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