Lyca Media announce new branding of stations

After seven months of broadcasting without no real identity, Lyca Media has announced the official branding of its recently acquired two London Asian radio stations.

The two stations that have been broadcasting as Radio 1458 and Radio 1035 since being bought out of administration in February this year, will be known as Lyca Radio 1458 and Lyca Dilse 1035 respectively. The identity was selected through an on-air competition where listeners were invited to choose a brand name for the two stations. BizAsia understands that the name was chosen from over 1000 options sent in by listeners.

Prem Sivasamy, Group Deputy Chairman, Lyca Group told BizAsia, “The competition in the London market will now take a new twist. We have monitored the competition since we launched and are ready to roll out a range of new activities to promote our new radio brands.”

The news also comes after the two stations apparently suffered from listenership numbers confusion amongst listeners after the old Sunrise Radio moved to a new frequency and Lyca�۪s radio stations launched with the same familiar presenters and without a well publicised brand name. The new branding will be heavily publicised in a major way in the London market to differentiate itself from Sunrise Radio.

The new branding will come into effect on-air today on both stations.