LBC unveils new strapline

LBC, the London talk radio station owned by Chrysalis Radio, is repositioning LBC 97.3 FM as London’s Biggest Conversation to reflect its “entertaining and conversational” speech content. The strapline will be used on-air and across its marketing.

LBC, which originally stood for London Broadcasting Company, says the changes aim to “emphasise the close relationship” that the station has with its listeners due to its “engaging, compelling and accessible content”.

The station says that its own research has found that its listeners actively engage with its content in the same way that people engaged with YouTube and MySpace. It broadcasts about 3,000 hours of user-generated content each year and this allows it to build close relationships with its audience.

Last week, Chrysalis announced a joint venture with BSkyB to launch Sky Radio News on the second national digital multiplex if the Channel 4 consortium bid is successful. As part of the launch LBC 1152AM would be rebranded as Sky News Radio for London.

In the Rajar figures for the last quarter of 2006, the station reported a 28.9% year-on-year increase in total listening and 7.1m hours.

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