Kismat FM - Ofcom Licensing

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Kismat Section 105(D): Evidence Of Local Demand & Support Radio EVIDENCE OF DEMAND LONDON RESEARCH Sunrise Group has the most experience and success in running Asian radio services in the UK. The Group has a considerable volume of research, both quantitative and qualitative, relating to the interests, habits, desires, generational differences and listening among Asians. Kismat Radio is a format that Sunrise has long known would be welcomed by a large proportion of older Asians in the UK. This was recently confirmed when we undertook a survey of 350 Asians in London in June 2004 in order to test the level of support for Kismat. The Survey was submitted to Ofcom with Sunrise's application to change the format of 1035 AM in London and details of methodology were given at that time. In brief, we found: Asians in London listen mainly to Asian radio – Sunrise (41%) and Club Asia (19%); but also to mainstream popular stations – Capital FM (18%), Kiss (16%) and Heart (9%). 9% of Asians listened to BBC Asian Network There was stronger support for a speech-based service than for music – over 70% of respondents felt there were already enough music-based stations available. Response to Kismat was strongly favourable – 81% of respondents said they would be likely to listen, 24% very likely. Kismat Radio will launch fully in London during February 2005. Reaction to the current period of test broadcasts has been most positive, both from listeners and advertisers. RAJAR We examined RAJAR data for Q3-2004 for the Galaxy 102 TSA that most closely approximates the coverage of this new licence. This shows Key 103 to be the leading station in Manchester with 25% reach, followed by Galaxy 102 with 17%. The local AM stations Capital Gold (5%) and Magic (4%) fare considerably less well. Results for the two regional FM stations, Century (15%) and Smooth (9%) are stronger. Unfortunately, RAJAR provides little data about Asian listening and does not cover Asian Sound. However, with digital services increasingly measuring their audiences on a national basis there are some useful indications from the data, particularly stations that are not broadcast terestrially: BBC Asian Network recorded 32,000 weekly listeners and 12.2 average hours of listening – equivalent to 22% reach among the Asian population of 148,565 adults 15-plus. Similarly, Sunrise Radio had 11,000 listeners and 7.9 hours, equivalent to 7% reach among Asians In order to provide a clearer picture of listening among Asians in Manchester, we undertook our own quantitative survey. Evidence of Demand Section 105 (D) : Page 1
Kismat Section 105(D): Evidence Of Local Demand & Support Radio ORIGINAL MARKET RESEARCH We therefore undertook two specific research exercises: a Quantitative Survey among a sample of Asians living in the Manchester area and two Focus Groups to obtain more qualitative impressions. Quantitative Survey The Survey was designed to assess two main factors: the extent of listening to Asian Sound that is not available from RAJAR or otherwise and the likely response to the type of service proposed by Kismat. Specifically, we sought to determine: The level of regular radio listening among Asians in Manchester The radio stations to which Asians listen The extent to which irregular radio listeners listen to Asian radio services The level of likely listening to Kismat Radio among Manchester's Asians The consequence of such listening for Kismat and other existing services Research was undertaken by telephone by Facts International between 10-20 January 2005 among a sample of 421 adult Asians aged 15-plus. The sample included a spread among those of Asian background: 57% of Pakistani origin, 21% Indian, 9% Bangladeshi and 13% mixed or of other Asian origin. The sample achieved was close to but did not entirely match the Asian population profile and data has been weighted accordingly. Details are set out with the full data tables that are submitted with this Application. Focus Groups To complement our quantitative Survey we also undertook two Focus Group sessions. These were designed to add qualitative impressions in relation to their radio listening and expectations. The objectives of the Focus Groups were to gather additional information and opinions from Asians in Manchester concerning: Current radio listening and satisfation Opinion and discussion of Asian Sound Views of and suggestions for Kismat Radio as a new service in Manchester. Focus group sessions were held in Manchester on 18 January 2005, with a total of 17 participants in two groups: Group 1 comprised 8 males aged between 33 to late-60's and Group 2 comprised a younger group of 7 females and 2 males aged between 20 to 50. Recruitment for the groups was undertaken by Facts International, who also arranged for the sessions to be hosted by an experienced independent moderator. Audio recordings were made of the proceedings and can be made available if requested. A report from the Focus Groups, prepared by the Moderator for Facts International, is submitted as an appendix with this Application. Evidence of Demand Section 105 (D) : Page 2
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Kismat FM - Ofcom Licensing

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