Emma Hignett, a former Capital Gold and Jazz FM presenter, is to be 'the voice of London's buses'.
When the new iBus GPS scheme rolls out next year, the dulcet soundbites informing passengers of landmarks and approaching bus stops will be Hignett's.
A consultant at Recognition Marketing and PR, she is recording 30,000 soundbites to appear on 700 bus routes across the capital. Were her lilting North-East tones chosen to reassure out-of-towners? 'No, I use my "bus voice" when recording, which is accentless,' she says.
Despite the attraction of 'telling everyone in London where to get off', Hignett is apprehensive about a cult following. 'The lady who does the Tube voice has websites dedicated to her, which is unnerving,' she explains. 'And she's called Emma, too.'