The UK younger-listeners station has been hustled into an urgent rebrand.
From September it will be known as Magic Classical.
Original, right? Fresh and attractive? Your call.
Scala Radio hit a record low of 188,000 listeners in the last quarterly stats, squeezed by a resurgent BBC Radio 3. Svala, owned by Baiuer Media, has posted losses for more than two years.
Gary Stein, Director of Audio said: ‘As Magic Classical, Scala Radio will continue to bring its loyal listeners a playlist of familiar masters alongside contemporary classical music, whilst introducing the fantastic talent on the station to a whole new family of listeners.’
There will be no team changes and current Scala Radio Content Director Nick Pitts will become Content Director for Magic Classical alongside his same role at Jazz FM.
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