Journalist Polly Toynbee has spoken of the importance of attracting UK-wide audiences to Brighton following her appointment as chairman of the city's arts festival.

The award-winning writer has been named the new head of Brighton Festival and will be responsible for promoting arts events across the city ahead of 40th anniversary celebrations in 2006. Miss Toynbee, who lives in Lewes and London, will officially take up the post in November when Sir David Watson stands down.

The mother-of-four said: "Festivals are hugely on the up. More people want to go to them and expect to have them in their area.

"It is only in the last few years that the Government and local authorities have cottoned on to the fact they are an integral part of building a sense of community.

"People come from everywhere to go to the Edinburgh Festival. Why shouldn't they be pouring out of London to come to the Brighton Festival at the weekend?"

Miss Toynbee spoke at this year's festival when she appeared at the books and debate programme at Charleston with journalist Andrew Marr.

Taking part in the May event fired her enthusiasm for the festival while having a son at the University of Sussex meant she was also able to hear about the range of performances on offer.

She said: "Brighton has a ready-made audience for the exotic.

"But the city has such a diverse population you get an audience at Charleston totally different from any other event. The festival has done fantastically well but if we want to grow, it needs to widen its resources and if you want more amazing shows and premieres it will cost more money.

"One of the reasons the festival wanted me was to try to open the gateway to London. I ring people up, bully them a bit and strike up a bit more interest.

"There cannot be any other place in the country with the intense arts life of Brighton."