East Kent Radio - Ofcom Licensing

(a) Name of Applicant, Address, Telephone and Fax Nos., E-mail address 

This must be a single legal entity: either a body corporate or a named individual person. If the former, a copy of the 

certificate of incorporation must be included with the application. 

East Kent Radio Limited 

Just Add Air Studios 

Evegate Business Park 

Smeeth 

Ashford, Kent, TN25 6SX 

Telephone: 01233 750516 

Fax: 01233 750517 

Email: enquiries@eastkentradio.com 

b) Main Contact (For Public Purposes) 

Please nominate at least one individual to deal with any press or public enquiries, stating: 

Name: Peter Leutner 

Chairman & Founder Member 

East Kent Radio Limited 

Telephone (daytime): 01233 750516 

Address: Just Add Air Studios, Evegate Business Park, Smeeth, Ashford 

Kent, TN25 6SX 

E-mail address: peter.leutner@eastkentradio.com 

(d) Proposed Station Name (if decided) 

EKR Ashford 

(e) Brief Description of Programme Service 

Provide a one-sentence statement summarising the type of programme service or format proposed. 

A local station for Ashford targeting the 30 plus audience, providing comprehensive local news 

and information and playing the best soft, classic and contemporary music from the mid 60s to 

the current day 

www.eastkentradio.com 1 of 54

East Kent Radio – a winning opportunity for Ashford 

The EKR Ashford team has been working towards a new local radio station for Ashford 

and surrounding area for almost 10 years; 

EKR Ashford has sound Kent connections to ensure it reflects local tastes and interests; 

EKR Ashford has a solid shareholder base that comprises respected radio expertise, and 

both local businesses and local individuals; 

EKR Ashford has a well funded business plan, with prudent revenue forecasts and a 

reliable cost base; 

EKR Ashford has a programming policy that will broaden radio choice in Ashford, and 

will boost the commercial radio sector; 

EKR Ashford will super-serve the local population with a comprehensive local news and 

information service, produced and presented by a well resourced news team; 

EKR Ashford will enhance the opportunities for advertisers and sponsors; 

EKR Ashford supports the development of DAB digital radio and has included provision 

to also broadcast on DAB; 

EKR Ashford has identified a unique location as its preferred transmission site to enable 

an estimated TSA of 175,000 adults. This TSA permits a sustainable independent 

business; 

EKR Ashford has robust and prudent strategy for local revenue; 

EKR Ashford has a strong board of local individuals, radio professionals and proven 

successful business people to lead the strategy and focus of the company. 


SECTION 105(A): ABILITY TO MAINTAIN PROPOSED SERVICE 

(a) Board of Directors 

Provide the name, occupation, other directorships, other media interests, background and relevant media 

experience of each director (executive and non-executive), including the proposed chairperson. 

The Board of East Kent Radio Limited comprises local directors who work in the county; indeed, 

many were also born and educated in Kent. These local Directors are supported by others who 

bring additional and proven radio expertise. 

Our Board of Directors comprises: 

Peter Leutner (Chairman) 

John Hirst 

Glen Thompsett 

Richard Collins 

Colin Tomson 

Alistair Mackenzie 

Dianne Bressers 


SECTION 105(A): ABILITY TO MAINTAIN PROPOSED SERVICE 

(a) Board of Directors 

(i) Provide the name, occupation, other directorships, other media interests, background and relevant media 

experience of each director (executive and non-executive), including the proposed chairperson. 

Peter Nicholas Leutner 

Founder Member & Chairman 

Address Mistletoe Cottage, Maxted St., Stelling Minnis, Canterbury, Kent, CT4 6DH 

Age 48 

Nationality British 

Occupation Senior Supervisor – Studio Operations BSkyB plc 

Date joined group October 1994 

Date appointed director 6 May 1995 

Other Directorships None 

Any other media interests None 

Born in Canterbury, Peter has a lifelong understanding of the East Kent region. He is BBC trained 

and has had over 30 years experience at the sharp end of the broadcasting industry. He is the 

original founder of the EKR team and has led the company over the past ten years, including the 

RSL transmissions, EKR 107.2 in 1995 and the launch of a satellite and DAB experimental radio 

station from “The Maidstone Studios”. 

Currently he is employed at BSkyB in their studio operations department as a Senior Sound 

Supervisor. BSkyB appointed Peter in 2000 and he has been involved in all aspects of their 

programming. He has been pivotal in launching new programming such as “The Champions 

League”, with additional interactive match broadcasts, the highly acclaimed “Soccer AM” on Sky 

Sports 1, Premiership football as well as managing, sound preparation and crewing of “RI:SE”, a 

Sky co-production for Channel 4 Television. 

From 1992 – 1996 he was Head of Sound for Planet 24 Ltd, managing a creative and highly 

innovative sound department, which including developing and producing such programmes as “The 

Big Breakfast”, “TFI Friday” and “The Word”. In 1997 Peter became fully deployed at “The 

Maidstone Studios” consulting on TV sound production for Flextech PLC on their UKTV platform. 

Previous employers included The BBC, LBC Radio, ITN and TV-am. 

In the past Peter has also run and operated his own profitable businesses, including: Audiosonic 

Broadcast Ltd. – a TV sound dubbing theatre and TV Image Ltd – a film and TV location shooting 

crew. 

Peter was educated locally at Kent College and Canterbury College of Technology. He has always 

held an interest in the broadcasting industry, particularly in sound, after initially being given a 

portable transistor radio by his parents at the age of eight! 

As chairman, Peter brings to EKR Ashford a long association with Ashford and the surrounding 

areas. He has a real desire to bring his wealth of experience achieved in the broadcast industry 

back into his local community with plans for a dedicated radio service. 

Peter is a broadcasting professional with the right local focus to lead the company from the position 

of Chairman. 


John Hirst 

Non-executive Director & Founder Member 

Address 7 Glemsford Cottages, London Road, Upper Harbledown, Kent, CT2 9AW 

Age 30 


Occupation Media / radio consultant 

Date joined group December 1995 

Date appointed director 5 April 2004 

Other Directorships Hopstar Ltd 


John started his radio career at Kent’s ILR Invicta Radio in 1988, working at their Canterbury and 

Maidstone studios. He trained in radio production, presentation, news and marketing; learning all 

round radio skills that have been extremely useful throughout his career. 

In late 1990 John joined NatWest Bank in their London head office’s marketing department. Never 

losing his enthusiasm for radio John worked on RSLs and applications for radio stations in East 

Kent, Maidstone and Medway. 

In 1996 John was one of the founding members of a successful application for the Medway ILR 

licence. He joined Medway FM as Sales and Ops Director in January 1997. 

In 2000 John became Managing Director of Medway FM, working with support from shareholders 

DMGT; with greater resources this allowed him to lead a team that increased the audience, 

revenue and profit for the local radio business. Under a management contract GWR took over day 

to day running of the Medway station; John continued as Managing Director of the business and 

was promoted to oversee both Medway and Tonbridge based stations – renamed Mercury FM. 

Both stations enjoyed a team culture that saw a low turnover of staff and therefore allowed 

individual to increase their skills whilst also increasing RAJAR audience figures, revenue and 

profits for the business. 

During his five years at the Kent radio stations, John developed in-depth knowledge about 

operating local radio businesses. This unique experience of not only running but also setting-up a 

new station from nothing is particularly valuable to EKR Ashford in the launch period. 

In June 2002 John moved into radio project work for GWR. He led a news review project 

investigating ways to improve the quality of local news output and improve conditions for 

journalists. Leading a team of ten John completed and presented the report to the Chief Executive 

and Directors of GWR in September 2002. 

He now leads the new business development team for GWR, supplying traditional and innovative 

content and services to external customers. This allows John to combine his knowledge of radio 

content and programming with associated marketing and commercial opportunities. His current role 

allows him to identify innovative opportunities and apply his learning and skills to EKR Ashford. 

John brings to EKR Ashford first hand experience of running local radio businesses in Kent, 

innovative media thinking and strategic planning skills at both operational and board levels. 




Address 8 The Links, Trottiscliffe Road, Addington, Kent. ME19 5RX 

Age 45 


Occupation Company Director 

Date joined group 1 July 1996 

Date appointed director 10 July 1996 



Glen started his radio career as an engineer at Severn Sound in Gloucestershire as one of the 

team to launch the second phase of ILR in the UK. He later exchanged soldering iron for 

headphones as one of the daytime presenters. After two years he moved to help launch Wiltshire 

Radio (now GWR) then moved to Mercia Sound in Coventry. 

In 1984 Glen was invited to join the team that launched Invicta Sound in Kent. He presented the 

flagship breakfast show for four successful years achieving audience ratings the station has never 

repeated. During Glen’s time with Invicta, he presented many programmes from the Ashford area. 

A move to television in 1994 saw Glen undertake a number of different presentation roles at 

London Weekend Television, Sky News, QVC – The Shopping Channel, TV Travel Shop and 

currently he works as a continuity announcer on ITV1 in addition to journalistic duties at Meridian’s 

south-east news region. Glen is a well known face and voice in the area. 

Never losing his passion for radio, Glen was asked to join East Kent Radio as programme director 

when the group applied for an ILR licence in 1996. He was also one of the directors of 20/20 Radio, 

which applied to run the West Kent license during the run-up to Invicta FM’s license renewal period. 

For more than twenty years, Glen has had strong broadcasting links with Kent, working in both 

radio and television and maintains an enthusiasm to see ‘good’ local radio work. 

Glen brings to EKR Ashford a wealth of local programming knowledge and skills coupled with 

first hand experience of local radio in Kent. He is an ideal person to advise on the programming 

and output of EKR Ashford. 


Richard Collins BEng (Hons) 


Address 41 Seaton Avenue, Hythe, Kent. CT21 5HH 

Age 25 


Occupation Broadcast Engineer 

Date joined group December 1995 




Richard first stepped in to a radio studio and in front of a microphone at the age of 14, reading 

the news on a RSL radio station. Within a day or two he was hunched over the back of the 

mixer, soldering iron in hand. Things have progressed a little since then and Richard joined the 

BBC as a broadcast engineer direct from school, taking a degree in engineering at the same 

time at The University of Salford. 

Upon leaving the BBC, Richard established a successful media support services business 

providing engineering, camera crews, post production and DVD authoring services to the 

corporate and broadcast industries. 

Having worked on many television and radio broadcast studio installations and re-fits whilst at 

The BBC, Richard continues to undertake similar projects for independent broadcasters, 

including entire studio complexes in the UK for CN Group, Radio Investments, Tindle Group and 

KM Radio Group amongst others. 

Richard enjoys a key role with Radio Avalon, the on-site broadcaster at The Glastonbury 

Festival every year however Glastonbury is not Richard’s only live music. He is a trained 

classical musician, having toured and performed around the world as well as on several top 

selling CDs and live performance for Classic FM, BBC Radio 3, and BBC Television and for 

classical music festivals around the UK. He still regularly performs on a semi-pro basis with 

Chantage in London. 

Richard was born in Ashford, went to school locally and has based his business in the area. He 

still works closely with AHBS, the hospital radio service at the William Harvey Hospital in 

Ashford and on high profile community events in the area, including coordinating the annual 

Christmas lights-switch-on event in the town centre. 

Richard brings to EKR Ashford a strong background in engineering and business management. 


Colin M Tomson 

Non-executive Director 

Address 132 North Road, Hythe, Kent CT21 4AU 

Age 53 


Occupation Company Director 

Date joined group 5 th April 2004 

Date appointed director 5 th April 2004 



Colin brings a broad business background and independence of thinking to the EKR Board. He 

has over fifteen years of experience at international board level in ICI business teams and has 

lived and worked in Belgium, Germany and Ireland before moving to Kent in 1999 to become 

Vice President Human Resources at Quest International based in Ashford. 

After graduating in Law Colin gained an MBA at Manchester Business School and has also 

studied Marketing at INSEAD and completed the Advanced Management Programme at 

Harvard. 

His early career was in marketing and General Management with ICI Paints where he led 

several teams to award winning levels of customer service. Board responsibilities have included 

Strategic Planning, Human Resources, Business Excellence and profit and loss accountability 

for a £75 m business. He was heavily involved in the acquisition, disposal and joint venture 

programmes which transformed ICI to its new shape. 

