Kool 97 FM has carved out a niche market in the Jamaican media landscape since hitting the airwaves in November 2001. We programme adult contemporary music, 45% of which is Reggae music. Our target audience consists primarily of persons who are 25 years and over. This group has diverse lifestyle preferences but finds consensus on one issue - Music that is melodic and familiar, the kind they grew up with and the kind that is missing across the stretch of Jamaican bandwidth.