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Change of Heart as we bid farewell to Invicta
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Breakfast duo James and Gemma
RADIO station Invicta FM will become a thing of the past on Monday as it morphs into Heart.

The hugely popular commercial radio station, based in Whitstable, has splashed out hundreds of thousands of pounds as it undergoes the biggest change in its 25-year history.

The move – announced in November – sees it become part of the nationwide Heart network of local radio stations.

The decision was taken to provide a wider advertising platform for national brands, but has drawn criticism from fans upset by the loss of the station’s very Kentish name.

And over the last week the station has thrown out everything bearing the Invicta name and replaced it with its new Heart logo.

Heart goes live from 6am on Monday.

Managing director Neil Webster said: “It’s been a huge operation. Everything from the stationery to the vehicles we use had to be changed. The offices have the smell of fresh paint and everyone has pulled together to make this work.”

The Invicta name was quietly dropped from broadcasts on June 8, with the station subsequently referred to on-air as ‘The Heart of Kent’.

Listeners will still hear the likes of James Heming on the breakfast show and Neil Kefford in the drivetime slot, plus local news, travel and weather.

Mr Webster said: “Listeners will still be able to hear all their favourites, but in addition we’ll be bringing networked shows which add real value.

“For example, there will be the likes of Jason Donovan, Toby Anstis and Emma Bunton bringing networked shows to Kent.”

The Heart brand will be seen at big events this summer, such as the double-header James Morrison/Sugababes shows in Canterbury next weekend, and will also have a presence at events such as the Rochester Castle concerts and the Kent County Show.

But voices from the past have raised concerns over the change.

The original programme controller, presenter and now BBC Radio Kent DJ, Roger Day told Kent on Saturday: “I think the rebrand is appalling, it’s throwing away any idea of local radio. Where’s the individualism in that?”

Mr Day was in charge from its launch in 1984 to its takeover by Southern FM in 1992.

He said: “I stopped enjoying my time on commercial radio by the time I left. The research groups and the accountants became too involved. It lost its surprise element and stopped being local.”

Heart will continue to broadcast on the same frequencies and from the Whitstable studios.
POSTED: 20/06/2009 18:00:00

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