For many years, several businessmen in Scarborough had campaigned for their own local radio station. A licence was advertised in 1991 and contested by three groups. The winning consortium, Yorkshire Coast Radio Limited, was founded by radio executive and former presenter Paul Rusling with backing from former Conservative MP Wilf Proudfoot, who served as managing director for short-lived pirate station Radio 270, which was based in the town. After the franchise was awarded, YCR was brought out by Minster Sound plc - the owners of neighbouring York-based station Minster FM, which began broadcasting in July 1992.