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Bauer to launch new national radio station

Bauer to launch new national radio station

Bauer Media is to launch Hits Radio this summer, a new national digital station with Gethin Jones, Gemma Atkinson and Sarah-Jane Crawford acting as hosts.

Hits Radio will be broadcast out of Manchester to the rest of the UK, offering a less London-centric alternative to the rest of the market.

In a statement, Bauer said the station will offer a mix of both national and local audience targeting for commercial partners using “smart” broadcasting technology. It is aimed at a family-focused audience aged 25-44.

“Hits Radio has been informed by audience insight, which combined with our talented programming instinct unearthed a need for a fresh, exciting national radio brand,” said Dee Ford, group managing director, Bauer Radio.

“This family focused and highly attractive audience seek a brilliant alternative to what is currently on offer, the new Hits Radio station and expanded Hits Radio Network will offer a simple and effective way for commercial partners to reach them.”

The station’s “core values” are built around “warmth, a love of life, family and friendship, community spirit and a sense of fun,” Bauer said. Listeners can expect music from the likes of Dua Lipa, Ed Sheeran, Little Mix, Ellie Goulding, Pink and Craig David.

The launch will see Hits Radio become the flagship station of the Bauer City Network which will be renamed the Hits Radio Network – expanded nationally at scale to reach an additional 55% of the UK.

Hits Radio will launch at 6am on 4 June on DAB, Freeview, online and via apps across the UK. In Manchester, the station will also broadcast on FM.

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