Adding another extension to its Absolute Radio brand, Bauer Media is set to launch a new decade station covering music from 2010 to 2019.
Absolute Radio 10s launches at 10am today (Monday 18 November) and will be available online, on mobile listening apps and via smart speakers.
The station will play popular artists from this decade – including Florence & The Machine, Coldplay, Adele and Ed Sheeran – and will also offer Dave Berry on weekday Breakfast, Bush and Richie at Hometime, and Frank Skinner and Jason Manford on weekend mornings, as part of the station’s “unique” programming which offers one show with a choice of eight playlists.
“Digital product development has always been at the core of what Bauer stands for,” said Steve Parkinson, group managing director for national radio at Bauer Media.
“Ten years after the launch of the original game-changer Absolute 80s, we launch Absolute Radio 10s which anticipates a new listener need.
“This brand-new radio station will offer the very best music from the latest decade from the much-loved and trusted Absolute Radio brand, partnered with high-quality programming made possible using our unique playlist option technology”.
Absolute’s already established decade stations include Absolute Radio 00s, 90s, 80s, 70s, 60s, and Classic Rock.
The launch of Absolute Radio 10s comes less than a week after Bauer announced a new digital extension to its Magic brand, Magic at the Musicals – the radio broadcaster’s fourth major launch of the year.
Bauer also launched seven online-only radio stations in August, all of which were offspring of existing brands: KISS, Kerrang! and heat.―Mediatel