Radio station axes last remaining locally produced show

Hits Radio, which was formally The Wave in Swansea and South West Wales has announced that it’s to consolidate all of its UK breakfast shows.

The Bauer Media owned station announced the move to remove the last locally produced content from its station in favour of a national breakfast show instead.

This follows the removal of other locally produced shows when the station rebranded from The Wave to Hits Radio in April 2024.

There are currently 12 different locally-produced breakfast shows on the Hits Radio network in England and Wales.

The Wave started in 1995, then known as Sound Wave, as a sister station to Swansea Sound, the first commercial radio station in Wales which launched in 1974. Swansea Sound was itself absorbed into Bauer Media’s Greatest Hits brand in 2020, which broadcasts all of its content centrally.

As part of the move, only four main Bauer Media broadcasting hubs will remain in the UK, in London, Belfast, Manchester and Glasgow. There will no longer be a base in Wales, and

Hits Radio’s current breakfast show in Wales is hosted by Swansea-based DJ’s Leigh Jones and Claire Scott.

Writing on social media, Leigh Jones said: “Local radio in Wales plays an essential role in preserving and celebrating the nation’s culture, language, and identity. As a country with a rich heritage and distinct regional characteristics, We in Wales benefit from the localised nature of radio broadcasting. It is more than just a source of news and entertainment—it is a medium that connects communities, amplifies Welsh voices, and fosters our cultural pride.

“There are a ‘few’ remaining platforms in local broadcasting and media also offer a vital space for Welsh music, storytelling and giving creators a stage to showcase what Wales has to offer.

“Wales is a nation of diverse regions, from the industrial heartlands of South Wales to the rural landscapes of Mid and North Wales. Local radio stations used to provide a voice for these varied communities, offering programming that reflects their distinct concerns, aspirations, and interests. Whether it’s news in rural areas or coverage of local sports teams, these stations used to ensure that no part of Wales feels  overlooked, I can’t help but feel that this is becoming more sparse by the week and the wider media and media companies are slowly eroding away the ability for Wales to have its own say.

Leigh continued: “Where will our local talented journalists come from? how will we ensure we get the correct local pronunciations on air? It may not matter as much anymore across middle England or the regions who have a variety of dialects, these areas already have one common factor :- a general and similar language and word structure. How will we ensure we have the ability to communicate in our own language or even for those of us who are trying to learn the language how can we ensure it remains important to hear and pick up the odd word said in passing comments on a broadcast, be that a Bore da or a Hwyl Fawr!

“Local radio in Wales serves as a device for emerging talent in music, journalism, and broadcasting. By playing tracks from Welsh musicians and bands, these stations nurture the local music scene and give artists the exposure they need to succeed.

Additionally, local radio provides a platform for small businesses to advertise and connect with their target audience. In a country where many businesses are community-oriented, this support can be crucial for economic growth.

“The dominance of UK-wide media often means Welsh perspectives are underrepresented in national discourse. Local radio acts as a counterbalance, ensuring Welsh issues receive the attention they deserve. By focusing on local stories and voices, these stations remind listeners that Wales is not merely a region of the UK but a nation with its own identity, challenges, and triumphs.

“I don’t know what the future holds for local broadcasting is Wales but it is important that we shout from the rooftops that although we are a minority we are here and we not a regional opt out in some city or town across the border where you can insert any local breakfast duo presenting a standard ‘ insert show name here’ type of broadcast. We need to tell wider Nations we are here and we are culturally different, diverse and not a one size fits all Nation.”

Leigh and Claire’s breakfast show will be replaced on 9 June 2025.

Simon Myciunka, CEO of Bauer Media Audio UK, commented: “We continually evolve to meet audience behaviours and advertiser needs and by launching one single national Breakfast show across Hits Radio, we are supercharging our efforts to provide a more unified, engaging experience across the entire schedule while also retaining local news and information.

“I’d like to extend my thanks to our Hits Radio Breakfast teams in England and Wales as they embark on their final run of shows.

“Their significant contribution has played a hugely important part of the Hits Radio story so far and we wish them well for the future.”

(Lead image: Bauer Media)