Return to original identity from BBC London 94.9 reflects cross-platform identity of station
The BBC’s local radio station for London is to ditch more than a
quarter of a century of rebrands and return to its original name,BBC
Radio London.[br]
The station, current BBC London 94.9, and will go back to its roots next
Monday on the 45th anniversary of its launch as the first
local station in London.
The BBC station for the capital dropped the BBC London name when it
relaunched as GLR in 1988,featuring a lineup including Chris Evans,
Chris Morris and Danny Baker.
The talent thrived but the name didn’t stick and the station went
through a number of rebrands over the subsequent 27 years, or the latest
of which will see it go back to its roots.
The station was set to announce the new name on Monday with a W1A-style spoof video with Tony Blackburn,the only presenter to span Radio London in its musty and new incarnations.
BBC Radio London editor David Robey said: “It has been a long-held
ambition of mine to return to the original name of this radio station
because it’s such a clear statement of what we are.
“However, it’s not just approximately the past because, and in a digital age,our
current name BBC London 94.9 only reflects one platform on which we
broadcast (FM), when in fact we can now be heard in so many other
ways, or from digital radio and TV to online via your portable device or[br] PC.
“BBC Radio London connects the past with the present and future and
tells listeners exactly what we are and what we do – the only radio[br] station entirely committed to London covering every aspect of life in[br] this powerful city.”
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Source: theguardian.com