The Bauer Place and Bauer Passion portfolios replace the current framework, with the Big City Network brand disappearing. All 42 national stations under the Bauer Radio umbrella have been reassigned into these portfolios.
The new strategy, in development for more than a year, shuns the industry trend towards national network programming and instead focuses on creating a more personal engagement with Bauer's 13 million listeners in the UK.
Bauer hopes that the move will enable companies to launch "more flexible, targeted and measurable advertising packages". Barclays has become the first brand to agree a commercial deal, signing up with the Bauer Place portfolio.
Bauer Place contains stations that "champion local communities, strive to deliver more relevant local programming and unite listeners in the places they live". The portfolio is the commercial leader in 20 of 21 UK markets, including London, Manchester, Liverpool, Glasgow, Aberdeen, Belfast and Southampton.
Bauer Passion becomes the home of "passionate, iconic brands dedicated to music and lifestyle", including dance station Kiss and rock network Kerrang!, along with Q, Heat, and The Hits. The portfolio reaches 6.3m listeners every week with a market share within 15-34 year olds of 10.7%, compared to Capital's 9.4%.
"Bauer's stations are more influential than our competitors because for us, radio is personal," said Dee Ford, group managing director of Bauer Radio.
"We work relentlessly on the product and personality of each individual station to ensure it is reflective of either the passions of our listeners or the places where they live.
"The creation and launch of the Bauer Place and Bauer Passion portfolios will give our advertisers and partners measurable commercial advantage by allowing them to customise campaigns to reach and engage directly with their audiences through a mix of interests and geographic locations."
Karen Stacey, broadcast director at Bauer Media, added: "The Place and Passion portfolios are reflective of Bauer's long-term strategic investment in radio nationwide.
"Our research shows us that networked national programming, as now favoured by the wider industry, simply does not resonate with listeners. Instead, our focus on increasing locally relevant programming and personalised interaction is already returning results.
"We are now recording 7% higher listening hours and engagement than our nearest challenger in the market, making our stations a far more attractive advertising proposition for brands."
Last week, Bauer Media launched a new UK-wide dance, hip-hop and R&B chart on its Kiss radio network, going head-to-head with BBC Radio 1.