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Article: From Radio 1 to BBC7: a brand for the digital age; by naming the last of its digital radio networks BBC7, the BBC is looking ahead to the day when radio is just one way listeners can tune in.
- Article from:
- Marketing Week
- Article date:
- February 6, 2003
- Author:
CopyrightCOPYRIGHT 2003 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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On a paper, BBC7 looks like a TV network, a logical progression in the sequence BBC1, BBC2, BBC3 and BBC4.
Yet on the airwaves, it sounds like a radio station (which is what most people would call it). In that case, why isn't it called Radio 7, in a logical progression from Radio 1, Radio 2, Radio 3, Radio 4 and Radio 5 Live?
BBC7, which went on the air just before Christmas, is the last of the BBC's digital radio stations, an entertaining mix of drama, comedy, books and children's programmes, mostly liberated from its huge sound archives. This week Radio Times has bowed to popular demand (some would say outrage) and agreed to print its programme ...