Splash FM was today proclaimed the winner of the battle to broadcast to Worthing.

The Radio Authority made the announcement today, following months of campaigning by six rival consortiums.

They were Splash FM, Worth FM, WBC, Southdown Radio, YW/FM and Worthing Radio.

Splash FM plans its launch in April 2003 and the company promised a music-led station for 25 to 70-year-olds but focused on the 35 to 54 age group.

Chairman Jim Brathwaite said: "We are absolutely overjoyed to have won the licence. The whole team is just delighted.

"The competition was stiff and I actually don't think the overall offerings were that dissimilar.

"But I think what clinched it for us is that we are genuinely local people. We all have some association with the town.

"We are very professional radio people who have been in the business for a long time.

"The name Splash FM probably helped as well. It has a great association with Worthing, with Splash Point."

He said the team had worked hard in the last year. They kept the radio campaign going after the application was submitted.

Mr Brathwaite said: "The recent Seafront Fayre was the culmination of this.

"We brought The Real Thing to Worthing and so many people were bopping away.

"We realised this was what people want.

"We will play hits from the 1960s right through to the present day."

Rival bidder WBC Radio For Worthing was backed by Newsquest (Sussex), publishers of The Argus, and Chrysalis Radio.

Howard Scott, managing director of Newsquest (Sussex) said: "Congratulations to Splash FM on winning the licence.

"The number of groups bidding for this licence indicates the need for a good radio station catering for the needs of a local audience in Worthing."

In a year, WBC visited more then 40 community events across Worthing and the surrounding broadcast area.

Representatives joined in processions, manned stalls, raised money for charity and provided equipment to support events.

The WBC team comprised a wealth of broadcasting expertise and talent.

Members included local broadcasters David Legge, Bob James and Stuart James.

Worth FM pledged to broadcast from the Dome Cinema on Worthing seafront if successful.

Last year the station stepped in at the 11th hour to provide bands for the Worthing Seafront Fayre.

Splash FM plans to build the new radio station in the Guildbourne Centre in Worthing Town Centre. Listeners will be encouraged to go in and see the DJs at work.