Last but not least: Will SRG soon have a Radio 1?

The brand architecture is being reviewed due to the merger of radio and television. This is confirmed by Alex Hefter, Creative Director and Head of Design, according to Sonntagonline.ch. A first internal SRG workshop has already taken place. Now a second one is imminent. Although the development of the brands is done in-house, second opinions are obtained from outside, says Hefter. External brand experts also take part in the workshops. Apparently, the signs are pointing to a new name, as Sonntagonline.ch writes further. A new name would be the fifth renaming in 25 years. The SRG brand specialists are apparently particularly impressed by the BBC concept. Their radio stations are simply called "BBC Radio 1" to "BBC Radio 5". SRG is now examining whether the current DRS stations can be numbered "Radio 1", "Radio 2" etc. in the same way.
There's just one catch: "Radio 1" already exists. And the station is owned by long-time SRG critic and, more recently, Swiss television talk show host Roger Schawinski. According to Sonntagonline.ch he says that he is aware of these considerations. However, he has not received an official request. But Schawinski would not sell his brand lightly either: He could not "even theoretically imagine such a creatively immoral offer", he says. He would already have a free solution ready for SRG: it would simply have to start counting with Radio 2. A suggestion that is unlikely to be put into practice.
However, nothing would stand in the way of standardizing the umbrella brand SRF (Swiss Radio and Television). The television channels would therefore now be called "SRF 1" and "SRF 2" instead of "SF 1" and "SF 2". However, the SRF brand could also stand for the entire range of radio, television and Internet services. According to Hefter, nothing has been decided yet, but a change in the brand architecture would be advantageous this year, as television will switch to the new HD standard in 2012. The "TV experience like in the cinema: with high picture resolution, widescreen format and surround sound", as the company's own advertising puts it.