A millionaire businessman is backing the local group HertBeat FM, who are seeking the licence to run a new radio station in Hertfordshire.

Malcolm Hall, who grew up in the area and lived in Little Hadham for many years, has pledged financial support for the group which operated last October's successful Radio Hertford trial broadcast. The group last week adopted the new HertBeat FM name for the proposed station which will embrace Hertford, Ware, Welwyn, Hatfield and Stevenage.

Malcolm is already well known in the field of commercial radio. He was a founder member of the team that set-up Jersey's acclaimed Channel 103. He was also vice-chairman of the West Country radio group Orchard Media when they launched highly successful stations in Exeter and Torbay. In the past week Malcolm personally acquired two Northamptonshire stations - KCBC in Kettering and Connect FM in Wellingborough.

Malcolm has been involved with the HertBeat group since it started campaigning for a Hertfordshire station in 1991. He has always insisted that such a station should have a majority of local shareholders and that his desire was to underwrite the operation rather than dominate it.

Malcolm Hall said: "Up to now my involvement has been low key. Recently however, a rival appears to have been hinting that HertBeat will not have the resources it needs to succeed. I have decided to go public to give an assurance that HertBeat will have all the resources it needs. This is a very impressive local group. I am backing it all the way!"

Robert Owen, spokesman for the HertBeat group, said: "It is very reassuring that a businessman of Malcolm's acumen should endorse us. He brings more than financial backing. His track record of ensuring success in local radio is second to none."

Submissions to The Radio Authority, including comments by the public, will be accepted up until October, with a decision being announced around the end of the year.