Bauer Media has launched Bridget Jones Radio, a pop-up radio station dedicated to the movie franchise.

Created in collaboration with Magic Radio and the Hits Radio Network, the station is available on Rayo, online and on smart speakers.

It is part of a multi-phased collaboration with production company Universal Pictures for the latest instalment in the Bridget Jones franchise: Bridget Jones: Mad About the Boy.

Erika Lewington, marketing director at Universal Pictures UK, said: “From Chaka Khan to Geri Halliwell, the Bridget Jones soundtracks are almost as memorable as Bridget’s one-liners.

“We’re so excited to work with Bauer Media to launch a station solely dedicated to the film franchise, sure to excite fans and make them even more eager to experience Bridget Jones: Mad About The Boy in cinemas”.

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The radio station will air through February and is hosted by Magic Radio’s Harriet Scott and Kat Shoob, and Hits Radio Breakfast’s Fleur East and James Barr.

The channel will air “unfiltered conversations, Bridget Jones moments, celebrate the power of friendship and provide the perfect playlist”.

Campaign activities will also include a Magic Breakfast promotion, sponsorship of Magic’s Perfect Playlist and social activity to find the best Bridget Jones-inspired dating stories.

Simon Kilby, managing director at Bauer Media Advertising said: “The launch of our digital platform Rayo and the flexibility of audio means that we can create fun and innovative campaigns like pop-up stations.”