A new team enjoying heavyweight industry backing has entered the battle to win the commercial radio licence for Bath with a pledge to end “pop and prattle.”

Radio Bath’s board is chaired by former GWR radio finance director Stella Pirie, who also chairs the board of governors at Bath Spa University, and includes Wessex Water chairman Colin Skellett and Bath-based former HTV managing director Jeremy Payne.

The business is one of a number applying to regulator Ofcom to take over the licence currently held by Total Star, but among only two with applications known to be put together by people living and working in the city.

It is looking for studio space in the city centre and will be aiming to break down the traditional commercial radio divide between show presenters and journalists.

Putting the finishing touches to the application document are former GWR Bristol and Bath managing director Simon Cooper and onetime Radio 1 journalist Dave Mason.

They have struck a deal with Bath Spa University which will mean that media students can opt to study a radio module while producing some programming for Radio Bath, and are also liaising with the University of Bath’s own radio station.

And they will be employing what they call “broadcasters” rather than DJs, with presenters having to put together news bulletins as part of their shifts.

Mr Mason, who lives in the city and helped to set up Somerset station Orchard FM, said: “Instead of having a DJ talking about Heat magazine because he’s a real DJ and he wants to work for Radio 1 and he wants to work in London, you get people who can talk about Bath.

“They will be better informed in what they say on air.  It’s a very natural way for the station to be working.”

Mr Cooper, who now works as a corporate social responsibility consultant, said music would be a key part of the output but declared: “It’s the end of pop and prattle.”

The station has been backed by the city’s chamber of commerce, along with Bath City FC and its best-known fan, film director Ken Loach.

It plans live and local programming from around 6am to 7pm each weekday, and similar hours of coverage at weekends, with its shows aimed at the 25-54 age group.

Programmes after dark will be pre-recorded but still include local content.

Ofcom now lays down few rules about how local commercial stations have to be, and Total Star broadcasts from Swindon after taking over when Bath FM finally collapsed last year.

Mr Mason said: “In the past the ‘how local?’ decision was prescribed by the regulator. Now it is a business decision for the radio station, investing in locally originated programmes in order to build a larger audience and gain more advertising revenue. Radio Bath recognises that local commercial radio at this scale must now run on social enterprise lines, with the social objective of quality local output being the mission of the station, leading to sufficient income to ensure the viability of the company.”

He added: “We have vibrant, exciting plans for Radio Bath to bring truly local radio back to the city.  People in Bath have been forgotten. One of the most significant issues for local radio here has been financial sustainability - we have the necessary backing to give us the confidence to commit to local content. Crucially, we will not only be heard broadcasting from the city, we will be seen at every major opportunity too.”

Mr Payne, who will head a community liaison committee, said: “Bath really needs to regain its voice. Our plans will ensure the disparate sections of the population are united through a station reaching out to them, and partnerships with community organisations will help achieve this.”

The other local consortium interested in the licence, which runs out in November, is headed by former Bath FM breakfast show presenter Ian Dore.

His group, which also has backing from key community figures, is in touch with the Radio Bath team and they may end up pooling their resources.

Mr Cooper said: “We are happy to talk or collaborate with any other group that has the same local broadcasting objectives as ours.”

And Mr Dore added: “I’ve always held the opinion that those in Bath should come together and unite where possible for the common good. Thankfully sense has prevailed and that is exactly what has happened here. It transpires there are like-minded groups of individuals all striving for one thing - to keep the network operators out of Bath and the local radio vision alive. Thankfully we started talking weeks ago and our beliefs, interests and principles are very similar.”

The closing date for applications is Tuesday, with Total Star, and the Celador group, which runs stations on the south coast, among the other bidders.