The Bay is an Independent Local Radio station serving North Lancashire and South Cumbria. It is owned and operated by CN Group and broadcasts from studios at St George's Quay in Lancaster. The station's name derives from the sand banks of Morecambe Bay, above which the main 96.9 MHz transmitter is located. Relay transmitters are located near the Lake District towns of Windermere (102.3 MHz) and Kendal (103.2 MHz), near the A684.

The Bay serves a potential audience of around 292,000 people, including the key centres of Barrow-in-Furness, Lancaster, Morecambe and Kendal, where the service area overlaps with sister station Lakeland Radio.

It has been nominated for and won several industry awards, including the Station of the Year at the 2010 Arqiva Commercial Radio Awards,[1] and more recently, Arqiva's Breakfast Show of the Year in 2012.