Bermuda could have two new FM radio stations on the air within six months if the Government decides to grant licences to Hott 98.1 FM and Smooth 107.5 FM.

Management claimed yesterday that they could be up and running within four months of being granted a licence ? a process which in itself could take up to six weeks.

Yesterday, the executive of Inter-Island Communications put its case before the Telecommunications Commission to be granted licences to run the two stations.

"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," said Elroy Smith, chief executive officer of the company.

Mr. Smith, a Bermudian who is a broadcaster in Chicago, hopes to improve the quality of broadcasting on the Island by giving the stations rigid formats and the presenters extensive training.

"Hott conjures contemporary, fun, excitement and a party," he said. "And it will play old school, reggae, hip hop and R&B... with a sprinkling of popular Caribbean music."

He believes that there is plenty of revenue around to turn the idea into a profit-making venture with a real future and place in the Island's hearts.

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."

Mr. Smith was joined by Scott Pearman chief operating officer and Glenn Blakeney, president and managing director of the company in making the four hour presentation yesterday followed by a question and answer session.

He explained that they were going after an age range of between 17 and 34, which has potentially over 28,000 listeners in Bermuda. He also explained to the commission that "urban" was another way of describing black which was thought up in New York in the 1970s by a radio station that found advertisers did not like using the word black.

But he explained that the word now included the way people dressed and kinds of music that were not exclusively black.

"Our target will be going after the black urban audience, but someone who is not black is invited along," said Mr. Smith.

But Smooth will be completely different, added Mr. Blakeney, with a much wider community appeal.

Mr. Smith said that Hott 98 would be going after the same demographics as Power 95 which he described as Bermuda Broadcasting's "cash cow".

"Hott 98 will be diverse in demographics," he said. "The teenage and young adult population provide the largest potential market base for advertisers."

And advertising is a big part of their push, looking to taking a larger share of the advertising pie they claim is worth over $17 million in Bermuda.

They are not just going after the advertising base used by Bermuda Broadcasting and DeFontes, but also after a share of the print media budget.

"There is only a fraction of local companies and enterprises that advertise locally on the radio," said Mr. Pearman. "So there is great opportunity for companies to expand their participation on radio."

He added: "There is no evidence that current radio broadcasters have exhausted the potential advertising revenue," he said, adding that they needed to be more creative to get in more money from local companies.

They will also be looking to international companies as "good corporate citizens" to sponsor events and programming.

The Telecommunications Commission will today hear an application for a licence from LTT Broadcasting for two further radio stations.