Reelworld's new sound for BBC Local Radio

Radio Leicester has today become the first of the 39 BBC Local stations to air the network's new sung jingle package from Reelworld.

ReelWorld Europe · ReelWorld BBC Local Radio 2020 Launch Demo

37 of them are still using the Mcasso 2015 package while BBC Hereford & Worcester is even further behind on the previous Mcasso package (circa 2011/12).

It's been suggested that this new sound indicates a totally new direction for the network. Perhaps - and questions will rightly be asked about whether or not that is the right strategy.

However, I do not agree that the jingles aren't suitable for a traditional BBC Local Radio audience. More modern (it is 2020 after all) but melodic and cheerful. You don't get stuck in the past when you turn 50.

UPDATE: 07/01/2020:

I'm perplexed by one criticism I've seen today:

All 39 stations using the same package would seem anything but local.

1.  A jingle package isn’t local content. It’s there to identify a station and reflect its sound.
2. Each station will have localised versions of the same cuts.
3. Stations have been ordering resings of existing packages for as long as jingles have been around.