Ken Bruce’s popular PopMaster quiz show will make its weekend debut for the first time in its 26-year history as part of sponsorship activity for car brand Dacia.
The 73-year-old’s show, which has a loyal fanbase thanks to the long-running quiz, attracted nearly a million new listeners for Greatest Hits Radio since moving to the Bauer brand a year ago from BBC Radio 2.
This weekend, to mark the launch of Dacia’s fully electric Spring model, Bauer is rolling out a campaign full of “game-changing” moments on Greatest Hits Radio in which the station will shake up its schedule.
Simon Mayo will feature on a Saturday afternoon, when he shares one of his “Confessions” with Richard Allinson; Jackie Brambles is swapping her weekday evenings for a Sunday afternoon when she appears on The Album Show.
Over the following weekends, listeners will also be able to hear new segments such as “Game Changers — Hall of Fame”, “Game Changers Countdown” and “Game Changers — The Award Winners”.
Bauer stablemates Magic Radio and Kiss are also part of the campaign and will encourage people to get outdoors in time for spring, offering a chance to win a year of outdoor adventures.
Kiss will run live reads in which talent will discuss sustainability and “changing things up to make a difference”, while Magic will “embrace the ease of use of the vehicle” for families and time spent outdoors.
Bruce said: “Twenty-six years in and PopMaster continues to surprise, and I’m really looking forward to hosting a weekend edition for the very first time.
“It’ll certainly be a game-changer for me as 10:30 on a weekend morning usually finds me pottering around at home, not at work. But there’s a first time for everything — even at my age!”
Greatest Hits Radio plays popular songs from the 1970s to the 1990s, targeting an audience aged 40-plus.
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