A NEW multi-million pound campaign to save market towns is launched in North Yorkshire today.

The unique initiative unveiled in Malton could be extended to the rest of the country if it proves successful.

It holds out a cash lifeline to a total of 18 towns across the Yorkshire and Humberside region, over a three-year period.

Six communities a year will receive an average of £340,000 from the Countryside Agency and regional development agency Yorkshire Forward.

But with matched funding each town should receive new investment totalling over £1 million.

The Countryside Agency pilot scheme is likely to be implemented nationally if successful, and among those attending the launch was agency chief executive Richard Wakeford.

Initiative manager David Gluck said: "We are hoping that the project we are involved with here is the beginning of the rebirth of the typical market town."

He added: "We see a new role for market towns. Our vision is one of reinvigorated rural centres which meet the needs of local people and provide access to a wide range of retail, leisure, professional and public services."

They had come to Ryedale for the launch because Malton and Norton were good examples of the pressures facing "local capitals", with some properties empty and fierce competition from out-of-town shopping centres.

But they already had their own town centre management initiative, funded by the Countryside Agency, Ryedale District Council and the Fitzwilliam Estate.

Mr Gluck could not say yet which towns which could range in population from 2,000 to 30,000 would get the help, though they hoped to make an announcement before the end of next month.

And he revealed that it wouldn't just be traditional farming centres like Malton, Norton, Pickering, Kirkbymoorside, Helmsley and Easingwold that might qualify for aid.

They would also consider towns which relied on other industries so Selby, Tadcaster, Whitby and Filey could also benefit among North Yorkshire's "abundance of market towns".

The initiative aims to re-establish market towns as:

*comprehensive service centres, filling the gap between village and city;

*the focus of properly planned and co-ordinated public transport;

*places that exploit and maintain their distinctive character, heritage and environment;

*vibrant sustainable communities where developments particularly for jobs are welcome.

Mr Gluck added: "Each selected town will be supported to produce a detailed Action Plan for the development of their community and surrounding rural hinterland.

"This plan, produced in the first six months of the project life, will then have a further three years to implement the projects identified.

"Assistance from the agencies will be matched by a wide variety of organisations from the private, public and voluntary sectors, including the European Union."