MIDDLE-aged listeners will be targeted by Solent's new commercial radio station, which was awarded its licence on September 5.

Designed to appeal to 40- to 59-year-olds, Original 106 is 95 per cent owned by global media operator CanWest MediaWorks UK Ltd and will pride itself in offering "adult alternative radio."

Its album-led mix of music, with 24-hour local news, will cover most parts of east Dorset, south Hampshire, the Isle of Wight and parts of west Sussex.

Original 106 overcame tough competition from 13 other radio stations including Celador Radio Broadcasting's the Coast 106, a bid fronted by Chris Tarrant, Sir David Frost and Esther Rantzen OBE; and The Arrow, an adult rock station for the "baby boomer generation."

Other contenders were classic rock station C106, easy listening station Melody 106, Saga 106 FM, Smooth Solent, Solent Life 106 FM, South Coast Radio and Tide FM.

Meridian TV presenter Fred Dinenage had hoped for success with All Talk FM Solent, a 24-hour speech radio station and established radio broadcasting companies Kerrang! 106 and Virgin Classic Rock also bid for the licence in a bid to expand into the Solent region.

The final contender was 106 Fun FM, aimed at pre-school and primary school children, their families and carers.

With studios in Bournemouth, Southampton and Portsmouth, Original 106 will broadcast to around 1.25 million listeners.

The exact coverage will be determined by the location of transmission sites and other technical characteristics.

An Ofcom spokesman said it expected Original 106 to begin broadcasting at the earliest opportunity. The licence has been issued for a 12-year period.

First published: September 6, 2005