Central Lancashire's newest radio station 106.5 Central Radio has launched at 7am today.
The first song played on the UTV station was Shine by Take That, when presenters Mark Keen and Anna Woolhouse started their first programme serving Preston, Leyland and Chorley.
Champagne flowed as executives from parent company UTV Radio gathered in the small but perfectly formed offices in the business district of Preston.
This is one of the last analogue commercial radio launches the UK will ever see, with only Radio Plymouth and the yet-to-be-awarded north and mid Wales licence to launch.
Launch parties will be held across the area on Saturday, with former X Factor star Rowetta appearing at all three. She'll be on stage in Chorley, before dashing to Preston and then Leyland.
The programme schedule includes Mark Keen and Anna Woolhouse at breakfast and former Coronation Street actor, Scott Wright, who played Sam Kingston, also hosting a regular show.
Chris Buckley, programme controller, said: "It was important to us that we showed listeners in Chorley, Leyland and Preston that we are their new local radio station so we chose to put on three launch parties. Rowetta is a great entertainer and we are delighted that she's top of the bill for our launch day."
Chris will be on air presenting the mid morning show and is followed by Kim Shaw in the afternoon and Aaron Roscoe hosting the evening show.
Senior station director, Mike Baker, added: "Launching the station in three different locations is just the start of the fun we have planned to let local people know that 106.5 Central Radio has arrived. Soon posters will start to appear in the towns and city and we'll be at the local events that are taking place."
And of course if you missed the subtle launch, you can hear it again [link=http://www.radiotoday.co.uk/download.php?view.66]here[/link].
Pictured L-R back John Barnett MBE DL (chairman) Chris Buckley, Andy Mitchell, Brian Page Mike Baker, L-R front Kim Shaw Aaron Roscoe