GMG Radio rebrands regional stations

Guardian Media Group Radio is renaming its two Century Radio stations as Real Radio. The name change will see six stations come under one unified brand.

Century broadcasts across the north-west and north-east of England and will be formally renamed as Real Radio next April. The move will be backed by regional marketing campaigns.

They will join sister stations already under the Real Radio banner in Scotland, Yorkshire, south Wales, west Wales and, from the end of next year, mid and north Wales.

Stuart Taylor, GMG Radio deputy chief executive, says: “As strong brands become increasingly important in the media market GMG Radio will house two of the most powerful networks in the UK Real Radio and Smooth Radio complement each other perfectly.”

According to Rajar, Ipsos Mori and RSMB figures, in the period ending September 14 its five Real and two Century stations attracted over 2.7 million adult listeners each week.

On-air the move from Century to Real will happen gradually while a marketing campaign is planned to communicate the new name to listeners in the spring. The on-air content and music will remain unchanged on both stations.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here