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Classic FM, a media-led consortium, was convinced that it could find a ready audience for a radio station offering popular and accessible classical music - but had to convince the British Government, backers and the advertising industry of the merits of its proposal. After bidding unsuccessfully for a London ''incremental'' contract, Classic FM went on to secure the UK''s first Independent National Radio franchise. The case can be used to illustrate a number of marketing principles, but is particularly appropriate for use to support discussions on market segmentation and the positioning of a new service business. In particular it demonstrates how a (media) service must be positioned in such a way as to satisfy the requirements of its consumers and customers, within strict parameters imposed by industry regulators.