New sound for World Service

On Monday 24th September, the BBC World Service launches a new sonic brand identity to its thirteen English Language networks. It's the first change on this scale for the service in over seven years, Radio Today can reveal.

The new work is composed by David Lowe, best known for the BBC news music and for the hit song "Would You?" by Touch and Go.

As well as music beds for programming sequences and positioning idents, the new BBC World Service identity supports content delivered via FM partner stations that carry BBC programming and the service's range of podcasts. There is also a download-able ringtone for the most loyal listeners and additional work to support the 75th anniversary of the BBC World Service in December.

In a novel twist to a radio station's normal relationship with imaging companies, David was invited into the BBC by World Service editor Steve Martin to work as a composer-in-residence.

Steve told RadioAudio.co.uk: "Today's news consumers treat the media as being very much on their own level and we wanted to acknowlege this in the new sound. So our new identity is designed to let the pace of our presenters' speech drive the flow of our output, rather than lock it in behind melodic roadblocks and pompous fanfares."

"It made sense for David to work at the heart of our Bush House studios alongside our journalists and producers. Together they've developed a sound that complements our content perfectly and that presents a direct, contemporary face to the world.

"Our new identity will help to distinguish the BBC on increasingly cluttered radio dials the world over."

Some 40 million weekly listeners will hear the new sound. The BBC World Service is available in the UK on DAB digital radio, satellite and Freeview.