UTV Media has completed the rebranding of 107.7 The Wolf as Signal 107 and begun full programmes on the neighbouring licences it acquired from MNA Broadcasting earlier this year.
The new station covers Wolverhampton, Telford, Oswestry, Shrewsbury and Kidderminster and went live at 12noon today.
The first song played at midday today was I Gotta Feeling by the Black Eyed Peas and presenter Dicky Dodd launched the station saying “We’ve been talking about it for months and we’re at that moment. Welcome to your brand new radio station.”
The final three songs played as part of the build-up to launch were Take That’s ‘Never Forget’, ‘Here’s Where The Story Ends’ by Tin Tin Out and ‘Hungry Like The Wolf’ by Duran Duran.
Listen to the launch of Signal 107:
Marie Wright, Station Director for Signal 107, said: “The feedback from listeners on our plans has already been amazing and it is an exciting time for all of us involved in the launch of the station. Support for what we are doing from our advertisers has been phenomenal.”
The new regional station is made up of The Wolf as well as stations formerly known as The Wyre, The Severn (and originally Telford FM). Presenters include Tom Campbell on breakfast, Richard Dodd on mid-mornings, Tim Haycock on drive and Niel Jackson on weekend breakfast.
Calum Macaulay, Director of Local Radio for UTV Media (GB) said: “Creating a single brand with a strong heritage name like Signal is exciting for us and should give buyers reassurance that we will be delivering the quality of output that UTV local radio stations are renowned for. It makes it easier for national buyers to place their advertising across a large region with just one phone call, while we will continue to offer our local advertisers exactly what they need at the local level with split links. With a potential audience of nearly 1 million the station becomes our second largest TSA in the group.”
The change comes in the same week that Beacon, which covers both Wolverhampton and Shropshire rebrands to Free Radio as part of changes by its parent company Orion Media.