A radio station owned by the Reading Evening Post is to change its name before it launches this autumn.

The station, which until now had been known as New City FM, will now be called Reading 107FM.

The owners, a business group which includes the Evening Post and Reading Football Club chairman John Madejski, always intended to change its name but could not do it until the station was certain it had won the eight-year licence.

The board's orginal choice of name was 107 City FM, but the Radio Authority would not allow it because it was too similar to Radio City in Liverpool.

Tony Grundy, the station's managing director, said: "Having to change the name forced us to think again what we are about.

"It has brought us back to basics - we love Reading and it should be in the name, it makes sense."

Reading 107FM will be a music-led station with a target audience between the ages of 25 and 54 and will play a mix of 'adult contemporary' music from the last 40 years.

Do you have a story about the regional press? Ring 0116 227 3122/3121, or
e-mail pastill@nep.co.uk