Rother FM - Ofcom Licensing

An application to Ofcom for the local FM licence for Rotherham
February 2006

Contents
Contents
General Information
(a) Name of Applicant, Address, Telephone and Fax Nos page 3
(b) Main Contact
(c) Proposed Station Name
(d) Brief Description of Programme Service
SECTION 105 (A): ABILITY TO MAINTAIN PROPOSED SERVICE
1. Ownership and control of company which will operate the licence page 4
(a) Board of Directors page 4
(b) Proposed Investors and Shareholding Structure page 8
(c) Involvement of the Applicant in Specified Activities page 8
2. Financial and business plan
(a) Overall Financial Strategy page 10
(b) Funding page 13
(c) Financial Projections page 13
(d) Audience Projections page 14
3. Transmission Proposals page 17
SECTION 105 (B) AND (C): CATERING FOR TASTES AND INTERESTS/ BROADENING CHOICE
4. Programming Philosophy
(a) Overall programming philosophy and vision page 21
(b) Strategies page 21
(c) Programme Schedule page 35
5. Proposed format page 37
SECTION 105 (D): EVIDENCE OF LOCAL DEMAND OR SUPPORT
6. Evidence of Demand page 38
7. Evidence of Support page 42
Declaration page 45
Certificate of Incorporation page 46
2

General information
(a) Name of Applicant, Address, Telephone and Fax Nos., E-mail address
Rother FM Limited
PO Box 622
Rotherham
S60 9AY
Telephone: 01709 366080
Fax: 01522 546000
E-mail address: enquiries@rotherfm.co.uk
A copy of our certificate of incorporation can be found on page 47
(b) Main contact (For Public Purposes)
Name: Matt Jones
Telephone (daytime): 01709 366080
Address: Rother FM, PO Box 622, Rotherham S60 9AY
E-mail address: mjones@rotherfm.co.uk
(c) Proposed Station Name (if decided)
Rother FM
(d) Brief Description of Programme Service
General Information
A truly local radio station for Rotherham with a high quality news and information service that
puts Rotherham first, and a popular and distinctive blend of music – a station designed to
appeal to adults and children alike.
3

Section 105 (A): Ability to maintain proposed service
1. Ownership and control of company which will operate the licence
(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.
Chairman (executive) – Michael Betton
Occupation: Chief Executive, Lincs FM Group
Other Directorships/media interests:
Arun FM Limited (formerly Southdown FM Limited), Commercial Radio Pension Trustees
Limited, Commercial Radio Companies Association Limited, Compass Radio Limited,
Cornwall Local Radio Limited, Dearne FM Limited, Fosseway Radio Limited, Jet FM Limited,
Jupiter Radio Limited, Lincs FM 102.2 Limited, Lincs FM Group Limited (formerly Lincs FM
plc), Orion FM Limited, Radio Production Services Limited, Ridings FM Limited, Rother FM
Limited, Route 105 Limited, Route FM Radio Limited, Rutland Radio Limited, Score Radio
Limited, Trax FM Limited, White Rose Radio Limited (Formerly LFM Limited)
Background
Michael Betton is one of the longest serving and most respected Chief Executives in
commercial radio. He founded Lincs FM in 1991 to apply for the newly-advertised
Lincolnshire licence and launched the station in 1992. Since then Lincs FM has gone on to
great success, both in audience and commercial terms, while remaining true to its original
programming proposals.
Michael’s commitment to local radio in South Yorkshire goes back more than ten years and
his work on Trax FM’s bid for the Doncaster licence. Trax FM launched in Bassetlaw in 1998
and in Doncaster in 1999, while Dearne FM won the Barnsley licence in 2003 and launched in
October that year, to immediate success. Another Lincs FM Group station, Ridings FM, has
served the Wakefield area of West Yorkshire since 1999.
In all, the company now holds eight commercial radio licences and has developed into a
group of successful radio stations, all sharing a strong commitment to providing high quality,
truly local radio. Each of the Lincs FM Group stations has won or been nominated for at least
one major industry award.
Michael is noted for his deep commitment to high-quality local radio, and has built the
company’s success on his policy of always respecting the intelligence, taste and values of his
stations’ listeners.
Michael has been a member of the CRCA board since 1992 and is chairman of the
Commercial Radio Pension Trustees. He has never shied away from voicing the concerns of
smaller groups and stations. He has been a Sony Radio Academy Awards judge and a
member of the Sony Awards organising committee.
4

