The medium wave licence will broadcast to a potential audience of eight million people covering Gauteng province and taking in the commercial and administrative hubs of Johannesburg and Pretoria. talkSPORT 540AM will be modelled on UTV’s London based station talkSPORT - the world’s biggest sport radio station – and will deliver first class sports journalism, high quality debate and live match commentary to the South African audience.

talkSPORT International broadcasts live Barclays Premier League commentary in eight languages to 24 countries around the world and this new licence will further strengthen talkSPORT’s growing international appeal.

The successful consortium comprises five joint venture partners each holding 20% equity in the new station. The four other partners are all South African and bring strong expertise in radio, media and sport. Investors include former manager of the South African national football team Jomo Sono, and Nomfanelo Magwentshu, chief operating officer of the 2010 FIFA World Cup Organising Committee. The in-depth local knowledge of the four South African partners is complemented by talkSPORT’s expertise and experience in driving audiences through the delivery of attractive, sports led content.

Scott Taunton, UTV Media (GB) chief executive, said: “As Global Audio Partner of the Premier League we know what a huge appetite there is for sports radio around the world, and had first-hand experience in South Africa as official broadcasters of the 2010 FIFA World Cup. Our joint venture partners know South African sport and media better than anyone, including Jomo Sono who brings tremendous local insight. I’m looking forward to expanding talkSPORT even further as we launch this exciting new development in the brand’s history.”