It ceased broadcasting on 6 September 2021 when it rebranded to Hits Radio Bristol & The South West.

The station originally broadcast an Adult Oriented format, with 40% of its music coming from past or present Top 20 charts.

The company said the Swindon station was not financially viable as a stand-alone service, having made a £50,000 loss in 2015.

[5] On 6 September 2021, Sam FM was rebranded as Hits Radio Bristol & The South West.

The station takes the national networked breakfast show from Hits Radio UK hosted by Fleur East, James Barr & Matt weekdays from 6am–10am.