The biggest shake-up in the history of LBC is set to take place in London with the launch of Sky News Radio on 1152 AM, replacing LBC News 1152. And LBC 97.3 is changing what the initials stand for, from the historic London Broadcasting Company to London's Biggest Conversation.
New research commissioned by LBC reveals the station compares to MySpace and YouTube in the way that listeners actively engage with presenters and programmes to generate original content. The new branding will be used on-air and in other marketing activity.
The station broadcasts around 3,000 hours of user-generated content a year and LBC’s findings reveal this on-going conversation results in very close relationships between listener and station, with 18% describing it as a partner and 14% as a mother, while 90% said they discussed what they’d heard on LBC.
The station receives, on average, around 140,000 calls a month and more than 50,000 SMS messages. The LBC web site also counts a quarter of a million unique users*.
LBC’s Managing Director, David Lloyd, said: “LBC is the home of entertaining conversation and this repositioning reflects the relationship our growing audience enjoys with LBC’s presenters and programming. Primarily, LBC is a meeting point for Londoners, a place to engage in conversation, life in the capital and create captivating new content on air.”
The repositioning of LBC 97.3 FM follows news that rolling-news station LBC News 1152 AM is to be rebranded Sky News Radio for London, as part of a joint venture with BSkyB to launch a 24-hour digital news radio service, Sky Radio News. The initiative is part of the consortium bid headed by Channel 4 for the soon to be awarded second national digital multiplex.
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