Cornwall's 105 to 107 Itchy FM - Ofcom Licensing

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0.35 0.3 0.25 0.2 0.15 0.1 0.05 0 Fifties Sixties Seventies Eighties Nineties 2000-03 Current Pirate FM – Monitoring Day by year of music played. Series1 In supporting a young format, we looked at our formal monitoring study of 110 daytime tracks played by Pirate FM (Nov 29 th 2004), included in the appendices. This demonstrated the likely difficulty which would be faced by a new radio station attempting to appeal to an older market. A significant amount of Pirate FM’s daytime output (23%) is made up of music from the eighties. This decade is second only in its prevalence to recent music from this year (33 tracks, 30%). Additionally we highlight that of these tracks, Itchy FM would be likely to play only 10 tracks, or as a percentage of Pirate FM’s overall daytime output the likely cross-over from Itchy FM is just 9%. Furthermore, any station targeting an older age range would undoubtedly have to play significantly more music from the last forty years, and less current and pre-release tracks, thereby competing head-on with Pirate FM. We see Itchy FM’s minimal music cross-over as essential to reach the 63.3% of local 15-39 year olds identified in our NOP research who were ‘Not very satisfied’ or ‘Mostly satisfied but would consider switching’ with Pirate FM. Our monitoring highlighted that half of Pirate FM’s music is pre-2000. Even though less than one third of Pirate FM’s output is ‘current’, there is only a small cross-over in the individual tracks that would be shared. Music Comparison Table – Pirate FM & Itchy FM Pirate FM – Currents Lucie Silvas Daniel Bedingfield Bryan McFadden Dido Pirate FM - Classics Bananarama Brenda Russell Tina Turner Duran Duran Itchy FM – Currents Snow Patrol Usher The Streets Rasmus Itchy FM – Classics Basement Jaxx Fatboy Slim Faithless Armand van Helden Whereas a high proportion of Itchy FM’s output would be music from the past 10 years – proving a real and critical point of difference - we believe that, as in other markets, an older focussed second FM service would simply end up as a “me too” carbon copy of Pirate FM. 47
Our Format commitment will be “To be the station that is passionately focussed on serving Cornwall’s 15-34”; this phrase encompasses not just the station’s musical output but the overall attitude and personality of the station: to serve Cornwall, you have to love Cornwall. Understanding that young musical tastes change, Itchy FM should have the flexibility to deliver against these ever changing tastes and interest of young listeners in Cornwall. Itchy FMs format will evolve so as to move with musical taste changes to retain its relationship with young people in Cornwall. Specialist programming Although access to a different daytime music service is needed by the county’s under 35s – it is essential to examine the specialist music genres alive in the county and express them on-air. Specialist music tracks and genres that are ‘less than mainstream’ (Hip-Hop, Skate Punk, Indie etc) will be played, but provided within features or specific programme segments, in proportion to our NOP research findings and ongoing audience research. The station will build on the special relationship that the youth market holds with new, live and breaking music. Itchy FM will deliver this credibly, and with reference to the local Cornwall community. Itchy FM’s specialist output will offer new music of any credible genre, likely to appeal to our Under 35 audience. Alongside this, the station will carefully mix dance music, and its various sub-genres (house, funky house, some trance), with guitar based indie music, and specialist strands including more leftfield output (rap, R&B, rock, skate punk), as per audience indications in our research and county wide focus groups. Specialist music programmes will be fully produced giving not only access to the music, but also the personalities and stories behind the tracks played. Specifically, established local promoters will be invited to present specialist shows, such as Jelly Jazz’s show featuring classic funky tracks with high profile musical special guests. They may give a potted history of their work, play some of their tunes throughout the show and express their feelings about the county’s burgeoning music scene. We have also had very productive discussions with the County’s most popular night club venues regarding producing a sponsored radio show of appeal to our audience, and as a promotional channel for the venues. As outlined in our marketing section, the editor of “Stranger” magazine, Helen Gilchrist, has proposed and will co-present a weekend specialist magazine show (“Stranger Sounds”), as a young version of the popular Desert Island Disc feature, enabling local promoters, artists, spokespeople and especially visitors to the county to discuss their personal musical preferences, from the more specialist output, often alluding to the background of today’s popular tracks. In addition the Stranger Sounds Show will include edited highlights of backstage interviews and other uniquely local programme features. The station’s content and style of delivery of speech will differ from that provided by Pirate FM, particularly for news and information. Not only because Itchy FM’s information output will be fervently Cornwall as expressed in our on-air brand of “Cornwall’s 105-107 Itchy FM” – rather than “The South West’s Pirate FM”. Speech policy The energy, eclecticism and dynamism of the Cornwall youth lifestyle will be reflected in the Itchy FM editorial policy, which will provide a true community service, central to the youth lifestyle. The Itchy Cornwall ethos is to popularise issues of interest and concern to this community, which is continuously seeking orientation and advice. Steering away from traditional dumbed-down youth media, Itchy FM’s 48
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 44 and 45: Director of Radio, Zenith Optimedia
Page 46 and 47: SECTION 105(B) AND (C): CATERING FO
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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