Celador now owns 26 radio stations following the purchase of Anglian Radio earlier this year.
Reading 107 bosses are changing their station name to JACK fm, becoming the 6th such UK station to do so.
The Reading Post is suggesting JACK fm will take over Reading 107 after the sudden departure of breakfast show host Robert Kenny.
The Reading And Basingstoke multiplex is getting a new station this weekend as Reading 107 launches on DAB digital radio.
An hour-long interview with Chris Tarrant will be broadcast this Sunday on Reading 107 as part of Sir John Madejski's show.
Whilst much of the country was brought to a stand-still this week as heavy snowfall caused widespread disruption across Britain, commercial radio came into its own.
Sir John Madejski, Chairman of Reading Football Club, is joining Reading 107 to host a weekly show interviewing local business people and community leaders.
Reading 107 has created a new partnership with the Berkshire Community Foundation to support a charity set up by Radio 210's former manager.
One of station's founders returns as boss in consultancy role.