Retailers in Cradley Heath are rallying together to protest against a proposed mobile telephone mast in the town's centre.

Shop owners received letters earlier this month notifying them of proposals to locate the 15 metre mast in a car park opposite Whitehall Gardens, just down from the junction of Cradley Road and Lower High Street.

Planners say the mast - which will which provide a platform for transmitters owned by o2 - would be designed to look like a telegraph pole.

However retailers on Lower High Street, opposite the proposed site, say the mast will be a "monumental eyesore"and are urging Sandwell Council to re-think the mast's location.

Doug Newbold, who runs the Imprint printing and copying business, said: "The spot they are proposing is on top of a hill so the first thing anyone arriving in Cradley will see is this gigantic mast looming over the horizon.

"When the Tesco development was taking place it was said Lower High Street was The Gateway to Cradley Heath' but a 15-metre mast disguised as a telegraph pole would undoubtedly be a monumental eyesore."

Trevor Hickton, of Hickton Funeral Directors, said he was not against having a telephone mast in Cradley but there were many places to site the mast without it being so "obtrusive."

He added: "There is plenty of industrial land at the back of the train station where the mast could be built out of site."

A Sandwell Council spokeswoman said planning was still in the very early stages and they had the right to refuse an application on the grounds of location and appearance.

She added: "Traders are being consulted about this planning application and anyone with any concerns should contact us in writing."

What do you think about the mast proposals? Have your say by posting a comment or vote in our ballot.