Bauer Media signs up comedian Paddy McGuinness for Sunday show

Phoenix Nights star and Take Me Out presenter Paddy McGuinness has been signed up by Bauer Media to present a new Sunday show across the company’s Place portfolio radio station network.

The comedian’s three-hour Sunday Dinner morning show will go across all 16 stations in the Place portfolio of local radio services, including Liverpool’s Radio City, Glasgow’s Clyde 1 and Manchester’s Key 103.

The show will kick off with a search for ‘the UK’s funniest kid’, and McGuinness said: “Being a dad myself I know how funny kids can be – sometimes unintentionally. I am looking for the best joke, act or funny story those cheeky scamps can come up with.”

The announcement comes alongside investment from Bauer into fresh content across its radio portfolio, which includes more coverage of Scottish football for services north of the border and a range of new shows such as a Friday night party programme hosted by broadcaster James Barr.

It follows recent Q2 2014 Rajar figures which showed Bauer’s radio portfolio increased its year-on-year reach by 12 per cent to 16.8 million.

Owen Ryan, group content director, Bauer Place north of England and Scotland, said: “Our new weekend line-up signals a fresh new era for the Place Portfolio.

“It follows extensive research and delivers locally relevant shows mirroring the lives of our listeners in their local area, alongside the best UK-wide talent, stars and entertainment shows to engage and excite our audiences when our audiences want them most on the weekends.”

A statement from Bauer said the new show from McGuinness opened up a brand sponsorship opportunity.