UTV stations 96.4 The Wave and Swansea Sound have raised £30,000 for their Cash 4 Kids charity appeal in just one weekend.
Staff and presenters at the stations gave their time for free to man the phone lines for pledges and auction bids.
Bosses at the station say with money still trickling in they hope to bring the total to nearer £40,000 once all the donations have been counted up.
On air auctions items included VIP tickets to see Swansea City v Manchester United which raised over £1000 and a chance to be a Swansea City mascot which raised £800.
Other fundraising events for the appeal – which supports several local children’s charities and the NSPCC – included a Cash 4 Kids Ball, a golf day and a sponsored sky dive for listeners.
Helen Bowden, Station Director, told RadioToday.co.uk: “Cash 4 Kids is such a worthy cause and it makes me very proud that we can support local charities as they do so much good work for underprivileged children in South West Wales. A heartfelt thanks to everyone who donated and bid on items, and of course all the presenters and staff who gave up their time to work for free this weekend, as well as the hard work that was put in to the events throughout the year.”