Radio station Newstalk will be reaching out to new listeners all over the country today as it takes to the national airwaves.
An extensive €1.3m advertising drive, including television ads and a nationwide poster and newsprint campaign, is underway to inform the public the station is available outside the Dublin region.
The quasi-national station will reach around 92% of the population.
It recently announced its new autumn line-up which will see former newsreader Claire Byrne, and Irish Independent business journalist Tom Lyons, join Ger Gilroy on the breakfast show from 6.30am each morning.
Broadcaster and columnist Brenda Power will host a phone-in programme, Your Call, and other well-known hosts include Orla Barry, Sean Moncrieff and rugby pundit George Hook.
The Newstalk 106-108FM licence was awarded by the BCI in May 2006.
The new national station is set to reach over 92% of the population via its extensive transmitter network, where it will be broadcast between 106-108FM around the country.