Executive director – Jeff Harwood
Section 105 (A): Ability to maintain proposed service
Occupation: Director of Sales and Deputy Chief Executive, Lincs FM Group
Other directorships/media interests:
Ridings FM Limited, Compass FM Limited, Dearne FM Limited
Background
Jeff Harwood brings to the Rother FM board intensive knowledge and experience of the
advertising and commercial scene in South Yorkshire. He began his advertising career in
local newspapers in 1969 and has worked on many publications throughout the UK. He
joined Lincs FM as Sales Manager in 1991 prior to its launch and, with a team of four,
produced impressive revenues from the Lincolnshire marketplace. In particular he was able
to bring entirely new clients to radio and has had great success in persuading advertisers
from all parts of the county to choose Lincs FM for their local advertising.
Since Lincs FM Group Limited won its first additional licence in 1998 Jeff has taken on a
Group role as Director of Sales, overseeing sales policy and recruitment across the Group as
well as dealing with our national sales house First Radio Sales. He has developed an
excellent understanding of the particular demands and advantages of small, highly local radio
stations, and has also worked with FRS on developing the concept of regional sales across
Lincs FM’s stations in the Yorkshire region. In 2005 Jeff was appointed Deputy Chief
Executive of the Lincs FM Group.
One of Jeff’s proudest achievements is the development of a sales ethic that relies on mutual
trust and long-term relationships between clients and sales executives. Not only have many
of Lincs FM Group’s sales executives been with the company since the first year, but so have
many of the clients.
5

Executive Director – Rob Wagstaff
Occupation: Group Presentation Manager, Lincs FM Group
Other Directorships/media interests: None
Background
Section 105 (A): Ability to maintain proposed service
Rob Wagstaff has been working in commercial local radio for twenty years as a programmer
and presenter, with valuable experience in a number of distinctive local marketplaces. He is
also an excellent coach and talent-spotter, with a passion for developing local presenters.
Rob joined hospital radio in his hometown of Nottingham in 1978, later becoming Programme
Controller. His professional radio career began as a presenter at Radio Trent in 1985 and he
later became Programme Operations Manager before he was appointed Trent’s Programme
Controller in 1994. During his time with the station he also helped relaunch Hereward Radio,
KLFM and Radio FM Plus in Sofia, and relaunched Wear FM as Sun City FM.
In 1997 Rob moved to Ram FM as Programme Controller, and faced the challenge of defining
the station’s identity after so long in the shadow of Trent FM. His belief in truly local radio
enabled him and his staff to get under the skin of Derby with great success. When England’s
match against Mexico was staged at Derby County’s Pride Park, Rob came up with the idea
of “Derby the Pride of England”, which was so successful that the theme was adopted by
Derby City Council. During this period Rob also co-managed Mercia FM and Leicester
Sound.
Rob joined the Lincs FM Group in 2002 as Programme Controller of Trax FM, and has
developed great insight and understanding of the South Yorkshire radio market. Over the last
year he has worked extensively on researching, developing and promoting Rother FM’s
plans.
Rob has recently taken up the position of Group Presentation Manager for the Lincs FM
Group, with special responsibility for running Group-wide promotions and for training and
developing presentation talent. In particular, he’s committed to looking for new local on-air
talent.
6

Executive Director – Matt Jones
Occupation: Programme Manager, Dearne FM
Other Directorships/media interests: None
Background
Section 105 (A): Ability to maintain proposed service
Matt Jones is one of the brightest young talents in commercial local radio. He started young:
he was a presenter with Ashford Hospital Broadcasting Service for five years throughout his
GCSE and A-level studies. He then trained as a Broadcast Journalist at the University of
Leeds, one of the most prestigious journalism courses in the country. He spent three years
as Leeds Student Radio’s Head of News, during which period the team twice won Student
Radio Awards for its news coverage.
Matt joined the Lincs FM Group from university to work as a journalist at Trax FM in
Doncaster/Bassetlaw, where he also presented a weekly Saturday show. Matt’s coverage of
Doncaster Rovers’ promotion season was a significant part of Trax FM’s Sony Station of the
Year submission, which saw the station nominated for the award.
In 2004 Matt moved the short distance from Doncaster to Barnsley to become Programme
Manager of Dearne FM. This could be seen as an unlikely move for a journalist without
management experience, but one that is in keeping with the Lincs FM Group’s policy of
encouraging and developing talented staff to fulfil their potential within the company. Matt has
repaid the Group’s faith many times over: Dearne FM is the market-leader in the competitive
Barnsley marketplace by reach, and the station was shortlisted as Arqiva Station of the Year
in the

