Cornwall's 105 to 107 Itchy FM - Ofcom Licensing
Cornwall's 105 to 107 Itchy FM - Ofcom Licensing
Cornwall's 105 to 107 Itchy FM - Ofcom Licensing
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with a national drinks brand about extensive sponsorship for this event. Capital Radio have had<br />
massive success with their similar brand and revenue extension format; Party in The Park.<br />
• <strong>Itchy</strong> <strong>FM</strong> Presents…New Music Now! <strong>to</strong>ur<br />
One of <strong>Itchy</strong> <strong>FM</strong>’s recurring music themes is a focus on New Music. In our NOP research, 75.7% of<br />
the sample stated that they most often found out about new music from listening <strong>to</strong> the radio. <strong>Itchy</strong><br />
<strong>FM</strong> can take ownership of the development of this burgeoning music scene in the South West,<br />
through regular on-air promotion of the ‘New Music Now’ <strong>to</strong>ur, developing “grassroots” talent<br />
promotion initiatives through offering local bands valuable support slots with higher profile emerging<br />
bands. Based on our NOP audience research this is likely <strong>to</strong> be very successful at ensuring<br />
audience growth. In addition, with the station’s efforts <strong>to</strong> grow the music scene, we are certain this<br />
will impact on the local music and entertainment scene, and even have a potential impact on<strong>to</strong> the<br />
economy:<br />
“A new youth station for Cornwall will do much <strong>to</strong> reinvigorate the environment in which new bands<br />
and new music can prosper. The infrastructure <strong>to</strong> make this happen - good media opportunities and<br />
places <strong>to</strong> play live - is ripe for development. A station like <strong>Itchy</strong><strong>FM</strong> would give companies like<br />
Channelfly and Barfly (the biggest promoter of new musical talent in the UK) the chance <strong>to</strong> work more<br />
actively in the region - both with local artists and bands of international standing.”<br />
Adam Driscoll – CEO, Channelfly plc<br />
• <strong>Itchy</strong> <strong>FM</strong> Presents…Xtreme Sports<br />
Ensuring the station maintains (sponsorable) marketing activity throughout the year, we have<br />
planned a key wintertime event featuring a variety of extreme sports. Station branding will feature<br />
on climbing walls, and on event banners etc. We intend <strong>to</strong> partner with local sports organisations<br />
and will use this high profile sports focussed activity etc for sporting events as diverse as downhill<br />
biking and other exciting new extreme sports activities. Our local consultation over the last two<br />
years and presentation of sports-based events of appeal <strong>to</strong> young adults in Cornwall have been<br />
well received. James Garland, Spokesperson for the Sport Action Zone informed us that events<br />
like these would help <strong>to</strong> “raise the profile and availability of local sport…[and]… would complement<br />
the work of the Sport Action Zone.”<br />
• <strong>Itchy</strong> <strong>FM</strong> Presents…”<strong>Itchy</strong> & Scratchy” HipHop Showcase<br />
Linking specialist programmes with high profile events and putting innovation <strong>to</strong> the <strong>to</strong>p of <strong>Itchy</strong><br />
<strong>FM</strong>’s agenda is a live audition for the best scratch and breakbeat DJ <strong>to</strong> win a season on <strong>Itchy</strong> <strong>FM</strong>.<br />
The on-air show would be awarded for the best scratch mixing. Live event including graffiti art,<br />
breakdance crews and MC competitions <strong>to</strong> be promoted on-air and nationally via IMD Group<br />
partners Drum’n’Bass Arena and HumanBeatBox.com, with the final broadcast live on <strong>Itchy</strong> <strong>FM</strong> and<br />
presented via a live web cast.<br />
• <strong>Itchy</strong> <strong>FM</strong>’s “Live & Local” Showcase<br />
Our daily specialist “Live and Local” music showcase on-air feature has been proposed in response<br />
<strong>to</strong> our research and community consultation which continually revealed a mass of new Cornish<br />
bands and artists, looking for an outlet in Cornwall, and an audience looking <strong>to</strong> find out about this<br />
new music. As well as the daily showcase, <strong>Itchy</strong> <strong>FM</strong> has consulted with a variety of Cornish bands,<br />
management and promoters with a view <strong>to</strong> establishing a week long live music event across many<br />
venues throughout the county, supported by major on-air promotion and edi<strong>to</strong>rial coverage.<br />
Intended local sponsorship will extend the <strong>Itchy</strong> <strong>FM</strong> Showcase further across the county and we are<br />
in discussions with several potential partners.<br />
All of the above events based activity would make for engaging radio promotions and outside<br />
broadcasts.<br />
Online marketing<br />
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