LBC 97.3 FM, the London speech station, is launching an on-air sound as part of a revamp of the station that aims to make it more relevant to Londoners. The new brand imaging launches today (February 4).
The new sound is a mix of modern sounds and real instruments, played by the Seattle Symphony Orchestra, and aims to reflect the Global Radio-owned station’s “news talk” editorial strategy.
Jonathan Richards, programme director, says: “Our distinctive new sounds confirms LBC 97.3 FM as the first call for Londoners to have their say. LBC 97.3 leads the way for debate, analysis and opnion plus essential news, sport, travel and weather for London. We intent to listen to London, thus enabling our listeners to be the voice of London.”
The new imaging, which has been created by Seattle-based production company, IQ Beats, has been developed using live music played by the orchestra and also has the station’s new voice provided by voice over artist, Greg Marston.