Cornwall's 105 to 107 Itchy FM - Ofcom Licensing

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Telegraph, Nuts Magazine (IPC) and Wrigleys all had strong brand attendance and sampling activity at Fistral Beach in Newquay during this August Bank holiday Quiksilver Boardmasters Surf Competition. We have researched the opportunity to work with national brands to build on existing events and generate new activities. A number of brands have stated that they would support such initiatives. These come direct from the brand promotions department and are not, therefore, channelled through national sales. IMD Group regularly proposes client-responsive marketing solutions and adding Itchy FM’s “brandable” opportunities will result in a low cost of sales for these “cut-thru” brand specific marketing propositions. “We'd look to use a youth station like Itchy to target regional sales through advertising. Currently there isn't a suitable outlet for us in the South West.” Hannah Neaves, Positiva / EMI o National Advertising Sales Itchy FM will contract a national agency to sell national revenue onto the station. Based on audience predictions, consultation with agencies and comparisons against other similar sized radio stations in the UK, we expect the station to book approximately £4,000 per month gross. We believe that first year sales will be hardest, with a new brand and the first RAJAR survey unavailable. On this basis, we have budgeted at approximately £3,000 per month in our business plan. The Launch Commercial Director has worked extensively within the radio agency sales market and believes these figures are particularly cautious, based on a low CPT and a slow client uptake, especially as a number of the leading media buying agencies (Matters Media, Zenith Optimedia etc) have expressed significant interest in the young adult reach that Itchy FM would deliver. ”I have read the proposal from Itchy 105 FM. Cornwall …does offer a significant incremental opportunity which could be more explored than it is currently. Itchy FM could well be the platform for achieving this. We have had considerable success from Capital’s XFM format and if the station mirrors / builds on this it has to be of interest to our business. I look forward to see what develops and would consider the station in terms of potentially adding to our considerable radio roster.” Revenue Study Mark Riley, Media Account Director The Carphone Warehouse Group IMD conducted a revenue study, which was broken into both local and national revenue streams. 50 local businesses across the TSA were selected and were broadly balanced across the five major towns of Newquay, Penzance, Truro, St Austell and Falmouth. The choice of business was made based on their product or service being likely to appeal to young adults under 35 years of age. 38% of businesses sampled had previously used Pirate FM. The study showed that 58% of businesses would seriously consider using radio advertising to promote their business to adults aged under 35% - furthermore 58.7% would alter their marketing mix to enable them to spend more on radio whilst 13.8% would grow overall marketing spend to accommodate the new youth radio station. An impressive 88.6% said they would regard a radio station which was able to reach under 35s in Cornwall as ‘useful’ or ‘very useful’. To identify promotions and event sponsorship opportunities, IMD also contacted a number of brands which target 15-34 adults. Some of these brands have worked with IMD in both Cornwall and other regions in connection with the Itchy Guide. This process took the form of consultations in which we presented national brands with key plans for station activity, including beach parties, festivals and new music tours, centred around the busy summer months, and a summary of some of the responses is below. A full set of written responses are available to Ofcom on request. 25
Our ability to link professional event management with radio promotions, outside broadcasts, advertiser funded programming features, spots and sampling makes Itchy FM a valuable component of any national youth targeting brand’s summer campaigns. Furthermore IMD Group with its sales, events and content development staff of 23 is uniquely placed to direct this spend, and manage these campaigns on behalf of national clients. Our recent national client roster includes Mini, Siemens, The Times, Bacardi and National Express. Our account handling team oversees relations with all of the major media agencies in London and our regional staff and Northern office maintain similar agency relations within the regions. 26
Page 2 and 3: GENERAL INFORMATION Application for
Page 4 and 5: Rolf Munding Non-Executive Chairman
Page 6 and 7: Martin Dallaghan Current directorsh
Page 8 and 9: o Christopher Weston - A serial hig
Page 10 and 11: Market Opportunity BBC Radio 1 cons
Page 12 and 13: usiness being awarded a Shell Livew
Page 14 and 15: The seasonal uplift in listener vol
Page 16 and 17: This arsenal of advertiser-aligned
Page 18 and 19: only through this genuine investmen
Page 20 and 21: Station’s link with Investor stra
Page 22 and 23: (e) FUNDING The business will be ca
Page 24 and 25: sustain small scale youth media and
Page 28 and 29: Audience Projections Itchy FM predi
Page 30 and 31: Total Hours 546,000 100% Based on t
Page 32 and 33: might incur to achieve such high le
Page 34 and 35: o Newquay: surf / skate, clubbing,
Page 36 and 37: We would also support all station a
Page 38 and 39: A large part of Itchy FM’s likely
Page 40 and 41: Staff structure IMD Radio Cornwall
Page 42 and 43: In addition, IMD Group’s local sa
Page 44 and 45: Director of Radio, Zenith Optimedia
Page 46 and 47: SECTION 105(B) AND (C): CATERING FO
Page 48 and 49: 0.35 0.3 0.25 0.2 0.15 0.1 0.05 0 F
Page 50 and 51: spoken word content will provide ed
Page 52 and 53: (b) Proposed format Licence Outline
Page 54 and 55: NOP Study - November 2004 Edison Me
Page 56 and 57: Interest in New Radio Station: When
Page 58 and 59: Radio listeners in Cornwall are wel
Page 60 and 61: Research Conclusions This format cl
Page 62 and 63: collated a number of the most perti
Page 64 and 65: Local meetings Summary of some of t

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