May 2020 RadioWorks Blog
Bauer Media announced plans to integrate its newly acquired local stations on Wednesday. Lincs FM, Celador, UKRD and Wireless stations, purchased last year, will join the Hits Radio Brand Network, which comprises Hits Radio, Greatest Hits Radio and Country Hits Radio.
According to the media enterprise, the merger will make Bauer’s Hits Radio Brand the largest commercial radio network in the UK, with the highest listening hours of any commercial radio brand.
49 out of 56 of Bauer’s new stations will rebrand to Greatest Hits Radio from September, with a small number retaining their local branding.
Dee Ford CBE, Group Managing Director Radio, Bauer Radio said: “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.”
Graham Bryce, Group Managing Director of Hits Radio Network Brand said: “We are committed to ensuring the future of radio in local markets and serving the needs of our listeners and advertisers. However, our top priority right now will be to support those affected through this period.”
Unfortunately, due to these changes, Bauer says some roles will be put into consultation and freelance contracts will be reviewed. The group says that they are “fully committed to supporting all affected employees throughout this period and will be working closely with them over the months ahead.”
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