Kismat FM - Ofcom Licensing

Kismat
Section 105(D): Evidence Of Local Demand & Support Radio
We were also pleased to note that two-thirds of non-regular listeners said they would be likely to listen to
Kismat, with 20% very likely to listen.
Finally, those likely to listen to Kismat were asked how frequently they felt that might be. Again, responses showed
strong support for Kismat giving further confidence to our plans.
37% of likely listeners said they would listen to Kismat every day, with a further 16% on 5 to 6 days a week
and 24% 3 to 4 days a week. Overall, three quarters of those likely to listen would do so on a regular basis
of 3 or more days a week.
Respondents over 35 were again those most likely to listen every day to Kismat.
FOCUS GROUPS
The following summary is taken from the executive overview in the report of the Focus Groups prepared for
Facts International, together with quotes also taken from the report.
Radio Listening
Respondents listened to a mix of Asian and English-language radio stations. Those with more fluent English
tended to listen to non-Asian stations for their music content as well.
“I came from Pakistan: I am not familiar with English music, and I like to listen to my own Asian music.” (female)
Among younger listeners, the most frequently listened to English stations were Galaxy, Key and Radio 1.
Asian Sound
Asian Sound was the most listened to Asian station for many respondents, especially those with less-fluent English.
They appreciated both hearing ‘their music’, and the focus on things Asian. Language-specific broadcasting slots
were well-accepted, and possibly helped to cement bonds with those listeners. There was also some listening to
Sunrise and, to a lesser extent, BBC Asian Network and Club Asia on Sky digital.
Those who were less involved with Asian Sound, were more critical of its unprofessional presenting
standards, narrow religious programming and of the imperfect reception.
“They’re not very professional: there will be a lot of gaps; the newsreader forgets his lines. - He couldn’t
read the paper! I go on at my mum & dad, saying ‘switch it off’.” (male, in his 30s)
Reactions to the content of Asian Sound among the less-involved were varied: there was no clear dismissal
of the station as ‘not for me’ from either older or younger respondents. If anything, rejection seemed to be
linked with a high level of English, meaning that it was easy to switch to a great variety of other radio
stations to satisfy personal inclinations.
Evidence of Demand
FREQUENCY OF LIKELY LISTENING - % Likely Listeners
All M F 15-24 25-34 35-44 45-54 55-64 65+
Every Day 37% 40% 33% 28% 34% 39% 38% 45% 57%
5-6 Days/Week 16% 13% 18% 19% 11% 14% 14% 9% 43%
3-4 Days/Week 24% 25% 23% 33% 22% 19% 16% 45% -
1-2 Days/Week 19% 17% 20% 17% 27% 20% 21% - -
Kismat Radio/Facts International January 2005
Section 105 (D) : Page 5