Cornwall's 105 to 107 Itchy FM - Ofcom Licensing

Director of Radio, Zenith Optimedia
Despite a number of comments from senior agency staff as positive as this, for prudence we have
predicted that the regional and national sales model will initially have a low client uptake in Year One,
increasing gradually over the next two years.
National Sponsorship Activity
On a national level, the Radio Advertising Bureau recently (Q3, 2004) reported significant increase in
sponsorship & promotions at £24.0m, taking a 15.2% share of total revenue. We are confident that
IMD Group’s national client facing activity creates an element of competitive advantage for Itchy FM, as
it will benefit from pro-active national sponsorship representation by a sales team offering a range of
media solutions for national brands (IMD’s “portfolio sell”), and management are confident this will
result in disproportionate national sponsorship income for the station, beyond local S&P activity.
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