[London Lite]

Well, quite.

Gloucestershire being "not quite the Midlands, not quite the West Country" would be another example.

It's telling that politicians will give special treatment to radio station in a Greater London-bordering county, but I doubt they'd give a flying fox about what's best for listeners in e.g. Cornwall or Cumbria.

The same argument could also be levelled at Lincolnshire which also has similar geographical issues, but they're sharing output from 2pm. (Lincs FM despite being DAB only is the market leader).