After 15 years in the North East, and a decade in the North West of England, Century Radio is to be re-branded as Real Radio, to match sister stations in Yorkshire, Wales and Scotland.
The two remaining Century stations are part of the same regional GMG network as Real, and the stations are currently alike in everything but name. Programmes are shared each weekday from 8pm till 6am and more at weekends.
Century Radio North East was launched by GMG CEO John Myers and Group PD John Simons on behalf of Border Television in September 1994, followed by Century Radio North West in 1998. After the pair left and went their separate ways, they were re-united in Wales to launch the first of three Real Radio stations, working for the Guardian Media Group.
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.”