Colin has joined the Board of the South Kent Education Business Partnership and is an active 

member of the Rotary Club of the Channel where he leads on Youth projects. He has been 

trained in the Non Executive Director role and looks forward to the challenge involved in helping 

to deliver EKR Ashford’s vision for the area. 

Taking the role of Chairman at regular meetings of the “EKR Community and Commerce 

Advisory panel” means that Colin will act as a channel for useful feedback, using his key 

position of non-executive Director, independent of the EKR Ashford management team. He sees 

a great benefit to the new service of such a panel to provide feedback and guidance from real 

listeners. His HR skills and knowledge brings a wealth of experience to not only the main board, 

but also the advisory panel. 


Alistair Mackenzie 

Non-executive Director 

Address The Local Radio Company plc, 11 Duke Street, High Wycombe, 

Buckinghamshire, HP13 6EE 

Age 40 


Occupation Finance Director, The Local Radio Company plc 

Date joined group May 2004 

Date appointed director September 2004 

Other directorships Alpha Radio Ltd, Bridlington Radio Ltd, Bromley Mencap, Bromley Mencap 

Enterprises Ltd, Bucks Broadcasting Ltd, Central FM Ltd, Conqueror 

Broadcasting Ltd, Dune FM Ltd, Durham FM Ltd, Fire Media Ltd, First 

Radio Sales Ltd, Huddersfield FM Ltd, Isle of Wight Radio Ltd, Ivel FM Ltd, 

Katz Television Sales Ltd, Katz UK Ltd, Minster Sound Radio (York) Ltd, 

Minster Sound Radio Ltd, Mix 107 FM Ltd, Pure FM Ltd, Radio Investments 

Ltd, Radio Services Ltd, Silk FM Ltd, South West Sussex Radio Ltd, 

Sovereign Radio Ltd, Spire FM Ltd, Stonesthrow Media Ltd, Stray FM Ltd, 

Sun FM Ltd, Swan FM Ltd, The Quay Radio Ltd,Three Towns Radio Ltd, 

Two Boroughs Radio Ltd, Vale FM Ltd, Wessex Broadcasting Ltd, West 

Country Radio Holdings Ltd, Yorkshire Coast Radio Ltd, Sparebeat 

Records Ltd (Secretary), Bromley Mencap Enterprises Ltd (Secretary) 

Other media interests None 

Alistair is a qualified chartered accountant, as well as a resident of Kent for most of his life. 

Alistair joined commercial radio in June 1991, when he joined the recently launched Jazz FM in 

London as Finance Director. During his 12 years with Jazz FM, as well as overseeing many day 

to day operations of the company, Alistair was closely involved with the winning licence 

applications for Viva! In London and Jazz FM in the North West, as well as with bids for other 

areas of the UK. During his time with Jazz FM, Alistair was also involved with the development 

of the MXR regional multiplex network. 

In 2003 Alistair was closely involved in the sale of Jazz FM plc to the Guardian Media Group, 

following which he spent a well earned break. 

In 2004, working with his former Jazz FM Chief Executive, Richard Wheatley, Alistair was 

instrumental in the acquisition of Radio Investments Ltd and the float of The Local Radio 

Company plc on AIM. Alistairs’s current role is Finance Director of The Local Radio Company 

plc, which owns 24 local stations covering a wide geographic area from Arrow FM in Hastings 

and Ivel FM in Yeovil in Southern England, to the north with Central FM. The Group is proud of 

the way it serves its community, with stations that are both commercially successful and full 

members of the local community. 

The Local Radio Company has a policy that enables stations to focus on local matters and 

provides expertise from the centre on matters of finance and administration. 

Alistair brings to EKR Ashford board a working knowledge of Kent, of the key objectives for local 

radio businesses, and a sound business and financial background at senior board level. 


Everdina Elisabeth Maria Bressers (Leutner) 

Company Secretary 

Address Mistletoe Cottage, Maxted St., Stelling Minnis, Canterbury, Kent, CT4 6DH 

Age 38 

Nationality Dutch 

Occupation TV Script Supervisor 

Date joined group October 1994 




Dianne (Everdina) trained in Holland as a Music Therapist and settled in the UK in 1987 when 

she started working in a psychiatric hospital as a Therapist. 

In 1989 she moved into a career in broadcasting. She rose rapidly though the programme 

production ranks, working for companies such as The BBC (Gardener's world, Chelsea Flower 

Show and Daytime Live), BSB, Children's Channel, Buena Vista (Disney Club and Disney Time 

Specials), Carlton (Champion Children), National Film and Television School (Facilities 

Manager), Channel 4 (Don't Forget Your Toothbrush & The Real Holiday Show), Sky News, 

LWT and Live TV. During this time she trained to be Script Supervisor, Producer and Director. 

She worked for Challenge TV and is currently script supervising for ITV’s saturday children’s 

show, “Ministry of Mayhem”. 

Dianne has been a keen supporter of local organisations within East Kent and has been actively 

involved in supporting all aspects of bringing local radio to the area. She has been instrumental in 

the development of EKR and in particular the test transmissions over the past 10 years. 

Dianne brings to EKR Ashford extensive project management skills, in depth knowledge of 

broadcasting and a passion for local radio. 


ii) If there are firm plans to appoint any further directors, provide information (with details of any specific 

individuals in mind). This information may be submitted in confidence. 

We have identified and held discussions with two potential Managing Directors. Upon winning 

the licence we will interview both and appoint one to lead the business from pre-launch and 

appoint this person to the board. Peter Leutner, John Hirst and Richard Collins will also have an 

executive role in the set-up and launch of the station, working closely to support the Managing 

Director. There are no plans to appoint any other directors. 


(b) Proposed Investors and Shareholding Structure 

Full details of the proposed shareholding structure should be provided, including: 

East Kent Radio Ltd will be financed through a mix of shares and loan stock, all of which will be 

subscribed for by the shareholders. The company will operate with normal business bank 

facilities. However, the business plan does not require any use of such facilities that would exist 

to provide additional short term comfort. 

In total, East Kent Radio will raise £450,000 through the issue of shares and the shareholders 

have agreed to create loan stock facilities to raise a further £250,000. The business plan 

identifies a requirement to issue only £106,000 of loan stock notes. 

(i) Names and addresses (the latter may be submitted in confidence) of all existing or proposed shareholders. 

Peter Leutner 

Mistletoe Cottage, Maxted Street., Stelling Minnis, Canterbury, Kent, CT4 6DH 

John Hirst 

7 Glemsford Cottages, London Road, Upper Harbledown, Kent, CT2 9AW 


41 Seaton Avenue, Hythe, Kent. CT21 5HH 


8 The Links, Trottiscliffe Road, Addington, Kent. ME19 5RX 

Dianne Bressers (Leutner) 

Mistletoe Cottage, Maxted Street., Stelling Minnis, Canterbury, Kent, CT4 6DH 

The Local Radio Company plc 

11 Duke Street, High Wycombe, Bucks, HP13 6EE 

(ii) Total number, class/classes of shares and issue price of shares (specify voting, non-voting, preference, 

other etc.). 

Voting: 60,000 

140,000 

www.eastkentradio.com 10 of 54 

Number Par 

value 

£1.00 

£1.00 

Issue price 

(if different) 

Non-voting: 0 £0 £0 

Preference: 0 £0 £0 

£1.00 

£2.75 

Other (specify): 0 £0 £0

(iii) All voting shareholders and holders of 5% or more of non-voting shares and loan stock should be named. 

State the number, class/classes and price of shares to be issued to each investor. 

Name Number of 

shares 

Peter Leutner 20,000 at £1.00 

30,000 at £2.75 

John Hirst 20,000 at £1.00 

30,000 at £2.75 


% of total 

shares 

Total Investment 

(Equity & Loans) 

% Total 

Investment 

25% £129,000 25% 

25% £129,000 25% 

Richard Collins 10,000 at £1.00 5% £15,300 5% 

Glen Thompsett 4,000 at £1.00 2% £6,120 2% 

Dianne Bressers (Leutner) 6,000 at £1.00 3% £9,180 3% 

The Local Radio Company plc 80,000 at £2.75 40% £262,400 40% 

TOTAL £551,000 

The business plan identifies a requirement to issue £106,000 of interest free loan stock. This will be 

issued to the shareholders pro rata to their equity holdings. Redemption will be undertaken as and 

when positive cash flow permits. 

(iv) Outline any shareholders agreements or arrangements which exist. 

The shareholders have not yet established a shareholders agreement. However, the shareholders 

have discussed the broad terms of such an agreement, which would provide basic pre-emption 

rights between the shareholders. 

(v) Where a corporate body other than a current Ofcom licensee will be providing 30% or more of the required 

funding, details should be given of its directors and main shareholders, and of its activities. 

The Local Radio Company plc (TLRC) is an existing Ofcom licensee. 

(vi) Ofcom may request additional information (e.g. a banker's letter, statutory/management accounts) regarding 

the shareholders, or any other providers of finance, listed in the application. 

Further details regarding the financial and legal background of shareholders is available to 

Ofcom upon request.

(c) Involvement of the Applicant in Specified Activities 

Details are required of the involvement by the applicant and its participants (including shareholders or other 

subscribers of more than 5% of the applicant's total funding requirements) in any of the activities listed below, and the 

extent of the interest. 

(a) Advertising agencies 

None 

(b) Newspapers 

None 

(c) Other broadcasting interests 

TLRC owns, or has investments either directly or through subsidiaries, in the following licences 

issued by Ofcom: 

Alpha 103.2; 107.8 Arrow FM; Central 103.1 FM; Fire 107.6 FM; Home 107.9; Isle of Wight 

Radio; Ivel FM; Minster FM; Mix 96; 107.4 The Quay; 106.9 Silk FM; 107.5 Sovereign Radio; 

Spire FM; 97.2 Stray FM; Sun FM; 107.4 Swan FM; 3TR FM; Vale fm; Wessex FM; 107.2 WIN 

FM; Yorkshire Coast Radio (Scarborough); Yorkshire Coast Radio (Bridlington) 

John Hirst is an employee of GWR Group plc and a Director of Hopstar Limited, which trades as 

Time Out Radio 

Peter Leutner is an employee of BSkyB plc 

Glen Thompsett is a freelance employee of ITV 

Dianne Bressers (Leutner) is a freelance employee of ITV 

(d) Bodies whose objects are wholly or mainly of a religious nature 

None 

(e) Bodies whose objects are wholly or mainly of a political nature 

None 

(f) Local authorities 

None 

(g) Other publicly-funded bodies 

None 

* Applicants should note that this information is required for the purposes of checking compliance with the ownership 

rules, and is not relevant to an applicant's ability to maintain its proposed service. 


(d) Overall Financial Strategy 

Provide a concise summary of how the applicant considers it is able to establish and maintain, throughout the licence 

period, its proposed service, and how this licence fits in with the investors' strategy. 

Our Strategy 

East Kent Radio Limited comprises a group of local residents with radio expertise who wish to 

provide Ashford with the best in local commercial radio. A station that serves the tastes and 

interests of the local community by providing a format that will significantly broaden choice. 

Our business plan is based on prudent but robust assumptions as to the revenue opportunities 

and on realistic cost assumptions. We believe this sets a strong foundation to enable the 

company to achieve its ambitious yet sustainable plans to provide Ashford with a truly local 

radio service, which, in particular, seeks to establish the a comprehensive local news service. 

In building the business case for an Ashford radio licence we have recognised that the first two 

to three years may be tricky. Ashford lies at the heart of an established media market with three 

existing local radio services, Invicta FM, Capital Gold Kent and BBC Radio Kent. As such, 

revenue generation will be challenging until the new service becomes established and achieves 

credible audience levels. 

The shareholder base behind East Kent Radio will help ensure that we can ride out the peaks 

and troughs, and manage any resulting cash flow issues. The involvement of an established 

radio group, The Local Radio Company (TLRC), means that the management can concentrate 

on news, programming, revenue generation and marketing without being distracted by behind 

the scenes functions on which they can seek TLRC’s advise and experience, such as accounts, 

traffic scheduling and credit control. TLRC is one of the largest groups of local radio stations in 

the UK, where the operation of local radio stations is at the heart of their business. 

