Cornwall's 105 to 107 Itchy FM - Ofcom Licensing
Cornwall's 105 to 107 Itchy FM - Ofcom Licensing
Cornwall's 105 to 107 Itchy FM - Ofcom Licensing
Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
spoken word content will provide edi<strong>to</strong>rial and opinions specific <strong>to</strong> the local community. Features on<br />
music, film, clubs, the internet, comedy, sports, news and social issues will make up most of the spoken<br />
word content.<br />
The news and information service on <strong>Itchy</strong> <strong>FM</strong> will be delivered in a differing style and outlook with<br />
production values that are crucial <strong>to</strong> attain the attention and interest of the core audience.<br />
<strong>Itchy</strong> <strong>FM</strong> will not ‘s<strong>to</strong>p for news’. News bulletins and information breaks as are currently provided by the<br />
majority of broadcasters will not be present on <strong>Itchy</strong> <strong>FM</strong>: the ‘news’ output will be brought closer in<strong>to</strong> the<br />
general programming mix, so that it is inclusive. The bulletins will run 90-seconds before the ‘<strong>to</strong>p of the<br />
hour’, written with a local and human interest style with an agenda specific <strong>to</strong> the informational<br />
requirements of the station’s core demographic. <strong>Itchy</strong> will not broadcast ‘Caradon Council news’, <strong>Itchy</strong><br />
will broadcast ‘the impact that Caradon Council decisions will have of the county’s under 35s’.<br />
Music will be the primary driver of listeners <strong>to</strong> the station, but due <strong>to</strong> the isolated nature of parts of the<br />
Duchy, a concentration and attention <strong>to</strong> detail on the station’s speech output will be essential. As<br />
illustrated in the market research, <strong>Itchy</strong> <strong>FM</strong> will use its understanding of the youth market, local market<br />
and radio listeners <strong>to</strong> ensure that information is imparted on issues of relevance and concern <strong>to</strong> the<br />
target audience, while also providing local organisations access <strong>to</strong> a local media outlet in areas that will<br />
help develop the county’s economic and social concerns.<br />
Responding <strong>to</strong> our research, <strong>Itchy</strong> <strong>FM</strong>’s speech policy has been carefully prepared <strong>to</strong> help keep the<br />
station relevant <strong>to</strong> Cornwall youth. This approach includes ensuring that the station management<br />
respond <strong>to</strong> the interactive programming activity (‘Direct Response Radio’), and use this <strong>to</strong> ensure the<br />
station remains reflective and proactive in its coverage of social issues relevant <strong>to</strong> either the general<br />
youth community or Cornwall Under 35s in particular. In addition <strong>to</strong> the station’s social action<br />
programming and issues based speech output, the station will utilise fun speech issues <strong>to</strong> create a<br />
distinct on-air identity for <strong>Itchy</strong> <strong>FM</strong>.<br />
Style of presentation<br />
The fresh, informative and cheeky presentation style will differentiate <strong>Itchy</strong> <strong>FM</strong> from the heritage station<br />
– <strong>Itchy</strong> will be ‘up-front’, irreverent and intelligent. Our focus group research shows that Cornish young<br />
people are looking for a more challenging style of presentation and we will deliver this with a fun-loving<br />
style that is relevant <strong>to</strong> being a young person in Cornwall.<br />
• provision of local material<br />
<strong>Itchy</strong> <strong>FM</strong> believes that its success in winning audiences from BBC Radio 1 will be through its strong and<br />
credible commitment <strong>to</strong> local content. <strong>Itchy</strong> <strong>FM</strong> intends for all its regular live programming <strong>to</strong> be<br />
broadcast and produced from studios in the county. <strong>Itchy</strong> will train and develop local talent – both on<br />
and off air – as we understand that people with a passion for their home county are a vitally important<br />
element of a local radio station.<br />
Our local output will extend off-air through flagship specialist shows interlinked with our events<br />
marketing strategy, such as our “Live & Local” showcase reflecting the significant interest we have had<br />
from young people<br />
“I support this because there needs <strong>to</strong> be a platform for people <strong>to</strong> listen <strong>to</strong> local material…I think a radio<br />
station is the missing piece in this puzzle, acts can get their music across <strong>to</strong> their intended target<br />
audience, who may not be in a position <strong>to</strong> hear about the acts in any other form.”<br />
Male (26), via website<br />
“You should broadcast recordings of local youth bands playing gigs <strong>to</strong> get them heard on the radio”<br />
Male (16), media studies student, Liskeard<br />
49