JINGLE creator and well-known broadcaster Brian Savin is to take the reins as programme controller for a new regional radio station.

Saga 105.7 FM, headed by Ombersley man Peter Tomlinson, is due to hit the airwaves in October.

The new member of the team brings 30 years of experience in television and radio, including a decade as head of creative services for BRMB radio.

For the last three years, Mr Savin has run an award-winning audio production company, creating radio commercials, jingles, web audio and training CDs.

His clients range from Bass and Burger King to Easyjet and Federal Express.

The Oxford University graduate takes up his position on Monday, July 16, but will continue his work at Savin Productions.

Mr Savin and Mr Tomlinson will be renewing their working relationship at Saga, which will focus on both music and speech, after presenting ATV Tomorrow together in 1975.

"Peter was the straight man and I provided a sideways look at television," said Mr Savin, who pledges to be "local but not parochial" at Saga.

"Our discussions went like magic. You could have ticked off the points on both our wish lists, one after the other."

Mr Savin's first tasks are to select on-air staff, compile a playlist and devise a programme schedule.