EKR will build on the knowledge, experience, financial stability and strength of TLRC PLC to 

ensure that the company can maintain its service as the second FM licensee in an area where 

the first FM licensee, Invicta FM, has established a strong heritage. The following benefits arise 

from our relationship with TLRC: 

We will have access to national sales representation from First Radio Sales; 

TLRC is able to provide services such as traffic, invoicing, accounts processing, 

engineering and IT support allowing management to focus on programming and the 

“front-line” of the business; 

As a small independent, stand alone station, we would not be able to provide 

comprehensive training to our staff. Through TLRC we will have access to their training 

opportunities, enabling our staff to enhance their skills and expertise, as well enhancing 

their careers; 

TLRC have an in-depth knowledge of successfully launching smaller radio stations. 


Peter Leutner 

The EKR team offers a real opportunity to promote and succeed in offering any investor a 

successful profitable and sustainable business. Peter’s confidence of investing in this venture 

personally shows support, and more importantly commitment to making the radio station a 

commercial success. 

John Hirst 

John has believed in the need for a local station to serve Ashford for many years and has 

already invested significantly to further this idea to operate a local radio station that is successful 

in terms of both audience and finances. He believes that such as business on a permanent 

basis is, given the correct format, TSA and team, extremely viable. Of the areas in Kent without 

a dedicated local radio station Ashford and the surrounding areas has started to thrive and 

expand rapidly. The non-financial benefits that local radio gives to an identified area, such as 

the ability to promote pride in a town or region, is equally a key reason for his investment in this 

business. 


Ashford as a town is rapidly expanding and is Kent’s designated “boom area”, set to double in 

population over the next ten years. This combined with thriving local commerce and ever 

developing major transport and communications links to both London and the continent mean 

that this area needs, and more importantly can support, its own dedicated radio service. Ashford 

as an area represents a major gap in the county’s already existing and proven local radio 

marketplace. Investing in EKR Ashford, with the backing of the extremely high calibre team of 

Directors, most of whom Richard has known throughout his nine year history with EKR, makes 

sound business sense. He is sad to hear the lack of creativity and general one-size-fits-all 

approach to local radio programming that is all too common in the UK and does not believe this 

is a requirement for a successful business. He hopes his involvement in EKR Ashford and 

support for high standards in programming, presentation, engineering and business 

management will help to realise a radio service that local commerce and the community can be 

proud of. 


The team behind the EKR Ashford proposal offer a real alternative to the all too familiar and 

lacklustre mode of presentation and programming on local commercial radio. Glen supports the 

EKR Ashford vision and philosophy and feels that the proposal represents a sound investment. 

Dianne Leutner 

EKR Ashford represents a positive financial venture and will offer a good service to the 

community. 

The Local Radio Company plc 

The origins of The Local Radio Company plc (TLRC) lie with Radio Investments Ltd and its long 

track history of winning, launching and operating popular and financially successful radio 

stations. Under the auspices of Richard Wheatley and Alistair MacKenzie, TLRC is already 

continuing that heritage, recently acquiring two further FM licences and investing in new FM 

applications in markets that could sustain new, locally focussed services. TLRC sees its future 

in both wholly owning stations as well as playing key roles as financial investors and providers 

of services in licence areas. 


The business plan is based on a thorough analysis of the opportunities that exist in Ashford and 

the surrounding area with a realistic view of the resources that are required to operate a new 

service within an established and commercially successful radio marketplace. 

Ashford is a vibrant area, with a large over 30s population. Our research identifies strong 

demand for an adult radio service which specifically targets the Ashford area, serves local 

commerce and broadens choice for the listener. 

Our research has confirmed that an important audience profile, the growing 30 to 65 age group, 

is not catered for in this local market and our in-depth research proves that our proposals will 

more than meet this demand, increase diversity and create a much needed platform for local 

business. 

Our core objectives, which underpin the business plan, are to: 

Operate a dedicated local radio service for the communities of the Ashford region, 

increase choice and satisfy both the interests and needs of the consumer; 

Provide a new, useful and targeted medium for local commerce; 

Promote local talent and develop staff skills; 

Make a significant contribution to the Ashford population through our community 

activities and campaigns; 

Operate a successful and sound business, actively supported by the Directors and 

shareholders. 


(e) Funding 

Detail the sources of finance that will be used to fund the licence, under the following headings: 

(i) Share capital 

(ii) Loan stock 

(iii) Leasing/HP facilities (capital value) 

(iv) Bank overdraft 

(v) Grants and donations 

(vi) Other (please specify) 


Launch Peak 

(i) Share capital £445,000 £445,000 

(ii) Loan stock/medium term borrowing £0 £74,000 

(iii) Leasing/HP facilities (capital value) £83,264 £83,264 

(iv) Bank overdraft £0 £0 

(v) Grants and donations £0 £0 

(vi) Other (please specify) £0 £0 

TOTAL £528,264 £602,264 

Where relevant, provide information on: 

(i) Loan terms (e.g. interest rate, repayment terms, redemption/conversion terms); 

(ii) Assets leased. 

All of the funding identified above should be confirmed to the applicant. Explanation should be provided if this is not 

the case. 

Purchased Leased (capital 

deposit) 

Leased 

(Balance) 

Fixtures & Fittings £21,000 £0 £0 £21,000 

Studio Equipment £0 £9,252 £83,264 £92,515 

Transmitter Equipment £0 £0 £0 £0 

Vehicles £0 £0 £0 £0 

Other Assets £57,168 £0 £0 £57,168 

TOTAL £78,168 £9,252 £83,264 £170,683 

As mentioned, bank facilities will be established with a High Street bank. As part of these 

arrangements, standard short term overdraft facilities would be established. However, no 

external loans, use of such facilities or other credit arrangements are included in the business 

plan. 

We will explore what grants are available following the award of the licence. However, no 

assumptions have been made about the receipt of any grants and none are included within the 

business plan. 

Total

(f) Financial and Audience Projections 

The purpose of this section is to allow the applicant to demonstrate its understanding of the market. The forecasts 

should be based on reasonable assumptions, that are logically applied and justifiable. 

The applicant should provide financial projections on an annual basis for the licence. The projections must include: 

(i) Profit and loss accounts 

(ii) Balance sheets 

(iii) Cash-flow forecasts 

The period covered is at the discretion of the applicant, but should be justified. The forecasts should be supplied on 

an Excel spreadsheet or similar, with any accompanying guidance notes. They may be submitted in confidence. 

This section must include a full listing of the underlying assumptions on which the financial projections are based, 

relating such assumptions clearly to other parts of the application (e.g. proposed format, audience projections) 

The applicant should detail how revenue figures were derived, distinguishing between local, national and sponsorship 

revenue. 

The applicant should also address the following issues: 

(i) The target audience for the proposed service; 

(ii) Projections for listenership ratings over the first three years of the service; 

(iii) The expected impact of the proposed service on existing services, in listenership terms. 

Financial Projections 

Detailed financial projections are provided in confidence in the business plan provided, as an 

MS Excel spreadsheet, to Ofcom under separate cover, as follows: 

A General Assumptions 

B Funding 

C Cashflows 

D Profit & Loss accounts 

E Balance Sheets 

F – J Detailed Income and Cost Assumptions 

Our business plan identifies operating profits forecast from year three, with accumulated losses 

cleared in year six. Due to the long-term nature of the licence we have therefore provided 

financial projections for the pre-operational period and the first five years of operation. 

The business plan is based on a thorough analysis of the existing opportunity (as detailed and 

supported by our enclosed research findings). It is a realistic view of the resources that are 

required to operate a new service within a competitive regional marketplace. Details of any 

assumptions on which financial projections are based have been provided. 

Audience and Revenue Assumptions 

We have derived our target audience from our major consumer research study. This research 

discovered the demographic profile of those who had enjoyed the types of music in our format 

and who then went on to say that they would be very likely to listen to a station playing this 

music. In this way we have been able to ensure a high interest in all of the music that the station 

would feature and arrive at a “reason to listen” that sensibly reflects the consumer demand. 


(i) The target audience for the proposed service 

Our target audience is aged 30 to 65, with a slight female and C2DE bias. 

30-64 yrs 

104,975 

(Source ONS 2001 Census) 

65-84 yrs 

31,998 


Ashford Population 

84-90+ yrs 

4,487 

1-14 yrs 

41,784 

15-29 yrs 

33,769 

The Ashford population profiles by age group from our TSA estimates, based on coverage from 

our Challock Gliding Club transmitter site, are indicated above: 

A substantial proportion of the local population will be catered with the choice of our core target 

audience of 30 – 65 year olds. 

(See further detailed information in Fig .5 of appendix 4)

(ii) Projections for listenership ratings over the first three years of the service 

The following table summarises our audience projections for the first three years, and are based 

on a TSA of 175,000 adults aged fifteen plus. 


Year One Year Two Year Three 

Adults 15+ Reach 15.0% 17.5% 20.0% 

Adults 15+ Reach (000’s) 26,000 31,000 35,000 

Average Hours 8.0 9.0 10.0 

Total Weekly Hours for EKR Ashford 210,000 276,000 350,000 

Potential reach was calculated prudently on the basis of an assumed conversion rate of 60% of 

those who stated they would be “Very likely” to listen to the new station and 10% of those “Fairly 

likely”. It was assumed that respondents other than these would be non-listeners. 

Projected average hours was calculated using respondents who had stated they would be “Very 

likely”, “Fairly likely” of “Neither likely nor unlikely” to listen to the new station (401 respondents) 

were asked on what days and for how many hours they envisaged listening. 60% of these 

respondents stated they would listen for at least 5 days per week. Average weekday hours was 

calculated at 1.78 hours per day, with 1.88 hours per average weekend day, resulting in average 

weekly hours of 8.46 hours. For the purpose of the business plan, this has been rounded down 

to 8 hours. 

(iii) The expected impact of the proposed service on existing services, in listenership terms 

As there is no local commercial radio station serving Ashford and the surrounding area at 

present the only published RAJAR data that is available covers the whole of Kent. As a county 

Kent is dominated by Capital Radio plc, with its heritage services of Invicta FM and Capital Gold 

Kent (on AM), which achieve a combined total reach of 457,000 and a market share of 18.1%. 

Invicta FM has strong broad appeal, with a 73% reach and 72% of hours delivered by the 15 to 

44 age group (RAJAR W2 2004). The appeal of Capital Gold Kent is more limited, with a total of 

only 55,000 listeners across the county, and strongest appeal amongst the 45 plus 

demographic. 

The popular BBC Radio Kent service reaches 247,000 adults each week and achieves a market 

share of 11.1%. As with most local BBC services its appeal is very focused on older 

demographics, which in this case account for 64% of reach and over 80% of hours (age group 

55 plus, RAJAR W2 2004). 

Our research shows that the net impact of the new FM service would be to increase total time 

spent listening to the radio and to attract some listeners back to the medium. As would be 

natural, it is expected there would be some reduced listening to established stations, though the 

research indicates that few people would stop listening to the current services. 

Of the 401 respondents who stated they would be “Very likely’”, “Fairly likely” or “Neither / nor” to 

listen to the new station: 

30% said they would increase their radio listening to accommodate the new station; 

43% stated they would listen less to their current repertoire of stations in order to listen to 

the new station, of which 34% indicated Invicta FM (mainly 25 to 54s), 21% BBC Radio 2 

(mainly 35 pluses), 16% Radio 1 (25 to 44s) and 12% BBC Radio Kent (all 35 plus);

Only 5% said they would stop listening to one or more current stations in order to listen 

to the new station, of which 44% highlighted Invicta FM, 22% BBC Radio 2, and 11% 

each for BBC Radio 1 and BBC Radio Kent. 

Revenue Forecasts 

Our business plan contains the following forecasts of advertising and sponsorship revenue: 


Year 1 Year 2 Year 3 

Local Net Advertising Revenue £509,458 £730,415 £942,436 

National Net Advertising Revenue £0 £6,399 £18,570 

Total Net Advertising Revenue £509,458 £736,814 £961,006 

Net Sponsorship & promotions £45,779 £70,627 £98,833 

Total Revenue £555,237 £807,441 £1,059,839 

The basis of these forecasts is shown in detail on sheet F in the business plan. 

