The initials LBC originally stood for London Broadcasting Company, but from this week on-air slogans and other marketing activity will centre around its phone-in and discussion style.
The repositioning of the station, which broadcasts around 3,000 hours of user-generated content a year, follows the announcement that LBC1152 AM is to be renamed Sky News Radio for London, as part of a joint venture with BSkyB to launch a 24-hour digital news radio service, Sky Radio News.
The initiative is part of the 4Digital Group consortium bid, headed by Channel 4, for the second national digital multiplex.
David Lloyd, LBC managing director, said: "This repositioning reflects the relationship our growing audience enjoys with LBC's presenters and programming."
Primarily, LBC is a place to engage in conversation, life in the capital and create captivating new content on air."
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