Bauer Media to acquire Radio Plymouth
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Bauer Media has today announced it will acquire Radio Plymouth and the station will join the Hits Radio Brand Network, the largest commercial radio network in the UK, providing the highest listening hours of any commercial radio brand.
This national network delivers the optimum mix of local content that listeners highly value whilst also providing significant scale for national and local advertisers.
As part of joining the Hits Radio Brand Network, Radio Plymouth will also rebrand as Greatest Hits Radio later this year. Greatest Hits Radio offers classic hits from the ‘70s, ‘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 a strategy to extend its geographic reach across the UK, to the benefit of listeners and advertisers.
Dee Ford, Group Managing Director of Bauer Radio, commented:
“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.”
Tricia Duff, Managing Director of Radio Plymouth, said:
“After 17 years in existence and ten years on-air we are all aware that the commercial radio network has changed dramatically in recent times. 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.”
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.
Source Bauer Media
September 17, 2020 4:05am ET by Bauer Media