Reading And Berkshire's Heart Attack - Radio 210, 210-FM, 2-Ten FM

This is the one I've been looking forward to writing the most, as the Reading based station has certainly had several superb jingle packages throughout it's time on air.

That wasn't really the case to start with as Radio 210 opened in 1976 with a rather hastily-made sounding set of jingles from British company EMIson.

1976 Jingles - EMIson

The station was so called as it transmitted on 210 meters medium wave, as well as in stereo on 97 FM, and the first record played on it's launch was "We've Only Just Begun" by the Carpenters.

The first presenter on air was former Radio 2 DJ Paul Hollingdale who was the first presenter on that network as well under the Radio 2 identity.

Other presenters included Howard Pearce, Tony Holden, and two newcomers by the names of Steve Wright and Mike Read who presented
"The Read And Wright Show". Goodness knows what happened to them.

In 1978 a more consistent identity was needed and EMIson produced another jingle package which like many ILR packages at the time had weird stereo effects and repetitive tunes.

1978 Jingles - EMIson

210 were one of the first radio stations to sponsor a football team, although from what I've heard the FA wouldn't allow Reading FC to use the station name on the shirts in favour of the owners name "Thames Valley Broadcasting".

The reason being that station name would confuse the referees when they had to give bookings or send someone off.

By 1980 both Read and Wright had moved to national audiences on Radio 1 and Bob Harris had left the BBC to join the Reading based station.

Another new set of jingles was commissioned and this time the station turned to Alfasound Tapetrix who produced what has to be one of their best packages with jazz-funk influenced cuts and really good musicians.
The cuts were all based around the strapline "Closer To You".

Not to mention the heavilly sinister news intro that I really wouldn't want to hear at this time of night.

1980 Jingles - Alfasound

That particular news intro makes a few appeances in this selection of airchecks, previously available on This Is ILR.org.uk.
One of the presenters being Simon Blaxland, now the man behind several radio commercials, although back in 1983 he was always prone to the odd accident on-air.

Towards the end of 1983, at Christmas to be specific, a brand new jingle package was introduced for the new year by David Arnold, based around the strapline "Sounds Of Your Life".

Definitely one of the finest and well remembered jingle packages from 210's reign.

1984 Jingles - David Arnold Music

There was also this stunning main theme, used as a ramp up to the news at the top of the hour showing David Arnold and Paul Hart's musical clarity at their finest.

With regards to the main cuts, it's worth mentioning the sports theme towards the end, as a lot of David Arnold's sports jingles for his station packages had the same sort of style.

A later example being that from the Jazz FM 1997 package as heard here.

Some additional cuts came in 1986 with a more fresh and contemporary angle but based around the same theme and melody logo with new cuts for the 102.9 transmitter set to launch in Berkshire and North Hampshire in January 1987.

I'm not sure if they could get away with the Midday Market jingle nowadays, sung in a faux Jamaican accent.

1986 Jingles - David Arnold

A few airchecks from prior to the launch of the 102.9 transmitter can be heard here.

By this time David Hamilton had joined the station from BBC Radio 2 as their morning show presenter. This resulted in an infamous TV advert shown on Thames and LWT with the line "More Madonna, and less Mantovani.
Know what I mean!"

1988 saw another addition in the form of this rather orchestral version of the main theme used as the news intro.
With the IBA under the influence of the Conservative government enforcing the "use it or lose it" policy on seperate AM and FM stations changes were approaching.

By now David Hamilton had left the station to join his mate Tony Blackburn at the new Capital Gold, along with several other veteran disk jockeys.

In May 1989 the station split frequencies but the 210 brand remained as part of the new station 210-FM.

This saw an absolutely stunning package by Century 21 Programming in Dallas Texas, which contained a new instrumental news theme, and resings of packages such as "Classic Oldies", "Madison Avenue", "Proton" and "Double Power".

The whole lot can be heard below and it definitely matched the freshness and vibrancy of the station as it headed into the 90s.

1989 Jingles - Century 21

1992 saw a new package from the same company, but with a more consistent theme with the majority of the cuts resung from the "New York's Best Mix" package originally done for Mix 105 WNSR in New York.

1992 Jingles - TM Century

It's also worth mentioning two songs from TMCI's Morning Show package which were produced for Rob Jones's Breakfast Club and really added to the excitement.

They were complemented by some really enthuisiastic and imaginative sweepers that matched the fun of the station.

1992 Sweepers

However it wasn't to last as the station along with 2CR in Bournemouth had been swallowed by GWR and was relaunched later in the year as 2-Ten FM.

According to radio lecturer David Sharp, there was quite an outcry at the sudden changes made at the time as certain presenters were either fired or moved to different timeslots.

One of the departures was Eddie Shaw who went to join the new station for Lincolnshire Lincs FM and is still there today.

Things were never the same again at the Reading based station although it did launch a few people into the limelight.

One of them being a certain Sami Impey who was lucky enough to get her big break in radio back in 1997 at just 12 years old, introducing items giving ideas
on how to pass the time in the school holidays.

Whilst I've enjoyed writing these posts looking back at the soon to be departed heritage names, it's safe to say that I won't be getting up early to hear any of the newly branded stations tomorrow morning.

To finish with though, one of the jingles from the 1980 package which
never made it to air for certain reasons.

Not for those who are easily offended.

Thanks for listening, and Good Night.

Credit to Pete Wilson, Sean Saunders and Aston McNeil for various stuff.