(b) Proposed Investors and Shareholding Structure
Section 105 (A): Ability to maintain proposed service
Full details of the proposed shareholding structure should be provided, including:
i. Names and addresses (the latter may be submitted in confidence) of all existing or proposed
shareholders.
Lincs FM Group Limited, Witham Park, Waterside South, Lincoln LN5 7JN
ii. Total number, class/classes of shares and issue price of shares (specify voting, non-voting,
preference, other etc.).
100,000 £1 Ordinary Shares – voting
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 issue to each investor.
Lincs FM Group Limited – 100%
iv. Outline any shareholders agreements or arrangements which exist.
N/A
N/A
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.
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.
N/A
(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. For these purposes, the applicant includes associates of
the applicant (i.e. directors and their associates and other group companies).
N/A
N/A
i. Advertising agencies;
ii. Newspapers;
iii. Other broadcasting interests;
8

Lincs FM Group Limited holds the Lincoln ILR licence.
Section 105 (A): Ability to maintain proposed service
Through 100% owned subsidiary companies the Lincs FM Group also holds Barnsley,
Doncaster, Grimsby, Rutland, Wakefield and Worksop licences. It holds the Hinckley licence
through a 59% owned subsidiary.
iv. Bodies whose objects are wholly or mainly of a religious nature;
David Lucas (a director of Lincs FM Group Limited) is also a director of Premier Christian
Radio.
N/A
v. Bodies who objects are wholly or mainly of a political nature;
vi. Local authorities;
N/A
vii. Other publicly-funded bodies.
N/A
*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. If
none of the categories above apply to the application this should be clearly stated.
9

2. Financial and business plan
(a) Overall Financial Strategy
Section 105 (A): Ability to maintain proposed service
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.
Rother FM is part of the Lincs FM Group, which has the proven ability to operate successful,
locally-focused radio stations within the competitive Yorkshire marketplace. The Lincs FM
Group has built its business on its commitment to distinctive and high-quality local radio, and
on its strategy of expanding organically by applying for new radio licences in areas that make
commercial sense to the Group as a whole. Formed in 1991, Lincs FM won both the first
(Lincoln) and the last (Barnsley) competitively awarded Radio Authority licences. Lincs FM
102.2 launched in March 1992 as the new commercial radio station for Lincolnshire, and has
long sustained some of the country’s best RAJAR figures as well as twice being nominated as
Sony Station of the Year. Since then the Group has won seven more local radio licences and
launched seven successful services in Yorkshire and the Midlands. All have won or been
nominated for major industry awards.
The Rotherham licence is a perfect fit with our strategy. The borough borders Bassetlaw in
North Nottinghamshire, and Barnsley and Doncaster, both in South Yorkshire: three areas in
which the Lincs FM Group has already established successful commercial local radio
stations.
Rotherham is the kind of marketplace we understand, not just from a sales point of view but
also in terms of programming and marketing. The borough has, in common with both
Barnsley and Doncaster, gone through some very tough times since the 1980s. While
Barnsley and Doncaster have suffered from the collapse of the mining industry, Rotherham
was even harder hit – as the steel industry went into decline as well. Nearly 50,000
Rotherham jobs were lost in a 25 year period from around 1970 – 22,000 in steel and 26,000
in coal. Like Doncaster and Barnsley, Rotherham is now benefiting from the Objective One
funding status given to South Yorkshire at the beginning of this century, with £1.8 billion being
spent across the region on development projects.
However, while Rotherham does have much in common with both Doncaster and Barnsley –
particularly Barnsley, because of its size – we are also very aware of Rotherham’s distinct
character and challenges. It has closer ties to Sheffield than either Barnsley or Doncaster, a
result of both geography and the heritage of the steel industry. 40% of Rotherham’s
population travels outside the borough to work, 22% into Sheffield. The closeness of this
giant neighbour means Rotherham has to fight harder to benefit from the new European
funding. The council has highlighted in particular the fear of “retail leakage” – local people
travelling outside the borough to shop. As a result, Rotherham now has an ambitious new
retail development at Parkgate and £3 million has been spent on redeveloping the Centenary
Market in the town centre.
10