Our base forecast and growth rates assumed are based on the knowledge and experience of 

the shareholders, in particular TLRC who operates a number of similar sized radio services 

across the UK and John Hirst who has first hand knowledge and experience of successfully 

running a local radio sales team nearby in the county. As a sensitivity test, we have reviewed 

the Advertising Association’s long-term forecasts, which predict ten years of growth for 

commercial radio, and generally at a rate ahead of that for advertising as a whole. 

We recognise that we will face strong competition for regional and national advertising from 

Invicta FM and the future regional DAB Digital Radio services. To our advantage our music 

proposition is unique and we will appeal primarily to an audience whose music tastes are 

underserved by commercial radio as a whole. The business plan assumes that advertising is 

only sold between 6am and midnight and that we sell 60% of available slots in year one, rising 

to 75% in year three, This effectively means that EKR Ashford will carry an average of 5.4 

minutes of advertising per hour in year one, rising to 6.8 minutes in year three. 

Revenue from sponsorship and promotions has been an area of significant growth over the last 

decade, and currently represents 13.1% of total radio advertising, which has been used as the 

base in our business plan. Within our programme proposals there are numerous opportunities 

for generating sponsorship. There will also be numerous off-air opportunities allied to our 

marketing activities. 

We have not assumed generating any revenue from commercial production in our business 

plan, although in reality this would generate some. The business plan also does not anticipate 

any income from any other sources. 

Overall, we recognise that there will be some substitution of advertising between existing 

commercial radio services and this new licence. However, we believe that EKR Ashford will 

attract new advertising revenue to the market by providing advertisers with a service that targets 

a specific area as well as an audience lifestyle that is currently not provided for by the 

commercial sector.

In addition, our relationship with and presence within the Kent on Sunday (KOS) media centre 

will give us resource and opportunities for additional revenue streams. National advertising for a 

station of this size is minimal and is reflected in the forecasts. 

“Image Plus” scheme 

“Image Plus” is a successful method of radio sales that utilises unsold airtime for annual 

contract advertisers. The scheme is designed for smaller scale radio services to provide 

affordable effective radio solutions to local businesses. We have secured the services of New 

Revenue Solutions Ltd to partner with our own team to run an “Image Plus” program for EKR 

Ashford. 

Staff Structure and Team Culture 

The following table summarises the proposed full time staff, full time freelance presenters and 

part time freelance presenters by department, as appropriate to our proposals: 

Department Status 

Management & Administration 

Managing Director / Sales Director Full 

Book keeper / Station Administrator Full 

Programming 

Programme Controller and midday presenter Full 

Presenter 1 – Breakfast and Programme Promotions Full 

Presenter 2 – Drivetime, Head of Music and Sunday pm Full 

Presenter 3 – Daytime – Evening and Saturday afternoon Full freelance 

Presenter 4 – Weekend breakfast Part freelance 

Presenter 5 – Weekend lunchtime Part freelance 

Presenter 6 – Weekend evening Part freelance 

News and Speech Editor Full 

News Journalist 1 Full 

News Journalist 2 – Website and weekday cover Full 

Sales 

Sales & Promotions Manager Full 

Sales Executive 1 Full 



Traffic Manager and sales co-ordinator Full 

Total Staff 17 

Although we believe that our staffing levels offer adequate cover, at times of holidays and illness 

temporary staff may needed. Naturally for areas such as research and training we will rely on 

consultants and agencies, wherever possible using local companies. 

During the licence term staffing levels will be regularly monitored and we will react promptly to 

developments in the marketplace. Sheet G in the business plan provides details of salaries and 

freelance budgets. 


Successful Team Culture 

The success of EKR Ashford will be down to the team. Whether it is the board, full time staff or a 

weekend freelance presenter we will promote a “one team” culture. Our board have already 

operated other businesses by working with the team to add value and develop core skills for 

individuals, reaping significant benefits for the business as a whole. We will actively encourage 

the development of all our staff, assisting them whenever possible to achieve their personal 

goals and the objectives of the business. 

Marketing 

Households in the Ashford region can currently listen to eight national radio services and two 

regional services on FM & AM (plus more through the local DAB digital radio multiplex operated 

by Capital Radio plc). It is not anticipated that Ofcom will advertise any further licences to serve 

Ashford in the short to medium term. It is, though, our belief that total radio listening will show a 

small improvement over the licence period as unique services satisfy hitherto untapped 

audience demand and that commercial radio’s shares (across both traditional and digital 

platforms) will further increase over this period. 

We will launch the station with a substantial marketing campaign designed to reach every family 

in Ashford. 

Our marketing policy has been developed enabling the station to achieve four core objectives, 

namely to: 

Stimulate high levels of awareness and brand familiarity amongst the target audience 

from a very early stage; 

Generate consumer trial of the radio service; 

Place the EKR Ashford brand and its values clearly in the minds of the target audience; 

Create awareness and interest from local commerce to coincide with the first RAJAR 

results. 


The proposed marketing campaigns will incorporate a combination of “above the line” 

advertising and “below the line” promotional activities. 

We will use the following methods: 

Public presence via our promotional vehicle; 

Local press with “Kent On Sunday”; 

Local press (possibly Adscene Group); 

Leafleting – to both public and “business to business”; 

Outdoor advertising opportunities, including poster sites and hoardings; 

Partnerships with other local businesses; 

Television (micro package on ITV Meridian). 

Public awareness will be easily achieved due to a high degree of co-operation with local 

businesses, as for the first time there will be a medium that is totally dedicated to their interests 

and markets. 

Alongside this initial campaign importantly a significant annual budget has been set aside for 

sustained marketing and promotion activities, with some £35,000 for launch and a further 

£24,000 per annum. The value of this investment will be considerably greater than actual 

expenditure through assiduous development of sponsorship and co-promotional activities with 

other local media and businesses. 

We will also undertake a policy of community initiatives to improve our links and develop 

audience loyalty. The establishment of a Charitable Trust and the introduction from the outset of 

a Membership Club for families will add important dimensions to the value of our offering to both 

listeners and advertisers alike, as well as achieving additional revenue streams. 

Operational 

The following list summarises the principal activities that we would seek to contract out: 

Transmission 

NTL Ltd has provided an analysis of broadcast coverage and advised on appropriate 

transmission configurations. It is anticipated that we will place a total broadcast contract 

with NTL Ltd, Crown Castle Ltd or other suitable engineering company. 

National Sales 

National advertising airtime sales will be contracted out to First Radio Sales, a subsidiary 

of TLRC. 

Commercial Production 

The majority of commercial production will be contracted out to third party companies. 

We require a variety of writing styles and production techniques to be relevant and in-line 

with the nature of our format and audience profile. 


Technology 

Richard Collins (Director and shareholder) will be responsible for overseeing the 

construction and maintenance of our studios, communications and IT requirements. 

Research 

Ad-hoc use will be made of external consultants to provide research analysis and to 

undertake regular tracking research of the key station images, e.g. music, presentation 

and performance. 

Marketing 

Our in house team will co-ordinate marketing. In addition, however, we may also partner 

with local agencies and utilise the skills and experience of John Hirst (Director and 

shareholder) who successfully launched nearby Medway FM (re-naming the station three 

years later). The station won the prestigious “Kent Marketing Company of the year 1997” 

award for its launch. 

The business plan makes provision for these contracted out functions. 


(i) Provide details of the transmission site, or sites, you propose to use, under the following headings: 

(a) Name and National Grid Reference of site; 

Transmission Site (preferred option 1): Charing (Challock Gliding Club) NGR TQ975492 

Transmission Site (secondary option 2): Hastingleigh (Cold Blow Farm) NGR TR086448 

Following extensive surveys of possible transmission sites in the Ashford area we wish to 

propose two separate locations. In previous commercial radio licences awarded in the county 

the French licensing authority have insisted that a null in the achievable transmission pattern 

towards Calais has been necessary to limit interference to their radio services. In both of the 

above proposed sites we feel that a combination of the distance from the French border and the 

geographic situation is such that this null is not required. This is supported by the accompanied 

pixel plot coverage predictions for both sites shown below and has been independently 

confirmed by Mr. John Shenton of NTL Limited. 

Insistence of the inclusion of the null would have a significant and negative effect on coverage of 

key population areas, within the Ashford boroughs, from our preferred transmission site listed 

above (Charing - Challock Gliding Club). Therefore if this south-easterly null is definitely 

required we would wish to defer to our secondary site at Hastingleigh (Cold Blow Farm). 

In EKR’s 1996 application for the Canterbury/Ashford area two transmission sites were 

evaluated for Ashford, namely Challock Gliding Club and Mid Kent Water’s Hastingleigh site. 

Each location sits on high ground and there was the potential for achieving the required 

coverage. In that application the gliding club option was abandoned in favour of Hastingleigh 

due to difficulties in obtaining an acceptable service in Ashford town centre, attributed to a 

power allocation of only 50 Watt erp per plane. 

The increased power allocation indicated in this license advertisement makes Challock Gliding 

Club a viable option again; both in terms of strong coverage to Ashford town centre and 

its ability to provide coverage to the full extend of the Ashford boroughs, especially those 

villages on high ground that look toward Ashford for their services. We feel that full coverage of 

the entire town’s population, not just the very centre, is crucial to supporting local advertisers 

and therefore key revenue generation. 

A third location for transmission was considered at the Charter House multi storey building (35m 

agl) located in the town centre. Unfortunately the simplicity of the town-centre location does not 

outweigh the poor coverage possible from this low level site and the associated high ongoing 

rental fee. Despite the height of the building the geographic situation in this area is such that full 

coverage of the Ashford boroughs is not possible. The exclusion of key population 

areas particularly over the North Downs ridge and along the key commuter routes from 

Faversham, Chilham, Waltham and Stelling Minnis in the north would dramatically affect 

audience growth and loyalty. Whilst large numbers could listen at work many would be unable to 

do so at home or whilst traveling to and from their place of work. 


We feel that it is crucial to offer full coverage of the entire Ashford boroughs, including both the 

town centre and surrounding villages, to prospective advertisers and sponsors. The poor 

coverage outside of Ashford town centre available from the Charter House site does not make it 

a viable possibility for an ongoing advertiser funded business at present, or crucially as the 

population expands as predicted into areas not covered from this location, as indicated in green 

below. 

Charter House Site. Indicative pixel plot comparison: 

Lime green indicates areas that a central Ashford transmitter does not cover. 


(b) Height of site above Ordnance datum (in metres); 

Charing: 190.0 m.a.o.d. / Hastingleigh: 175.0 m.a.o.d. (metres above Ordnance datum) 

(c) Height of transmitting aerial above ground level (in metres); 

Charing: 15 m.agl. / Hastingleigh: 15 m.agl. 

(d) Radiated power in either or both planes of polarisation, and aerial radiation pattern (if no aerial radiation 

pattern is submitted, it will be assumed without exception to be omnidirectional). 

Radiated Power for either site to be set at 250 watts per plane. 

Charing - Challock Gliding Club (directional radiated power using a null to the NW 

with an NTL Bredgar1Antenna) 

Hastingleigh - Cold Blow Farm (omni directional radiated power) 

The applicant should confirm whether he believes that his intended mast aperture will be available, and whether, 

where required, planning permission can be obtained. Where appropriate, evidence to support this belief should be 

provided. Details of any negotiations which have been entered into with the site owner(s) should also be provided. 

Charing (Challock Gliding Club): Negotiations have been concluded with Challock Gliding Club 

Limited for exclusive use of their site for transmission of the FM service. They have agreed to 

support our application for planning permission which is currently being submitted to Ashford 

Borough Council. The site is in a non-residential area and approval is not expected to be a 

problem. 

Hastingleigh (Cold Blow Farm): Agreement to rent space at the site and to attach an antenna to 

the existing Barn has been approved. We believe no planning permission is required but are 

confirming this with Ashford Borough Council. 

The information provided above must take into account any requirements set out in Section 2 of this Notice. In the 

event of minor non-compliance, Ofcom may revisit an applicant's proposals with a view to modest adjustment 

following award and closer scrutiny. Significant non-compliance may render the application liable to disqualification. 

