MUMBAI: For the first time in over seven years the BBC has introduced a fresh musical identity to the BBC World Service.

Composer and musician David Lowe, commissioned to work as a composer-in-residence at the BBC`s famous Bush House studios, created the sounds that now introduce and accompany BBC programmes.

BBC World Service editor Steve Martin said, "We felt it was about time we gave the BBC World Service a contemporary and easily recognisable musical identity. We commissioned David Lowe and he worked very closely with journalists in the newsrooms and broadcasters heard on air everyday. Together they produced sequences which are a perfect fusion of David`s music and our presenters` familiar voices.

"Some people may question why music is so important to a speech-led broadcaster but music speaks volumes about the personality of our radio station. The innovative musical beds will help listeners to identify and distinguish the BBC on what are increasingly cluttered radio air-waves across the world."

Lowe said, "I really enjoyed being immersed in the BBC news rooms. I used to work in radio so I really felt at home in this environment. Just being in Bush House amongst people who are themselves creative was also inspirational. The studios are so well designed and wonderfully sound proofed, such a peaceful place to work. All in all a wonderful experience."

His new music can now be heard at the top of each hour and throughout popular BBC news programmes including The World Today, Business Daily, World Briefing, World Have Your Say.