Cornwall's 105 to 107 Itchy FM - Ofcom Licensing

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Interest in New Radio Station: When asked how often they would listen to this new Dance/Indie Rock station, listeners aged 15 to 34 demonstrated a significantly larger appetite for the station than those aged 35 to 39. Among 15 to 34s, 59% would either listen to the station "a lot" or would make it their "favourite" station. Among those aged 35 to 39, this number is only 50%. The percentage that would "rarely listen" was also higher among the older group - 19% - as compared to 12% for the 18 to 34s. Market Gap The data clearly shows a gap in the market: When combining the low station satisfaction among Radio 1 and Pirate listeners with their enormous listening base, the need for additional radio choices for this target group becomes clear. The statistics clearly show a sizeable number of listeners listening because there are no better options currently unavailable to them, NOT because they love their current options. Whilst the majority of BBC Radio 1’s listeners are least satisfied, Pirate FM’s appeal does reveal an element of compromise; 37% of respondents state that Pirate FM plays a lot of “bad songs combined with some good ones”. We cross-tabbed this response against Pirate FM listeners and their responses to interest in local information, such as news, travel information and details about events. Interestingly, around 9 out of 10 Pirate FM listeners regard local information on the radio as important. This does suggest that that existing Pirate FM listeners listen to identify with a local radio station, but are compromised by a music policy which is musically targeting an older demographic. Those most interested in a dance / indie radio station were also those who are most dissatisfied with existing radio choices, indicating that the market gap for this age profile is most suited to Itchy FM’s format. When asked how much they might listen to a new radio station which played Dance / Indie Rock, 57% of all respondents said they would listen a lot or make the radio station their favourite. Males are slightly more likely to listen heavily, especially in the 15-24 age group. 57% of respondents who regard Radio 1 as their favourite station were likely to listen a lot, with a further 11% saying that the new station would become their P1 station. Of the 58% of Pirate FM P1 listeners who would listen a lot, 11% stated the new station was likely to become their P1 station. 55
Music Tastes and Interest The NOP survey sampled a range of music styles with each respondent, which we have categorised using the table below. Music Style Sample Artists Pop Rock Maroon 5, Keane, Rasmus Pop Dance Eric Prydz, Mash Up Kids, Shapeshifters Credible Pop Outkast, Natasha Bedingfield, Pink Skate Punk Avril Lavigne, Blink-182, Green Day Rap / Hip-Hop The Streets, D-12, 50 Cent Classic Dance Basement Jaxx, Faithless, Fatboy Slim Hard Rock Lost Prophets, Marilyn Manson, Queens of the Stone Age Club Dance Deep Dish, Scissor Sisters, Tomcraft R & B Twista, Usher, Ashanti Indie Doves, Snow Patrol, The Hives The most popular kinds of music are what we termed Pop Rock, Credible Pop and Pop Dance. There was also significant interest in all the of music styles we tested, including Rap & Hip-Hop, Hard Rock, Indie Rock, and all forms of Dance. 56
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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 52 and 53: (b) Proposed format Licence Outline
Page 54 and 55: NOP Study - November 2004 Edison Me
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
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Cornwall's 105 to 107 Itchy FM - Ofcom Licensing

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