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Fusion merger with Milestone dispels rumours of its demise

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Fusion Radio Holdings has acquired local radio group The Milestone

Company as part of a £4.1m merger deal.



The news puts an end to industry speculation concerning the demise of

Fusion Radio, following the move from its West End location to

Lewisham.



The merger deal means Fusion Radio will add another two radio stations

to its portfolio, incorporating Milestone's Kestrel FM, based in

Basingstoke, and Kick FM based in West Berkshire.



Milestone Radio is also part of a consortium that recently won the new

radio licence for the Rugby area.



National sales for the stations will be handled by Fusion sales, whilst

local sales representatives will operate on behalf of each station.



Fusion intends to expand the local sales teams on each local station,

but will leave radio programming as it stands.



Fusion Radio was conceived by the founder of Classic FM, Nigel

Reeve.



The radio group currently owns three radio stations, including Fusion

107.3 FM, based in Lewisham, Fusion 107.9 FM, based in Oxford and

Millennium FM, based in South London, and sells airtime for a raft of

local stations.



Reeve said the company would continue to build its stronghold of radio

stations in the South and continue to operate under the Fusion Radio

brand.



Reeve said: "The merger of Fusion and Milestone Radio makes strategic

sense. Both companies share a common belief in new opportunities in the

local radio marketplace that will benefit listeners and advertisers.

Fusion's expertise in sales and Milestone's knowledge of operating

small-scale radio makes for powerful radio service."



Separately, Fusion's new chart show airs in two weeks.



This article was first published on mediaweek.co.uk

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