This is the Coast is joining the Lincolnshire & Humberside MuxCo DAB digital radio multiplex as its sister company hands back the small-scale DAB licence award.
The move will give the station improved reception along the Yorkshire coast in Bridlington, Hornsea, Driffield and across East Yorkshire from March 1st.
Meanwhile, East Coast Digital Radio, which won the small-scale licence to cover the area in 2022, is handing back the licence award saying the plans were becoming economically unviable.
This is the Coast Managing Director, Matthew Pells, told RadioToday: “Since we launched the station we have been looking for ways to enhance the DAB coverage, adding the High Hunsley transmitter will provide much improved reception for Bridlington and enable listeners in Hornsea and Driffield to tune in.
“It will have a major benefit for in-car listeners who will be able to drive across most of North and East Yorkshire without losing the signal.
“We hope that existing listeners will feel the benefit of the improved coverage and we look forward to welcoming new listeners on DAB, we are also continuing to explore other ways of further enhancing our DAB coverage in the future.”
Breakfast Show presenter, Paddy Billington added: “We already get lots of interaction from listeners in the Bridlington area, for those listeners to be able to take us with them on their daily commute in the car will be a real bonus.”
Programme Operations Director, Tom Hooper also added: “We’ve been wanting to enhance our coverage along the coast since day one, and this is a great step forwards for local radio on the Yorkshire Coast”
Commercial Director, Emma Smith then commented: “This is going to be game changing for local businesses along the coast who will now be able to have their messages heard across both North and East Yorkshire.
“Since the launch of the station we’ve had first rate support from local firms who see the benefits of local radio and who have been really supportive of what we are doing.
“The new transmitter will not only improve the listener experience but also enable more local businesses to benefit from reaching a local audience.”
This is the Coast was launched in October 2020 by former Yorkshire Coast Radio staff members and provides a full local radio service for Scarborough, Bridlington, Filey and Whitby. It will remain on the North Yorkshire MuxCo multiplex too.