New Sunday show Indulgence will see household names play their favourite music each week on the Emap-owned station.
GMTV show host Ben Shephard will launch the two-hour show on 18 September at 7pm, with BBC Watchdog doctor Dr David Bull as guest of the second show in the series.
The news follow the station’s recent unveiling of a series fronted by Sky presenter Eamonn Holmes, to start on the same day as Indulgence, and of Magic Music, in which artists such as R’n’B star Craig David will share their playlist.
With celebrities appearing on the weekend shows, the station hopes to boost listeners numbers currently around 1.68m Londoners each week.
Under the helm of recently appointed managing director Andria Vidler the Emap-owned station has unwrapped an aggressive strategy, in an effort to become London’s biggest radio station.
Vidler said: “Our hosts for Indulgence are all well known for their particular expertise – their professions may be very different but they are all united in being passionate about music.”
By Valerie Vidal
This article was first published on Media Week