Nation Hits! allowed to play less gold music

Town and Country Broadcasting’s Nation Hits! service for Swansea Bay has been given a Format change.

The new Character of Service takes away the obligation to play a “predominately gold and easy listening mix of music” and adds “broad” music station instead of just “music station”.

In approving the Format change, Ofcom said it decided to exercise its discretion to agree the change as it would not affect the three core elements of its character which provide its distinctiveness in the Swansea market – to be a local speech and music station, to be aimed primarily at the 35+ age group, and to regularly reflect Welsh culture and language.

The station, based in Bridgend, changed from Swansea Bay Radio to Bay Radio in 2009, flipped to an 80s format in June 2012 and identified itself as Nation 80s, to match its sister station Nation Radio.

A previous Format change request in late 2012, asking to remove local speech, was rejected by Ofcom as it would change the character of service.

Nation Hits! broadcasts on 102.1FM across Swansea, Neath Port Talbot and South Carmarthenshire and DAB.

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