BBC rebrands Radio 1Xtra
The rebrand aims to bring the station closer to the Radio 1 network.
As part of the rebranding exercise, the BBC's digital station will drop its "Love Black Music, Love 1Xtra" slogan and adopt two new straplines: "Xtra RnB" and "Xtra Hip Hop". The radio station will also get a new logo combining the two stations' branding.
BBC executives are expected to more closely match 1Xtra's editorial schedule to its parent over the next 18 months so as to gain a sustainable audience. 1Xtra has been recently suffering from low reach.
The rebranding is part of the BBC's new strategy for its radio stations. It is keen to create and support a series of brand extensions for its five main radio networks.
The BBC's director-general Mark Thompson has revealed plans to rebrand Radio 7 as Radio 4 Extra. There are also speculations that 6 Music could become Radio 2 Extra to avoid its closure.