Bauer Media launches Hits Radio Pride, the first LGBTQ+ radio station by a major broadcaster29 July 2020 - Press release
The station will be live on air from August 28th
In a first for a major broadcaster, Bauer Media has today announced it is launching Hits Radio Pride, a new dedicated LGBTQ+ pop-up radio station, in partnership with The Co-operative Bank. Hits Radio Pride is set to be an inclusive, fun, uplifting listen aimed at music-loving 25-45-year olds, playing some of the 21st century’s biggest artists who are much loved by the LGBTQ+ community.
Pride events in the UK continue to attract an increasing number of people, with over 1.5 million people taking part in London Pride alone. And while recent figures suggest that 1 in 2 young people do not identify as 100% heterosexual*, LGBTQ+ culture has traditionally been side-lined by the mainstream media. Recognising the need for a new inclusive platform that welcomes all, Hits Radio Pride will be a fresh and unique destination where the LGBTQ+ community, advocates and allies can feel connected, safe and empowered to be themselves.
Hits Radio Pride will go live on 28 August and run for six months. In addition, that weekend will also see all stations across the Hits Radio Network celebrating Pride with The Hits Radio Network’s Pride Weekend.
Listeners of the Hits Radio Network’s Pride Weekend and the new station can expect to hear a vibrant playlist of some of the biggest hits and throwbacks, including Lady Gaga, Lizzo, Kim Petras, Sam Smith, Kylie, Harry Styles, Ariana Grande, Years and Years and many more plus some very special guests. Hits Radio Pride will be working with LGBT+ helpline Switchboard to ensure listeners can get the right access to support and advice and, with support from the Audio Content Fund, will broadcast ‘Tough Talks’; intimate conversations between contributors from the LGBTQ+ community reflecting on the struggles that they face within society.
Dee Ford CBE, Group Managing Director, Bauer Radio, said “Hits Radio Pride will offer a fresh and unique listen specifically created as a ‘listening home’ for every part of the UK’s LGBTQ+ community. The essence of this station is all about being proud of who you are no matter who you love. Along with our sponsor and partner, The Co-operative Bank, we are thrilled to bring to life a station which will truly celebrate diversity and inclusivity.”
Hits Radio presenter Jordan Lee added “As radio partner of multiple Pride events around the UK, Hits Radio has been a real cheerleader for diversity and inclusion, so we’re really humbled to be able to step-up that commitment with the launch of this new station. It’s never been more vital to offer a platform for people to come together, and with Hits Radio Pride we plan to create the UK’s biggest Pride party where everyone can feel empowered to be themselves.”
Deb Darlington, Brand Director at The Co-operative Bank said; “We’re delighted to be supporting Hits Radio Pride. This is an opportunity to elevate the importance of inclusivity and diversity; which are values we have at the heart of our business and help differentiate us as the original ethical bank. We are an organisation that is for people with purpose and the launch of Hits Radio Pride is something we’re really excited to champion.”
The new launch will receive all the benefits of being part of the larger Hits Radio Network, including access to its diverse presenting line-up, and DAB distribution to areas of the UK where communities may currently feel underserved. Featuring programming from across the UK, Hits Radio Pride will be a truly national station. There will be shows and content from hubs across the UK, ensuring that listeners receive a diverse and representative mix.
The station will be available initially on DAB in Bradford, Stoke, Swansea, Liverpool and Northern Ireland, as well as on DAB+ in London. It will also be available online, on smart speakers and through the Hits Radio app nationally.