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1Xtra Rebrand

hobbs

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hobbs

hobbs

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BBC to rebrand Radio 1Xtra

The BBC's digital radio station 1Xtra will reportedly drop its "Love Black Music, Love 1Xtra" slogan as part of a rebranding exercise to bring it closer to parent network Radio 1.

According to The Guardian, the rebrand will see 1Xtra adopt two new straplines - "Xtra RnB" and "Xtra Hip Hop" - to better indicate it as Radio 1's urban music spin-off. The station will also get a new logo blending the two station's branding.

The rebranding of 1Xtra is part of the BBC's new strategy for its radio stations, including the controversial planned closure of 6 Music and the Asian Network.

Under the new strategy, the corporation wants to create and support a series of brand extensions for its five main radio networks - Radio 1, Radio 2, Radio 3, Radio 4 and Radio 5 Live.

To complement Radio 1Xtra and Radio 5 Live Sports Extra, Thompson wants to rebrand Radio 7 as Radio 4 Extra. Senior BBC sources also suggest that 6 Music could become Radio 2 Extra to placate strong opposition to its closure.

Over the next 18 months, the BBC Executive will more closely tie 1Xtra's editorial schedule to parent station Radio 1 and grow its modest audience to a "sustainable scale".

1Xtra currently has a relatively low weekly reach, which has led to calls for it to be shut instead of 6 Music. Tim Westwood, the station's most high-profile DJ, recently complained that he had been broadcasting "to absolutely nobody for the last three hours - it's soul-destroying".

The BBC said that 1Xtra's new "Xtra RnB" and "Xtra Hip Hop" straplines will help create a "front door" for the station's wider musical playlist, which includes dancehall, dubstep and house music.

A BBC spokeswoman said: "These two genres should act as the front door into the rest of the station, giving the audience a clear message about the core offering and a route in, where we can then inform them of the range of music 1Xtra has to offer."

One word: Why?

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Guest PineapplesLikeAarons

Guest PineapplesLikeAarons

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I've listened to 1Xtra a few times before, but it's annoying that you have to go on the Internet to listen to it! I get the Westwood podcast, but I would listen to it a lot more if it was on proper radio :/ Or even if it came out as an app for the iPod/iPhone, I wish Radio 1 had it's own app for listening to it. :L

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Hammer

Hammer

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I've listened to 1Xtra a few times before, but it's annoying that you have to go on the Internet to listen to it! I get the Westwood podcast, but I would listen to it a lot more if it was on proper radio :/ Or even if it came out as an app for the iPod/iPhone, I wish Radio 1 had it's own app for listening to it. :L

You need to download the Fstream app.

http://bbcstreams.com/

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Jono

Jono

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Messing about with the brand for the sake of it. I am not black and I'm not your average black music listener - but there's still appeal to me. I am more likely to listen to something knowing it's linked to Radio 1 than caring about "Xtra RnB" and "Xtra Hip Hop". I feel promoting people like Trevor Nelson, Mistajam and Westwood would do more favours than going with these new slogans.

As much as I love 1Xtra, and enjoyed 1Xtra live, it makes you wonder with all these simulcasts what the point is when they want to close 6Music which isn't simulcasted elsewhere.

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The Stig

The Stig

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Messing about with the brand for the sake of it. I am not black and I'm not your average black music listener - but there's still appeal to me. I am more likely to listen to something knowing it's linked to Radio 1 than caring about "Xtra RnB" and "Xtra Hip Hop". I feel promoting people like Trevor Nelson, Mistajam and Westwood would do more favours than going with these new slogans.

As much as I love 1Xtra, and enjoyed 1Xtra live, it makes you wonder with all these simulcasts what the point is when they want to close 6Music which isn't simulcasted elsewhere.

I agree. If it was more linked with Radio 1 with the presenters side of things I'd be more likely to listen.

ChrisHewgill.jpg
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Guest PineapplesLikeAarons

Guest PineapplesLikeAarons

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I was genuinely unsure if she knew, seeing as she didn't know about print screening etc.

I really don't like the music, so I don't listen, the presenters are OK, a bit sub-standard for the BBC...

Half the music on 1Xtra is the same as Radio 1!

And what was with the XtraJedward thing??

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hobbs

hobbs

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It's as much of a news story as the 6Music rebrand.

It's not just "black" music anymore - it's just hip hop and RnB

And the reason they're airing adverts with it in, is because it's already happened.

Put 1Xtra on and it's had a complete re-do of the station sound.

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kyle_y

kyle_y

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It's as much of a news story as the 6Music rebrand.

It's not just "black" music anymore - it's just hip hop and RnB

And the reason they're airing adverts with it in, is because it's already happened.

Put 1Xtra on and it's had a complete re-do of the station sound.

I disagree. Choice FM play hiphop and R&B. 1Xtra daytime playlist includes funky house, soulful house, drum and bass, dubstep, dancehall, fusion, trip hop, bashment as well as hiphop and R&B.

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MrDoovdeHaxorz

MrDoovdeHaxorz

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but to be fair the rebrand seems to be based around them changing to just/mainly Hiphop and R&B, though if stations like ChoiceFM already do that I fail to see the point as that coverage in commercial radio was the claim they made about 6Music as part of the recommendation to scrap it. All very confusing.

Professional eater of puppy dogs, baby heads and killer of grannies...

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kyle_y

kyle_y

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but to be fair the rebrand seems to be based around them changing to just/mainly Hiphop and R&B, though if stations like ChoiceFM already do that I fail to see the point as that coverage in commercial radio was the claim they made about 6Music as part of the recommendation to scrap it. All very confusing.

I agree. To me, 6Music (and to a certain extent 1Xtra) are amongst the services the BBC should be providing. It's public service broadcasting as it should be, knowledgable presenters and ambassadors of their specialist music genres playing non-mainstream music for music fans. These sort of stations (including R1) as they are wouldn't survive under commercial ownership.

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