Bauer Media has today announced that the stations it acquired in 2019, Lincs FM, Celador Radio, UKRD and Wireless local stations, will join the Hits Radio Brand Network, providing the highest listening hours of any commercial radio brand.
Access to DAB digital radio will secure the multi-platform digital future of these stations as the radio market shifts further towards digital platforms, whilst the creation of a national network will deliver a mix of local content alongside content from nationally known presenters, as well as providing significant scale for advertisers.
Dee Ford CBE, Group Managing Director Radio, Bauer Radio, comments:
“Audiences love and trust radio. Expanding the Hits Radio Brand Network will ensure listeners to these acquired stations benefit from multi-platform digital distribution meaning they can continue to broadcast in an increasingly competitive, digital and voice-activated world. This ensures the provision of local news and information, traffic and travel as well as access for advertisers to highly valued audiences.”
Hits Radio Brand Network comprises Hits Radio - delivering a music proposition which is a soundtrack of the biggest hits and nostalgic throwback tracks and local breakfast shows; Greatest Hits Radio - offering classic hits from the ‘70s, ‘80s and ‘90s alongside regional drive time and networked breakfast shows.; and Country Hits Radio - playing the very best country pop music.
Most of the stations which joined Bauer following the acquisitions of Lincs FM, Celador Radio, UKRD and Wireless will rebrand to Greatest Hits Radio from September, and a small number will retain their local branding.
In line with today’s news, Bauer Media has entered into a licensing agreement with Nation Broadcasting that will see three of their radio stations; Sam FM South Coast, KCFM and The Breeze – South Coast, also join the Hits Radio Network. They will continue to broadcast local shows while Bauer will provide additional network programming. In addition, it is envisaged that Bauer will sell national and regional advertising for all stations formally represented by FRS from June 1st.