THE company behind the Who Wants To Be A Millionaire? game show has launched its bid for a commercial radio licence in the North-East.

Celador Radio Broadcasting has put forward its Touch bid for a new FM frequency across the region.

The station will target the over-40s age group, with classic and contemporary easy listening music. Celador intends to team up with Tyne Tees Television to for its regional news service.

The licence has been made available by the Office of Communications (Ofcom), and will cover Durham, Hartlepool, Middlesbrough, Stockton, Darlington, Bishop Auckland, Consett, Newcastle, Gateshead, Sunderland, Hexham and Alnwick.

Celador yesterday unveiled its bid team, which will be chaired by Alastair Balls, chief executive of Centre for Life, in Newcastle, and chairman of the Newcastle Gateshead Initiative.

Others include Steve Cochrane, owner of award-winning Middlesbrough department store Psyche, and Giles Squire, former group programme director of both Metro and Century Radio in the North-East.

They will be supported by directors from Celador Radio Broadcasting, Tim Blackmore, Jim Moir and Paul Smith, who is the chairman of Celador Productions, a TV company which produces the multi-award winning Who Wants To Be A Millionaire?

Launching the bid, Mr Balls said: "We have undertaken extensive research throughout the entire North-East, which has identified a major gap in the commercial radio offering in the region, with no local station genuinely reflecting the interests and aspirations of the 40+ age group."

The cost of preparing a bid can reach six figures and the closing date for bids is December 8.