Celador Radio Broadcasting has bought The Quay from Portsmouth Football Club.
The 107.4 frequency will now join The Breeze in Southampton on 107.8 and The Breeze in Winchester on 107.2, frequencies currently used by Play Radio.
Aimed at upmarket 40-59 year olds it will broadcast classic and contemporary easy listening music. The Breeze will launch on air 31st July 2010, with a full marketing campaign launching later this year.
Celador is currently in discussion with Portsmouth Football Club regarding the Football Broadcast Rights and hopes to reach an agreement that will enable uninterrupted and ongoing full-match commentary on The Breeze.
The new station will be based in Southampton along with sister station The Coast.