According to reports, GWR is bidding for an AM licence in London, in conjunction with the company Clipper Media, which owns the children's cartoon character PC Pepper.
The station would target the 20% of London's population that is aged 10 and under. Programming on the station will include children's audio books.
GWR Group would be following in the footsteps of Capital Radio and Disney, which announced in February that they would be launching a nationwide digital radio network for under-16s.
The Capital-Disney station plans to target the 92% of 10- to 16-year-olds tuning into radio each week, a group that the two said would be a "major force in driving the take-up of digital radio in the UK".
Capital Radio and GWR have held informal talks over a possible merger. In May, GWR revealed that its advertising revenues had fallen 7.2% over the year. Between January and March, its ad sales were down just 1.9% on the same period in the previous year.
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