Cornwall's 105 to 107 Itchy FM - Ofcom Licensing

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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. 43
(g) Transmission Proposals (i) Name and NGR of Transmitter Site (a) Name and National Grid Reference of site; Redruth (SW 690 374) Caradon Hill (SX 273 707) (b) Height of site above Ordnance datum (in metres); Redruth 229 metres Caradon Hill 369 metres (c) Height of transmitting aerial above ground level (in metres); Redruth 95 metres Caradon Hill 167 metres (d) Radiated power Redruth 10kW watts vertical +2. 5 kW watts horizontal Antenna pattern will be directional Caradon Hill 2kW vertical + 0.5kW horizontal Antenna Pattern will be directional NTL has offered us site-sharing facilities at Redruth and Caradon Hill. No planning permission is required as the existing antennas will be shared. All the additional equipment will be housed within the building. The existing antennas with the e.r.p stated above will meet the Ofcom restrictions for this licence. (ii) Coverage Predictions Please see the NTL Coverage Predictions for the area in the Engineering Appendix. (iii) Arrangements for transmission provision Our Transmission provider ntl is well resourced to install the complete system and subsequently maintain and monitor the Transmission parameters. Telemetry and remote monitoring systems provide information back to their control centre e.g. Carrier Power, lack of modulation etc on a 24 hr basis. Their maintenance personnel are highly trained with the necessary spares and test equipment to resolve any problem quickly. Itchy FM intends to utilise a Total Broadcast Contract (TBC) with NTL. (iv) What is the anticipated time-lapse between the award of licence and start of broadcasting? Itchy FM would aim to be on air within 6 to 9 months from licence award. 44
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 40 and 41: Staff structure IMD Radio Cornwall
Page 42 and 43: In addition, IMD Group’s local sa
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

Cornwall's 105 to 107 Itchy FM - Ofcom Licensing

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