Bauer rebrands:
This month Bauer is rolling out service rebrands across its Hits Radio portfolio.
This involves switching from an all upper case format to mixed case e.g. HITS RADIO PRIDE becomes Hits Radio Pride. This is being repeated across the regions e.g. HITS RADIO EMids becomes Hits Radio EMids.
Bauer is taking advantage of the removal of regional programmes by renaming some of the regions which, hitherto, carried the HITS RADIO UK service name. With new regional names such as Hits Radio NWal (in North Wales), Hits Radio BBH (in Beds, Bucks & Herts), Hits Radio Kent, Hits Radio Essex, Hits Radio Glos, Hits Radio Surr, Hits Radio Sussx replacing the UK brand names on regional ensembles.
In Scotland, where Bauer legacy brands are still used, the service is now labelled Hits Radio UK.
New Regional Hits Radio Brands:
Hits Radio (Berkshire & North Hampshire)Hits Radio (Bucks, Beds & Herts)
Hits Radio (Devon)
Hits Radio (Essex)
Hits Radio (Gloucestershire)
Hits Radio (Kent)
Hits Radio (North Wales)
Hits Radio (Northamptonshire)
Hits Radio (Peterborough, Stamford & Rutland)
Hits Radio (Suffolk)
Hits Radio (Surrey & East Hampshire)
Hits Radio (Sussex)
Hits Radio (Swindon)
These pseudo-regions have been eked out of Hits Radio UK brands in regions where a legacy Hits Radio brand didn't exist.
Source: UKCG
London 2 Local DAB ensemble:
Virgin Pride has now been removed (last seen 31/08/2025).