Four heritage brands in the Midlands have become Free Radio this week, as names like brmb, Mercia, Wyvern and Beacon disappear from the radio dial.
Owners Orion Media have made the move to enable a bigger share of national advertising revenues and make the stations easier to market together.
The launch has been a gradual one, with new straplines phased in over the last few weeks.
Last night, Free officially launched with listener Nick Wall introducing the station and the new jingles playing out for the first time. Listen to the audio here.
Orion Media Chief Executive Phil Riley told RadioToday.co.uk: “We launched, as we intend to continue, with some character. We’ve raised a glass today to some fine radio stations and brands – names we know will live long in both the industry and with listeners.
“Today is free Tuesday – the start of a new era – and the beginning of a great new radio brand. We are excited -as we hope our listeners, new and old, will be.”
The stations are giving away hundreds of prizes on air to mark the full introduction of the new name and imaging across Birmingham, Warwickshire, Worcestershire, Herefordshire, Shropshire and the Black Country – including tickets to see Madonna at Birmingham’s NIA.