This is has been confirmed with Mr. Nigel Green at Ofcom’s radio engineering division. 

(ii) Please provide a detailed computer predicted map (in colour) of the coverage anticipated using the 

transmission site(s) and parameters described above. 

Plots from our 1996 transmission surveys 

See attached Transmission Appendix 6. 


Preferred Transmission Site: Charing – Challock Gliding Club - Pixel Plot 2004 

(See appendix 6 for letter of site agreement). 


Charing Gliding Club Transmission site - outgoing interference 2004 


Alternative transmission site - Cold Blow Farm Transmission Site, Hastingleigh - 2004 Pixel plot 

(See appendix 6 for letter of site agreement). 


Cold Blow Farm Transmission Site - outgoing interference 2004 


(iii) Describe proposed arrangements for transmission provision (installation, maintenance and repair). The 

transmission system and equipment must comply with the Engineering Code originally published by the 

Radio Authority, which represents Ofcom's current policy. 

In both proposed transmission sites listed above it is intended for transmission facilities to be 

provided under a Total Broadcast Contract (TBC) to be provided by NTL Ltd, Crown Castle or 

equivalent engineering company, which will include regular maintenance. 

A self-supporting 15m mast will be supplied and installed by Radio Structures Ltd of 

Northampton and will receive annual maintenance. As there will not be a restricted area 

surrounding the base of the mast there will be no parts accessible at ground level - feeder 

cables will be routed through the centre of the mast and a buried trench to the nearby secure 

equipment store. A similar method would be employed at the proposed secondary transmission 

site. Full redundancy for antennae, cabling, and transmission equipment will be employed to 

ensure continued broadcasting in event of failure and a UPS power backup will be provided. 

It is intended to utilise a UHF radio link to deliver the programme material live from the EKR 

studio complex to the primary transmission site. Upon survey this is the most appropriate 

method for the location of the proposed transmission site relative to the proposed studios site. A 

digital microwave link is the preferred option for the proposed alternative transmission site for 

similar survey reasons. A dialup ISDN line will be used as an automatic backup link to the 

studios as well as an on-site CD player. 

A website for EKR Ashford (www.ekrashford.com) will be developed. A high quality live stream 

will be available and will feature additional data such as “Playing Now and Next” music listings 

with links to a “Buy It Now” service for listeners to purchase CDs and downloads of the music 

(as an additional method of revenue generation), local news headlines with supporting digital 

photographs, events diary and details of the programme schedule. The website will be hosted 

off-site with a dedicated UK streaming server. 

Connection to the internet will be by a secure, high speed DSL line (under a service agreement 

from BT). Access will be possible from all computer workstations within the EKR studio complex 

and a content management system will be employed to enable the automatic updating of 

content such as news stories, “Playing Now and Next” music listings, events diary, etc. 

SMS text messages will also be delivered to the studio by the above internet connection. It is 

intended for a short number SMS system to be employed, enabling additional interactive data 

services, such as local news headlines and competitions, to be available on demand. Employing 

this short number SMS system will allow for premium rate, interactive and subscription based 

additional revenue generation. Revenue from SMS is additional and has not been forecast. 

Accordingly it does not feature in the business plan. We plan to use a bespoke SMS platform 

developed for the radio industry, “Request Control”, which enables messaging to be linked to 

playlists and for general interactivity, content alert services and marketing messages. 

(iv) What is the anticipated time-lapse between the award of licence and start of broadcasting? Applicants 

should note that failure to commence broadcasting the service within two years of the date on which the licence is 

awarded is likely to lead to the offer of a licence to the successful applicant being withdrawn. In these circumstances 

the licence would be advertised afresh and a new competition would be held to award the licence. 

We project that a period of seven months would be required between award and launch to 

provide an adequate period to build studios and transmission equipment, employ the sales 

team, secure founder advertisers and to recruit and train the programming team. Assuming that 

Ofcom award the licence in February 2005, we anticipate to launch in September 2005. 


(a) Programming Philosophy 

(i) This sub-section of the application should take the form of a statement setting out the applicant's overall 

programming philosophy and vision for the radio service. 

EKR Ashford's objective is to broaden listening choice by providing truly local programming and 

content for people living, working and visiting Ashford and the surrounding central East Kent area. 

All existing services in the area have either a county or national focus. EKR Ashford will provide a 

service tailored for the Ashford audience, reflecting both common interests and specific character. 

Listeners deserve both quality and service. The small scale of the licence offered is both an 

opportunity and a challenge: to provide a high-quality, truly local service within necessarily limited 

resources. We have carefully structured both our programme output and business plan to enable 

us to provide a high-quality service. To this end we have sought to rationalise certain operations 

so as to maximise resources deployed in ensuring the local character of the service, especially our 

local news and information. During the daytime we plan a dedicated local output for Ashford. 

Format 

EKR Ashford will provide a full, 24/7 service of music, news and local information aimed at 

listeners of all ages but with a core aged 30 to 65. The service will be music based and will provide 

a balanced range of adult music genres – adult contemporary; soft adult contemporary; popular 

current; classic rock music; and album tracks. This will be combined with speech and information 

relevant to listeners in the area and with which they will relate. 

Our proposals are based on listening to the community, extensive research, presentations and 

consultations as well as experience of and feedback from trial broadcasts. The result is a 

programme service specifically designed for and adapted to the tastes and interests of listeners in 

the area. Throughout the licence period, we will continue to listen to our audience and make 

adjustments as appropriate. 

Audience feedback 

Upon award of the licence, we will set-up a “Community & Commerce Advisory panel”. This panel 

will be representative both of our target audience and of local businesses. It will comprise ten local 

members of the public, at least four of whom will hold positions of responsibility within local 

businesses that employ less than 100 people. The panel will meet quarterly to provide feedback 

and representative opinion on the station, as well as to provide guidance on the range and scope 

of EKR Ashford’s community involvement. Members of the panel will be appointed for periods of 

up to two years. Through staggered rotation we will ensure regular change and revitalisation of the 

panel, whilst also maintaining continuity. 

Colin Tomson (non-executive Director) will chair the panel. His HR skills and experience make 

him ideal for the role and his direction in these meetings will result in an invaluable insight into the 

perceived community and commercial success of the radio station. The Managing Director and 

Programme Controller will be invited to attend and answer questions from the panel. Minutes of 

these meetings will be made public and published on the EKR Ashford website. 


Music 

Over the last decade, our research has continually indicated that music is the most important 

feature for a radio station and is the dominant factor in listeners' choice of service. Our music 

policy will be broad-based but coherent. We will aim to attract the discerning listener who wants an 

alternative to non-stop top 40 pop, dance and showbiz gossip of existing available commercial 

radio. We will also attract the mature listener who seeks more than just the chart hits of their 

youth. Music will span melodic album songs, relevant adult contemporary tracks with classic and 

soft rock oldies. Songs will be drawn from an extensive library, playing a larger selection than the 

tightly restricted playlists found at so many radio stations today. 

Speech 

Although EKR Ashford is a music led service, quality speech will play a vital role. Respondents to 

our research also gave a high priority to quality of presentation. Presenters will be experienced 

professionals, with local roots and knowledge, enabling them to relate directly to listeners and 

speak with authority on local matters. Presentation will be friendly, relevant and regular but not 

omnipresent. 

Local News & Information 

News and information will be the hallmark of our local service. We have secured the services of an 

experienced Head of News who will oversee the news team of three people based in the “Kent on 

Sunday” (KOS) media centre. Hourly news bulletins, combining local and national news, will be 

prepared and presented by our news team. Whilst our research showed that listeners in Ashford 

shared almost identical music preferences, their desire for local information specific to this area 

was manifest. We will reflect this in news programming, especially in the extended lunch-time 

programme “EKR Today” and our evening magazine “EKR Tonight”. Working within the KOS 

media centre, we will have immediate access to any breaking news story – in many instances 

before other media outlets. 

Organisation 

All programming will be originated from the EKR studios in Ashford. There are no plans to take a 

network service. 


(ii) The strategies which the applicant proposes to implement in regard to: 

- catering for the tastes and interests, general or particular, of persons living in the area; 

- broadening the range of local commercial services available in the area; 

- the provision of local material, if any; 

- the proportion of locally-made programming, if any should be set out in this section. 

At present the only “local’” commercial radio services for Ashford are provided by Capital Radio 

plc and cover the whole of Kent - Invicta FM and Capital Gold Kent. As Ashford falls outside the 

range of the London services that overspill into West Kent the only additional choices for listeners 

are the BBC national radio services, BBC Radio Kent and the three national independent services. 

Broadening Choice 

EKR will provide a service different both in conception and content: 

EKR will be an independent local radio station in the classic sense: independently owned, 

managed and dedicated exclusively to the community it serves. EKR will rejuvenate those 

values in a modern context with research to match its output with local listeners' 

aspirations and modest overheads, appropriate to the size of the licence area. 

Our news, information and features will provide services that our research shows local 

listeners want and that wider-scale services cannot and do not seek to provide. 

Music will form the backbone of our service and will be a broad mix appealing to listeners 

of all ages, specifically however to the 30 plus age group, rather than a polarised selection 

based on either recent or golden oldies. 

Catering for the tastes and interests of persons living in the area 

Music Policy 

The music policy will span melodic album tracks, relevant adult contemporary songs with classic 

and soft rock greats. Our music library will be extensive and wide ranging - in sharp contrast to 

many other stations that typically broadcast from a small library with a limited number of core 

artists. We intend to give our audience real variety with a broad initial base of 2000 songs, 

including well known classic album tracks, such as "New York Minute" - Don Henley; "Illegal Alien" 

– Genesis; "Right down the Line" - Gerry Rafferty; "More than a Feeling" – Boston; "Hold the Line" - 

Toto. 

Our playlist and rotation policy will be designed to have sufficient range to interest, but not to play 

too often and bore. Our potential audience should regularly feel "That’s another great song I 

haven't heard ages!” 

This approach was endorsed by the response we received following our two trials services. 

Although only broadcasting for a few weeks each, our RSL playlists featured over 1,000 different 

songs from 450 artists. In keeping with this policy, we intend to spread plays of the most popular 

current music tracks – with average rotations of between four to six hours minimum, compared with 

the three hour repeat pattern often found on Invicta FM. We also intend to introduce "no-repeat" 

music days, where no track is repeated during working hours, encouraging the feeling of variety 

and supporting longer listening. 

Our intention is not to mirror the main county-wide services, but to provide a popular alternative. 

We intend to encourage presenters to prepare and feature two music segues per hour - after the 


news at the top of the hour and just after the half hour. In addition, each presenter will have regular 

opportunity to influence the selection of music played during their programmes, working in cooperation 

with the Head of Music. In effect, this will give a degree of responsibility back to the 

presenter for the music played and improve identity and value of their programmes. 

Presentation style will be humorous but intelligent. Our presenters will be encouraged to 

communicate with the audience on a one-to-one basis - talking to, not at them. 

Local & National News 

Our extensive research, reflecting the demography of the audience, shows that our potential 

listeners want to be regularly informed about issues in the world around them, locally, nationally 

and internationally. A large majority of respondents in our survey said they would like news every 

hour, unlike the reduced service presently offered on Invicta FM. EKR Ashford will provide news 

around the clock. 

Just like our listeners we regard local news as fundamental to our service. A significant proportion 

of respondents in consumer surveys highlighted the fact that existing coverage of local news was 

inadequate. Furthermore, they clearly indicated that they wanted more local news specific to the 

area. 

The EKR Ashford journalists will prepare and present their own news bulletins during daytime 

hours, mixing local, regional, national and international news. In this way, our editorial policy will 

always be relevant to our listeners, giving due prominence to local affairs that affect their homes, 

lives and daily affairs, as well as other prominent issues. At other times we will carry live bulletins 

from our national news provider. 

MONDAY – FRIDAY 

6 am to Noon 3 to 5 minute local/national/world mix on the hour. Headlines on the half hour 

1pm to 1.10 pm 10 min local/national/world/sport "EKR Today" 

2 pm to 3 pm 2 to 4 min local/national/world mix 

4 pm 3 to 4 min local/national/world mix 


6 pm to 6.10 pm 10 min local/national/sport "EKR Tonight" 


8 pm to 6 am National news supplier 

WEEKENDS & PUBLIC HOLIDAYS 

7 am to 10 am 4 to 5 min local/national/sport mix. 

