Cornwall's 105 to 107 Itchy FM - Ofcom Licensing

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(b) Proposed format Licence Outline CORNWALL’S 105-107 ITCHY FM STATION FORMAT ation Name Cornwall’s 105-107 Itchy FM cence Area Cornwall (as defined in Ofcom’s Measured Coverage Area map.) 105.2 MHz and 107 MHz Frequency 24 hours a day (at least 18 hours weekdays and 14 hours at Service Duration weekends locally produced/presented) Definitions eech “Speech” as defined in the Format excludes commercial minutage, programme/promotional trails & sponsor credits and may be calculated over daytime. Music Any music percentages are calculated on the basis of the number of tracks broadcast. Peaktime(s) “Peaktime(s)” refers to Weekday Breakfast and Afternoon Drivetime output, and Weekend Late Breakfast. “Daytime” refers to 0600 to 1900 weekdays, and Daytime weekend output from 0800 to 1400. Locally produced/presented Production/presentation from within the licence area, to include peaktime save for seven hours per week (out of peaktime). Character of Service PASSIONATELY FOCUSSED ON SERVING CORNWALL’S 15-34 YEAR OLD AGE GROUP WITH A MIX OF NEW AND CONTEMPORARY RHYTHMIC MUSIC AND LOCAL INFORMATION Detail The station is targeted at 15-34 year olds and is music-led with information and features of particular local and demographic relevance. Speech should not normally fall below 15% of daytime output. Local news will be aired at least hourly during peaktimes. The music is a spread of current and new music, no more than 20% of the music will be older than 10-years. In non-daytime music will vary with more emphasis on local and more generally accepted specialist music genres. The service will be based within the licence area. Daytime automated local output will not exceed 3 hours. 51
SECTION 105 (D): EVIDENCE OF LOCAL DEMAND OR SUPPORT (a) Evidence of demand This section should provide an analysis of the reasons as to why it is considered that there is a demand for the type of service proposed, with reference to the size and nature of the proposed target audience. If original market research has been undertaken, please provide the following information: o A statement of the key objectives of the research o The specific questions that the research sought to answer o How the research was conducted o The size and composition of the samples o When and where the research was conducted o A summary of the main findings from the research, showing how these demonstrate evidence of demand for the service proposed o Full data tables for any quantitative research undertaken (these may be submitted in confidence) To assess the demand for the proposed service, and its financial viability, IMD Radio has undertaken an extensive programme of research and consultation over several years. The first piece of research we analysed started with a broad sweep of general radio listening in the South West, and our research has become more focussed throughout the last few years. It has culminated in IMD Radio commissioning a very extensive piece of final research - an NOP Study of Cornwall’s young adult listenership by Edison Research in November 2004. In addition to the qualitative research, we have conducted a monitoring study, RAJAR analysis, focus groups and consultation. To understand demand for advertising and sponsorship, we have conducted a full revenue study. The NAA study two years ago set the scene. In September 2002, NAA Research conducted a demand study which we have used to further understand the marketplace. The sample covered Truro and Newquay, but also included Plymouth, and covered the 15-44 year old market, in order to gain a general overview of the shape of the South West’s radio market. The main findings were that 60% of all listeners under 44 listened to BBC Radio One and 64% of ILR listeners also tuned to BBC Radio One (with the greatest propensity within the under 35s), demonstrating low loyalty to existing commercial services. BBC Radio One was more likely to be listened to for new music than the existing heritage ILR stations. A commercial station that would provide a locally relevant service in a manner that would draw listeners from BBC Radio One appeared to be the gap. This was just one of the factors IMD Radio Cornwall has used to hone its proposition. 52
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 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 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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