Rock Radio North East, GMG Radio's latest radio station, launched today at midday.
Although the service is only available regionally on DAB, the schedule will include live programming.
The station has a potential reach of two million listeners across the region. Based in Gateshead, Rock Radio is broadcast from the same studios as GMG Radio's other stations in the area, Century Radio and Smooth Radio.
Mark Gregory, who lives in Morpeth with his wife and eight-year-old daughter, has hosted shows on Radio Tees and TFM and will be presenting Morning Glory each morning from 7am-midday.
Weekend highlights include Rock With Balls on Saturday afternoons with Smith and Kirby, marking a return to GMG Radio for former Century Radio programme controller Paul Smith. Together the Smith and Head of Programmes Jon Kirby have previously presented shows on Alpha 103.2 and BBC Radio Leeds.
This is the group’s second station to launch under the Rock Radio brand after its sister station in Glasgow began back in January 2007. A third Rock Radio will launch in Greater Manchester in May.
John Myers, chief executive of GMG Radio, said: "Rock Radio will offer rock fans in the north-east the sort of station they’ve been dreaming of – passionate presenters who really know their stuff playing great rock music."