Crystal FM adopts the Heart brand

PHOTOGRAPHS BY MARK TYNAN

Chrysalis, the group behind North-West regional radio station Heart FM, is to call its new London service 106.2 Heart FM in an attempt to develop a clear brand for future radio licence bids.

The company confirmed this week that the planned London station, until now known as Crystal FM, is to adopt the Heart brand.

However, a spokesman for the group stressed: “There is absolutely no intention ever to simulcast.”

106.2 Heart FM will be a soft rock station serving London when it launches in late summer. The company confirms it has allocated £1.5m to the launch, covering research and a through-the-line advertising campaign.

Chrysalis has so far received pitches from a number of agencies and an appointment is expected next month. McCann-Erickson, which handled the launch of North-West regional station Heart 100.7 FM last autumn, is understood to be favourite in the light of the joint branding decision.

At the same time, Chrysalis has confirmed a restructuring of its management to accommodate the launch.

Heart 100.7 FM managing director Phil Riley is overseeing the London station’s launch as launch director. Sales director Don Thompson has taken overall responsibility for group sales.

Programme director Keith Pringle, former breakfast show producer with Capital Radio, has been joined by Bethan Davies as head of music.

* Capital Radio is restructuring its programme departments. Programming director Richard Park has appointed BMRB programme manager Clive Dickens group head of programmes. Invicta FM/Supergold programme manager Francis Curries replaces Dickens at BMRB as programme controller.