Bowley, renowned for his love of rock music, teamed up with the former ITV chief executive Richard Eyre for the bid, in a battle between two of adland's sons of the south-west. His consortium, Atlantic FM, defeated seven other groups, including one involving Simon Marquis, ZenithOptimedia's urbane chairman, who is Kernow's second-favourite son after Rick Stein.
So what fare can the residents of Cornwall expect from the Bowley? Will they find their ears assaulted by Bowley's taste for heavy rock and examples of his jamming?
Not so. According to Ofcom, it will transmit "locally focused news, information and speech content mixed with adult-oriented popular music for a broad audience with particular appeal for listeners aged 25 to 54". That's the plan, anyway.