Our good friends at Key 103 have announced that they’re soon to become Hits Radio, broadcasting nationwide as part of an innovative multi-million pound rebrand from Bauer Radio. Informed by audience insights, Dee Ford, Group Managing Director said that this research, combined with a talented programming instinct has led to a need for a ‘fresh, exciting national radio brand’.
Evolving from the 4th June, the station will see Gethin Jones, Gemma Atkinson and Dave Vitty host the breakfast shows with a fun, family focus. Airing live from the studios in Castlefield in Manchester City Centre, Hits Radio will become the first national commercial radio station to be based in the city. The newly-rebranded Hits Radio will also have a new evening show fronted by The Xtra Factor’s Sarah-Jane Crawford, joined regularly by a host of various celebrity guests.
Sitting alongside Absolute Radio, Magic and KISS, Hits Radio will become Bauer Radio’s fourth national brand, while Key 103 will also launch a localised version – Hits Radio Manchester. With a focus on its original Mancunian heritage, this station will also provide local news, traffic and travel info.
“This family focused and highly attractive audience seek a brilliant alternative to what is currently on offer, the new Hits Radio station and expanded Hits Radio Network will offer a simple and effective way for commercial partners to reach them.”
Known as Key 103 for the past 30 years in Manchester, the broadcast previously went by the name of Piccadilly Radio, the city’s first ever commercial radio station which launched way back in 1974. The newly branded Hits Radio will be available on FM in Manchester, as well as on DAB digital radio, Freeview, online and via listen apps.
The launch will see Hits Radio become the flagship station of the Bauer City Network which will be renamed the Hits Radio Network, and will expand the network nationally to reach an additional 55% of the UK, not currently targeted by the Bauer City Network.
Radio host, Gemma Atkinson took to Twitter to reveal her excitement:
So excited to be joining forces with @GethincJones and @davidvitty on the brand new Hits Radio breakfast show. Starting the day with great music across the UK right here from my home town of Manchester!!! We’re going to have such a laugh in the mornings! #hitsradio 🤗👌🏽
— Gemma Atkinson (@MissGAtkinson) April 18, 2018