Yorkshire Coast Radio to be rebranded 'Greatest Hits Radio' by new owners Bauer Media

Yorkshire Coast Radio, based in Scarborough, is to be rebranded alongside other stations in the county by new owners Bauer Media.

Wednesday, 27th May 2020, 1:52 pm
Updated Wednesday, 27th May 2020, 3:30 pm
Yorkshire Coast Radio to be rebranded from September.

Talks will begin today with employees who are potentially affected by changes to the stations, says Bauer.

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Bauer bought radio stations, including Yorkshire Coast Radio, Minster FM and Stray FM, last year and have today announced they will be rebranding them and integrating them into their Greatest Hits Radio network.

Yorkshire Coast Radio to be rebranded from September.

Greatest Hits Radio offers classic hits from the 70s, 80s and 90s alongside regional drive time and networked breakfast shows.

Bauer say the changes mean that some roles at the North Yorkshire stations will be put into consultation and freelance contracts reviewed, though they are "fully committed to supporting all affected employees throughout this period and will be working closely with them over the months ahead".

A period of consultation with employees potentially affected will commence today, says Bauer.

Greatest Hits Radio is part of the company's Hits Radio Brand Network, which also includes Hits Radio and Country Hits Radio, and the integration of the new stations will create the UK's largest commercial radio network.

Greatest Hits Radio will deliver a mix of local content alongside shows from nationally known presenters and a combination of national and local advertisers.

Dee Ford CBE, group managing director for radio, Bauer Radio said: “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.”

Graham Bryce, Group Managing Director – 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.”

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