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
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Radio listeners in Cornwall are well aware that they can hear most pop music types on the radio. But<br />
there is lower perception of a station providing Dance music, and an even lower perception for a station<br />
providing Rock. The music types with the fewest people knowing where <strong>to</strong> find it on the radio were Hard<br />
Rock and Indie, followed by Club Dance, Classic Dance, and Rap & Hip-Hop. These music types<br />
appear <strong>to</strong> be under serviced by the available radio options in Cornwall.<br />
The music sampling shows that this age group favours a wide variety of music categories, but is unable<br />
<strong>to</strong> find this choice on Pirate <strong>FM</strong> and also Radio 1. It is clear that Pirate <strong>FM</strong> gets the “who plays that type<br />
of music” image for many music styles by default. While Pirate <strong>FM</strong> has image for all music types, this is<br />
primarily a function of their current broad variety and lack of competition. Their images for Pop music<br />
types are much higher than their images for Dance or Rock music types. This supported by our<br />
moni<strong>to</strong>ring study which shows that Pirate <strong>FM</strong>’s music output only represents a very small proportion.<br />
Interest in new Dance / Indie station is<br />
high: We asked respondents: “How much<br />
would you like or dislike listening <strong>to</strong> a new<br />
radio station that plays a fresh mix of<br />
current & new music selected from Dance &<br />
Indie Rock, along with some mainstream<br />
music currently not heard on local radio in<br />
the county, and would provide relevant<br />
Cornwall lifestyle information for the youth<br />
market?” Fully 64% of 15-39s gave a “4” or<br />
a “5” on a five-point scale <strong>to</strong> this idea.<br />
Interest was highest among men and<br />
among Radio 1 listeners. This station would<br />
appeal <strong>to</strong> people throughout all ages within<br />
15 <strong>to</strong> 39.<br />
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