WHEN youth rock radio station brand Kerrang! decided to bid for the Solent FM radio licence they wanted a celebrity to navigate its campaign.

In a surprise move, Kerrang, famed for its association with heavy rock bands, has signed 64-year-old famed round-the-world yachtsman Sir Chay Blyth CBE, MBE.

Challenge Business boss Sir Chay, who has revealed himself to be a guitar music fan, will be non-executive chairman of the bid, which faces fierce competition from the likes of Celador's Coast bid, Wireless Group's Alltalk application and further interest from Wave 105fm owners Scottish Radio Holdings.

Kerrang owner Emap said it chose the rock format after research in the Solent area revealed a gap in the market for a guitar music-based station. Emap has already won the West Midlands FM licence with Kerrang! in 2003 with the Birmingham-based station launching in June 2005.

Sir Chay said: "I wanted to become involved in this bid due to the outstanding reputation of existing Emap radio stations that provide a dedication to local service and community involvement as well as live music and a keen support of local talent."

Steve King, Emap performance head of radio development, said: "The Solent area has a thriving rock and alternative scene whose tastes are not currently catered for by local commercial radio. It is the birthplace of the Isle of Wight music festival, a mecca for music lovers and rock aficionados, and has given rise to current day talents including The Ordinary Boys, The Delays and The Bees.

"Guitar music fans deserve to get Kerrang! Radio."

The new licence covers most parts of south Hampshire, east Dorset and the Isle of Wight, reaching a potential audience of 1.25 million people.