BBC Radio Cleveland to rebrand
BBC Radio Cleveland is to change its name later this year, RadioToday.co.uk has learnt. From the summer the station will be known as BBC Tees. The change is to reflect the fact that Cleveland is no longer a word that locals really associate themselves with.
Managing Editor, Matthew Barraclough told RadioToday.co.uk: "We feel the name BBC Tees better reflects the audience we serve and how they identify with their area. Administrative boundaries come and go, but the Tees is a constant geographical feature which defines and unites this part of the North. Our website and bus are already branded 'Tees' – we'll now become BBC Tees online, on the radio and on the bus."
The county of Cleveland existed between 1974 and 1996, but in recent times the area has become more familiarly known as Teesside, made up of a number of unitary authorities. "Cleveland" has remained as the name of the local police force, fire service and until now BBC radio station. In addition the River Tees runs through the patch which includes the industrial Teesside area, and the more rural Teesdale.
The changes will also coincide with new studios and a new open centre for the station which are due to be officially opened this month.
Staff at the new Broadcasting House in Middlesbrough were told of the changes yesterday (Weds).
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