Summ’it aims to connect audiences through audio storytelling
SAINT-HERBLAIN, France — RCA, a radio station based in Saint-Herblain near Nantes, western France, has expanded its operations by acquiring RMN, a community radio station in Brittany, a region in the northwest of the country. The two stations will continue to operate separately while sharing some resources. Effective in early 2025, the move allows RCA to strengthen its position while maintaining both stations’ distinct identities and programming.
RCA targets an adult audience but differentiates itself from competitor Nostalgie, part of the NRJ Group and which specializes in hits from the 1960s through the 1990s. RCA Owner and Managing Director Franck Gergaud describes RCA as “a popular radio station” catering to listeners aged 35 and older, including retirees. “We play French and international classics, whereas RMN has a more pop-rock format,” he says.
Both brands will retain their programming focus. “There’s no point in duplicating content across both stations. Our role is to provide local radio, not build a large regional network,” Gergaud says. RMN currently operates eight FM frequencies and a DAB frequency in Brest, a port city in western Brittany. Six additional DAB frequencies are set to launch in cities spanning from Morlaix, in northern Brittany, to Bain-de-Bretagne, just south of Rennes, the regional capital. Based in the Loire-Atlantique department, RCA broadcasts on 10 FM frequencies across the area.
Expanding while staying local
RCA employs about 15 staff members, while RMN has four on-air presenters. As part of its expansion, the radio group is hiring two journalists to strengthen its local news coverage. “We will pool resources while ensuring that each region receives relevant news from its dedicated journalists,” Gergaud says.
He emphasizes the importance of local content, stating that RCA and RMN will tailor their broadcasts to their respective coverage areas. “We have as many localized news segments as we have frequencies. That’s our strength. While regional networks tend to centralize content, I prefer to offer hyperlocal news across all the cities we serve,” he says.
The combined RCA and RMN audience potential exceeds two million people. RCA aims to reach 70,000 listeners, while RMN is targeting 50,000. “With the talented professionals on our team, these goals are well within reach,” Gergaud says.
Digital presence
The group is increasing its digital presence, focusing on social media. “Our digital strategy relies on Azerion to enhance our visibility. The results have been very positive,” Gergaud says.
While regional networks tend to centralize content, I prefer to offer hyperlocal news across all the cities we serve.
RCA Owner and Managing Director Franck Gergaud
The station also produces video content for businesses to promote on social media. “This has become a valuable extension of our advertising sales operation,” he adds.
Gwen Brot, a journalist at RCA and RMN, highlighted the importance of digital integration. “Everyone is on social media. News should be available on our websites via podcasts and shared across social platforms. It’s the best way to drive listeners back to our broadcasts,” he says.
Commitment to local news
RCA and RMN prioritize news that resonates with their respective audiences, from local events and public service information to national news with a regional perspective. “Our DNA is covering what happens in our listeners’ cities,” Brot says.
The group is also developing a search function for its website to allow listeners to find past news segments. “We want people to access content months after it airs,” Brot explains.
The stations are looking to hire more journalists and offer internal training. “Journalism schools teach students to write well, but not necessarily how to present news on air. I care about voice delivery — news should be told as a story,” Brot says.
To mark the RCA-RMN collaboration, the stations organized a private concert in Carhaix, a small town in central Brittany known for hosting the annual Festival des Vieilles Charrues music festival. “Everyone on our team is excited about this new phase. RMN remains a community station, but with our combined efforts, we can enhance our hyperlocal focus,” Gergaud says.
The author is a journalist at RedTech’s sister publication La Lettre Pro de la Radio and a broadcaster for various stations. Passionate about radio and digital media, he focuses on communication, sound and visuals.
This article originally appeared in the May/June 2025 edition of RedTech Magazine.
