LBC 97.3 Becomes London’s Biggest Conversation
Chrysalis Radio is repositioning LBC 97.3 FM as ‘London’s Biggest Conversation’, with the new branding intended to emphasise the close relationship LBC enjoys with its audience through engaging, compelling and accessible content.
The rebranding will see LBC – which originally stood for London Broadcasting Company – now mean ‘London’s Biggest Conversation’.
New research commissioned by LBC reveals the station compares to MySpace and YouTube in the way that listeners actively engage with presenters and programmes to generate original content.
The station broadcasts around 3,000 hours of user-generated content a year and LBC’s findings reveal this on-going conversation results in very close relationships between listener and station, with 18% describing it as a partner and 14% as a mother, while 90% said they discussed what they’d heard on LBC.
LBC’s managing director, David Lloyd, said: “LBC is the home of entertaining conversation and this repositioning reflects the relationship our growing audience enjoys with LBC’s presenters and programming.
“Primarily, LBC is a meeting point for Londoners, a place to engage in conversation, life in the capital and create captivating new content on air.”
The repositioning of LBC 97.3 FM follows news that rolling-news station LBC News 1152 AM is to be rebranded Sky News Radio for London, as part of a joint venture with BSkyB to launch a 24-hour digital news radio service, Sky Radio News. The initiative is part of the consortium bid headed by Channel 4 for the soon to be awarded second national digital multiplex (see NewsLine).
The latest RAJAR figures, for the fourth quarter of 2006, show that LBC 97.3 had a weekly reach of 624,000 and a 3.3% share of listening.
The repositioning of LBC 97.3 FM follows news that rolling-news station LBC News 1152 AM is to be rebranded Sky News Radio for London, as part of a joint venture with BSkyB to launch a 24-hour digital news radio service, Sky Radio News. The initiative is part of the consortium bid headed by Channel 4 for the soon to be awarded second national digital multiplex (see 4 Digital Group Reveals Digital Multiplex Bid).
Meanwhile, on Friday it was revealed that LBC 97.3 had brokered a sponsorship deal with the health food brand Alpro to promote the Soya-based product on its weekday lifestyle show (see LBC 97.3 Signs New Sponsorship Deal).
Chrysalis: 020 7221 2213 www.chrysalis.com