As of September 2024, the station broadcasts to a weekly audience of 26,000, according to RAJAR.

[2] This had been the first time in its history that Ofcom had not awarded a re-advertised licence to the incumbent broadcaster.

Ofcom said that it regarded the station's multiplex holdings as reason why the new operator would be able to support the station: "Ipswich FM’s commitment to broadcasting on the Suffolk DAB multiplex means it would have access to a greater number of potential listeners than the incumbent licensee, which does not, and did not indicate any plans to, broadcast on DAB.

On 15 October 2020, joint shareholders Nation Broadcasting and Bauer announced that the station had agreed a brand licence to rebrand Ipswich 102 to Greatest Hits Radio East from November 2020.

On 1 October 2022, Nation Broadcasting took back the frequency and decided to simulcast Nation Radio UK, except on weekday afternoons between 3pm and 7pm, where the station opted out of network programming for a localised show.