The station, New City FM, is backed by the Guardian Media Group-owned Reading Evening Post, the Goodhead Group, owned by Reading Football Club chairman John Madejski, and Milestone Radio, the company which has a controlling shareholding in Kick FM in Newbury and Kestrel FM in Basingstoke.
The Radio Authority said that New City FM won the licence on the back of its strong business plan, credible backing and links with the neighbouring stations and the Evening Post, which will provide the station with good marketing and promotional opportunities.
The Evening Post, which is part of the Guardian's Surrey and Berkshire Newspapers, will work with the news and sports team at New City FM to provide comprehensive local coverage. Reading Football Club will also feature strongly.
New City FM aims to be on air by the autumn and has appointed experienced broadcaster Tony Grundy as launch managing director.
According to Grundy: "New City FM has tremendous potential and will be a strong player in a very competitive marketplace -- already the response from community groups to business leaders has been superb. The unique partnership of a daily newspaper, Division One football club and successful neighbouring stations gives us great local expertise and many exciting opportunities."
He added: "We aim to increase the market for commercial radio in Reading and become a key player in the community."
New City FM will be a music-led station for an audience aged between 25 and 54. It will play a mix of adult contemporary music from the last 40 years. Speech will comprise at least 20% of the weekday daytime output.
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