MEDIA: New LBC programmes to attract PROs

PROs with health, lifestyle and entertainment clients will find outlets for their clients on the relaunched news radio station for London, LBC 97.3 FM, according to its editorial director Steve Kyte.

But he warned PROs with stories to pitch: 'Although London is obviously a big selling point, it has got to be relevant to all our audience.'

There is a range of programming, he said. Breakfast, produced by Joe Holland and co-hosted by The Sun columnist Jane Moore, would house 'news makers'. But Dr Pam Spurr hosts an evening show from Monday to Thursday which deals with health, relationships and sex. It is produced by Jeane McCallum.

Paul Russell is in charge of afternoons with David Prever, while Tiffany Lippet produces the important Drivetime slot, hosted by Frank Partridge and Caroline Feraday. The half-hour LBC Nightly News which follows at 7pm is produced by its presenter, Simon Vigar. All report to Kyte.

Last year, MD Mark Flanagan said the new schedules would provide PROs with a wider range of issues on which to pitch ideas to producers (PRWeek, 15 November 2002).

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