Sunshine 855 in Ludlow has two new sister stations this morning, as Laser Broadcasting has re-launched Classic Hits 954/1530 as Sunshine 954, and Sunshine 1530. The new stations will share all programming except breakfast, and will provide local news for each transmission area.
Laser’s Operations Director Stuart Linnell told RadioToday.co.uk: "Anyone who knows the area will be aware that the marriage of Hereford and Worcester is not exactly a comfortable union. It developed out of the re-organisation of local government some years ago, but despite the best efforts of many, the two cities do not get on and have very little in common.
"We will provide each with its own local news and information, as well as running separate commercial outputs to each city. So, whether you are in Hereford or Worcester, from now on you will be able start each day with your own breakfast show and have your own local news plus advertisements relevant to where you live throughout the day.
"Sunshine station manager James Hazell has assembled an excellent team of presenters," added Linnell. "It is the start of the development of the Sunshine brand across the west of the West Midlands and mirrors, to some extent, our policy in Somerset where using the Quay West brand in both Bridgwater and Minehead is already paying off."
Ofcom is happy with the change, saying the move will provide benefit for existing listeners without a substantial change to the character of the existing service.
The first song played? Katrina and the Waves, Walking on Sunshine, of course!
Laser now operates six commercial radio licences in the UK, including the recently acquired Fresh Radio in the Yorkshire Dales.
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