GMG Radio is set to rename its two Century Radio stations as Real Radio, providing the group with six stations under one unified brand.

Century broadcasts across the north-west and north east of England and will be formally renamed as Real Radio next April. They join sister stations under the Real Radio name in Scotland, Yorkshire, South and West Wales and, from the end of next year, mid and north Wales.
 
On-air the move from Century to Real will happen gradually while a marketing campaign is planned to communicate the new name to listeners in the Spring.
 
The on-air content and music will remain unchanged on both stations but new imaging will provide the north east and north west stations with a fresh feel.
 
GMG Radio’s deputy chief executive Stuart Taylor said: “As strong brands become increasingly important in the media market GMG Radio will house two of the most powerful networks in the UK .Real Radio and Smooth Radio complement each other perfectly. Listeners will continue to enjoy the same great presenters and music, and advertisers will benefit from bigger and better opportunities.”