Kismat FM - Ofcom Licensing
Kismat FM - Ofcom Licensing
Kismat FM - Ofcom Licensing
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<strong>Kismat</strong><br />
Section 105(D): Evidence Of Local Demand & Support Radio<br />
SUMMARY OF FINDINGS<br />
Quantitative Survey<br />
Radio Listening<br />
We started by ascertaining whether respondents listened regularly (ie. in the last week) to the radio or not. We<br />
know from RAJAR that, over the whole population, 85% on average listen to the radio weekly for an average of 24<br />
hours a week. Immediately, there is a significant difference between Asian listeners and the population generally,<br />
with only 58% saying they had listened to the radio during the past week. As noted previously, the balance of nonregular<br />
listeners provides a significant opportunity for a new Asian service.<br />
Asian Sound was unsurprisingly the station Asians had listened to during the past week – 41% of regular listeners,<br />
equivalent to 24% reach among the full respondent population.<br />
Galaxy (33% of regular listeners) and Key 103 (23%) are the leading English stations for Asians, followed by Radio<br />
1, Radio 4 and Radio 5.<br />
BBC Asian Network attracted 7% of regular listeners, equivalent to 4% of the total Asian population implying<br />
around 6,000 listeners. Together with more occasional listening, this broadly confirms the level of listening seen in<br />
Rajar for BBC Asian.<br />
The 42% of non-regular listeners, those that had not listened to the radio in the previous week, were asked if they<br />
listened to any Asian radio stations more occasionally. A further 41% of these respondents (or 13% of all<br />
respondents) said they had listened occasionally to Asian Sound and 15% (5% overall) to BBC Asian Network.<br />
Among Asian Sound listeners, 17% also listened to Galaxy, 15% to Key 103 and 11% Radio 1, with 6% also listening<br />
to BBC Asian Network.<br />
Asian Sound listeners are more faithful to their station than those listening to BBC Asian: 57% of Asian Sound<br />
listeners said they listened every day with a further 11% listening 5 or 6 days a week and 15% 3 or 4 days a week.<br />
In comparison, only 24% listened every day to BBC Asian with 21% 5/6 days a week and 42% ¾ days a week.<br />
Listening to other Asian stations is mostly on an occasional basis or 4 days a week or less.<br />
Evidence of Demand<br />
ASIAN LISTENING IN MANCHESTER - %<br />
% REGULAR LISTENERS % ALL RESPONDENTS<br />
Station All M F All M F<br />
Asian Sound 41% 40% 42% 24% 24% 24%<br />
Galaxy 102 33% 29% 37% 19% 17% 21%<br />
Key 103 23% 20% 25% 13% 12% 14%<br />
Radio 1 18% 20% 16% 10% 12% 9%<br />
Radio 4 7% 5% 10% 4% 3% 5%<br />
Radio 5 7% 9% 5% 4% 5% 3%<br />
BBC Asian 7% 9% 4% 4% 6% 2%<br />
<strong>Kismat</strong> Radio/Facts International January 2005<br />
Section 105 (D) : Page 3