Cornwall's 105 to 107 Itchy FM - Ofcom Licensing

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Staff structure IMD Radio Cornwall will employ fourteen full time staff split between Management, Programming, Sales, Marketing Administration, and News & Speech. In addition freelance presenters will be employed to present specialist programmes. Salary levels for full time staff and details of the budgets for specific programmes are detailed in the financial forecasts. ‘People costs’ will be structured in a way to reward success, with high-motivation sales commissions and performance related bonuses for non-sales staff. In the director’s experience this reduces the fixed cost risks, and incentives the station staff. Launch Support Launch Team Accounts / Traffic / Admin Head of Music / Presenter Employed Presenters Full time - 2 Freelance Presenters Part time: 6+ (show based) Producer The Board Managing Director / Programme Controller Head of Spoken Word IMD Radio Cornwall intends to contract Mark Briggs to provide support to the Managing Director and the board in the pre-operative phase. Mark is a respected radio consultant, having launched and operated numerous commercial radio stations in the UK. His experience lies strongly within smaller scale radio stations and he will provide support and advice on all operational issues. He is well known to the board of IMD Radio, having held an interest in the Cornwall application for the past two years. Sensible use of recruitment / outsourcing / partnerships Journalist Volunteer & student support base Sales Manager S&P / Marketing Manager Sales Executives Full Time – 3 (+ 1 at 7 months) Itchy FM will train staff to multi-skill, focussing on either commercial activity, marketing, programming or production – with minimal admin or middle management roles. The staff policy will be to recruit young, hungry talent for whom the station will be an important stepping stone on their career path. This will help to ensure sensible staff costs, and a good degree of skill transfer throughout the small business. The board have extensive experience of talent development, particularly in youth radio. In addition IMD will provide the fledgling station with certain activities such as marketing support, design work, sales training and various back-office functions including financial management (VAT, payroll etc). We also will benefit from local strategic partnerships (detailed herein) that have already been agreed in order to support the station and its marketing initiatives from launch. Local student / volunteer support Through raising local awareness of our bid via local press, our live music event in August 2004 and via consultations over the last three years, Itchy FM has already become awash with work experience 39
equests from local young people and particularly students at Falmouth College of Arts, nationally renowned for its broadcast journalism course. We have discussed the potential for running formal placement schemes with all of the colleges (Truro, Falmouth and Cornwall College), with good degrees of interest. In addition, through discussions we have had with Cornwall College, we have agreed a series of placement opportunities, linking with various courses (Improvisation, Multi-media, Performance and Composition), giving local young people opportunities to get involved in many activities at the station. As well as this, we will be happy to respond to the numerous requests we receive as below: “I am a budding radio broadcaster, and I am currently doing volunteer work at Truro Hospital Radio, and will be starting a Broadcasting course at Falmouth College of Arts in September/October. I am passionate about music, which is why I am particularly interested in your radio station. I was wondering, if you are successful in your licence application, whether you will be offering work experience placements, or actual jobs for young, enthusiastic, broadcasters such as myself?” Local student enquiry through our website Martin Dallaghan will lead the training and new talent development programme for the station at launch. Commercial focus - Emphasis on sales activity To ensure financial stability and sustainability the management team are all commercially astute individuals recognising that exciting commercial radio needs to be supported by advertising and sponsorship (although this commercial activity can be delivered creatively!). To this end, the following senior roles include both commercial and operational activities. Managing / Programming Director Overseeing station partnerships and all on-air sponsorships Sales Manager Responsible for all local sales performance S & P / Marketing Manager Sales Executive Team Arranging and securing marketing sponsorship and S&P revenues, to develop the brand of Itchy FM, to drive audience and client uptake. This role will also include developing integrated commercial promotions (S&P) for the station and our client base. 3+1 strong sales team selling airtime campaigns (East TX / West TX / County-wide) to local direct clients. To demonstrate the financial sustainability of the station we recognise the need to set-up a very effective local commercial function. As such, immediately post-award Ian Merricks will act as Launch Commercial Director managing resources to optimise sales. He will recruit and train a commercial management duo (a Sales Manager focussing on inventory sales and an S&P / Marketing Manger to attract sponsors and commercial partners). Several likely candidates are known to Ian, from his local consultation and radio industry contacts. The Sales Manager will be responsible for devising the sales policy, setting targets, monitoring performance and recruitment, training and development of three sales executives to service clients buying East and West transmitter campaigns and County-wide activity. After the sales force has begun to hit its targets a sales support / telesales role will be created (estimated as being necessary from Month Seven after ‘going live’, in line with the growth in inventory volume forecasts. The board believes this approach will ensure that there is a strong sales culture from pre-launch whilst the Managing Director focuses on creating the sound and “stationality” of Itchy FM. At the same time, the S&P Manager will also be required to develop a local client base and work with the Managing / Programme director to maximise sponsorship revenue as well as identifying and developing additional and alternative areas of revenue, given the unique audience profile and disparate geographical area. 40
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 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 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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