Celador is rebranding its Torquay-based station Palm 105.5 as The Breeze from September 21st.
The station has been informing listeners for the last couple of weeks that a breeze is coming, and the company has confirmed the news today.
Palm started broadcasting full time in 2005 and Celador took the majority shareholding last year.
A spokesperson for Celador said: “When Palm first launched it offered something for everybody. However, radio has evolved and we now offer a more focused selection of music.
“We want to encourage people who haven’t listened to Palm for a while to come back and try it. While Palm has always offered local news and the latest traffic updates, we are now pleased to offer a more focused selection of music.”
The Breeze already operates 13 stations around the South and South West of England, but this will be the furthest Breeze station to the West. Celador also has shareholding in nearby Radio Plymouth and Radio Exe via its subsidiary Devon Radio Ltd.
Devon Radio Ltd was bought by Celador from Avtar Lit in 2013.