MIDDLE-aged music fans’ radio station The Coast has revealed plans to buy two rival broadcasters in the south of England later this year.

Although mystery surrounds which radio stations are to be targeted, the deals will be good news for Southampton where The Coast is based, which will remain the headquarters for the new network.

Content produced in the city will be run across all the stations, offering a boost to the city’s media industry.

The expansion plans come as entertainment giant Celador, which bought The Coast for an undisclosed sum in 2008 when it was called Original 106, plans to invest £1m in revamping the station.

Celador chairman Paul Smith told the Daily Echo that although The Coast was currently loss making, he anticipated it breaking into profit in August this year and was already focussed on improving his margins.

Mr Smith, one of Britain’s leading independent film producers and the man behind films like Slumdog Millionaire, said: “At the moment we are still making a loss and while we are not happy about that it has been compounded a bit by the environment. The year-end is September and we expect to be in profit by August.

“Our long term commitment is to improve our margins, once we have got some, by extending our audience. We will do that by acquiring other stations close by.”

Since re-launching as The Coast in December 2008, the station, which operates from Chichester to Poole, has built up an audience of around 100,000, mostly men over 45. In a bid to lure more female listeners they now plan to “soften” the sound.

As national breakfast radio undergoes major change with the departure of Terry Wogan and arrival of Chris Evans on Radio Two, Coast bosses have taken the opportunity to change their line-up. National presenter, Mitch Johnson, takes over from 5.30am to 10am each day, with news reader Clare Woodling stepping up her presence in the show.

Mr Smith thinks the pair will profit from Chris Evans’ more controversial style.

He said: “The breakfast show defines a station. More people listen than at any other time. It is absolutely crucial. Battles are won and lost at breakfast time.”