Section 105 (A): Ability to maintain proposed service
Rotherham needs to work hard to establish its own identity, a challenge the local authority
has taken up, and one that the Lincs FM Group is keen to support and enable.
The Group has been working in Yorkshire for more than ten years and is uniquely well-placed
to attract, maintain and grow local, regional and national revenue on a Rotherham station,
even in advance of RAJAR figures becoming available. Rother FM will have immediate
access to national revenue. Our national sales house First Radio Sales already offers a
Yorkshire Group consisting of Trax FM (Bassetlaw and Doncaster), Dearne FM (Barnsley)
and Ridings FM (Wakefield), a potential 15+ population of 799,000. Rother FM would be
added to this grouping immediately. Additionally, there are already regional sales executives
working for our Group dealing with businesses such as the motor trade. Furthermore, sales
executives working in Barnsley and Doncaster already sell advertising to a number of
Rotherham businesses who are keen to attract customers from outside the borough.
Since our trial service in May we have continued to build our relationships with all sectors of
business and business support agencies in Rotherham – such as our sponsorship of an
award at the Rotherham Chamber Business Awards. This has helped keep the Rother FM
name planted firmly at the heart of the community. We believe that for Rother FM the
traditional “bedding-in” period at the start of a new station’s life, when revenue can be hard to
come by, will be limited or even non-existent. We will have a flying start, as the Group did
with Dearne FM.
We know from experience that regional and local advertising sales in this part of the world
depend less upon RAJAR figures and more on reputation and word of mouth. Because we
can point to the success of Lincs FM Group stations in similar marketplaces, advertisers will
be able to place great confidence in our audience projections. In fact a number of Rotherham
businesses, or advertisers with branches in Rotherham, have already indicated that they are
interested in advertising on Rother FM. Please see our answer to Question 7. Evidence of
Support for further details.
When it comes to establishing and maintaining successful new stations in the crowded South
Yorkshire marketplace, no group has more relevant experience than Rother FM’s parent
company. Trax FM launched in Doncaster with a year one reach of 24%, in a marketplace
that included the heritage station Hallam FM and the very successful regional service Galaxy
105. When Dearne FM launched in 2003 the marketplace had become more crowded due to
Real Radio’s launch, but nonetheless Dearne FM achieved an impressive year one reach of
28%. Trax FM’s reach currently stands at 28% and Dearne FM’s at 30%. These figures have
been achieved without significant cost to the heritage ILR for South Yorkshire, Hallam FM,
which has the highest reach of any of EMAP’s Big City network of stations at 32%.*
*RAJAR/IPSOS Media September 2005
The success of Trax FM and Dearne FM (and we hope of Rother FM in the future) is due to
the Group’s commitment to genuine localness and the support offered by a strong yet flexible
parent company: there is sensible use of Group facilities and expertise, combined with real
local decision-making. A launch Managing Director will be appointed soon after the licence
award and is expected to remain in place until six months after Rother FM’s launch.
11

