Brands & Merch Business News Media

TalkTalk signs on as sponsor as Heart’s breakfast show goes national

By | Published on Wednesday 15 May 2019


Following the news earlier this year that Global was set to exploit newly relaxed radio regulations and drop local programming at breakfast time on its national networks, a new national breakfast show will start airing across the Heart network next month. And TalkTalk has been confirmed as a sponsor for the show.

Although Global long ago rebranded loads of its local FM stations under the Heart brand and has ever since pumped out the same programmes on all of them, each regional Heart outlet still had its own local breakfast and drive time shows. But from next month, local programming will only apply late afternoon.

The now national breakfast show will see that Jamie Theakston – currently London breakfast DJ for the Heart network – talk talking to newly appointed co-host Amanda Holden and “TV personality” Ashley Roberts, who will be in charge of celebrity gossip.

Supporting the talk talking will be new sponsor TalkTalk, whose Group Marketing Director David Parslow says: “Finding ways to help people connect to their friends, family and communities is a huge part of TalkTalk’s DNA. Heart’s unique relationship with its listeners makes this partnership a natural fit for TalkTalk and we’re delighted to be sponsoring its new breakfast show”.

Presumably having decided he couldn’t rival Parslow’s nonsense speak, Global’s CCO Mike Gordon decided to confirm the tie-up with a much more factual statement.

He said: “As we prepare for exciting changes at Heart, we are delighted to welcome TalkTalk on board as the official sponsor for the brand-new breakfast show with Jamie Theakston and Amanda Holden. With the nationwide launch of the largest show in commercial radio, our partnership will reach millions of listeners across the entire nation on air, online and via Global Player”.