Gem to take Hits Radio strapline and night programmes

Gem in the East Midlands is now identifying itself as playing The Biggest Hits, The Biggest Throwbacks, in line with Free Radio in the West Midlands and the Hits Radio network.

Former Gem Radio presenter Jennie Longdon will return to the station, as she currently hosts Hits Chilled on the Hits Radio network of stations, which starts on Gem tonight (Monday).

Hits Chilled on Gem will replace the local automated Wind Down Show from 10pm to 1am, Sunday to Thursday evenings. Jennie previously hosted early evenings at Gem for a number of years, before moving to Hits Radio.

In addition to Jennie’s show, Gem will also introduce the Hits Radio network overnight show from 1am to 6am, Monday to Friday mornings, with John Isherwood. This will replace the currently automated music show.

Speaking of the updates, Regional Content Director Chris Cotton told “It’s great to welcome Jennie Longdon back to evenings on Gem, whose soothing tones will be a welcome and familiar addition to evenings across the station as our listeners wind down from their day.

“As Gem is part of the Hits Radio Network, we are able to leverage opportunities to meet the evolving needs of our listeners and advertisers. This is a great example of how we are able to enhance the experience for listeners on what was previously an automated show.

“Our new strapline which launches today also sees us strengthening our output by aligning with the Hits Radio Network. ‘The Biggest Hits, The Biggest Throwbacks’ is a fresher, more contemporary slogan that is more in tuned with our modern listeners, and is a solid reflection of our musical offering.”

Bauer has just received Ofcom approval to share all programmes between Free Radio in the West Midlands and Gem in the East Midlands, with a Format change request as per the revised Localness Guidelines published late last year.