End of an era as Viking FM to relaunch with new name
RADIO STATION TO BE REBRANDED FROM APRIL
Viking FM is to become Hits Radio. The station is set to broadcast under its new name from April. Left, A promotional advertising image taken in April 1986, of the Viking Radio team with Miss Viking FM to publicise the move over by the radio station from AM transmission to 96.9FM
A NEW era for radio station Viking FM has been announced after 40 years on the air.
Viking FM is to be rebranded to Hits Radio East Yorkshire & North Lincolnshire from April.
Listeners will still be able to access all their local news and information, including traffic and travel, and Viking FM breakfast hosts Alex and Nicola will be on air as usual every weekday morning from 6am.
The station will also continue its vital support fundraising for disadvantaged young people within the community through its Cash for Kids charity.
Gary Stein, group programme director for the Hits Radio Network, said: “We are passionate about radio and the unique mix of companionship, information and entertainment that it offers and want to make sure it thrives in years to come.
“The audio landscape has evolved dramatically in recent years and, thanks to advances in digital listening, there is even more choice for audiences than ever before.
“By transforming into this nationally recognised brand, we’re really excited by the potential that the station has to grow.
“Of course, all the local news and information that we know you value remains, along with the music that you love to soundtrack your day to. It’s Viking FM but with a new name.”
As Hits Radio, listeners will still be able to enjoy a playlist of the biggest hits and biggest throwbacks, including songs from Ed Sheeran, Dua Lipa and Harry Styles to Eminem and Rihanna, plus shows from their favourite presenters including Fleur East, Sam Thompson, Sarah-Jane Crawford, Gemma Atkinson and Mike Toolan.
Hits Radio said: “Think of it like your favourite WhatsApp group, bringing you up to date on all the
Gary Stein
biggest things happening right now, including chats with some of music’s biggest stars.”
Aimed at an audience aged 25 to 44, the Hits Radio Network is designed to “connect with listeners who lead busy and chaotic lives, by providing an entertaining and fun escape”, says the network.
“Bursting with huge tunes and big personalities, stations are led by original, authentic presenters who love to surprise and entertain. But above all they love music and listeners to stations on the Hits Radio Network can expect to hear a soundtrack of the biggest hits and the biggest throwbacks from the last 20 years.“
The Hits Radio Network brings together a family of digital radio stations across the UK, available on DAB Digital Radio, Freeview, online and via listen apps. A total of 15 radio stations, including Viking FM, are making the switch in April.
RadioToday reported that programmes will stay the same, with local breakfast shows followed by nationally produced programming at all other times. Current local or regional news, information, traffic and travel and ads will also remain.
The stations concerned in Wednesday’s announcement join Hits Radio in Manchester, Bournemouth and Bristol along with DAB services in other areas, including London.
Speaking to RadioToday, Simon Myciunka, CEO, Bauer Media Audio UK, said: “Today marks a brand new chapter in the history of these local stations as they become Hits Radio.
“The stations’ transformation into a nationally recognised brand ensures that we will continue to provide our listeners with the content they love, seamlessly blending the best that local and national radio has to offer.”
Viking launched in April 1984 but it was in 1986 when it switched to its now iconic FM broadcast frequency of 96.9.
By transforming into this nationally recognised brand, we’re really excited by the potential that the station has to grow.