Heart Ditches Coleman In Battle For London Supremacy
Heart 106.2 has announced that Jamie Theakston will replace Jono Coleman as its breakfast presenter from Easter this year in a surprise move which brings Coleman’s six-year career with the station to an end.
Theakston will host the show alongside Coleman’s current assistant, Harriet Scott, in a move which station owner Chrysalis claims is a major move forward in the battle for supremacy in the capital.
The station claims Theakston’s appointment is part of a wider image make over which began last autumn with the launch of a new logo and marketing campaign (see Heart Rebrands As It Sets Sights On Capital).
Chrysalis states that Theakston’s appointment was made following several pilot shows, and research into its core 25-44 year old target audience. According to the radio giant, Theakston’s presenting style has proved popular with test audiences, presenting a “natural, engaging and easy-going style” in what Chrysalis claims is “one of this generation’s most versatile talents”.
Theakston joins Heart with experience as a national television and radio broadcaster, having worked extensively on GLR and Radio 5. He also presented shows on Radio 1 between 1999 and 2002, as well as numerous primetime TV shows, including Live & Kicking, Top of the Pops, The Priory and most recently The Games on Channel 4.
Heart’s new breakfast show will be supported by a heavy-weight marketing campaign spanning multiple platforms. Commenting on the move, Steve Parkinson, managing director of Heart 106.2, said: “Jamie Theakston hails the beginning of an exciting next chapter for Heart 106.2, and this move presents a real opportunity for Heart 106.2 to create a market-leading breakfast show and station”.
He added: “With the station’s on and off-air imaging now refreshed and updated for our 30-something audience, this signing completes a major stage of Heart 106.2’s ongoing evolution. Jamie is an established personality who has been a part of many of our listeners’ lives for a long time”.
The breakfast reshuffle follows disappointing RAJAR results for Heart last week, which saw Emap-owned Magic overtake the station as the second most listened to station in the capital. Heart saw its share of listening slip to 5.3%, down 0.1% points period on period, while Magic rose by 1.3% points to command a share of 6.1%.
Chrysalis: 020 7221 2213 www.chrysalis.com
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