Via Digital Spy
The BBC’s digital radio station 1Xtra will reportedly drop its “Love Black Music, Love 1Xtra” slogan as part of a rebranding exercise to bring it closer to parent network Radio 1.
According to The Guardian, the rebrand will see 1Xtra adopt two new straplines – “Xtra RnB” and “Xtra Hip Hop” – to better indicate it as Radio 1’s urban music spin-off. The station will also get a new logo blending the two station’s branding.
The rebranding of 1Xtra is part of the BBC’s new strategy for its radio stations, including the controversial planned closure of 6 Music and the Asian Network.
1Xtra currently has a relatively low weekly reach, which has led to calls for it to be shut instead of 6 Music. Tim Westwood, the station’s most high-profile DJ, recently complained that he had been broadcasting “to absolutely nobody for the last three hours – it’s soul-destroying”.
The BBC said that 1Xtra’s new “Xtra RnB” and “Xtra Hip Hop” straplines will help create a “front door” for the station’s wider musical playlist, which includes dancehall, dubstep and house music.
Poor Tim Westwood – HA HA HA HA HA!
This is just the beginning folks….
Anyway your thoughts please…..