MELBOURNE sports radio station SEN is set to merge with Craig Hutchison's Crocmedia.

Crocmedia holds AFL radio rights and distributes content to stations across Australia including SEN and 3AW in Melbourne.

The company also produces the highly successful NAB AFL Trade Radio product for AFL.com.au and the AFL Live app.

The proposed merger was officially announced to the Australian Stock Exchange on Wednesday morning.

If the merger goes through, likely by the end of the year, Hutchison would become chief executive of SEN's parent company Pacific Star Network.

An award-winning football journalist turned businessman, Hutchison has built Crocmedia from the ground up.

SEN first broadcast in 2004 on the 1116AM frequency, it now also broadcasts via digital radio, mobile and online.

The station's breakfast program is hosted by AFL greats Garry Lyon and Tim Watson and the line-up includes AFL legend Kevin Bartlett along with leading play-by-play commentators Anthony Hudson and Matt Granland.

Hutchison already had a relationship with SEN, hosting Saturday morning talk show Off The Bench alongside Liam Pickering and John Rothfield (aka Dr Turf).

Crocmedia also produced two AFL games a week for the radio station in addition to weekend and overnight programs including Geelong superstar Patrick Dangerfield's fishing show Reel Adventures.