GMG Radio is set to re-brand the recently acquired SAGA group of stations as Smooth Radio, creating the biggest regional radio brand in the UK. Stations in London and the northwest will join by dropping FM from the name and adopting a new logo from March.
Significant marketing will be invested in the launch of the new brand as GMG re-positions the stations to offer greater appeal to a more mature audience. Ofcom recently awarded 102.2 smooth fm in London a change of format, allowing the station to focus much more on easy listening.
John Myers, Chief Executive of GMG Radio, said: "The Smooth name has worked well for us, especially in the North West where it has gone from worst to first in two years. We are therefore rolling this out across the UK into the Saga stations while dropping the 'fm' part of the name as it is clear that more listeners are tuning in across a number of platforms and not just on FM."
The new Saga licence for the North East, which GMG Radio will launch in the autumn, will also be named Smooth Radio.
GMG Radio, which also bought the two Century stations from GCap Media last October, will now operate four brands in its stable: Real Radio, Century FM, Smooth Radio and the recently launch 96.3 Rock Radio in Scotland.
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