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Emap Performance is planning to use the power of rock magazine

Kerrang! to bid for the analogue radio licence in the East Midlands.

The proposed station, Kradio, will combine both Emap Performance brands

Kerrang! and existing London radio station Kiss 100.

Kradio is asking people in the East Midlands region what kind of music

they would like to hear and for written support for the proposed

bid.

According to Emap Performance chief executive Tim Schoonmaker, the new

station is aiming to capture "something new that is happening on the

streets".

He added: "The music scene is changing and stations need to look at new

formats. People no longer want to listen to one type of music

exclusively - they might have Eminem, Limp Bizkit and Destiny's Child in

their CD racks."

The venture will be Emap's first radio foray using the Kerrang! brand -

but the publisher has already capitalised on the current popularity of

heavy metal bands and magazines with the launch of Kerrang! TV on Sky

Digital in May.

The East Midlands analogue licence is set to be hotly contested -

companies including Chrysalis Radio, GWR and Guardian Media Group have

announced that they are also preparing bids.

The licence will cover Leicester, Nottingham, Derby and a large part of

the East Midlands, with a potential adult audience of 1.6 million.