Cornwall's 105 to 107 Itchy FM - Ofcom Licensing

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o Newquay: surf / skate, clubbing, festivals, party o Penzance: live music esp rock, arts o Redruth: live music, hip hop o and the many other smaller towns with their own unique pockets of interest (Peranporth, St Blazey, Torpoint etc) We believe this will not only help establish consistent local credentials for the station and maintain a close proximity with these crucially different hyper local scenes, but will also create opportunities for high value local sponsorship. Our partnership with leading local promoters SW1 Productions and venues such as The Green Room will support this strategy, as we co-promote local gigs and music events throughout the county, utilising both local and national youth interest music artists to promote awareness of the station and its sponsors. Flipside/Greenroom is keen to support the development of a youth focused radio station for Cornwall, which we see as a crucial component within any integrated strategy designed to tackle the acute problems facing youth in our project area. As a peer led community enterprise, working through arts based regeneration, we are happy to work with IMD Radio to ensure they meet any commitments they make to deliver quality programming tailored towards the diverse needs of our members and the wider Cornish youth community. Ben Simpson – Manager, Greenroom / Project Director, Flipside Foundation The station’s own event based strategy will become the most obvious link between audience marketing and station revenue generation, attracting prime local advertisers to “partner” with the station to target their audience in a fun, live and often client-responsive environment. The event strategy will be developed by IMD Group’s Marketing team, which has extensive experience of live promotions and event based marketing. Some examples of ways we intend to promote the station to potential and existing listeners at Itchy FM’s own events include distributing Itchy merchandise at station events, and via data-capture competitions administered by station branded staff. Extensive station branding at these events will ensure Itchy FM is synonymous with the Cornwall leisure scene. Examples of some of the events we are planning to launch as part of the station’s marketing activity are summarised below. • Itchy FM Presents…regular club night with station DJs Station DJs and special guests presenting genre specific club nights will help to position Itchy FM as the authority on the local scene. Station presenters (particularly of specialist programmes) would cross-promote their Itchy FM branded live nights during their radio shows, and offer listeners free tickets and other exclusives. IMD Group would help to ensure station presenters hosted high profile events featuring DJs from the TrustTheDJ network. • Itchy FM Party Boat IMD’s management have experience of co-promoting two highly profitable annual 1,000 capacity exclusive boat parties in Europe, achieving around £35k in ticket income, and a further £40k from sponsorship and onboard sampling, and plan to replicate this in Cornwall in support of the station. The Itchy FM Boat party would be extensively promoted on-air (“Win a weekend on Itchy FM’s Party Boat!), and via IMD Group’s other local media, with high profile artists such as The Zutons and the Scissor Sisters playing to an enthusiastic audience of paying guests and station competition winners. IMD Marketing would handle the logistics of organising the Itchy FM Boat Party on behalf of the station. • Itchy FM Presents…The Itchy Beach Party With 1.4m young people congregating in Cornwall each summer, we foresee the Itchy FM Beach Party becoming a major focal point for these young holidaying adults. We expect the Itchy FM Beach Party to become the station’s biggest event, attracting an audience of around 20,000 to see a major line-up of station playlist artists, compered by station DJs. As the event grows we would consider extending the promotional coverage to include a branded “Best of the Itchy FM Beach Party” TV programme, and expanding the invitation via email to IMD’s Youth database, and promoting it extensively across our network of youth websites. We have had several discussions 33
with a national drinks brand about extensive sponsorship for this event. Capital Radio have had massive success with their similar brand and revenue extension format; Party in The Park. • Itchy FM Presents…New Music Now! tour One of Itchy FM’s recurring music themes is a focus on New Music. In our NOP research, 75.7% of the sample stated that they most often found out about new music from listening to the radio. Itchy FM can take ownership of the development of this burgeoning music scene in the South West, through regular on-air promotion of the ‘New Music Now’ tour, developing “grassroots” talent promotion initiatives through offering local bands valuable support slots with higher profile emerging bands. Based on our NOP audience research this is likely to be very successful at ensuring audience growth. In addition, with the station’s efforts to grow the music scene, we are certain this will impact on the local music and entertainment scene, and even have a potential impact onto the economy: “A new youth station for Cornwall will do much to reinvigorate the environment in which new bands and new music can prosper. The infrastructure to make this happen - good media opportunities and places to play live - is ripe for development. A station like ItchyFM would give companies like Channelfly and Barfly (the biggest promoter of new musical talent in the UK) the chance to work more actively in the region - both with local artists and bands of international standing.” Adam Driscoll – CEO, Channelfly plc • Itchy FM Presents…Xtreme Sports Ensuring the station maintains (sponsorable) marketing activity throughout the year, we have planned a key wintertime event featuring a variety of extreme sports. Station branding will feature on climbing walls, and on event banners etc. We intend to partner with local sports organisations and will use this high profile sports focussed activity etc for sporting events as diverse as downhill biking and other exciting new extreme sports activities. Our local consultation over the last two years and presentation of sports-based events of appeal to young adults in Cornwall have been well received. James Garland, Spokesperson for the Sport Action Zone informed us that events like these would help to “raise the profile and availability of local sport…[and]… would complement the work of the Sport Action Zone.” • Itchy FM Presents…”Itchy & Scratchy” HipHop Showcase Linking specialist programmes with high profile events and putting innovation to the top of Itchy FM’s agenda is a live audition for the best scratch and breakbeat DJ to win a season on Itchy FM. The on-air show would be awarded for the best scratch mixing. Live event including graffiti art, breakdance crews and MC competitions to be promoted on-air and nationally via IMD Group partners Drum’n’Bass Arena and HumanBeatBox.com, with the final broadcast live on Itchy FM and presented via a live web cast. • Itchy FM’s “Live & Local” Showcase Our daily specialist “Live and Local” music showcase on-air feature has been proposed in response to our research and community consultation which continually revealed a mass of new Cornish bands and artists, looking for an outlet in Cornwall, and an audience looking to find out about this new music. As well as the daily showcase, Itchy FM has consulted with a variety of Cornish bands, management and promoters with a view to establishing a week long live music event across many venues throughout the county, supported by major on-air promotion and editorial coverage. Intended local sponsorship will extend the Itchy FM Showcase further across the county and we are in discussions with several potential partners. All of the above events based activity would make for engaging radio promotions and outside broadcasts. Online marketing 34
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 26 and 27: Telegraph, Nuts Magazine (IPC) 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 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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