Celador Radio, new owner of Original 106 in Southampton is to re-launch the station as The Coast 106 following its purchase from CanWest in August.
The 'cross fade' period has begun, with a month of non-stop music being broadcast before the full launch on Thursday October 30th.
Celador applied for the licence in 2005 but lost out to CanWest. Now the new owners plan to tweak the output with to offer classic and contemporary music for the over 40s.
Kevin Stewart, former chief executive of Tindle Radio, has been appointed as managing director to oversee the launch of The Coast 106.
Celador's chairman Paul Smith told the Dorset Echo: "Radio is my passion and I am absolutely thrilled to be able to bring a radio station to the region that really delivers what a huge under-served section of the community want and advertisers want to reach them, need."