11 am to 2 pm 3 to 4 min local/national/sport mix 

3 pm to 6am National news supplier 

Our business plan includes the necessary resources to provide such a service, with budgetary 

provision for an experienced Head of News and a team of journalists. We intend to be first with 

local news, not hesitating to interrupt programming where appropriate. 

In addition to our own news room resources, we plan to work with other sources for local and 

regional input. Discussions have already been held with KOS Media for local news. We would also 

seek to negotiate a deal with local newspaper publisher “Adscene” (with whom we co-operated 

during our trials broadcasts). Under any arrangements, we would operate an open door policy on 

news exchange. 


We have established contact with and made presentations to local authorities and the emergency 

services, all of whom will be pleased to provide information at their disposal. To complete our 

coverage, we have discussed the reciprocal exchange of news information and audio reports with 

certain other local independent radio stations relevant to the area. 

National and international news will be sourced from a recognised supplier. Our preferred option is 

Sky Radio News, however IRN has also confirmed their willingness to supply the station. 

We have also held discussions for the provision of a first-class travel service, with a possible 

arrangement to use the KOS helicopter for air-borne coverage. This feature was much praised 

when trailed during our RSLs (supplied then by “Metro Networks” travel service), especially when 

Kent was paralysed by snow. 

Sport 

Our research has confirmed that we need to handle sport carefully on a service designed to 

appeal to listeners of all ages and both sexes. Many listeners are interested in sport, but 

principally younger males; an almost equal number, especially females, are not interested in indepth 

sports coverage. This does not indicate that we should abandon sport. We will include sport 

in our programming whenever it is likely to be of general or local interest. Our emphasis will be on 

local sporting activities, whether first-class cricket from Canterbury, Horse Racing from 

Folkestone, motor-racing from Lydden circuit or the increasingly popular and successful games of 

Ashford Town Football Club. We will also keep listeners informed of the activities of the many 

clubs and associations active in the area. 

Broadening the range of local commercial services available 

When ILR launched in Kent in 1984, some 10 years after London and many other areas, it was 

intended that separate local services be provided for East and West Kent. Two licences were duly 

awarded, namely for East Kent and the Maidstone/Medway area but before the new licences had 

begun, they merged to become Invicta Radio. Invicta Radio subsequently acquired additional 

frequencies covering Thanet and Ashford, promising local output in these areas. Indeed Invicta 

Radio did supply Ashford with its own “opt out” breakfast programme. However, this only lasted for 

four months from September to December 1990 before returning to county wide programming. 

In 1990, Invicta Radio split its AM and FM frequencies, launching a “golden oldies” service on AM, 

initially called “Coast AM”, then branded “Invicta Supergold” and now “Capital Gold Kent”, with the 

majority of programming shared with its sister station in London. 

The lack of ILR choice in Ashford, plus other perceived weaknesses notably in relation to Invicta's 

AM output, led EKR to submit its 1995 application for the re-advertised East Kent licences that 

were subsequently re-awarded to Invicta Radio. Since then, Invicta has dropped any remaining 

“opt-outs” and now only provides a county-wide service, using a total of five FM frequencies, plus 

effectively a “national” service with a breakfast regional “opt-out”, on two AM frequencies. 

Catering for local tastes and interests 

During weekday peaktime programming (i.e. 0600 - 2100), speech will represent around 25% to 

35% of output, increasing to 100% speech during “EKR Today” and “EKR Tonight”, but reducing 

to around 10% to 20% in non-peaktime hours. At weekends, speech will represent around 10% to 

25% of output. 


In special circumstances, or upon a particularly important local news occurrence, EKR Ashford will 

obviously wish to keep its listeners informed of events happening and may exceed the above 

maxima. 

The speech content on EKR Ashford will fall into two categories: short items of information and 

longer local news / magazine features. It will be presented in a lively, and where appropriate, in an 

up-beat way. Items will generally not last for more than three minutes. 

Travel 

Travel news will be provided at least every twenty minutes on weekday during peak hours and at 

least hourly during weekday and weekend daytime. Additional travel news may be introduced for 

local special events such as the “Sellinge Steam Rally” or during Ashford Town FC home games 

at Julie Rose Football Stadium. The travel news will be comprehensive within the EKR Ashford 

area, particularly recognising the need of the commuter, looking at the motorway network and 

other major road and rail links, as well as cross-channel traffic. 

Weather 

Weather forecasts are particularly important to the people of East Kent, with agriculture, shipping 

and tourism so important in the area. EKR Ashford will incorporate the day's forecasts during news 

bulletins with longer-term forecasts in the morning and early evening. Care will be taken to relate 

forecasts to listeners and to explain the effects on their occupations when appropriate. 

Events Diary 

Presenters will display an awareness of the area, pronouncing local place names correctly! We 

will be giving a full "Events Diary" service, an area of programming the county-wide commercial 

operator is now totally neglecting. We will also review the latest theatre productions and cinema 

presentations. 

Local events & Leisure 

One of EKR Ashford’s strengths will be it's bonding within the local community and in doing so, we 

intend going "out and about" as much as possible, letting the audience see programmes "in-themaking". 

While such programmes will still be predominantly music based there will be a larger 

proportion of speech in the form of short interviews with local people talking about events, places 

of note, and generally encouraging them to participate in the programmes. (These items will occur 

as and when - rather than at fixed times). 

Quizzes & Competitions 

We envisage a number of short competitions on EKR Ashford. These will encourage a "fun" 

element to the output and during the peaktime programmes a more challenging listener contest 

will be broadcast. 

Sport 

Regular updates of local and countywide sport information will be broadcast during relevant times. 

For example, broadcasting the results from local football matches or when any sporting club or 

association has an event that is of interest to local residents. 


(iii) If appropriate, the applicant may also provide a typical programme-by-programme weekday 

schedule, to give a flavour for the direction of the station. 

Weekday programme schedule 

Example of Programming 

OUTLINE WEEKDAY PROGRAMME SCHEDULE 

0600 BREAKFAST SHOW 

0900 MORNING SHOW 

1300 EKR TODAY 

1310 AFTERNOON SHOW 

1700 DRIVE TIME 

1800 EKR TONIGHT 

1810 DRIVE TIME 

2000 EVENING SHOW 

Midnight NIGHT TRACKS 

Breakfast 

A lively mix of music, news and information presented in a friendly, intelligent and humorous way. The 

programme will be produced with a sizeable input from the EKR news team, reacting to the day’s events and 

news stories as they break. Local, county and national news will feature on the hour, with headlines every 

half hour. 

Mornings 

The show will be busy, with contributions from guests in the studio and down the line on local issues. 

Regular news will continue, with extra coverage as major stories develop, maintaining continuity with the 

listener. The presenter will be well read, warm and friendly with music aimed more towards the female 

audience profile. 

EKR Today & EKR Tonight 

Topical local news, features and magazine shows. They will round up local, national and world news, along 

with sport, interviews and local reports 

Afternoon 

Music continues to lean towards the female audience profile. 

Drive Time 

The show will be presented by a strong personality, and presentation will be fast-moving but friendly. There 

will be hourly local/national news with headlines half hourly and travel information every 20 minutes. 

Evening 

The time when the music does the talking, presented in a sharp and quite witty fashion recognising that the 

audience is likely to be more serious about listening to music. 

Over-night 

Promoting our brand of “Night Tracks”, piloted and pioneered on our Astra satellite service between 1997 & 

1999 this will have a broad range of music in keeping with our format plus hourly news. 


EKR Digital (DAB) 

Our primary commitment is to provide a dedicated local FM radio service to Ashford and the 

surrounding areas. 

We believe that this licence also gives us the opportunity to embrace the new technology in 

radio transmission. We fully support Ofcom’s position, as published in paragraph 2 of “Strategy” 

on page 2 of their document “The future Licensing of FM Commercial Radio” in March 2004. By 

indicating that “…licensing more FM services will help to bring about a faster and more 

successful transition to the digital future…” is second only, in Ofcom’s published strategy for 

commercial radio, to “…meet[ing] the demand from listeners, advertisers and prospective 

operators alike…” they have set a clear and obvious direction for the industry to follow. 

Following this and recent dramatic increases in the numbers of DAB Digital Radio receivers 

sold, the Digital Radio Development Board (DRDB) estimate that 13 million DAB receivers will 

be in the market place by 2008 (year three of our FM service). It would be prudent not to ignore 

this growing market, with clear analogies to the uptake and subsequent dominance of FM radio 

services over their AM equivalents in the 1980s and 1990s. 

There has been a long history of digital radio within EKR, dating back to 1997 when we 

broadcast a classic rock service to London on the NTL experimental DAB multiplex. 

Programming within this licence application extends that philosophy and broadens listener 

choice on DAB in Kent with our proposed EKR Digital county wide Service. This will be made 

available on the Capital Kent multiplex and on-line at www.ekr.net. 

Our intention is to secure a major corporate sponsor to fund the DAB transmission costs for the 

first two years and therefore make this aspect cash flow neutral to the business plan. We have 

presented to several potential sponsors and are confident that this is a realistic proposal. The 

attraction for a major sponsor would include exclusive commercial presence and branding on the 

digital service together with useful interactive content (both audio and data) specific to the 

sponsor’s business, such as updated schedules and information on special features. 

Built into our business plan is resource and funding for DAB from year three (2007/8) when we 

believe DAB will then have reached a more commercially viable level. At this time we would 

expect space on the Kent DAB multiplex to be at a premium and therefore our secured capacity 

will have become a valuable asset to the company. 

Our proposed programme schedule from EKR digital will be a combination of unique 

programming, both live and computer voice tracking. We will also have the facilities for utilising 

the live aspects from the EKR Ashford FM programming with a split transmission system allowing 

the two services to be individually branded and feature separate location specific programme 

content with no adverse effect to the FM output. 

Whilst the FM service will be biased towards local issues the DAB service will have more 

importance placed on the specific music format. Our experience at European Klassik Rock (1997 – 

1999) has shown that a classic and soft rock format will target our key 30 – 65 audience whilst 

satisfying the multiplex provider that we are broadening listener choice on the DAB platform. 

Initial discussions have been held with Capital Radio plc regarding access to their Kent 

multiplex. See appendix 7. 


(b) Proposed Format 

Licence Outline 

EKR ASHFORD 107.6 FM STATION FORMAT 

Station Name EKR Ashford 

Licence Area Ashford and the surrounding areas (as defined by Ofcom’s guidance of 

coverage document including specific parameters detailed in section 2.10 of 

the application notes.) 

Frequency 107.6 MHz 

Service Duration 24 hours a day (all locally produced and presented on weekdays, and for at 

least 18 hours daily at weekends) 

Definitions 

Speech "Speech" excludes advertising, programme/promotional trails & sponsor credits, and 

may be calculated across daytime or non-daytime. 

Music Any music percentages are calculated on the basis of the number of tracks broadcast. 

Peaktime(s) "Peaktime(s)" refers to Weekday Breakfast and Afternoon Drivetime output, and 

Weekend Late Breakfast. 

Daytime "Daytime" refers to 0600 to 1900 weekdays, and weekend output from 0800 to 1400. 

Locally 

produced/presented 

Character of Service 

Production and presentation from within the licence area. All requirements for locally 

produced/presented output must include peaktime. 

A LOCAL STATION FOR ASHFORD TARGETING THE 30 PLUS AUDIENCE, PROVIDING 

COMPREHENSIVE LOCAL NEWS & INFORMATION AND PLAYING MELODIC ALBUM 

TRACKS, RELEVANT ADULT CONTEMPORAY SONGS WITH CLASSIC AND SOFT ROCK 

GREATS FROM THE 60’S TO TODAY. 

Detail 

A music led service featuring album tracks, relevant adult contemporary songs with classic and 

soft rock oldies, predominantly from the late 60s to today. Tracks less than five years old will not 

account for more than 30% of music output. Clearly defined themed music features, which focus 

on a specific genre from the main music mix, may occasionally be broadcast, and specialist 

programmes featuring music that clearly complements the main music mix may be aired in non 

daytime. 

