Service: Heart stations
Owner: Global Radio
What's happened: Rebrand of GCap stations under Heart brand
The move is a key part of group chief executive Ashley Tabor's plan to simplify Global Radio's offering to advertisers by focusing on seven main brands: LBC, Galaxy, Choice, Classic FM, Gold AM, Xfm and the Hit Music Network. SGR Ipswich is one of the first stations to undergo the rebrand.
SGR Colchester, Ipswich, Horizon Radio, Chiltern Radio, Bedford and Dunstable, Hereward FM, Radio Broadland, Q103 and Northants 96 became Heart stations at 6am on 5 January.
Until recently, I'd have probably written about local radio changes using a few generalisations, while trying to second guess the impact of those changes on the local population. However, three months ago I moved back to Ipswich and so I've been able to witness the process first hand as a member of the local listening public.
What struck me was just how smoothly the rebranding was being delivered by the local presenters.
SGR changed its name from Radio Orwell in the early 1990s, so many listeners, including those in Heart's target audience, will have experienced change already, and so I doubt they'll be fazed by it.
The Heart music policy is tried and tested, so I fully expect it to hold existing listeners and attract new ones. However, the majority of the day parts will now be networked, with the exception of the local breakfast show and the local afternoon show from 1pm to 7pm. Listeners will also like presenters such as Jason Donovan and Toby Anstis being available locally.
What's good?
The station gets a fresh sound with real local content at key times of the day, with big-name talent.
What could be better?
The downside could be the lack of localness and a sense of detachment from what's happening in the listener's own area.
Would I book my clients into this?
We need to wait for at least the next couple of Rajars to see what the real effect on listening is, but, in theory, it looks like good news for the listener and the advertiser.
Richard Jacobs, head of radio, MediaCom