At 6 a.m. on Aug. 28, Flemish broadcaster Nostalgie became Play Nostalgie. The name change kicked off with the station’s weekly morning drive show, Team Ochtend (Team Morning).
Nostalgie started some 15 years ago, with studios in the Mediahuis building on Antwerp’s left bank. The name change is part of Play Media‘s strategy to broaden its brand portfolio. Earlier this year, Play Media acquired a 20% stake in the radio station; Mediahuis remains a majority shareholder with 55%. The French N-Group holds the remaining shares through Nostalgie SAS.
Alongside the name change, the station introduced new programs and presenters, including singer Gene Thomas and actress Liesa Naert. The common theme throughout the station’s format remains a mix of timeless and recognizable music.
With Play Nostalgie, the Play Media adds a complementary brand to the group’s four TV channels, the GoPlay online tool and live entertainment in the ‘Play Zuid’ event hall.
“It is crucial to connect with your audience in many different ways,” comments Jeroen Bronselaer, CEO of Play Media. “We’ve entered the shareholder structure of Nostalgie, and this cross-pollination resulted in adding Play Nostalgie to our family. Each of our brands will stick to its individual identity, but we will connect the Play-worlds and look for interesting opportunities, like the new Saturday morning show on Play Nostalgie, which broadcasts from our Play Zuid venue.”
Tom Klerkx, CEO of audio at Mediahuis, says that Play Nostalgie will continue to build on Nostalgie’s “feel good” image. “From ‘Go your own way’ leading our Top 3000 to the new Harry Styles in our Instant Classic Top 30, we want to continue connecting and surprising our listeners.”
All images courtesy of Play Nostalgie.