Bauer Media is launching Hits Radio Pride – a new dedicated LGBTQ+ pop-up radio station for six months.
Hits Radio Pride will be aimed at 25-45-year olds and produced in partnership with The Co-operative Bank.
Hits Radio Pride will go live on 28th August when all stations across the Hits Radio Network will be celebrating Pride with The Hits Radio Network’s Pride Weekend.
The service 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 station will be available initially on DAB in Bradford, Stoke, Swansea, Liverpool and Northern Ireland, as well as on DAB+ in London.