A NEW TV station for Merseyside has launched promising a fresh and local approach to broadcast coverage of news, sport, business, entertainment and features.

Bay TV will hit the airwaves with the Big Bay Launch show at 5.30pm today.

Beamed from studios in Windsor Street in Liverpool, the honour of hosting the station’s debut went to well-known TV personality Jay Hynd.

Chief executive Chris Johnson said: "Bay TV Liverpool is distinctly different from anything that has been offered to TV viewers in the area, bringing a great mix of news, current affairs and entertainment shows.

"We aim to produce programmes designed to reflect the area’s rich culture, unique history, vital diversity and future promise."

Chris Kerr, the channel’s director of programmes, said: “Bay TV will focus on the people of the Liverpool City Region.

"Many of our programmes are locally made, by and for local people." 

Viewers may need to re-tune their Freeview televisions. Bay TV will appear at Channel 8 on the programme guide.