Magic 105.4 FM is an easy listening radio station based in London. In 1998, media group EMAP bought the radio station Melody 105.4 and rebranded it as Magic 105.4. Melody commenced its broadcasting in July 1990. The presenters are given little room for ad-libbing and are often heard simply identifying the station between tracks, for example "You're in tune with Magic 105.4." The station competes with BBC Radio 2 but has a rather different sound - it has no sung jingles, and for many hours at night it is automated.
Surprisingly, the rather simplistic style of broadcasting is popular in London, and the station enjoys a 15% reach (over 1.5 million listeners).
Magic 105.4 is the sister station of London dance station Kiss 100, and there are 8 other stations in the Magic Radio network which spans the North of England, although the 'northern' stations have a less-relaxed presentation style.
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