GLASGOW is the front runner to land the new national HQ for Channel 4, a leading consultancy has claimed.

Last night Glasgow's bid for the base, which has to be filed this week, has been backed by Nicola Sturgeon and Scottish Secretary,

The First Minister will today say the city is the "perfect place" to host the station.

Design consultancy Barton Willmore scrutinised the cities in contention looking at the quality of the labour force and levels of affordable housing as well as the established media industry and university links.

Glasgow, along with Bristol and Leeds, was ranked in the top five in the majority of these categories and, according to the company's data, should be “considered frontrunners for the new HQ” – ahead of cities such as Birmingham.

The firm compared Channel 4's deliberations to that of Amazon in the US, which is also looking for a new second headquarters.

Morgan Reece, research associate at the company, said: "Much like Amazon’s recent search, Channel 4 will need to take a highly methodical and objective approach to selecting a new base – though the limited fiscal powers of UK local authorities mean we are unlikely to see an incentive package arms race as was the case with the Amazon completion.

"Channel 4’s selection criteria will very much be based on each city’s individual merit – and the four categories we selected will undoubtedly be critical in any future decision making.

"We used objective data sources to allow us to rank each emerging candidate city, with Glasgow scoring highly across each category."

Last night Scottish Secretary David Mundell said: "Glasgow is a vibrant and creative city, which would be a fantastic choice for Channel 4’s new headquarters.

"It is a city that inspires and challenges, nurtures diverse talents, and has a style all of its own.

"Glasgow has made an ambitious and creative pitch to be the new home of Channel 4.

"I’m absolutely certain it would be the right choice."

Last week both Edinburgh and Dundee backed Glasgow's bid to bring the HQ, which includes a studio and facilities for 300 staff, to the city.

Stephen Tucker, partner at Barton Willmore in Scotland, added: “Any new headquarters for Channel 4 would be a significant boost to the Glasgow economy and the city’s media quarter on the Clyde would be a natural destination.

"Govan in particular is an area of opportunity with fantastic community programmes like the Central Govan Action Plan and the Townscape Heritage Initiative.

"Land is affordable and the transport links are second to none."

Stuart Cosgrove, the writer and broadcaster and chair of the Glasgow bid, said: “Glasgow’s bid to host Channel 4 has support from every corner of the UK and all points on the political compass.

"It is fantastic to be able to add the Secretary of State to that list.

"He knows, from experience, that Glasgow is a city that likes to make things happen - and, just as importantly, a city that attracts the kind of people who like that too.

"This is going to be a very competitive bid process; but I’m excited about what we’re going to put in front of Channel 4 and I really think they will be as well."

Ms Sturgeon will today say that Glasgow "is already one of the most important centres for broadcasting and TV production anywhere on these islands.

"And the unique character of Glasgow – multicultural, welcoming, hugely creative, and irreverent – is a great fit for Channel 4.

“Glasgow also has a thriving film and television sector. Glasgow’s production community is one of the biggest and most diverse in the UK – specialising across a wide range of genres. Our indie sector has provided some of Channel 4’s biggest hits – like Location, Location, Location. And – as Channel 4 is well aware – we boast huge strengths in digital media and film production."