|City of license||Sheffield|
|Broadcast area||South Yorkshire & North Midlands|
|Slogan||"The Best of the 60s, 70s & more"|
|Frequency||990, 1305, 1548 kHz, DAB Digital Radio|
|Audience share||4.4% (December 2012, )|
Magic AM is a commercial local radio station which broadcasts to South Yorkshire and the North Midlands. The station forms part of the Magic Network and is owned by Bauer Radio. It is considered the sister station of Sheffield-based Hallam FM.
The station was formed when Radio Hallam split its FM and medium wave frequencies to provide two separate services. The AM station became "Classic Gold", then "Classic Gold Radio", "Great Yorkshire Gold" and "Great Yorkshire Radio". The original incarnation was owned by The Yorkshire Radio Network who were then taken over by Metro Radio group before being bought by EMAP.
In December 2001, EMAP decided that it was more economical for the Magic AM to share off-peak programmes in line with the other 7 Magic stations in northern England. Stations began networking 10am-2pm from Magic 1152 in Manchester, and 7pm-6am from the London station Magic 105.4 providing the programmes - during these hours it was simply known as Magic, although there were local commercial breaks, and local news on the hour.
In January 2003 after a sharp decline in listening, the station ceased networking with the London station, Magic 105.4, and a regional northern network was created with Magic 1152 at the hub at the weekend and the Newcastle station of the same name during the week. During networked hours, local adverts are aired, as well as a local news summary on the hour.
From July 2006, more networking was introduced across the northern Magic stations, meaning only the breakfast show would be produced locally. However the decision was taken in April 2013 to network this show across the other Yorkshire-based Magic stations and the Leeds-based programme replaced the locally produced show. Other programming is networked from Newcastle however some is also produced in Manchester and now London.
From January 2015, Magic AM is to be rebranded Hallam 2 as part of a revamp of the Bauer network.