Magic has launched a pop-up station which will be 100% dedicated to the sweet tunes of Christmas – four months ahead of the big event.
Or, for those wanting a more specific rundown, that's 120 days of pure, unwrapped Christmas music to warm the holiday cockles.
In order to raise spirits and 'combat Covid-19 blues', Bauer announced today the station would be kicking into gear for all your festive bop needs.
While some of us couldn't think of anything worse than four solid months of All I Want For Christmas Is You, we can understand it's right up the alley of seasonal punters.
Sure you might think November is a more appropriate time for Michael Buble to come out of hibernation for another walk in a winter wonderland, but from today you can hear the dulcet tones of Mr Christmas.
And, come to think of it, we wouldn't mind a little Slade Merry Christmas to get us out of this funk.
The station will be providing its musical wares online only this year, with Ronan Keating, Magic Radio Breakfast presenter, saying, via RadioToday: '2020 has been a hard year for us all – what better way to lift our spirits than bringing Christmas forward a few months?
'One of the most fulfilling parts of working at Magic Radio is to be able to connect with our listeners and bring a smile to their faces, so I can't wait to launch Magic 100% Christmas and turn up the Christmas cheer!'
The station decided the best thing to do in these, er, uncertain times, was to switch on the Christmas cheer well, well ahead of schedule after conducting a survey.
Apparently 37% of Bauer Radio listeners surveyed said that the Christmas mood first kicks in when they hear Christmas music (not really surprised by that one), while 91% of respondents stated that they listened to the radio over the festive season.
Two thirds of people also feared a second coronavirus spike and over half were worried about not being able to see friends and family come holiday season, prompting the broadcaster to dust off the baubles ahead of time.
So, suppose it's time to deck the halls, eh?
Magic 100% Christmas runs until December 25th 2020, on smart speaker, online at Magic.co.uk/Christmas and on the Magic Radio app.
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