Talk Radio is changing its name to Talk Sport as part of a pounds 6
million awareness campaign to draw in advertisers and listeners.
The national radio station will be rebranded from 17 January and
programming will be split between 70 per cent sports coverage and 30 per
cent news and features.
The biggest change in programme scheduling involves the breakfast show -
which will include four hours of sports chat - and an afternoon
specialist car show, designed to pull in 22- to 44-year-old listeners.
The relaunch will be publicised with a TV and press campaign by Rainey
Kelly Campbell Roalfe Y&R.
But Tim Bleakly, managing director of Impact, Talk’s sales house, said
the changes to Talk’s profile had already taken place. ’We were
rebranding Talk throughout the whole of last year, so this is nothing
new. The only difference is that we are announcing it to the world by
changing the name of the channel.’
According to the last Rajar results, Talk’s share of listening has been
in decline since chief executive Kelvin MacKenzie shifted the audience
profile away from older women to younger, male sports fans last
Bleakly said: ’Since we began to change our programme output 12 months
ago, our listeners often confuse us with Radio 5 Live or other
sports-focused radio channels. We want to be sure that people know who
they are listening to and what we have to offer.’
Media Track, p9.