The provincial government is gauging interest in establishing more reliable cell phone coverage along the province’s highways.

Most travelers are familiar with stretches along the Trans Canada and certain branch roads where cell phone coverage drops out completely.

Industry Minister Andrew Parsons says it’s a tough sell for some mobile phone providers given the vast areas of the province where no service is available.

He says an RFP issued in December is part of the province’s attempts to make a business case for greater service and coverage.

He admits it’s not part of the province’s core mandate, but the province is willing to invest, and work with the industry in coming up with solutions.