From Monday we're introducing a fresh musical sound to the BBC World Service. Including new programme music, new indents and other branding elements heard through the day, this new sound is designed to make our musical identity contemporary and easily recognisable. Like any radio station the BBC World Service is constantly adapting to the changing needs, and means of consumption, of listeners in the many markets we serve.
"It's really nice to be immersed here, there is so much going on"
One of our most important challenges, as listeners around the world are offered an ever increasing range of alternatives, is to be easily identifiable whenever and however people listen - whether on the radio, on a partner station or online.
This new musical identity is the first change on this scale in over seven years and has been six months in the making. What has been unique in this project is the relationship the composer, David Lowe, has had with our programme teams. David positioned himself as a composer-in-residence at our base in Bush House, London. This has allowed him to work extremely closely with presenters and editors from news teams and has let us test new ideas continuously throughout the production process.
"(the music) speaks volumes about the personality of the radio station"
From Monday, we'll still be the same radio station, but the sound will be slightly different. We hope you enjoy the sound and we'd love to hear your feedback.
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Steve Martin, On-Air Editor, BBC World Service |
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