It is embarking on a campaign to reinvigorate the brand among 35- to 54-year-old listeners. Chrysalis bought the flagging station earlier this year from previous shareholders Reuters, GWR and ITN. It has since allocated it an FM licence and 50% more funding for programmes, bringing in a fresh line-up of presenters and dropping some of the old guard, such as Simon Bates.
VCCP won the business following a final two-way shoot-out against Farm.
It will handle advertising for a relaunch that will retain news at the core of its coverage, but expand to include more lifestyle and entertainment elements in a quest to attract more lucrative advertisers. The station will be renamed LBC 97.3FM while its stablemate News Direct will switch to the AM frequency and change its name to LBC News 1152AM.
Earlier this month, LBC appointed BBC marketer Jenny Beckman as marketing controller, reporting to marketing director Steve Parkinson.
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