At least ten companies are expected to bid for a new Edinburgh radio licence which is due to be advertised by OfCom later this month. The first licence to be awarded by new media regulator OfCom, and one of the biggest of the thirty new radio licences that will go up for grabs in the next couple of years, all the key players want the opportunity to broadcast to the Scottish capital.
EMAP hopes to put forward a strong bid by join forces with a locally based consortium called Castle FM, because: "Emap believes in the importance of local boards. Rather than go it alone, we believe we have a better chance of winning by joining forces with such a prominent and well established local consortium".
Scottish Media Group reckon da Burgh needs some classic rock on its airwaves (those that remember those Scot FM test transmissions back in summer 1994 might agree) and are hoping to put their internet station Virgin Radio Classic Rock onto the airwaves.
In a similar vein Chrysalis Radio hope to put their digital rock channel The Arrow onto a terrestrial frequency.
The Guardian Media Group, who already have one of the mid-Scotland franchises for its Real Radio outfit (which replaced the aforementioned Scot FM) hope to get another in order to give Edinburgh its watered down Jazz FM brand Smooth, which launched in Manchester back in Mar.
GWR have confirmed they will bid for the licence, but are yet to decide what with. Capital, who own the region's youth station Beat 106, are yet to decide whether to bid.