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Viking FM
Broadcast areaEast Riding of Yorkshire and Northern Lincolnshire
FrequencyFM: 96.9 MHz
DAB: 10D
BrandingYour Local Hits Radio Station
Across East Yorkshire & Northern Lincolnshire
NetworkHits Radio
OwnerBauer Media Audio UK
Greatest Hits Radio East Yorkshire & Northern Lincolnshire
First air date
17 April 1984; 39 years ago (1984-04-17)
Former frequencies
102.7 FM
1161 MW
WebcastViking FM Player
WebsiteViking FM

Viking FM is an Independent Local Radio station based in Kingston upon Hull, England, owned and operated by Bauer as part of the Hits Radio network. It broadcasts to the East Riding of Yorkshire and Northern Lincolnshire.

As of December 2023, the station has a weekly audience of 167,000 listeners according to RAJAR.[1]


96.9 Viking FM logo used from 2009 until 2015.

The station is transmitted from the High Hunsley transmitter on the Yorkshire Wolds, near North Cave, sharing the 200 ft tower with Capital Yorkshire and BBC Radio Humberside, as well as on the Bauer Humberside DAB multiplex from three transmitters, located at High Hunsley, Buckton Barn near Bridlington and Grimsby town centre.

It is also streamed over the Internet via Viking FM's website, making it accessible to listeners from across the United Kingdom. Worldwide webcasting is no longer possible, for licensing reasons.


During the application process for the licence, the station's working title was Humber Bridge Radio; however on 17 April 1984, it was launched as Viking Radio and broadcast on 102.7 FM and 1161 kHz AM (258m Medium Wave). The first on-air presenter was David Fewster and the first song played was Celebration by Kool & the Gang. In spring 1986, the frequency was changed to 96.9 FM, with BBC Radio Humberside moving to 95.9 FM.

Viking was the first commercial radio station in the UK to introduce split programming so that it could broadcast rugby league commentary on Sunday afternoons without interrupting The Network Chart Show. The rugby was aired on MW with The Network Chart broadcast on FM. On 31 October 1988, Viking Radio split frequencies on a permanent basis and was transformed into Viking FM on 96.9 FM and Viking Gold on 1161 medium wave. The AM station later became Classic Gold, Classic Gold Radio, Great Yorkshire Gold, Great Yorkshire Radio, Magic 1161 and Viking 2 and finally Greatest Hits Radio East Yorkshire and Northern Lincolnshire until the transmitter was switched off on 26 April 2021.[2]

In 1990, The Yorkshire Radio Network, which owned Viking as well as Radio Hallam, Pennine Radio (now known as Pulse 1) and Classic Gold, were bought by The Metro Radio Group. In 1996, the station was bought by EMAP and as a result of a group takeover in 2008, Viking is now owned by Bauer Media Group, as part of the Hits Radio network of radio stations.

In August 2019, Bauer announced Viking FM would cease broadcasting from its Hull studios and co-locate with sister station Hallam FM in Sheffield from Wednesday 2 October 2019 but that it would maintain a local presence in the form of local news, advertising and charity staff.[3] Later, the studios became co-located with Pulse 1 in Leeds.[citation needed]

Hits Radio rebrand

On 10 January 2024, station owners Bauer announced Viking FM would be rebranded as Hits Radio East Yorkshire & North Lincolnshire from April 2024, as part of a network-wide relaunch involving 15 local radio stations in England and Wales.[4] The announcement signalled the end of the Viking Radio brand after 40 years of broadcasting.[5]

The station's local programming will not be affected as a result of the relaunch.


In 2005, the station won its first Gold Award at the Sony Radio Academy Awards for "Happy Hour"; a news investigation into binge drinking in the region. They won a Bronze award in 2006 for their series of programmes on subjects like ASBO's and street crime.[citation needed]

In 2005, Viking FM's Creative Team (who write and make the adverts) won a Vox Award for a Road Safety ad, in 2006 they won four Vox Awards (Best Campaign, Best Use of Music, Best Media Production and Other) and the London International Awards for Sound Design. In 2007 they achieved a finalist place at the New York Awards and won a United Nations Award for Peace and Human Rights.


The original logo depicted the station mascot "Eric the Viking", this was phased out in the late 1980s when the logo style was shared with its sister stations. This was later phased out and replaced by the Emap Big City 'splash'; used by many stations on the network. In 2015, the logo was overhauled across the Bauer City network and Viking FM has now adopted the 'Your' logo, in line with branding changes to all Bauer City stations.[citation needed]

Viking's original package was produced by CBC Creative - further idents were made by JAM Creative Productions, Alfasound and Reelworld. Viking went through a stage starting in the late 1990s of only using voice over sweeper production produced in-house, however, in 2006 a new sung package was commissioned, produced by Wisebuddah.


Networked programming originates from Bauer's Manchester headquarters.[6][7]

Local programming is currently produced and broadcast from Bauer's Leeds studios, weekdays 6-10am, presented by Alex Duffy and Nicola Lashley.[8]


The news operation is based at Bauer's offices in Hull and studios in Lincoln for the most part and during peak times, with local news bulletins hourly from 6am-7pm on weekdays, and from 7am-1pm on weekends. Headlines are broadcast on the half hour during weekday breakfast and drivetime shows, alongside traffic bulletins.

National bulletins from Sky News Radio are carried overnight with bespoke networked bulletins on weekend afternoons, usually originating from Bauer's Leeds newsroom.

Notable past presenters

This article's list of people may not follow Wikipedia's verifiability policy. Please improve this article by removing names that do not have independent reliable sources showing they merit inclusion in this article AND are members of this list, or by incorporating the relevant publications into the body of the article through appropriate citations. (February 2015)


  1. ^ "Viking FM - listening figures". Retrieved 23 April 2022.
  2. ^ "Bauer to turn off four AM transmitters in the North". 25 February 2021. Retrieved 27 February 2021.
  3. ^ "Viking FM is moving out of Hull to join Hallam FM". Radio Today. 12 August 2019. Retrieved 12 August 2019.
  4. ^ "Fifteen local stations get set for Hits Radio rebrand". Bauer. 10 January 2024. Retrieved 10 January 2024.
  5. ^ "Bauer to rebrand heritage FM stations in England and Wales to Hits Radio". RadioToday. 10 January 2024. Retrieved 10 January 2024.
  6. ^ Hits Radio Network stations drop local weekend programmes, Radio Today, 30 May 2019
  7. ^ Bauer to network drivetime across 11 licences in North and Midlands, Radio Today, 5 August 2019
  8. ^ Viking FM - Public File