Seventies music for thirtyish women of the Nineties - fabulous]

IT WILL BE the first absolutely fabulous radio station. Lynne Franks, the millionaire fashion PR, whose Buddhism-and-parties life was an inspiration for Jennifer Saunders's television comedy, is heading a bid for a commercial radio station aimed at women.

Well, not just women. They will be 'the discerning women of the 1990s,' said Ms Franks, who was holidaying in Spain yesterday. 'The typical listener will probably be in her 30s (ruling out Lynne Franks, Joanna Lumley and other assorted fabs) and may either be holding down a job, bringing up a family - or both. She will have a view on politics and the environment and other major issues.'

While holding down these views, jobs and families, the discerning women of the Nineties will be entertained by 'soft adult contemporary music,' and a 'significant amount of hard-hitting features and debate'. It will, continued Ms Franks, warming to her theme of hyperbolic opacity, be 'a radio station of its time. It will be sexy, will create comment, will have a view and will play excellent contemporary music.'

But it will not be staffed and presented by a preponderance of women. Feminism is no longer judged fabulous.

The bid for the new London AM station, to come on air next year, has been put together by Golden Rose Communications, owner of Jazz FM. Ms Franks, who is chairing the bid, has drawn up a group of supporters from business, the arts and entertainment, though she will not name them.

David Maker, chief executive of Golden Rose, said: 'The success of Jazz FM and Classic FM shows that the way ahead is via strong themed stations which bring something new to radio. The best analogy to the station we have in mind is the women's magazine market. Our music would be the softer element from the Seventies: Sting and Billy Joel. A lot of popular music is male-oriented. We want music that deals with female emotions.'