Business News Media

Century to become Real

By | Published on Friday 19 December 2008

The two Century Radio stations are to be rebranded as Real Radio, fully integrating them within the Real Radio network that already has stations in Central Scotland, Yorkshire and South Wales.

GMG Radio, which owns both brands, had already changed the corporate identity of the two Century stations so that they have similar logos and the like to Real, and on-air the Century and Real stations operated the same programming and music policies, sharing some off-peak shows.

Confirming the name change at the Century stations, GMG Radio’s Deputy Chief Executive Stuart Taylor said: “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. Listeners will continue to enjoy the same great presenters and music, and advertisers will benefit from bigger and better opportunities”.

The arrival of the Real brand in Manchester and Newcastle follows GMG’s winning of the new FM licence for North Wales which will enable them to expand their South Wales service to cover the whole country.