End of Media Capital Radios. It is now Bauer Media Audio Portugal – Meios & Publicidade
Bauer Media Audio announced the completion of the acquisition process of Media Capital Rádios from the Media Capital group, a deal valued at 69.6 million euros. From now on, Media Capital Rádios (MCR) will be renamed Bauer Media Audio Portugal.
The process implied the non-opposition of the regulatory authorities (Competition Authority and ERC). Already on May 11, the ERC deliberately authorized the secret authorization of control of all radio operators held by the Media Capital group. The portfolio includes Rádio Comercial, M80, Smooth FM, Cidade FM, Vodafone FM, which have 27 licenses for the activity. Of these licenses, one is national in scope, one is regional in scope and 25 are local.
“We believe today in the future market in the potential of Media Capital Media Audio Portugal -, and in the Portuguese radio market in general, future and now. We are very excited to meet and learn from our listeners, with a deeper understanding of the market and our new needs in our listeners and advertisers. We place the highest priority on growing a sustainable business, with strong brands that deliver high-quality entertainment, information and quality to listeners, and trusted solutions and partners to commercials,” said Richard Dawkins, President of Audioer Media Group. Bauer Media Audio Portugal claims a weekly reach of more than 4.5 million listeners. This deal follows the acquisitions by Bauer Media Audio, in 2021, in Slovakia, Ireland and Finland.
The Bauer Media Audio group that the Portuguese market presents “strong opportunities for growth and innovation, namely in new digital formats, business segments for which the company is recognized throughout Europe”, says in a statement.
Mário Ferreira, from Grupo Media Capital, considers that “this was a very advanced business, which makes all stakeholders stronger. Media Capital Radios (MCR) is a business area of continuous leadership, with consolidated and indisputable results. The sale of the production MCR is in line with the development of the Group’s strategy of accelerating the audiovisual and digital areas and consolidating the path of recovery in the television segment”. Mário Ferreira adds that the Media Capital group and the Bauer Media Group “will continue to work in collaboration”.
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