Liverpool’s iconic St John’s Beacon tower could be losing its well-known ‘Radio City’ name following a rebrand by Bauer Media. The broadcasting station, which has been operating from the tower since 2000, will be renamed Hits Radio Liverpool as part of Bauer Media’s wider station rebranding strategy. With the tower gaining listed status last year, including a reference to the Radio City 96.7 branding, the potential loss of the name has raised concerns among locals.
A spokesperson for Bauer Media stated that they were currently reviewing all options regarding the future of the landmark tower. The company acknowledged the historical significance of the Radio City branding while expressing openness to alternative options that better reflect the tower’s new era as home to Hits Radio and Greatest Hits Radio. The spokesperson reassured that updates regarding the decision would be shared in due course.
This rebranding effort by Bauer Media affects a total of 15 stations, marking a brand new chapter for the company. Simon Myciunka, CEO of Bauer Media Audio UK, described the transformation as an opportunity to establish a nationally-recognised brand. While these changes are aimed at growth and adaptation to the evolving audio landscape, concerns have been raised about the potential loss of local identity and connection.
Gary Stein, Hits Radio Network programme director, expressed enthusiasm about the future prospects of the station. Stein highlighted the importance of radio’s unique role in providing companionship, information, and entertainment, all of which contribute to its enduring appeal. By becoming a nationally recognised brand, Hits Radio aims to leverage its local news, information, and music to continue serving its valued audience.
Social media users have been vocal about the potential removal of the iconic Radio City name from the Liverpool tower. One user on Twitter expressed skepticism, stating, I can’t imagine listeners in Liverpool will take too kindly to the loss of the Radio City brand. The sentiment reflects the attachment and loyalty that the local community feels towards this historical radio station.
While Bauer Media’s rebranding strategy may offer an opportunity for growth and national recognition, concerns remain about the potential impact on the tower’s identity and heritage. As the review of options continues, many will be eager to know how the future of Liverpool’s iconic tower will unfold and what alternatives might be chosen.In the meantime, Radio City will continue to broadcast its Breakfast Show from the tower and remain a prominent presence in Liverpool’s radio landscape.
