France Bleu Transitions to Ici: A New Era for Local Broadcasting
Starting January 6, 2025, at 5 a.m., France Bleu, the network of 44 local public radio stations, will officially rebrand as Ici. This change, announced during a press conference on November 27, aims to unify the network under a common identity and enhance its connection with local audiences. Céline Pigalle, the director of France Bleu, emphasized that the new brand is designed to cut through the noise of a competitive media landscape and assert the station's commitment to local news and community engagement.
Strengthening Ties with France 3
The rebranding to Ici is part of a broader strategy to strengthen collaboration with France 3, a public television network. The Ici logo has already been in use on France 3 since November 5, marking the beginning of a closer partnership. This initiative aims to create a cohesive media presence that combines radio, television, and digital platforms, thereby enhancing the delivery of local content. Pigalle noted that the goal is to make media more accessible and relevant to the public, addressing their daily concerns and interests.
A Comprehensive Promotional Campaign
To ensure a smooth transition, a major promotional campaign will be launched in January and February 2025. This campaign will help solidify the new brand identity and engage listeners in the process. Management plans to incorporate feedback from audiences regarding the new name, ensuring that the rebranding resonates with the community. The initiative is expected to maintain audience loyalty while attracting new listeners, as evidenced by the recent increase in France Bleu's audience numbers, which rose to 2.59 million in September-October 2023.
