Real Radio, the regional radio station for South Wales, has announced its intention to apply for the local radio licence for Pembrokeshire.
The licence, which has been advertised by the Radio Authority, will serve approximately 100,000 listeners in and around Pembrokeshire, and Real Radio believes that the community will be best served by dedicated local programming supplemented by Real Radio's current output.
Terry Mann, who is a former managing director of Swansea Sound, will chair the local board.
Commenting on the application, he said: "A strong and popular local radio station in Pembrokeshire would help stimulate the economy and bring communities closer together. Having long been aware of the desire for such a station here, I firmly believe these needs will be best served through locally produced programming in Real Radio's entertaining and informative style. After waiting for so long I think local listeners deserve their own version of this top quality station, backed by an ownership structure that is committed to commercial radio in the long term."
Mr. Mann added that contrary to rumour, they plan a truly local service of news and 'live' programmes, with new staff broadcasting from new studios in the county.
The station would operate under a board of directors, including Pembrokeshire residents with relevant business and community experience.
The existing Real Radio station operates on a 'regional' basis and was launched last autumn to an area that includes Swansea, Cardiff and Newport.
The station broadcasts a wide variety of 'hit' music spanning the period from the 1960s to the present day - but has also made a significant commitment to providing information, news and views.
"We believe that our plan offers the best chance in Pembrokeshire to have a professional local radio service with sufficient backing to sustain its long-term survival," concluded Mr. Mann.