. “In 2019, it used to be around 5,000 hours.”

Instead of following the talk-heavy trend many stations are leaning into, Calypso sticks to its roots: clean, music-first programming.

“Our business strategy is based on providing good content, good quality music, all day long, as fast as possible.”

Marketing with integrity – and results

For organisations hoping to reach Malta’s 35-60 demographic, Calypso offers more than just airtime – it offers experience.

“We are marketers at heart,” Gordon says. “We know our market quite well because we invested in research and continuous communication. We know what works, what doesn’t work, and what can be improved in a language that is understood by our audience.”

That honesty includes steering advertisers away from poorly matched campaigns.

“If you’re about to advertise something which we think is not in line with our demographic, we will let you know immediately so that you don’t spend money on something which we think will not work.”

And once clients advertise, they usually stay.

“It’s very, very rare that someone who advertises for the first time on Calypso Radio doesn’t come back for more.”

Looking ahead: A quiet revolution in the works

While details are under wraps, Gordon hints at a new strategy that Calypso Radio is working on that could redefine the way radio works in Malta.

“We will be launching a new strategy next year. It’s a game changer for the radio sector and not only for Malta,” he says. “Through a new model which we created in-house, we hope to be able to deliver more to our audience and our advertisers at the same time. What I can reveal at this stage is that our model is also being studied for possible use by a couple of international stations, one of which is quite renowned in Europe”.

As Calypso Radio continues to evolve, one thing remains unchanged: a commitment to the local community. “We remain firmly committed to our values, listeners, supporting local artists, NGOs and promoting our own heritage.”