Speech will include local news, sport, what’s-on information and other features relevant to the 

target over 30s audience. Speech should not normally fall below 15% of weekday daytime 

output. 

Regular news bulletins containing local and county reports, along with National and 

International updates will be broadcast during weekday peaktime (including two extended, ten 

minute bulletins in weekday daytime). 


SECTION 105(D): EVIDENCE OF LOCAL DEMAND OR SUPPORT 

(a) Evidence of Demand 

This section should provide an analysis of the reasons as to why it is considered that there is a demand for the type 

of service proposed, with reference to the size and nature of the proposed target audience. 

If original market research has been undertaken, please provide the following information: 

(i) A statement of the key objectives of the research; 

(ii) The specific questions that the research sought to answer; 

(iii) How the research was conducted; 

(iv) The size and composition of the sample(s); 

(v) When and where the research was conducted; 

(vi) A summary of the main findings from the research, showing how these demonstrate evidence of 

demand for the service proposed; 

(vii) Full data tables for any quantitative research undertaken. 

East Kent Radio was formed in October 1994 to promote local commercial radio for Ashford and 

the east Kent area. Over the last decade we have undertaken several research surveys to 

support other applications that we made for licences in east Kent. We recognise that whilst 

these do not specifically support this application for Ashford they do provide a useful guide 

indicating the long term listening habits, tastes and interests of local population and form part of 

the bedrock to our application. We have complemented these previous research studies with a 

new study undertaken by First Surveys in August 2004. 

From our initial activities in 1995 we stimulated an interest from the borough council, and other 

notable figures, for local radio in the area as a whole. The failure for Ashford to have been 

included in the “Sallie” license awards in 1996 met with considerable disappointment from the 

then local councillors and figureheads in the area. EKR’s decision to continue promotion in the 

area has led to our current application and we have continued our program of correspondence 

and consultation with relevant locally elected figures and other influential persons within the 

community. 

A summary of previous surveys carried out by First Surveys Research 

During 1995 and 1996, three listener surveys were undertaken in the area. In each case, 

interviews, fieldwork and data analysis were undertaken by First Surveys, with questionnaires 

designed by European Entertainment Consultants Ltd. 

In March/April 1995, we commissioned a detailed survey throughout East Kent. The 

locality of the respondents' residence was recorded, enabling geographic sub-analysis. As 

a preliminary step in the preparation of this 2004 application, we re-analysed the data from 

the 1995 survey for the sub-sample of respondents in the Ashford and Canterbury area 

(face-to-face interviews with 205 adults aged over 15, representative of the population 

structure). The principal findings from the 1995 survey highlighted: 

High levels of listening by “default” to the sole local commercial radio services, Invicta 

FM and Invicta Supergold; 

A deficiency of local news and information, with respondents desiring more truly local 

news and information relating to Ashford and Canterbury (on the other hand, they 


were less concerned with other parts of Kent, even nearby areas). Overall, 30% of 

respondents felt that no radio station provided sufficient news and information 

relevant to people in Ashford and Canterbury; 

Respondents supported a proposition for a music-led station, with a balanced mix of 

recent and older songs (from a variety of mainstream popular music styles). 

In conjunction with our RSL broadcast in December 1995 a telephone survey was 

conducted between 2 nd and 8 th January 1996 with a sample of 200 adults aged 15 plus 

and provided much qualitative feedback from listeners, which have helped in refining our 

plans. The principal findings from the survey highlighted: 

16.5% of respondents were aware of EKR's trial broadcasts, a satisfactory score 

given the limited budgets and opportunity for publicity; 

Over a third of those aware of EKR had listened to the service, a reach of 6% among 

all respondents; 

Although the sample of those who had listened to EKR was necessarily small, we 

were encouraged that over two-thirds of these expressed satisfaction with the content 

and presentation of the broadcasts, in particular with the variety and style of music; 

Over 80% of those who heard EKR said they would be likely to listen if EKR were able 

to broadcast permanently. 

A 350 sample survey was commissioned in July 1996 amongst listeners aged 15 to 64 in 

the Ashford/Canterbury area (a similar survey was undertaken in parallel in 

(Dover/Folkestone). Interviews were again conducted face-to-face, between 12 th and 20 th 

July. The principal findings from the survey highlighted: 

15% of respondents said they had listened to a trial station in the area. Of these, 23% 

had listened to EKR - more than any other RSL - and 75% said they had liked the mix 

of music and local coverage; 

A high level of “default” listening to Invicta was again evident - 63% of respondents 

said that they often listened to their present choices because no other station 

consistently played what they would really like. An astonishing 68% of Invicta FM and 

75% of Supergold listeners said they often listened by default, compared with only 

47% for BBC Radio Kent; 

Over 30% of respondents felt that no local station provided sufficient coverage of local 

news and affairs 

In response to a question on what respondents felt was most important, what other 

aspect were important and what was unimportant in their ideal radio station: 

Music was the single most important feature for a majority of listeners in all age 

groups - 64% of all respondents, ranging from 80% amongst 15 to 24s, to 50% 

amongst those aged 55 plus ; 

Followed by news & information (57%), personality presentation (47%), travel 

& weather (40%) and variety of music (38%); 


The primary importance of music was again evident. 80% of respondents felt 

music to be the principal feature of an ideal station, with response highest 

among those aged 15 to 24 (90%), decreasing slightly with each age group. 

Nevertheless, music still remained the principal feature for respondents aged 

55 to 64 (70%); 

Unimportant aspects for respondents were phone-ins, different kinds of music, 

informative speech and features, new and current music; 

On average, respondents ideally wanted a “music to speech” ratio of c. 75% 

music to 25% speech. In general, young listeners, particularly those aged 15 to 

24, were least interested in speech items, whilst those aged over 25 were 

progressively more receptive to speech; 

Listeners in all age groups preferred a balanced mix between recent and older 

songs, rather than a concentration on one or the other. 


2004 Survey 

The key objectives of our research 

Research was undertaken to test the opportunities for a radio station offering a format totally 

different from the available existing commercial stations received in Ashford and the surrounding 

areas. The overall aim was to gain a detailed picture of the specific radio needs of listeners in 

the Ashford area in order that EKR could utilise this information to “fine tune” the proposed 

format and create a local radio station tailored to the Ashford communities, genuinely 

broadening their radio listening choice. 

The specific questions that the research sought to answer 

The research study sought to quantify current radio listening habits and the perceived strengths 

and weaknesses of existing radio services, testing requirements and preferences relating to 

speech features and news & information services. It also sought to elicit listener’s thoughts on 

information based programme items not currently available from existing stations. 

How the research was conducted 

Research was undertaken through face to face interviews in Ashford by First Surveys. 

The size and composition of the sample(s); 

First Surveys was commissioned to conduct and administer fieldwork research on a sample of 

500 adults (aged 15+) residing in the Ashford region. 

Quota breaks for age group with gender were calculated from the demographic profile of the 

Ashford Local Government Area. These breaks were applied to the population of the proposed 

TSA to ensure recruitment was in line with the demographic profile of the area (see Figs 1 to 6 in 

attached research annex). 

When and where the research was conducted 

Fieldwork was conducted over a seven-day period between Monday 2 nd August and Sunday 8 th 

August 2004 by First Surveys. 

All First Surveys interviewers are trained to high standards, as recognised within the market 

research industry and hold a minimum of two years experience in the field. They were in 

possession of the current years Market Research Society Interviewer Identity Card bearing First 

Surveys logo as the bona fide market research company conducting the fieldwork. 

Quality control back checking procedures were conducted in line with the Market Research 

Society’s Code of Conduct. 100% editing procedures were conducted on all completed 

questionnaires prior to data entry. 100% data entry validation / logic testing was conducted prior 

to incorporation of the data to the study. 


A summary of the main findings from the research, showing how these demonstrate 

evidence of demand for the service proposed 

In summary, the dominance of BBC radio in the area (particularly amongst older age groups) 

and Invicta FM’s dominance with younger and more female biased audiences (and indeed 

amongst commercial radio overall) highlights that commercial radio does not currently meet the 

needs of older radio listeners in the Ashford area. In addition, respondents felt that the current 

range of stations were too much “the same”. 

Our research identified a need for a truly local commercial station, catering for a 30 plus 

audience with more focus on relevant, local information and news, and playing a broader mix of 

music genres and eras that this age range want to hear. 

Current Radio Listening Patterns 

Age 

Band 

Listening amongst 15 to 24 year olds comprises a mix of BBC Radio 1 and Invicta FM 

As expected, older age groups listen less to BBC Radio 1 and more to BBC Radio 2, 

BBC Radio Kent, BBC Radio 4 and Classic FM, with listening to Invicta FM also tailing 

off amongst older age groups. 

BBC stations are dominant in the area, accounting for 56% of ‘most’ listening compared 

to the commercial sector’s 43%. 

The table below summarises the (amalgamated) station groups listened to MOST 

OFTEN by residents of the proposed Ashford TSA. 

Listen Most Often 

BBC Stations 

Listen Most Often 

Commercial Radio 


Total 

BBC 

Stations 

Total 

Com. 

Stations 

Variance 

% BBC to 

Com. Stn 

Non 

Listener 

National Regional Nat. Reg/ 

Loc 

Other + /( -) 

15 – 24 45.5% 0.0% 1.5% 48.5% 4.5% 45.5% 55.5% (18%) 0.0% 

25 – 34 49.4% 1.2% 3.6% 43.4% 2.4% 50.6% 49.4% +2.4% 0.0% 

35 – 44 40.4% 2.1% 6.4% 44.7% 5.3% 42.5% 56.4% (24.6%) 1.1% 

45 – 54 56.3% 8.0% 5.7% 27.6% 1.1% 64.3% 34.4% +86.9% 1.1% 

55 – 64 52.9% 10.0% 12.9% 21.4% 0.0% 62.9% 34.3% +83.4% 0.0% 

65+ 40.0% 26.0% 12.0% 16.0% 0.0% 66.0% 28.0% +135.7% 6.0% 

TOTAL 47.0% 8.6% 7.2% 33.0% 2.6% 55.6% 42.8% +29.9% 1.6% 

Amongst BBC National radio “most” listening was dominated by Radio 1, for 15 to 34s, 

and Radio 2, for 35 pluses, with the level of listening to Radio 4 also increasing with age. 

BBC Regional “most” listening (BBC Radio Kent) was evident with 45 to 64s, rising 

sharply for 65 pluses. 

Local / Regional Commercial “most” listening was almost exclusive to Invicta FM (which 

was also the single most listened to station by some margin). Listening to Invicta FM 

declined steadily with advancing age, from 41% amongst 15 to 24s to 11% amongst 65 

pluses. Nevertheless, it remained the most popular commercial station with each age

group. The low level of “most” listening for Capital Gold Kent followed a similar pattern to 

that of Classic FM, i.e. increasing interest with age. 

As with “Most Often” listening, Invicta FM emerged as the most popular station choice for 

the 500 base with 211 respondents (42.2%) claiming to have listened to it in the last 

seven days, followed by BBC Radio 2 (28.6%), BBC Radio 1 (27%), BBC Radio Kent 

(15.8%), BBC Radio 4 (15.4%), Classic FM (12.4%), Capital Gold Kent (6.8%) and BBC 

Radio Five Live (6.0%). No other individual station achieved more than 4% reach 

amongst the survey sample. 

In relation to audience loss, 57 respondents (11.4%) claimed to have stopped “listening 

to / listen less” to a station than they did 12 months ago. Of these, 22 (38.6%) had 

stopped “listening to / listen less” to BBC Radio 1 (over 24s accounting for 77%), with the 

main reasons cited being “The songs are not as good as they used to be” (36%), “Music 

has gone younger” (27%) and “Too much silly chat” (18%). 13 respondents (23%) had 

stopped ”listening to / listen less” to Invicta FM, with losses spread across all ages and 

with the main reasons cited as “The songs are not as good as they used to be” (38%), 

“Too much silly chat” (15%) and “Songs too repetitive” (15%). 

