Fire Radio rebranding to Hits Radio under new owners

Bournemouth radio station Fire Radio is rebranding to Hits Radio from September 6th as part of a nation roll-out by its new owner, Bauer Media.

Breakfast presenters Max and Jason will be replaced with a national networked show hosted by Fleur East, and Jono Holmes will host the station’s only local show at Drivetime, albeit from its Southampton base.

Max and Jason will move over to Hits Radio in Bristol to present an afternoon ‘drivetime’ show.

The station was bought by Bauer Media in 2019 from Celador Broadcasting and last year started taking all programmes, with the exception of Breakfast, from Hits Radio’s HQ in Manchester.

Fire started life in 1999 as NRG (Nerve Radio Group) and is broadcast on 107.6FM in Bournemouth and Poole. It will still provide local news and information.

Bauer Media’s Graham Bryce told radio industry website RadioToday.co.uk: “Hits Radio’s journey has been building steadily over the last couple of years, and we’re incredibly happy to now be able to extend its reach to more of our listeners in the South of England. Led by the now ARIA award-winning Fleur East at breakfast Hits Radio offers listeners an entertaining and fun escape, with original, authentic presenters who share their interests and values.”

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