Cornwall's 105 to 107 Itchy FM - Ofcom Licensing

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Research Conclusions This format clearly extends choice... The NOP survey confirms that Itchy FM’s format of credible new music with a dance and indie rock theme is very popular amongst the 15-39 demographic sample, most appealing to those least satisfied with existing radio stations. This format will bring listeners to commercial radio from the BBC... Whilst existing commercial radio will inevitably see erosion of its younger audience, the study shows that those least well served will migrate to the new radio station – and it will be predominantly BBC Radio 1 listeners who will switch to a local station offering the right mix of music and speech. This format will increase radio listening in Cornwall... More than a third of respondents believe that they will consume more radio than before, if a station with this format is available to them. This format is in demand... Only 14% said they would listen to a station like Itchy FM “very rarely”, demonstrating the very real opportunity to win over new listeners in Cornwall and provide them with the radio station that they want. 59
(b) Evidence of support In addition to the quantative and qualitative research undertaken by IMD Radio, we have also identified a huge amount of support throughout the last 5 years of lobbying and local consultation. From summer 1999, Ian Merricks started receiving requests from local people (Plymouth and Cornwall) for a new permanent station in the South West. Our summer RSL in neighbouring Plymouth reached the Cornwall boundaries (Saltash) and we had a number of complaints from young people in Cornwall who had read about the station but could not listen to it. As one of the local newspapers reported on the eve of the station’s launch “Whatever people say, we don’t have a dedicated youth market radio station, serving Cornwall, but this could be the start…” Ian Merricks commissioned a review of the potential for a permanent youth radio station broadcasting in the South West, and appointed a Project Manager to assess local interest and potential support. The research demonstrated that the whole of the South West area was underserved by local radio, with the youth demographic having the least choice of relevant commercial radio. This activity culminated in an initial letter of intent being sent to David Vick at The Radio Authority in September 1999. The letter alluded to the extensive and ‘unprecedented’ local support that had been received by the trial station – from an audience, “comprising local young people”, and went on to outline the gap in the local marketplace, suggesting that “a young ILR license covering…would be able to sustain itself in terms of both audience and commercial support” as its only competition would come from “Pirate FM, a regional ‘adult contemporary station’ “. Over the last 5 years, the management of IMD’s historic radio experience, alongside growing expertise in wider youth media and marketing has been integral to ensuring that this license application in Cornwall remained a priority at Group level, despite numerous changes to the licensing timetable. To date, a massive amount of local work has been undertaken to help create this application and demonstrate support from local Under 35s, the wider community, businesses active in the youth market and other prominent local organisations. This activity, taking in commercial, audience and community research is summarised (briefly) below. Activity outline: • Face to face meetings in the County with over 250+ individuals (since IMD Board meeting May 02 sanctioning application) • Appointment of Koru Communications, a Wadebridge-based marketing consultancy to manage our Local Partnerships Programme (since July 03) • 5 high profile advisory committees formed • Received letters of support from partners • Received expressions of support from potential listeners • Held a series of youth consumer research sessions across Cornwall • Local feedback invited and received regarding OfCom consultation • Monthly e-newsletter to hundreds of County-wide decision makers From Ofcom’s guidelines we understand the regulator is not looking for extensive letters, or detailed reports and as such we have not submitted nor actively solicited evidence in this format. We do however have an extensive meeting log report, detailing dates and times and meeting outcomes for each of our 250+ face to face consultations. We also have numerous letters of support from listeners, local businesses and organisations and national brands, collected over the last three years. From this bank of evidence of commercial, community and audience interest and support for the station, we have 60
Page 2 and 3:
GENERAL INFORMATION Application for
Page 4 and 5:
Rolf Munding Non-Executive Chairman
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Martin Dallaghan Current directorsh
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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 56 and 57: Interest in New Radio Station: When
Page 58 and 59: Radio listeners in Cornwall are wel
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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