Hits Radio (East Yorkshire and Northern Lincolnshire)

Hits Radio East Yorkshire and Northern Lincolnshire continues the regional service previously called Viking FM. Bauer introduced the Hits Radio name in 2024, retaining an audience across the two sides of the Humber.

The music programme combines contemporary hits with familiar songs from earlier years. Its range is mainstream rather than restricted to one specialist genre, allowing newer recordings and remembered favourites to appear together. Presented entertainment adds conversation and company around the selection.

Hull and the Humber area help shape this edition's news coverage, which also reaches Grimsby and northern Lincolnshire communities. Published stories have included warnings about bogus callers aimed at older residents, water-industry developments and local public-safety matters. The music programmes are part of the national Hits Radio offering, with the breakfast trio of Fleur East, Will Best and James Barr and afternoon hosts Gemma Atkinson and Mike Toolan. Kimberly Wyatt's Throwback programme adds another way into familiar songs. The regional service therefore combines a cross-Humber editorial perspective with shared contemporary-pop entertainment.

Local news and information remained part of the offering through the rebrand, while shared programmes connect the station with the wider network. The East Yorkshire and northern Lincolnshire identity gives the service its regional setting. Listeners hear a general music station with a Viking FM lineage, current hits and recognisable throwbacks within a continuing presented schedule.