New radio station Bucks Radio went live across Buckinghamshire on Monday.
The new venture aims to put local content at the heart of its programming, with news and travel featuring alongside coverage of small local businesses and charities.
Bucks Radio was devised by local broadcasters Richard Carr and Nathan Cooper following Mix 96's merger into the Greatest Hits brand.
"There was such a vacuum created last September for local radio and I thought 'we've got to do something about it'," Carr told Radio Today. "So while chatting to Nathan Cooper, a friend and work colleague of over twenty years, we decided to take the plunge and create Bucks Radio.
"We have been blown away from all the positive comments and very grateful to all the local businesses supporting us through advertising and sponsorship. We are very excited that today all our hard work becomes a reality."
The station can be tuned in to online via the Bucks Radio website and app or through smart speakers.
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