Bauer Media today announces that it will enter a brand licensing agreement with Ipswich 102. The agreement will see the station rebrand as Greatest Hits Radio Suffolk from November, joining the Hits Radio Brand Network, the largest commercial radio network in the UK, providing the highest listening hours of any commercial radio brand.

From November Ipswich 102 will rebrand as Greatest Hits Radio Suffolk, joining the Hits Radio Network, delivering the optimum mix of local content that listeners highly value whilst also providing significant scale for national and local advertisers.

Partnering with Bauer Media and joining the Hits Radio Network provides the station with greater access to digital channels, to the benefit of its listeners and advertisers. Ipswich 102’s ownership structure remains unchanged.

As Greatest Hits Radio Suffolk, the station will feature music and programming from the Greatest Hits Radio network, offering classic hits from the ‘70s, ‘80s and ‘90s alongside nationally known presenters, with regional news, traffic, and weather. Ipswich 102 will also take on Greatest Hits Radio networked programming, including a Greatest Hits Radio regional drivetime show hosted by current Greatest Hits Radio favourite Rob Chandler.

Jason Bryant, Director of Ipswich 102, said:

“We’re excited to be working with Ipswich 102 Ltd shareholder Bauer Media to bring Greatest Hits Radio to Suffolk. Joining a national network of this scale is an important opportunity for our local sales team, and we know our listeners will enjoy the Greatest Hits format. Most importantly, partnering with Bauer will provide the station with the scale, reach and digital access and innovation to adapt to the changing commercial radio landscape. Working together, we will ensure that the station thrives, and we’re really excited for the next stage of the station’s story.”

Dee Ford, Group Managing Director of Bauer Radio, commented:

“We are really pleased to develop our existing great partnership with Ipswich 102, to be able to offer the scale and opportunity that the Hits Radio Brand network provides. This deal will provide Ipswich 102 greater access to the tools to thrive in the increasingly competitive, digital and voice-activated radio landscape, and increased access to a large and highly valued audience for its advertisers. The Greatest Hits Radio format will also deliver more of what listeners value, including the provision of local news and information, traffic and travel, alongside local talent such as Rob Chandler. We’re excited to be working even more closely together.”

Ipswich 102 launched in 2018, serving listeners in the Ipswich and Suffolk areas. The station attracts around 31,000 listeners each week.