Two experienced media figures from Bath have put in a bid to return ITV's regional news service to the way it was before much-criticised cutbacks.

Former HTV managing director Jeremy Payne and GMTV producer Dave Mason, who both live in the city, are the driving forces behind an attempt to divide the existing ITV West and South West news region – which stretches from the tip of Cornwall to Wiltshire and Gloucestershire – in two.

The pair are working with Bath Chronicle parent company Northcliffe on plans for a service which would be launched in the run-up to the national switchover from analogue to digital television in 2012.

Since March this year, the format of ITV's regional bulletins has meant people in Bath being served up with news from Plymouth and beyond and it is understood that ITV is looking to cut its local news services still further over the next three years.

Former HTV West presenter Mr Mason said: "Research tells us West Country people want more local news from their area, not pan-regional news from a city with which they don't identify."

Northcliffe Media's South West and Wales managing director Steve Anderson-Dixon said the firm was excited about the prospect of being able to extend its relationship with readers.

He said: "Our focus has always been to make local matter more and to support local communities to make a difference."

The Government held talks on the new services this week and plans to award pilot schemes to consortia in Scotland, Wales and England.