It’s about time I gave my take on a topic that one could argue is
desperately filling the column inches, but for the radio fans is like
an early Christmas present.
Even The Today Programme on BBC Radio 4 has given 5 minutes to discussing
the topic this morning, with master cartridge-pusher Tony Blackburn.
That being the many articles posted in the papers and online
about Nick Grimshaw’s new breakfast show for Radio 1 and how
the brief for the imaging requires for it to “steer cleer of sung jingles”.
The one thing that gets me is how everyone’s treating this
like it’s a new development to the station, when in fact this is not the first time
a breakfast show on BBC Radio 1, or Radio 1 station-wide has
abandoned sung identification.
Many anoraks (and I will call them that) mourned the loss of JAM jingles on the station
in 1995 when to coincide with the introduction of Chris Evans hosting breakfast
the Nirvana and Shaggy sound-alike 1FM IDs;
were replaced by industrial inspired soundscapes with witty spoken liners.[audio https://robinblamires26.files.wordpress.com/2012/08/r1-96.mp3]
Moving back up to date, the time-frame in which the potential clients have been
given to submit audio is pretty short considering the new show commences
in less than a month but in no way does that mean the imaging cannot evolve.
Overall it’s going to be a different type of show, more focused
towards Radio 1’s demographic and the identification is just a part of it.
More importantly it will help the station be more consistent all of the time,
whereas with Moyles it’s like a completely different station altogether.
Thankfully with Vernon Kay standing in on Breakfast they’ve abandoned
the Chris Moyles sung imaging for this week so at least it won’t be so much
of a sudden shock when Moyles ditches breakfast in the long run.