The newsreader said he was honoured to support the scheme for a £25million cultural village at the Old Castle Works site in Llanelli.

Consultation is currently being carried out to gather views from the public on what kind of facilities and activities they would like included in the project.

All the information will be fed back to architects to help them with the design of the scheme.

Support is also being gathered from high profile figures and local politicians for the cultural centre which will serve the whole South West Wales region.

Mr Edwards, a native of Llangennech, will now be the figurehead for the scheme.

He said: “I am honoured to act as the figurehead for The Works project which will transform a pocket of former industrial land in Llanelli into a thriving, creative and cultural quarter.

“It is an innovative and visionary scheme being driven by the community which will encourage arts, culture, social activities, create jobs and provide training opportunities.

“The facility will showcase a wide range of performing arts from ballet and opera, to Welsh folk, pop concerts and local talent shows.

“Llanelli, Welsh culture and the arts are close to my heart and I am delighted to give my full support to this project which promises to open up so many wonderful possibilities for people across South West Wales.”

The Works is a scheme between Carmarthenshire County Council and Coleg Sir Gar.

The project is down to the last 23 – one of only three in Wales – for Big Lottery funding through its Living Landmarks programme. The current development proposal will seek to house under one roof a contemporary designed theatre, digital facilities, virtual gallery, creative enterprise areas, electronic music workshops, sound recording studios, and skills training opportunities.

Council Leader Cllr Meryl Gravell, who asked Mr Edwards for his support for the project, said: “I am delighted that Huw has agreed to be the figurehead for TheWorks.

“He is a very well known and well respected person, knowledgeable in Welsh arts and culture, and the ideal personality to promote this very exciting project.”

Mr Edwards, who has signed up as the figurehead for the project, was at Carmarthenshire County Council’s marquee to help promote the scheme for a £25million cultural village.

Hundreds of Eisteddfod-goers waved hand clappers showing their support for the development which aims to enrich the lives of thousands of people living in the South West Wales area helping them to learn more about, participate in, and have fun in arts and cultural activities.

Sited at Llanelli’s Old Castle Works, the plans include an iconic design of a giant floating roof and series of linked buildings.

Members of the project team were at the Urdd today giving out hand clappers for people to demonstrate they were putting their hands up for The Works, and to carry out further public consultation for the development.

Mr Edwards said: “The Works is an iconic and innovative project which will benefit a huge number of people in South West Wales.

“It is an innovative and visionary scheme being driven by the community which will encourage arts, culture, social activities, create jobs and provide training opportunities.

“There has been a tremendous amount of support for The Works and it is wonderful to see so many people at the Urdd Eisteddfod giving their backing to this project, we are bidding for funding for the scheme and I sincerely hope we succeed.”

The Works has fought off competition from hundreds of projects across the UK to get through to the second stage of the Big Lottery Fund’s Living Landmarks programme.

It is now one of 23 shortlisted projects – three of them in Wales – and qualified for a grant to help develop the scheme. A final decision on the funding is expected around October 2007.

The plans were for a new creative and cultural centre including the refurbishment of the existing tinning house for community use, café, bar and restaurant, the erection of new buildings to include a 500-seat auditorium, a smaller studio theatre, a film/lecture studio, dance/rehearsal spaces and ancillary uses, the creation of a piazza and outdoor performance space, building and engineering works including ground modelling, highways, footways, car parking, and landscaping.

Council Leader Cllr Meryl Gravell said: “There has been a tremendous amount of support shown for The Works across the region, and we have had wonderful feedback from people visiting the Urdd.

“It is a clear demonstration of the need for this kind of facility in South West Wales.”