Transmission services provider National Grid Wireless is announcing plans to bid for the new national commercial digital radio multiplex, to be advertised by Ofcom later this month.
They will go up against TV broadcaster Channel 4, which is hoping to break into the radio industry.
NGW, which manages services for Freeview and recently won the contract to install and manage Swansea Bay Radio's transmitter, is expected to advertise for potential partners to join the bid.
A source told BroadcastNow several "premier league and recognisable" brands were talking to the company about joining forces.
A deal with NGW could also provide partners with space on Freeview as well as on the new DAB multiplex.