These results show that Invicta FM becomes less popular with listeners as they get older, with 

that audience becoming more sensitive to song repetition and the type of music and chat. We 

feel that this indicates that a new station in the market that provides something different for this 

age group, by being broader in music and speech outlook, will be attractive for this audience. 

Current Listening Levels 

78% of respondents listened to the radio at least 5 days per week. Average days’ listening per 

week was 5.75 days, with little significant variation by age group. Average weekday listening 

was 4.27 days (average weekend listening 1.48 days). 

Average weekday listening was 2.79 hours per day (2.73 hours per day at weekends); resulting 

in total average weekly listening of 15.95 hours. 

We believe that this strong level of listening, when combined with a more targeted service within 

a low competition market, will ensure that there is room for EKR Ashford to be sampled and to 

then become a part the audience’s portfolio of listening. It is then the job of the station to 

demonstrate its distinction from the other stations to convert these listeners from P2s to P1s and 

build the station’s average hours. 


Information Services 

Respondents were asked to select from a list of information services, which, if any, they would 

like to hear and which they would definitely not like to hear on a new local radio station. The 

data for the two questions was complementary (want most = not want least). 

Analysis of the data revealed that there was virtually no variation to the base in popularity 

ranking of the various items tested by sub-sets of age, gender or socio-economic group. 

The most frequently requested item was: 

“Local Weather Reports for the Next 24 Hours” (66%); followed by: 

“Local Traffic & Travel Information” (63%) 

‘‘What’s On’ Information for Local Events” (57%) 

“Local Weather Reports for the Next Three Days” (51%) 

“Adjacent Motorway and Major Road Link Traffic & Travel Information” (36%) 

“Local Sport Information” (28%) 

“Job Vacancies Information” (19%) 

Respondents were also asked if there were any other information services, besides 

those listed, which they would like to hear on the new station. 473 respondents made no 

suggestions, whilst of those who did suggest ideas the majority were single responses 

(listed in the data tables). The only idea that was suggested by a number of people was 

‘Information on Live Music, Concerts etc’. 

News Services 

Respondents were asked to indicate, by selecting their answer from a four-point scale, the 

degree of importance which they attached to hearing each of a number of news items. For ease 

of comparison, a simple scoring regime was applied to the data to facilitate calculation of mean 

scores: 

“Very Important” 100 

“Fairly Important” 50 

“Not Very Important” -50 

“Not At All Important” -100 

With the exception of 15 to 24s, who attached most importance to “Entertainment News”, all age 

groups ranked news in the following order of importance: 

“Local News” (89%) 

“Regional News” (79%) 

“National News” (76%) 

“International News” (68%) 

“Travel News” (66%) 

“Entertainment News” (59%) 


Respondents were then asked to select, from a showcard, their preferred option for news 

coverage. 

The choices offered were: 

1) Short national news bulletins followed by short local news bulletins, “on the hour”; 

2) As above, but with slightly extended news coverage at breakfast, lunchtime and early 

evening. 

Preference overall was for “short national news bulletins followed by short local news 

bulletins, ‘on the hour’”. However there was a high level of support for the option of 

extended coverage at breakfast, lunchtime and early evening. The selection of either 

option would be unlikely to impact on audience size. 

This demand for in-depth “essential information” has led EKR Ashford to develop our proposals 

to provide comprehensive news, weather and travel updates throughout the day and within 

“appointment to listen” news and information round-up’s within EKR Today and EKR Tonight. 

Speech Features 

Respondents were asked to indicate the degree to which they were interested in hearing two 

specific speech programmes by selecting a response from a 5 point scale. A simple scoring 

regime was applied to the data to calculate mean scores, facilitating comparison of sub-sets: 

Very Interested +100 

Fairly Interested +50 

Neither Interested Nor Disinterested 0 

Not Very Interested -50 

Not At All Interested -100 

Those respondents who stated they were “Very Interested”, “Fairly Interested” or “Neither 

Interested Nor Disinterested” in hearing each item on the radio were subsequently asked to 

indicate at what time of day they would prefer to hear it broadcast. 

There was interest 56% in “‘Magazine Style” programmes, with females of most age 

groups scoring such a programme higher than males (who were generally disinterested 

in programmes of this type); 

Interest in “Programmes featuring, interviews with & live music from, new and 

established local rock & pop bands” was confined to the 15 to 24, and 25 to 34 age 

groups. 

We have used this information during our development of the above programme schedule. Our 

morning programme will have magazine-type elements that will find a happy medium between the 

speech heavy BBC Radio Kent and the music-orientated output of Invicta FM. 

The more music-centric evening programme will also provide the opportunity for live music and 

interviews that is of interest from the younger part of the audience. 


Music Preferences 

Respondents were asked to their views and tastes of music. The graph below illustrates that 

there are broad overlaps in ”favourite” music taste from adjacent age groups across the 

spectrum of music styles tested. It also demonstrates the polarisation that one would expect to 

see from groups at opposite ends of the age scale. This is typified by, for example, comparison 

of “R ‘n B” or “Dance” with “Jazz” or “Country”. 

Age Group 

65+ 

55 - 64 

45 - 54 

35 to 44 

25 - 34 

15 - 24 

( fig.2) Q10a - Style of Music Most Like to Hear On New Local Radio Station 

9% 22% 3% 28% 12% 2%1%0% 1%0% 8% 0% 

21% 20% 0% 14% 14% 6% 0%1% 6% 0%4%0% 

24% 14% 2% 5% 7% 15% 7% 1% 8% 3% 5% 3% 

15% 7% 11% 6% 10% 6% 11% 4% 7% 9% 4% 2% 

8% 5% 10% 4% 2% 8% 17% 13% 8% 13% 0% 8% 

5%2% 47% 0%5% 3%3% 15% 0%6% 5% 11% 


Adult Contemporary 

Jazz 

R 'n' B 

Easy Listening 

Pop Classics 

Classic Rock 80's & 90's 

Contemporary Pop 

Contemporary Rock 

Classic Rock 60's & 70's 

Soft Rock / Indie 

Country 

Breadth of music taste and overlaps between the age groups are further demonstrated by 

examining “other music type liked” by “favourite” music type. 

Despite the fact that 32% of 15 to 24’s stated they would listen to all the music types tested, the 

dominance of R ‘n B, Dance, and Contemporary Pop as the Favourite and preferred “other” 

music types of the 15 to 24s makes it unlikely that they would form part of the core audience of a 

station playing the broader mix of music types enjoyed by the other age groups. 

The music styles with the broadest appeal to the 25 plus age group were: 

Dance 

“MOST” “OTHER” 

Adult Contemporary 15% Pop Classics 36% 

Jazz 14% Adult Contemporary 35% 

Easy Listening 12% Classic Rock 80’s & 90’s 29% 

Pop Classics 9% Easy Listening 27% 

Classic Rock 80’s & 90’s 7% Classic Rock 60’s & 70’s 25% 

Contemporary Pop 7% Contemporary Pop 23% 

Classic Rock 60’s & 70’s 6% Contemporary Rock 23% 

Excluding the 15 to 24 age group (as explained above), 43% of the 434 base stated, when 

asked what styles of music they would not like to hear on a new local radio station, that they 

would listen to all the styles tested. Ranking of music styles that they would “not like to hear” 

complemented, i.e. were in the reverse order to, rankings for music styles that they would “like 

to hear”.

Similarly, excluding the 15 to 24 group, 68% of the 434 base stated, when asked what styles of 

music if played on a new station would cause them to switch to another station, that they would 

listen to all the styles tested with again rankings in the reverse order to those for music styles 

that they would “like to hear”. 

Despite the fact that 32% of 15 to 24s stated they would listen to all the music types tested, the 

dominance of “R ‘n B”, “Dance” and “Contemporary Pop” as the favourite and preferred “other” 

music types of the 15 to 24’s makes it unlikely that they would form part of the core audience of 

a station playing the broader mix of music types enjoyed by the other age groups. 

The relatively high levels of agreement with the statements tested indicates that listeners 

in the Ashford area feel they have a very limited choice in terms of music style with the 

currently available stations generally perceived to be serving up the same predominantly 

“Top 40” menu; 

Respondents indicated they want to hear a mixture of music types, including their 

favourite, from across the last 40 years; 

The dominance of “‘R ‘n B”, “Dance”, and “Contemporary Pop” as the Favourite and 

preferred “other” music types of 15 to 24s makes it unlikely that they would form part of 

the core audience of a station playing the broader mix of music types enjoyed by the 

other age groups; 

The music styles with the widest appeal to the remaining 25 to 65 plus age groups were: 

Pop Classics; 

Adult Contemporary; 

Classic Rock, 80s & 90s; 

Easy Listening; 

Classic Rock, 60s & 70s. 

The preferred music to speech ratio was 70% to 30%. 

Likelihood of listening / Reach / Listening Hours / Positioning / Core Audience 

69.4% stated they would be “Very” or “Fairly” likely to listen to the new station with a 

further 11% stating they would be “Neither Likely Nor Unlikely” to listen to it; 

Overall, reach is projected to be 16.64% (29,158) and listening hours 8.46 (246,771); 

The core audience is likely to be 25 to 64 year olds, with a slight female bias and a 

marginal C2DE bias. A sizeable audience will be present at both the younger and 

particularly older ends of the core audience boundaries; 

Audience losses by current stations to accommodate the new station will be borne 

equally by BBC and commercial stations; 

Reduction in listening hours of current stations to accommodate the new station will also 

be shared equally between BBC and commercial stations. 

Full data tables for any quantitative research undertaken 

These are enclosed in the attached research data tables file. 


(b) Evidence of Support 

This section should provide evidence of support, where appropriate, from the applicant's potential audience or from 

prospective local advertisers. 

The EKR Ashford team wish to invite the Ofcom members to consider the extensive amount of 

support in the form of research and letters of interest supplied from local business that were 

submitted to the Radio Authority in our previous applications for licenses in East Kent. In 

particularly, may we draw your attention to our 1996 Ashford/Canterbury bid for the East Kent 

ILR FM Licence. 

This information is publicly available on our website for review at www.eastkentradio.com. 

Upon completion of our final draft of this EKR Ashford license application we approached and 

arranged a number of meetings with key local companies. 

Listed below are a selection of useful correspondences following these meetings, from local 

businesses that regularly use local print media for advertising campaigns or recruitment drives. 

The letters indicate their support for EKR Ashford and interest in future marketing possibilities, 

should the license application be successful. 

Buzzlines Coaches Ltd 

Commercial Tyres Ltd 

Channel Commercials 

C-Scope International Ltd 

HS Jacksons & Sons (Fencing) Limited 

Kudos Restaurant and Nightclub 

Six Mile Garage Ltd 

Drake & Fletcher Honda (Ashford) 

(See Appendix 5 for letters of support) 


Applicants are required to conclude their submission by responding to the following question: 

Do you confirm that, to the best of your knowledge and belief: 

(i) the applicant is not a disqualified person in relation to the licence by virtue of the provisions of 

section 143(5) of the Broadcasting Act 1996 (relating to political objects); 

(ii) no director or person concerned directly or indirectly in the management of the company or the 

applicant group is the subject of a disqualification order as defined by section 145(1) of the 

Broadcasting Act 1996; 

(iii) no person involved in the application has been convicted within the past five years of an 

unlicensed broadcasting offence and that the applicant will do all it can to ensure that no 

person so convicted will be concerned in the provision of the service, the making of 

programmes included in it, or the operation of a radio station if the applicant is granted a 

licence; and 

(iv) any matters which might influence Ofcom's judgement as to whether the directors and 

substantial shareholders involved in the application are fit and proper persons to participate in 

a radio licence have been made known to Ofcom? 

Applicants should note that Ofcom reserves the right to revoke a licence if at any time any material 

statement made is found to be false and to have been made by the applicant or any member or officer 

thereof knowing it to be false, and that in the circumstances of section 144 of the Broadcasting Act 1996, 

the provision of false information or the withholding of relevant information with the intention of misleading 

Ofcom could incur a criminal conviction and a disqualification from the holding of a licence. 

East Kent Radio Ltd confirms to the best of our knowledge and belief that we satisfy these points. 

Signed: 

Peter N Leutner 

Chairman 


Certificate of incorporation

East Kent Radio - Ofcom Licensing

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