The Guardian reports that regional commercial radio stations in the UK have been urged "to rediscover their 'localness'" if they want to compete successfully with their high-rating BBC rivals. Emap group managing director of programming Mark Story is quoted as saying that his regional stations had reversed their fortunes by investing in "local personalities who mean something locally". "It's not good enough for them just to pick five songs in a row," he said. "We want them to get involved and get under the skin of the local community". In other words, unlike many regional stations in Australia which, for most of the day, are networked out of "hubs" thousands of kilometres from the community they are licensed to serve.