Under previous owners, The Bay was nominated for and won several industry awards, including the Station of the Year at the 2010 Arqiva Commercial Radio Awards, and more recently, Arqiva's Breakfast Show of the Year in 2012.
The station served a potential audience of around 292,000 people, including the key centres of Barrow-in-Furness, Kendal, Lancaster, Morecambe and Windermere, where the service area overlaps with sister station Smooth Lake District. Relay transmitters are located near the Lake District towns of Windermere (102.3 MHz) and Kendal (103.2 MHz), near the A684.
The station's original name, The Bay, derived from the sand banks of Morecambe Bay, above which the main 96.9 MHz transmitter is located. It broadcast to north Lancashire and south Cumbria from studios in Lancaster. Heart North Lancashire & Cumbria (formerly The Bay) was a local radio station owned and operated by Global Radio as part of the Heart network.
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