A new local radio station is to fight back against the growth of Tesco in its home town by offering local retailers free advertising slots.

Andrew Fowler, boss of Roysia FM, based in Royston, Hertfordshire, said that he had delivered 50 flyers to retailers and market traders explaining that he would give free advertising slots to any local retailer in direct competition with the

Tesco store on the edge of the town, which is being extended to 65,000 sq ft.

He said: "The Tesco store in Royston is absolutely massive, so we are saying that we will give small retailers a free promotion for as long as they like."

Fowler has already given a free slot to a local pizza company and other retailers have expressed interest.

The station will go on air on 11 December and will be available within a 15-20 mile radius of Royston.