The rapidly expanding Bauer Media is to snap up Radio Plymouth and rebrand it under its Greatest Hits Radio network.
The Plymouth city centre station, which has been broadcasting for a decade, will join Bauer’s Hits Radio Brand Network, the largest commercial radio network in the 海角视频, boasting the highest listening hours of any commercial radio brand.
This national network, which already owns Cornwall’s Pirate FM, delivers a mix of local content whilst also providing significant scale for national and local advertisers.
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Radio Plymouth will become part of the Greatest Hits Radio network later this year. The station offers classic hits from the 1970s, ‘80s and ‘90s alongside nationally known presenters, regional drive-time and networked breakfast shows.
The addition of Radio Plymouth will extend the Hits Radio Brand Network’s reach into Plymouth. This supports the company’s strategy to extend its geographic reach across the 海角视频.
Bauer Media said it is committed to digital audio innovation and digital distribution of world-class audio content.
It said this will help Radio Plymouth, as it will join a group which reaches more than 18million people per week through stations such as KISS, Magic, Absolute Radio, Scala, Planet Rock, Jazz.fm, and the Greatest Hits Radio network.
Bauer Media has been on a growth spurt with more than 40 local stations already merged into the all-conquering Greatest Hits Radio brand, which is being aggressively marketed nationally via advertising and social media.
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But in some areas the transformation of local stations into the Greatest Hits Radio brand has not been universally popular, with unrest among listeners in Yorkshire after Minster FM, Stray FM, Yorkshire Coast Radio and Radio Aire were all swallowed up.
Elsewhere, social media has been awash with comments about the switch-over with the trade press reporting the general tone as negative.
Dee Ford, group managing director of Bauer Radio, said: “We are delighted to welcome Radio Plymouth to Bauer. It complements our offering and extends our geographical reach into the Plymouth area.
“The station will continue to benefit from multi-platform digital distribution so it 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 for listeners. In addition, advertisers will continue to gain access to this highly valued audience.”
Launched in 2010, Radio Plymouth is available to listeners in the Plymouth area on 106.7FM, DAB, and mobile listen apps. The station attracts around 35,000 listeners each week.
Tricia Duff, managing director of Radio Plymouth, said: “After 17 years in existence and 10 years on-air we are all aware that the commercial radio network has changed dramatically in recent times.
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“The board of Radio Plymouth understands the evolving nature of the industry, and indeed the high street, and believes the best way forward is well reflected by the local/national mix of output that has proved sustainable.
“The broadcasting landscape is significantly different from when Radio Plymouth first launched with trial broadcasts back in 2003 so we are pleased to secure a more stable future for many of our staff and continuing radio diversity in this dynamic and exciting waterfront city.”
Bauer Media Audio is Europe’s leading digital commercial broadcaster and audio operator and reaches more than 26million listeners daily through its broadcast radio, online services, and podcasts.
Spanning seven countries - the 海角视频, Sweden, Norway, Denmark, Finland, Poland and Slovakia - Bauer Media Audio owns leading brands including KISS, Mix Megapol, Absolute Radio, Radio Norge, Radio Expres, Radio Nova, Radio 100 and RMF.
It’s Hits Radio Brand Network comprises Hits Radio, claiming to broadcast “the biggest hits and nostalgic throwback tracks and local breakfast shows”; Greatest Hits Radio and Country Hits Radio, which specialises in “the very best country pop music”.