Mountain Radio Verbier goes on air and online

An English-language radio has gone on air in the Swiss resort of Verbier, hoping to act as a bridge between the local community and the many English-speaking tourists.

The idea is the brainchild of journalist Conor Lennon, who has drummed up enough support in the Valais resort to back his venture, which is financed solely by advertising.

Lennon, who is the radio’s director, told swissinfo.ch that the primary target audience was made up of  “the young  (in mind, as well as body!) skiers drawn to Verbier’s popular ski pistes”.

The key programmes at present are Ski Breakfast and the Après Ski Show in the late afternoon.

“Listeners get the latest information on snow conditions and weather, as well as daily events guides and the latest hits. It’s only our second day and we’re already getting a lot of interest and positive feedback from people listening via their computers, on their iPhones and on 96.9 FM cable in the region,” Lennon said.

The radio is starting off with about five full-time positions but is not short when it comes to ambitions.

“This season we’re concentrating on providing a reliable, entertaining and informative local service, but we’ve already started discussions with Verbier St-Bernard tourism about developing a TV channel for Verbier, which could be up and running as early as next season.

“Our expansion plans also include a similar service for the other big resorts in the canton of Valais: Crans-Montana and Zermatt.”