PURE West Radio is poised to enter a new era in its six-year history as it counts down to the launch of Digital Audio Broadcasting (DAB) later this autumn. The station is awaiting the activation of five transmitters, which will enable DAB to broadcast extensively across Pembrokeshire and Carmarthenshire. This move is set to significantly enhance Pure West Radio’s listener base and deliver an exceptional radio sound quality.

Toby Ellis, Pure West’s director, expressed his excitement about this milestone. “This is a very exciting time for Pure West Radio as it means we’re now going to be able to continue to expand in so many different directions,” he said. “Our biggest focus has always been the people who listen to us and who’ve grown with us since we first launched back in April 2018. The way in which we’re now moving forward is due to the hard work and commitment that this dedicated team has shown.”

The station, which has been a key part of the Pembrokeshire community since its inception, boasts a workforce of 13 people, including presenters, producers, journalists, and sales personnel. Additionally, it benefits from a strong voluntary sector comprising over 100 members, contributing to its hybrid working model. This approach allows the station to maintain a strong community commitment while ensuring commercial viability.

“Our move to DAB will enable more people to remain connected to our platform as we continue delivering interviews, local news, information, and of course, a whole load of quality music,” Ellis added. Pure West Radio has grown rapidly, and claims to be reaching over 3m people across its platforms each month. During the COVID-19 crisis, it played a crucial role in providing up-to-date information in collaboration with Pembrokeshire County Council.

The station, which celebrated its third birthday recently, has seen two million listens since its start, with an average of 40,000 listens per week. This audience engagement is approaching nearly half of the population of Pembrokeshire. The upcoming DAB launch marks a significant development for the station, allowing it to reach a wider audience and continue its mission of delivering local news, community events, and music to its listeners.

Pure West Radio has close links to the Herald, with its Director, Toby Ellis, General Manager Mathew Rickard and its Head of News, Sarah Jane-Absalom all having previously worked at The Pembrokeshire Herald or Herald Radio.

Herald Editor Tom Sinclair said: “Everyone at The Herald wishes Toby and the team the best of luck with this important milestone.

“Getting on the airwaves is what Pure West Radio needs to take it to the next level and we are very proud of what the PWR team have achieved over the last few years.”

Those interested in becoming part of the radio station can get more information by emailing [email protected].

The official DAB launch date will be announced in the near future, Pure West Radio said.