Century broadcasts two stations in the North West and North East of England. Once rebranded to Real Radio, they will join existing Real Radio stations in Scotland, Yorkshire, South and West Wales plus, from the end of next year, mid and north Wales.
On air, the move from Century to Real will happen gradually while a marketing campaign is planned to communicate the new name to listeners in the Spring.
Both Century and Real currently share the same format and so the on-air content and music will remain unchanged on both stations, but new imaging is intended to provide the North East and North West stations with a "fresher feel".
Shaun Bowron, GMG Radio group operations director, is coordinating the rebrand.
GMG Radio is hoping that extending the Real Radio brand will communicate a more streamlined, clearer proposition to agencies.
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