Sunrise Radio Crisis: Sunrise Radio 2 rebrands
In response today’s takeover by Lyca Mobile, Sunrise Radio 2 has now officially morphed into just “Sunrise Radio”, as widely reported on BizAsia.
The Sunrise Radio brand will now only be audible on 963/972AM (formerly Buzz Asia) in Greater London after the other frequencies (1458AM & 1035AM) were acquired by Lyca Mobile. Sunrise Radio 1 and Sunrise Radio 3 are running programmes without any ‘Sunrise Radio’ on-air imaging. The presenters are playing back to back music without any commercials.
While the programmes are currently scattered on Sunrise Radio 2, a decision will be made on its fixed schedule in due course. It will be interesting to see how senior presenters will fit into the station as it has a format to entertain a younger audience. Ofcom will not allow any station format change without consultation.
It will also be interesting to see how Sunrise Radio will fit presenters from its former two stations into one.
The administrators, Grant Thornton UK LLP are expected to announce the acquisition by Lyca Mobile later today.