Chrysalis Radio is launching a new on-air identity for its Heart brand, starting with the flagship London station. It claims that this is the biggest change in the station’s “sound” since it launched in 1995.
The on-air package includes new “music beds”, or background music and vocal idents, to replace the traditional jingles, and will see the Heart network stations dropping “FM” from their on-air idents. The changes will be rolled-out over the next couple of months.
The new sound, which has been created by Seattle-based company IQBeats and Heart programme director Francis Currie, aims to give the Heart network a more modern sound and move it away from traditional jingles.
It will also introduce modern production values to the station’s on-air identity, and refresh pre-recorded voice-overs.
Currie says that the decision to move away from an emphasis on frequencies reflects the growth of the Heart brand on digital platforms and the new on-air positioning of “This is Heart”.
Heart, which is the second largest commercial radio network in the UK, has stations in the East and West Midlands as well as in London. It is also available on DAB digital radio and Sky, which extends the reach of the station to include the North-west, Yorkshire and central Scotland.