Bauer Media is acquiring Scandinavia’s SBS Discovery Radio, which owns more than 20 radio stations across the region.
The deal, which is subject to regulatory approval, will see Bauer acquire brands Sweden’s Mix Megapol (4.7m weekly audience), Norway’s Radio Norge (1.9m), Denmark’s Nova and Finland’s Iskelma from SBS owner Discovery Communications.
SBS reaches more than 10 million people per week in the Nordics. It is the leading commercial radio operator in Sweden and Denmark, with a strong presence in Norway and Finland.
Mix Megapol reaches 4.7m people each week. In Denmark, SBS’s Radio Nova reaches 2.1m people. In Finland, SBS Discovery Radio reaches 1.6m listeners each week through brands including The Voice and Iskelma.
Bauer Media UK, CEO Paul Keenan said: “SBS Discovery radio has great brands, outstanding talent and is well positioned for growth in countries which love radio. Radio has a bright future and we are looking forward to seeing SBS accelerate its growth and digital development alongside Bauer’s expanding and award-winning radio businesses in the UK.”
Dee Forbes, president and managing director of Discovery Networks Northern Europe, added: “The SBS Discovery radio business has performed strongly since it became part of Discovery in 2013. It is now joining Bauer Media who will lead the next phase of its development and growth journey.”
Publisher Yvonne Bauer commented: “SBS Radio is the market leader in Sweden and Denmark and number two in Norway. The acquisition of the SBS Group is a further important milestone in the expansion of our globalisation strategy.
“Together with print and online, radio is an important business field for the Bauer Media Group – and we are already one of Europe’s leading companies in the radio segment. With strong brands like SBS, the foundation has been laid for further growth – now also in the Nordic region.”
Bauer owns more than 60 radio brands in the UK, 50 in Poland. In addition, it owns Rádio Expres in Slovakia, and has a 25% share in Radio Hamburg in Germany.Music Business Worldwide