In 1990, the stations were taken over by the successful Norwich-based Radio Broadland to form the East Anglian Radio group, run by the Broadland management team. EAR re-launched Orwell and Saxon as one station under the SGR fm banner in 1992 and also won the licence to start SGR Colchester in Essex the following year. The group launched a new service in 1995 called Amber Radio, with studios in Ipswich and Norwich, on the AM transmitters previously used to simulcast the SGR stations; these, some years later, became Classic Gold and then Gold. In 1996, EAR was bought by the GWR Group network, which continued to run the stations for about 10 years until it was taken over by Global Radio.