Moving HQ to Scotland would give clear signal that Channel 4 is for all of UK, supporters say.

Glasgow is making a play to become the new headquarters for Channel 4 with the support of Nicola Sturgeon, Scotland’s first minister.

The city’s audacious challenge to rivals such as Birmingham, Liverpool, Cardiff and Manchester is being backed by senior Scottish television executives as well as Channel 4’s former head of nations and regions Stuart Cosgrove.

The broadcaster, which is government owned but funded chiefly by advertising revenue, said this month it was moving its headquarters out of London and would establish three new “hubs” in the nations and regions of the UK in an effort to diversify its output.

Long resisted by Channel 4 executives, the move will see about 300 posts being relocated, including a number of Channel 4 News jobs, though 500 staff will remain at its central London base.

Glasgow’s backers argue the city is an ideal fit for Channel 4 given its thriving contemporary arts scene, ethnic and urban diversity, and independent broadcasting sector.

Sturgeon signalled Glasgow’s interest in bidding when she addressed the Edinburgh TV festival in August: “Glasgow is, after all, a major creative industries hub which is already home to two other national broadcasters.”

In a letter to Alex Mahon, Channel 4’s chief executive, the leader of Glasgow city council, Susan Aitken, said the city had “a high concentration of skills, academic excellence and a highly qualified workforce”.

Glasgow has a major BBC production base, STV’s headquarters and a small Channel 4 office that commissions Scottish productions, but it is competing with major cities closer to London that also have significant broadcasting industries.

Cardiff is home to the BBC production studios where Doctor Who is made; Greater Manchester includes the media city hub at Salford, while Birmingham has a BBC production hub, a BBC “drama village” at Selly Oak and ITV’s Gas Street studios.

The Scottish government and its arts agency, Creative Scotland, are putting much heavier emphasis on film and television spending after some years of relative neglect, including backing plans for new film studios close to Edinburgh. The hit historical fantasy Outlander is partly made in Cumbernauld, near Glasgow.

The BBC is increasing its investments in Scotland, including £30m for a new digital Scottish television channel broadcast from Glasgow. However, the latest report for the industry body Pact said only 4% of the UK’s total broadcasting industry workforce was based in Scotland, compared with almost with 62% in London.

David Smith, the Scottish representative on Pact, said: “Glasgow is part of Channel 4’s DNA. The city has a strong and diverse television culture, it is home to the producers of so many well-loved Channel 4 brands and the channel has had a base here since 1991. Moving the channel’s national HQ to Glasgow would be the clearest possible confirmation that Channel 4 is for all the UK.”