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Lyca Media goes in search for radio name

Lyca Media

Lyca Media has officially launched an on-air competition asking listeners to brand their recently acquired London radio stations.

The stations have been known as simply Radio 1458 and Radio 1035 since being bought out of administration. Both stations have not had any “real” identity and therefore the company is now on a branding and marketing spree to name its two stations. BizAsia understands that this will be followed by a huge marketing campaign next month. The news also comes after the two stations underperformed in the latest RAJAR. The station claimed it was down to confusion amongst listeners after the old Sunrise Radio moved to a new frequency and Lyca’s radio stations launched without any brand identity.

Incidentally, popular presenters Tony Patti, Sarita Sabharwal, Ravi Sharma and Anisa Nasir have begun announcing on-air that 1458AM is now under Lyca media management with similar content as was known prior to the takeover.

Since the competition was launched on-air last week, the two stations have been inundated with a variety of names. Listeners responded hugely for the new name in form of mails and phone calls to studio line and endorsing their confident and love for the legendary presenters line up. The station will close the competition at the end of this month. The winning name will be announced next month.

It is unlikely the company will use ‘Lyca’ as pre-fix – instead opting for a complete new brand.