Mellow Magic Launch

In March 2016 it was standby for switching as a number of new radio stations came on-air as part of the Sound Digital DAB multiplex. On the 14th it was Mellow Magic, a brand extension for Bauer's Magic with a "relaxed and laid back sound". Perhaps rightly for such a mellow station it was an understated launch at 6 am with minimal interjections from breakfast show presenter Fran Godfrey. Indeed part of the appeal is hearing the former Radio 2 newsreader back on air reading the news bulletins. With its long sweeps of music Mellow Magic is not the station to listen to if you're operating heavy machinery!