TWO of the biggest names in UK broadcasting have thrown their weight behind setting up a regional radio station.

Sir David Frost and Esther Rantzen, who both live near Southampton, have joined Celador Radio Broadcasting's bid team for the new Solent area licence.

Both TV legends will make on-air contributions.

Celador, a sister company of the Who Wants To Be A Millionaire gameshow maker Celador Productions, recently launched The Coast 106 in a bid to capture the lucrative over-45s market.

The Solent licence, with a potential catchment of 1.2 million adults, will cover most of south Hampshire, Isle of Wight, west Sussex and east Dorset.

Also joining Celador's team is Rod Bransgrove, one of the most respected businessmen in Hampshire.

He is chairman of Hampshire Cricket, and has been the driving force behind its home ground - the £24m Rose Bowl near Southampton.

Rod founded Imperial Pharmaceutical Services in the mid-1980s and then went on to establish Entertainment Rights, a company specialising in the exploitation of intellectual property rights and children's television characters, and remains as its chairman. Esther, Sir David and Rod will be on a team that includes Who Wants To Be A Millionaire host Chris Tarrant, former Radio 2 controller Jim Moir and Celador chairman Paul Smith.

Paul said: "To have the support and guidance of accomplished and talented broadcasters as Sir David and Esther is most welcome."

"I am equally delighted to welcome Rod Bransgrove, whose business pedigree and local knowledge will also prove invaluable."

Sir David, who lives near Romsey, said: "I think The Coast 106 team is the strongest we could possibly hope for."

Esther, who lives in the New Forest, said: "I feel very much a part of the community in this area and have always taken on a very active part in the life of the New Forest."

The Coast 106 name was in the public spotlight during last Tuesday's naming of the 83,000-ton Arcadia superliner in Southampton.

It sponsored the live screening of the ceremony at Mayflower Park.

Other licence contenders include the Wireless Group, with its ALL-TALK FM bid, and Wave 105FM owner Scottish Radio Holdings.