Today, LBC went from being merely 97.3 (London frequency) to being on our national dial – for those who tune in to digital anyway. By the looks of things, LBC owner Global radio, whom don’t shy away from ambition (as can be seen by the name they give themselves) – have spent a fair amount of money on this launch – getting new presenters lined up…even having a big photo shoot to make their website and publications that little bit more glossy.
Getting on a national dial isn’t the same as getting into the national consciousness, but unlike so many other music based commercial radio stations – LBC really does seem to care about the content they broadcast and also don’t mind forking out a pretty penny for presenters/journalists as well (I don’t see any former children’s TV presenters or singers whose hits now mainly involve the ground – stumbling out a taxi after attending another envelope opening) [think the Birds of a Feather lot].
It’s good that we have another station that deals with speech based current affairs, as when Talk Radio – turned into Talksport, like the fans of West Ham, I felt deflated and beaten. So, I really do hope that LBC are not only able to hold their own against the big boys – both BBC radio 4 and mostly BBC radio 5, but also hold a national conversation – NOT on their own.