Bauer Media has launched a further seven radio stations, bringing its total number of launches for the year up to 10.
The new digital-only stations are all offspring of existing brands: KISS, Kerrang! and heat. According to Bauer, the launches form the next step in the company’s “digital audio innovation product strategy”.
“Anticipating consumer behaviour informs our content and distribution strategy,” said Dee Ford CBE, group managing director for Bauer Radio.
“It’s exactly what has underpinned the roaring success of KISSTORY. The new digital station launches and KISS podcast provide even greater choice for our audiences who seek more from the brands they love. Creating an even deeper more tailored listening experience, they also provide exciting new opportunities for advertisers seeking highly engaged valuable audiences.”
The latest Rajar report for the second quarter of 2019 revealed that KISSTORY is now the most popular digital-only radio station, with 2.3 million weekly listeners. Bauer now boasts the largest digital audio audiences in UK commercial radio.
Three of the seven new channels will be joining the KISS brand: KISS DNCE, KISS Garage and KISS Ibiza. Bauer is also adding a new podcast series to the brand, ‘KISS LIFE: Let’s Talk About’, which is produced in association with The Prince’s Trust.
Meanwhile, Kerrang! has launched Klassic Kerrang! and Kerrang! Radio Unleashed, while heat has unveiled heat Radio School Disco and heat Radio Soundtracks.
All seven stations and the KISS podcast are available online now.
The news follows the announcement earlier this week that Bauer has ditched the third party ad exchange DAX, owned by radio rival Global, and relaunched its own digital audio ad platform Instream. The relaunched platform is now the only place advertisers can access Bauer’s digital audio inventory.
Mediatel are the audio experts operating at the centre of audio trading, distribution and analytic processing. Contact us for more information on J-ET, Audiotrack or our RAJAR data engine.
