Goodbye France Bleu Provence, hello Ici Provence! This Monday, January 6 at 5 a.m. sharp, the Radio France group station is changing its name, like all of the 44 local branches of the national network. Behind this development, a clearly stated intention: that of proposing a “360° media”transversal, uniting radio, web and television.
“Loyal listeners will not be destabilized by turning on their radio. They will find their usual programs and the voices they are used to hearing”reassures Eric Sorek, director of Ici Provence.
Only the design, the jingles and other commas which punctuate the antenna will be different, still on the basis of the musical creations commissioned from Pascal Obispo two years ago.
Info, music and good humor
“The promise of our antenna remains the same but, with this new name, we want to assert even stronger our local, local roots in the daily lives of people”explains Eric Sorek. Because Ici Provence, a public service radio station, rightly claims to be at the service of listeners by offering them subjects that concern them and practical information to simplify their lives.
“This change of name marks our belonging to the territory and clearly says what we do: here, we talk about here”comments the radio man.
It also aims to show that the media is capable of reinventing itself, of modernizing itself, of living with the times and the consumption patterns of listeners who, at Radio Classique, now often prefer their smartphone.
Unity is strength
The majority of Radio France's premises were created 40 years ago after the opening of the FM band. France Bleu was born in 2000, from the merger of these premises with Radio Bleue. The adventure will now be partly written in collaboration with France 3 which, for several months, has labeled its entire regional offering with the same name Ici.
“This synergy and this shared brand must give us more strength, in a media world that has diversified and developed”continues Eric Sorek. He knows the subject well since, in parallel with his duties at the head of Ici Provence, he is in charge of setting up joint morning shows with France 3.
Launched experimentally in Nice and Toulouse in 2019, they are offered in 38 of the 44 locations. The last ones will soon reach the milestone in the coming months: Burgundy, Champagne, Armorique, Lorraine, Auvergne and Gard-Lozère.
“This format is not simple filmed radio, like other stations do. He met his audience. These mornings fit perfectly with the spirit of who we are.” analysis Eric Sorek.
Radio, TV therefore, but also the web since the editorial offer of Ici Provence is also available on a free application, which shares the same DNA. The stated goal is to conquer a new audience, which had little or no knowledge of Radio France's local offering.
Listeners immersed in Here
This global offer was prepared at length so that the name change becomes evident on the air today.
“For four months, we have been supporting the change. Our presenters, our journalists, but also personalities talk about Here throughout the day”continues the conductor.
Her radio station has even made a game of it on the air in recent weeks, asking listeners who speak live during the programs what it will now be called. A life-size test. “Everyone very quickly integrated the name of Ici”rejoices Eric Sorek.
