Cornwall's 105 to 107 Itchy FM - Ofcom Licensing

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.
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