Choosing a new format is always a real risk - you have to study the market, see what's missing, look at what other stations are doing and put some money and marketing muscle into the debut, all the while not knowing if it will click with an audience.

Now a British radio group has decided to take another route - let listeners decide. KMFM in Kent, England is presenting listeners with four choices as to what music format it should launch, and is even offering a prize to get them to vote online. 

The choices:

Kent's Dance Anthems: Playing dance music from the classics through to today's biggest tracks.

Kent's All Time Hits: Featuring well-known hits from the 1960s, 1970s and 1980s.

Kent's All New Music: Focusing on discovering and showcasing new music.

Kent's Biggest Rock: Bringing listeners rock anthems and stadium-filling hits.

A gimmick? Maybe. It's not clear if the results will actually influence what happens on air, but it's definitely a unique way to let the audience feel like they've played a part in a brand new radio station. 

You can see the vote page with audio samples here.

kmfm asks Kent listeners to vote for new radio station to mark 30th anniversary