Heart Takes Theakston Breakfast Show National

Chrysalis-owned Heart has taken its Jamie Theakston breakfast show national, broadcasting the programme digitally to capitalise on the success since its launch in London a year ago.

The show will now broadcast through the five digital Heart regions in Central Scotland, North East, North West & Yorkshire, and South Wales & the West.

The regional stations previously broadcast their own breakfast content, with differing presenters, but will now air a “re-packaged” version of the Jamie Theakston Breakfast Show.

Heart’s digital regions will broadcast the show between 7am and 10am, while London will continue to receive the show through 106.2 FM between 6am and 9am.

The re-packaged shows will contain local news and travel bulletins relevant to the local area, but will include all the content from the London Jamie Theakston breakfast show.

Barnaby Dawe, managing director of Heart, explained the move, stating: “Taking the Jamie Theakston breakfast show across the UK ensures that Heart continues to be a national brand with local links.

“Our regional digital Heart stations will now have access to exclusive big celebrity interviews, which have previously only been available to London’s 106.2 listeners. This move further ensconces Heart’s position as national proposition.”

Elsewhere, Heart’s London station is to receive a boost through TV advertising, with a new campaign featuring a focus on music and promoting the station’s varied playlist.

Featuring the end-line, “More of the Music you Love”, the new creative will centre on the up-lifting values of Heart, created by Clemmow Hornby and Inge.

Danielle Ford, head of marketing at Heart 106.2, said: “The new campaign truly captures the upbeat spirit of Heart and illustrates our unique positioning to encourage non-listeners to think again about Heart 106.2.”

Chrysalis: 020 7221 2213 www.chrysalis.com