LBC becomes 'London's Biggest Conversation'

London-based talk radio station LBC 97.3 FM, which until now stood for London Broadcasting Company, is being repositioned as 'London Biggest Conversation.'

The new name will be used on all on and off-air marketing in order to emphasise the 'close relationship LBC enjoys with its audience.'

LBC’s managing director, David Lloyd, said: "LBC is the home of entertaining conversation and this repositioning reflects the relationship our growing audience enjoys with LBC’s presenters and programming. Primarily, LBC is a meeting point for Londoners, a place to engage in conversation, life in the capital and create captivating new content on air."

The station broadcasts around 3,000 hours of user-generated content a year, with 18% of its listeners describing it as a 'partner' and 14% as a 'mother,' while 90% said 'they discussed what they’d heard on LBC.'

LBC saw a 28.9% year-on-year increase in total listening, achieving 7.1 million hours, according to RAJAR figures for Q4 2006. In terms of London listening hours, LBC ranks ahead of Virgin Radio, Choice FM, talkSport, Capital Gold and XFM.

Last month it was announced that LBC News 1152 AM is to be rebranded Sky News Radio for London, as part of a joint venture with BSkyB to launch a 24-hour digital news radio service. The initiative is part of the consortium bid headed by Channel 4 for the soon to be awarded second national digital multiplex.