Celador launches Jack FM in Swindon
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Celador launches Jack FM in Swindon

Celador’s latest purchase, More Radio Swindon, has re-launched as Jack FM.

Jack arrived this morning after a week of idents on the frequency suggesting that “a fresh breeze is coming”.

Celador bought More Radio just last month, hinting in an exclusive interview with RadioToday.co.uk, that the station may stay as it was, rather than being re-branded as The Breeze along with most of its other stations.

107 Jack FM Swindon, which carries the standard “Playing What We Want” trademark slogan started at 6am with Ben Atkinson, who will host the breakfast show weekdays. Ben joins from Total Star in Cheltenham where he was doing the drivetime show. First topics of conversation include “What is your favourite ice lolly” and the first song played was Duran Duran – Is There Something I Should Know.

Listen to the low-key launch here:

The station originally launched as Brunel FM in September 2006 by TLRC and has since been known as Total Star and More Radio.

Celador bought More’s former sister stations in Warminster and Bath last year, and also now owns another former Total Star station in Bridgwater.

The company runs two Jack FM stations – in Bristol and on the South Coast. Jack FM Oxfordshire and Jack FM Hertforshire are owned and operated independently, but all license the brand from Jack owners SparkNet through UK firm Oxis Media (who run the Oxfordshire station).

Breakfast presenter Ben Atkinson

0 5 2057 28 May, 2012 Industry News Monday, May 28th, 2012


  1. Radio Geordie

    I’m not surprised it became Jack not Breeze.

    In fact, Celador also own Midwest Radio in Somerset which is still using that name.  I wouldn’t be at all surprised if Midwest also becomes Jack.

  2. Seenit

    What is the fascination with the Jack FM format? I find it irritating, I think the people involved overrate their ability to be funny, it comes across as annoying!

    Musicly, nothing too wrong though…

  3. Davewiggywiggins003

    No Way Please Keep MidWest Radio As MidWest Radio Please Or Do Re Name Midwest Radio As The Breeze Please Do Not Rename Midwest Radio As Jack Fm No Way Re Name MidWest Radio To This Name The Breeze That Would Be Far Much Better

  4. Scott Peacock

    Welcome Jack fm Swindon, welcome to the family, I live in Hertfordshire and I listen to Jack fm Hertfordshire, remember people no asking for request or your local presenters will show you the door! playing what we want, is there game. Jack FM Rocks!

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