Celador Radio has applied for a format change to allow its Solent regional station The Coast to play classic and contemporary rock.
The station wants to drop its commitment to play Adult Album Alternative music but continue to serve the over-40s.
Ofcom says a consultation is required to change the format, and is seeking views on Celador's request.
In asking for the change, Celador says the station will continue to appeal to a similar target market, be locally produced 24 hours a day and continue to be located in the Solent.
"The Coast will not seek to mimic other mainstream stations in any way. It will not in any way duplicate the existing provision of commercial radio services.
Industry commentators are already suggesting this is the first step to re-branding the station as Jack FM, to match one of Celador's Bristol stations of the same name.
A Celador spokesperson told RadioToday.co.uk: "We are passionate about The Coast brand and will continue to improve and strengthen the station. The format change is part of this process. We have no plans to change The Coast name or brand."
The Coast's current format is:
[blockquote]AN ADULT ALBUM ALTERNATIVE STATION PLAYING AN ALBUM-LED*, CREDIBLE MIX OF ADULTORIENTED MUSIC, WITH PARTICULAR APPEAL FOR 40-59 YEAR-OLDS, WITH 24-HOUR NEWS[/blockquote]
Its proposed format is:
[blockquote]A CLASSIC AND CONTEMPORARY ROCK STATION FOR LISTENERS OVER 40 IN THE SOLENT REGION[/blockquote]