Global rebrands XFM
Earlier this week came the announcement from Global that they’re re-branding XFM as Radio X. The launch on September 21st includes a new high profile line-up including former Radio 1 presenter Chris Moyles on breakfast, plus Johnny Vaughan, Vernon Kay and Kaiser Chiefs frontman Ricky Wilson.
Helped by a multi-million pound national marketing campaign and using the strapline “Get into the music”, Global is aiming to build on the listener base of the current XFM. Chris Moyles has already stated his aim to double the breakfast audience. This can only be good news for radio advertisers targeting 25-44 year olds.
Using well-known TV or music personalities to present radio shows is now a very common strategy by some of the big radio brands. If you’re listening to radio, you’re inviting someone into your personal space and you need to have an affinity with the presenter. This is what radio does best.
Some stations use well known personalities, some use local home-grown talent. It’s this rich and diverse mix which keeps the content fresh and contributes to the success of UK radio.
Radio X will be available nationally, on digital radio, as well as on 104.9FM in London and 97.7FM in Manchester.