Bermuda's newest radio station ? Hott 1075 ? hits the airwaves today with management saying programming for the 24-hour, mostly local-content station to kick off around lunchtime.

The new broadcast channel ? the brainchild of executives at Inter-Island Communication Ltd., who said their plans were for radio "where you can feel the pulse" ? was granted a license by Telecommunications Minister Renee Webb in April.

Yesterday, Hott 1075 said it was ready to go with an impressive line-up of local DJs and Bermuda personalities to lead programming including a live talk show hosted each Sunday evening by former Government Cabinet Minister David Burch.

Although the fledgling radio station's official programming kicks off today, yesterday the station launched what CEO and programme operations director Elroy Smith called a 'stunt' by going on air 24 hours early to play music star Nelly's hit 'Hot in Herre' as a tie-in with the station name and to pique interest.

Operators of Hott 1075 are Mr. Smith, Glenn Blakeney as president and managing director and Scott Pearman as chief operating officer.

Mr. Smith told The Royal Gazette the official Hott 1075 format (see separate box) was to feature around-the-clock DJs bringing listeners a wide range of music programming including hip hop, R&B, inspirational, gospel and reggae music.

Mr. Smith, a Bermudian who returned to the Island recently after being a broadcaster in Chicago, and his group applied earlier in the year for permission to run two Bermuda-based radio stations in what was said to be a bid to improve the quality of broadcasting on the Island by giving the stations rigid formats and the presenters extensive training.

"There is a dire need for an alternative broadcast company that would provide healthy competition for the existing radio stations in Bermuda, specifically serving the urban demographic," Mr. Smith said at the time.

But the company was only successful in getting one license, with Ms Webb saying this would give them the opportunity to prove themselves before a second license was considered.

The new radio station owners said they planned to aggressively go after advertising dollars from Island firms.

A second radio license was given out simultaneously to LTT Broadcasting, which also said it had hopes of taking to Bermuda's airwaves this year. Although final plans have not yet been announced by LTT president Leo Trott, he spoke in April of setting up a jazz station with over-35 listeners as its target audience.

Both DeFontes Broadcasting and Bermuda Broadcasting Company unsuccessfully objected to the plans for the new radio stations, calling for them to be turned down for licenses claiming there was not enough advertising to go around.

Despite attempts to thwart licensing of the new station, Mr. Smith said he believes that there is plenty of revenue around to turn their station into a long-term, profit-making venture.

He said: "I want radio to be what it was like 20 years ago, when there were great presenters and everybody listened to it.

"Radio needs to be exciting... where you can feel the pulse, I want to bring that back here."