The BBC's 'Introducing…' brand is to be rolled out across 40 of the corporation's local radio stations.
The move will see new music talent promoted across the English regions in addition to through networks including Radio 1 and 6 Music and the BBC website.
Making the announcement, Andy Parfitt, Controller of BBC Popular Music, said that many of the shows already using the name would remain unchanged. "Our mission is to help discover and nurture new music," he said. "And this completes a full BBC Radio link-up from local to national. I hope it proves to be a fantastic opportunity for young UK musicians."
David Holdsworth, Controller, BBC English Regions, added: "BBC Local Radio is delighted to be a focus for bands across England enabling them to showcase their music to local audiences. It's a pleasure to be able to offer a service which benefits music lovers and offers local exposure to the bands. From bands such as Manchester's the Tings Tings through to Leeds' Pulled Apart by Horses, we are also proud to be the conduit to success on the musical stage."
The BBC says its 'Introducing' shows on 40 BBC Local Radio stations will be a key part of the multi-platform initiative, which is also across BBC Radio 1, 6Music, Radio 1Xtra, the Asian Network, Switch and at bbc.co.uk/introducing – all working together to showcase the hottest new talent from across the UK.
A BBC spokesman said: "From discovering the latest indie outfit in Humberside with Alan Raw to new talent in Jersey with Ryan Morrison and all 38 shows in between, these individual shows are vital for highlighting the latest local talent. As well as the essential airplay, they often provide additional platforms such as live studio performance opportunities and live monthly gig nights at local venues."
The BBC Introducing Stage, which is now a valued fixture at many of the UK's music festivals, including Glastonbury, T in the Park, Reading and Leeds, has showcased over 600 artists since it was established in 2007.
Radio 1 gave 10 weeks of playlist support to BBC Introducing artists during the summer and the station has promised to feature one of the acts on the playlist every single week from January 2011 – guaranteeing at least three spot plays per week in key daytime programmes.