GMG rebrands Century Radio

GMG is set to rebrand its two Century Radio stations as Real Radio from April next year, in a bid to extend its Real network.

The two Century stations, which currently broadcast in the North West and North East of England, will join existing Real Radio stations in Scotland, Yorkshire, South and West Wales, as well as mid and north Wales from next year.

GMG has planned a gradual transition for the rebrand with an on-air marketing campaign to communicate the new name to listeners.

The stations will get new images and logos to give the names a “fresher feel”, though their on-air content and music will remain unchanged as both Century and Real currently share the same format.

GMG Radio hopes that extending its six-strong Real Radio network brand will communicate a more streamlined proposition to agencies.

Shaun Bowron, group operations director at GMG, is overseeing the rebrand.

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