As has been discussed elsewhere, Global Radio is about to begin the Heartification process to convert Radio Broadland, SGR Ipswich, SGR Colchester, Hereward, Chiltern Bedford, Chiltern Dunstable and Northants 96 to Heart (insert frequency).
It’s an interesting challenge. Dumping 20 years of heritage is brave, but the hope is that a unified brand will help get more listeners and make more money. The new Hearts will have local Breakfast, Drivetime shows and Weekend mid-morning and the rest will be networked with Heart 106.2 in London, which means the stations get new presenters like Toby Anstis (mid-morning), Matt Wilkinson (evenings) and Simon Beale (late nights).
The re-brand is getting some heavyweight TV support. Indeed, the first stations have been chosen because they’re in a TV region – Anglia. The ad is this one…
I think it’s interesting that the main two stars are Jason Donavan (the Sunday evening show presenter) and Jamie Theakston (who I don’t think will even be on any of the new stations). I imagine the people on the sofa are the local presenters from each station – which I guess is one way to get around that delicate problem of who to show. I note that the liner is ‘your brand new radio station’ and that the end credit is ‘new to Anglia’.
I think one of the difficulties with the new campaign is that it never mentions the frequencies of the stations that are becoming Heart. I think it’s actually easy to dismiss the ad as thinking it’s for that, there Heart radio station in London rather than my local station that used to be Northants.
TV’s one aspect of the rebrand, i’ll try and write another post on some of the other aspects soon.