 The program has been sponsored since 2011 by Meteor and it was also broadcast live on Today FM since it first began in 2005, airing as a four-part special, beginning at 7pm and usually concluding at 11pm.The Choice Music Prize was established by journalist Jim Carroll and manager Dave Reid in 2005.According to organisers, the aim of the Choice Music Prize, is to get more airplay for Irish acts both domestically and overseas.