Heart South Wales Radio
Turn Up The Feel-Good
105.4 FM, 107.0 FM, DAB
Commercial Radio | 80s, 90s, 00s, 10s, 20s, Pop, Dance, R&B, Hot AC
Location: Cardiff, Wales
Heart South Wales Radio (referred to on-air as "Heart") is part of a national radio network made up of many local out-puts. It's core audience
is 25-60 year-olds, who either work or stay-at-home, normally women.
In 2010, and again in 2019, the network was critically simplified, meaning less local programming for the previously-33 Heart-branded radio stations.
As of 2019, due to relaxation of local content obligations by OFCOM (UK media regulator), Heart has just five regional variations in England and
a single national breakfast show. Many previous radio presenters of Heart and of the local radio stations it bought out, lost their jobs. It was
clearly a money-saving exercise. Now, the only local features are a regional drive-time show and local news headlines, travel and weather.
Radio Station Rating: 
It's target audience is definitely for people who are busy and want something playing in the background. You can't listen to Heart all day for a
purpose. It does well in representing this demographic - most participants of phone-ins and competitions are either at work, getting ready for a
school run or with the family. The music that's played on Heart is middle-of-the-road non-offensive, which is great, but there are so few songs on the
playlist so you do get a sense of de ja vu if listened to for too long. There is no real substance to the programming - just music and a competition -
but, if you have this playing in the background, do you want any more?!