WHO Wants To Be A Millionaire host Chris Tarrant has joined the race for the Solent radio licence with plans for a station targeted at the over-45s.

Celador Radio Broadcasting, a sister company of the gameshow's maker Celador Productions, has launched The Coast 106, its bid to establish a station in the Solent area.

The Solent licence will cover most parts of south Hampshire, east Dorset and the Isle of Wight as well as the south-west corner of West Sussex. In total the region is estimated to contain 1,250,000 adults.

Former Tiswas host Mr Tarrant is the biggest name in a formidable group of media heavyweights on Celador Radio's board, including former controller of BBC Radio 2 Jim Moir and Paul Smith, chairman of Celador productions - all set to take a lead in the bid.

Celador is the latest serious contender to chuck its hat into the ring as the battle for a slice of the region's airwaves hots up.

Other major players already announced include the Wireless Group with its all TALK FM bid and a further bid from Wave 105fm owner Scottish Radio Holdings.

Paul Smith said: "Radio 2 has a significantly high listenership in the Solent area which, we believe, exposes the lack of quality local radio catering for those aged 45 and over.

"We are confident that the music format and presentation style of The Coast will attract this audience and broaden choice and diversity in the area.

"We are continuing to consult closely with the members of the public, local organisations and business. We plan to unveil more details in the near future."