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Bauer prepares Pride pop-up station and begins airing Christmas songs

By | Published on Wednesday 26 August 2020


Bauer Media has announced the presenter line-up for its new LGBTQ+ pop-up station Hits Radio Pride, which is set to launch later this week. But before that, it’s put live another temporary station, Magic 100% Christmas. Yeah, you read that right, 100% Christmas.

Hits Radio presenters Fleur East, Jordan Lee, James Barr, Stephanie Hirst and Charlie Powell will be joined by guest hosts Mel C, Anne-Marie, MNEK, Sigala, Regard, Jess Glynne, Ella Henderson, Gok Wan and Years & Years’ Olly Alexander on Hits Radio Pride, which is set to air for six months. Alexander and Lee will launch the station at 8am this Friday.

“At Bauer Media we are committed to delivering distinctive radio stations that delight our audience’s needs”, says Bauer Radio Group MD Dee Ford.

“Hits Radio Pride creates a sense of belonging for the LGBTQ+ community and beyond”, she adds. “[and] we are THRILLED to be partnering with [station sponsor] The Co-operative Bank and have the likes of Olly Alexander, Mel C, MNEK and Gok Wan on board alongside our roster of talented presenters such as Jordan Lee and Fleur East to further enhance our portfolio of brands”.

I think we can all agree, if a portfolio of brands is enhanced, then this has all been worth it.

Talking of expanding brand portfolios, I’m sure in recent weeks your thoughts have been ever more frequently turning to Christmas. Bauer certainly thinks so. In fact, the company reckons that – what with all this lockdown business over the last six months – everyone’s been busy putting together their plans for Christmas in recent weeks. Therefore, it stands to reason, that we’d all want to listen to Christmas songs in August. Apparently. Hence Magic 100% Christmas going live now.

Magic presenter and creator of the worst ever Christmas single, Ronan Keating, says: “2020 has been a hard year for us all – what better way to lift our spirits than bringing Christmas forward a few months? One of the most fulfilling parts of working at Magic Radio is to be able to connect with our listeners and bring a smile to their faces, so I can’t wait to turn up the Christmas cheer!”

Of course, another reason for getting in on Christmas now is that a second big spike of COVID as winter hits and any resulting new lockdown measures could put an end to those big family Christmas plans you might have. Though if you start listening to Christmas music today, by December you’ll probably be glad if and when the festivities get cancelled. Seasons greetings everybody!