Is station rebranding far from a sound decision?
The company owning Swansea Sound has announced a rebranding of the local radio station – but thousands of loyal listeners aren’t happy, as Lucy John reports
BAUER Media announced on May 27 that Swansea Sound will instead be named Greatest Hits Radio from September, along with 48 other local radio stations in its ownership across the UK.
This format will offer classic hits from the ‘70s, ‘80s and ‘90s alongside regional drivetime and networked breakfast shows.
According to the company, coronavirus has “amplified and accelerated” their plans, which aim to “better meet listeners’ and advertisers’ evolved needs”.
Presenters and staff affected by the changes across the UK have entered a consultation period. Certain roles will be considered at risk and freelance contracts will be reviewed.
Bauer Media maintains that Greatest Hits Radio will air local content and will keep a presence in local communities, reflecting major events and stories that might be important to listeners.
However, so far around 2,000 people have signed a petition in an attempt to save Swansea Sound’s branding and format, which locals say represent a huge part of the cultural and social fabric of Swansea.
The station was the UK’s seventh independent local radio station when it launched on September 30, 1974, and many still remember its early presenters, such as Steve Dewitt, Doreen Jenkins and Chrispian St John. Now, many across the city tune in each day to listen to Kev Johns’ breakfast show and much more.
One resident, who left a message of support for the petition said: “I’m signing because Swansea Sound was a big part of my life while growing up. Every Sunday the whole family would listen to it while cooking dinner and baking, we all listened to the record chart countdown. And I still listen to the station to this day, it’s a part of Wales and should be protected.”
Born-and-bred Swansea resident Anne said: “I’m 62 years old and have been listening for many years. I remember Steve Dewitt from the Top Rank. I also love Kev Johns.
“If I could name one of the things that has got me through this lockdown, it is Swansea Sound. I work from home and it’s my constant companion. It keeps me sane – just can’t imagine life without it.”
Others described Swansea Sound as “the heart of our town” and that if it went “it would be a terrible loss to the area”.
Andrew Jones, 55, said he was inspired by Swansea Sound radio station while at Swansea University, and in 2002 he founded Wales’ first community radio station, GTFM. The station serves Pontypridd and the surrounding areas of Rhondda Cynon Taf.
He said he based GTFM on Swansea Sound and that he still believes the original brand has a place in
Swansea homes.
“A lot of it is to do with the fact Swansea Sound has been around for 46 years and it is one of the oldest stations – it was the seventh to start up in the country. It was hugely successful then and a lot of people in Swansea have stuck with it since,” he said. “Many radio stations across the UK have lost their identity over the years, but Swansea Sound has been quite unique to keep its branding. It still has its religious programmes and phone-in programmes and people value that.
“People in Swansea are very proud of their city and the radio station means a lot to them, so if they lose the name Swansea Sound it’ll be like the heart ripping out of Swansea. You can see that by the response to the petition.
“Swansea Sound has managed, by coincidence, to keep its branding, unlike many other local stations. The time has come now where that might all change, but there’s still a strong argument to preserve it.”
Swansea Sound’s sister station, The Wave, also owned by Bauer Media, is one of four stations across UK planned to see relatively minor changes. From September, it is planned to follow a “Hits Radio” format, which will feature “nostalgic thowback tracks” and local breakfast shows.
Three of Bauer’s local brands will experience no changes. These are Lincs FM in Lincolnshire, Pirate FM in Cornwall and Sam FM in Bristol.
When asked on a RadioToday podcast why Lincs FM and Pirate FM would remain unchanged, Graham Bryce, group managing director of the Hits Radio Network brand, said: “Well, as you know, we don’t try to do a one-size-fits-all strategy as far as Bauer is concerned.
“Having looked at these markets closely, we believe that Cornwall and Lincolnshire in particular have different characteristics and communities that we think are distinct from the rest of England and as a result need a slightly different approach.
“So as a result we’ve decided these stations should operate standalone, retain their local brand and retain local programming.”
Also under the plans, a number of Bauer’s stations in other areas of the UK will close and three new stations will be introduced.
People in Swansea are very proud of their city and the radio station means a lot to them, so if they lose the name Swansea Sound it’ll be like the heart ripping out of Swansea ANDREW JONES