GCap Media, the parent company of Glasgow-based Beat 106, has announced that it is to rebrand the station as Xfm Scotland from the beginning of next year.
The company unveiled its plans to extend the Xfm brand into Scotland last week as part of a company-wide overhaul which has also involved the repositioning of London station 95.8 Capital FM as well as the sale of nine analogue stations.
However a spokesperson for GCap Media stated that the Xfm network, consisting of Xfm London, Xfm Manchester and now Xfm Scotland, is not for sale.
She said: “The network is not for sale. Last week we issued an announcement to the stock exchange in London regarding the company’s plans to move forward, which detailed our focus on Capital FM and the creation of the Xfm network.
“We also detailed that nine of our stations are to be dropped, but they are located in the North West and South West of England and in Wales.
“Xfm is a brand in which we see a future and are investing in it.”
On the rebrand Stuart Duncan, marketing and operations controller at Beat 106, commented: “Beat 106 has continuously held its position in the Scottish marketplace, but as the focus of our audience has changed over time, it is essential that the station reacts. Guitar-led music has become the first choice with the Scottish audience. The new format can offer something to new listeners whose needs are currently not being met while still retaining its specialist music appeal.”