Celador Radio's easy listening format The Breeze launched in Bristol this morning at 5:30am.
The service is broadcasting on 107.2 FM in Bristol, the frequency previously used by Star, and on DAB in both Bristol and Bath.
The schedule includes Charlie Jordan on breakfast, with Russ Wilcox on drive. The rest of the programmes will originate from its new sister station, The Breeze in Southampton.
Celador has confirmed to RadioToday.co.uk it is applying for the Bath local radio licence, which is being re-advertised by Ofcom.