Free Radio unveils new look and sound

Orion Media, the Midlands-based commercial radio group, has today revealed a fresh approach for its market-leading West Midlands commercial radio brand, Free Radio*.

An updated music proposition for its FM stations will concentrate on the biggest pop music tracks from the past 15 years: from the likes of Jess Glynne and The Weeknd, to old-school favourites such as Destiny’s Child and JLS.

The refresh follows extensive research into Midlands radio listening habits over a six month period, calling on the views of more than 6,000 people.

The research identified a sector of ‘30 somethings’ who felt they no longer connected closely to a specific radio station. It also highlighted the increasing importance of ‘mood’ when listeners choose a station to suit their lifestyle. Listener trust in radio remains high, with Free Radio listeners attaching real value to the presenter relationship.

Analysis of the results has equipped Free Radio to adapt its music offering and brand positioning. ‘Let the Music set you Free’ will be the new brand statement, accompanied by an updated logo to deepen the meaning of the brand identity.

“Great businesses today are consumer-led. We believe this is the most extensive research project into radio ever conducted in this key UK region; and has generated real insight into how contemporary listeners engage with radio in their lives,” said Adrian Serle, Orion’s Chief Executive.

“Free Radio is currently enjoying its best ever audience** of 25-44s, with a consistently strong market position; and we are confident our new approach will strengthen the offering,” added Serle.