Section 105 (A): Ability to maintain proposed service
The station will then be run by a Sales Manager, a Programme Manager and an
Administration Manager, all based at Rother FM, under the supervision of the Group Chief
Executive and other senior Lincs FM Group managers. This structure is highly successful at
other Lincs FM Group stations, enshrining local decision-making within strong Group policies.
Our proposed staffing levels at Rother FM have been based on the Lincs FM Group’s actual
experience at Dearne FM. Our Sales Manager will be joined by two sales executives. The
Programme Manager will present a daily programme, and there will be two further full-time
presenters. Our news team of three will be headed by a Senior Journalist. We will also have
an Administration Manager who takes responsibility for the day-to-day running of the site, as
well as looking after events and small-scale local promotional activity.
Human resources, accountancy, regulatory matters, large-scale marketing, engineering and
IT will all be dealt with on a Group basis by existing staff at the Lincs FM Group’s
headquarters in Lincoln. The Group has considerable experience of delivering central
services in a flexible and low cost fashion. We do not envisage that the addition of Rother FM
to the group’s portfolio will make any change to the central costs of the organisation as a
whole.
Rother FM’s marketing budget is based on the group’s actual marketing expenditure for
Dearne FM. We propose a pre-operational marketing spend of £31,500, with £25,300
allocated per annum for years one, two and three. We will use many of the tried and tested
methods that have led to successful launches and promotion of the group’s existing stations:
bus and outdoor advertising, leaflet delivery to targeted addresses, car stickers and display
boards at various locations. Station-branded items such as balloons, t-shirts, carrier bags
and key-rings will be distributed at promotional events. The Group has had particular success
in generating significant awareness at little or zero cost.
The Lincs FM Group has also been in the forefront of using technology to link our stations and
allow us to improve our local programming performance. Our IT team was nominated for the
Technical Innovation award at last year’s Arqiva Commercial Radio Awards for their work on
sensible, low-cost systems that allow all stations in the Group to access material such as
celebrity interviews, production work for competitions and promotions, and the most up-todate
music database.
The Lincs FM Group will continue to apply for licences in adjacent or overlapping areas to its
current coverage. It is in the process of applying for the recently advertised Hull licence.
Three of its services are carried on DAB multiplexes and it will apply for the expected
Lincolnshire multiplex. It will look for carriage opportunities for its other services but will not
allow the success of DAB to become a requirement for the Group’s continued commercial
success.
Despite consolidation amongst larger groups the Lincs FM Group is confident that its
committed local approach gives it a particular advantage in the local market and that its
impressive audience hours and its coverage in some otherwise difficult to reach rural areas
will maintain the attraction for national advertisers to continue to support a smaller regional
group.
12

(b) Funding
Section 105 (A): Ability to maintain proposed service
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)
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.
Share Capital £100,000.
All further funding will be provided by way of a zero interest intercompany loan from Lincs FM
Group Limited.
(c) Financial Projections
The purpose of this question 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. The applicant
must also complete and submit the spreadsheet entitled “Financial Template” located at:
http://www.ofcom.org.uk/radio/ifi/rbl/commer/ar/lapr/ftap.xls using information from its business model.
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,
extent of coverage area).
The applicant should detail how revenue figures were derived, distinguishing between local, national
and sponsorship revenue.
The response to this question may be submitted in confidence.
Our response has been submitted in confidence as Rother FM Appendix ii: Financial
Projections.
13

(d) Audience Projections
Provide the following information:
Section 105 (A): Ability to maintain proposed service
i) The projected adult (aged 15+) population of the Total Survey Area (TSA) within which it is intended
to measure the listenership of the service
Editorially, we intend that our programming service will cover the whole Metropolitan Borough
of Rotherham. The projected 15+ population of the TSA is 182,000. The area is defined by
the seven postcode districts S25, S26, S60, S61, S62, S65 and S66 (postcode districts will
become the smallest area for TSA definition rather than postcode sectors). This closely
mirrors the Rotherham Borough, with the exception of Brampton, Wath-upon-Dearne, Swinton
and Kilnhurst in the north of the Borough. The projected signal in these areas is
comparatively weak, their focus is generally towards Barnsley and their inclusion would also
require the inclusion of Thurnscoe, Dearne and Bolton-upon-Dearne (in the Barnsley
Borough) and Mexborough (in the Doncaster Borough). The projected Rother FM TSA also
includes a small area to the north of Maltby, around Braithwell, which is actually part of the
Doncaster Borough but is part of the S66 postcode district.
However, it is our intention that Rother FM’s news and programmes will cover the whole of
the Rotherham Metropolitan Borough, including those areas not included within the TSA. We
believe that the locally-focused nature of our proposed service will be of significant enough
appeal to attract listeners from across the rest of the borough, even in areas where the
transmission strength is weaker.
ii) Projections for listenership ratings (e.g. weekly reach, average weekly hours of listening) over the
first three years of the service, with details of demographic breakdowns as appropriate
Audience Projections
Year 1 Year 2 Year 3
TSA (15+) 182,000 182,000 182,000
Weekly reach 47,300 51,000 54,600
Weekly reach (%) 26% 28% 30%
Average hours 9.0 9.5 10.0
Total hours 426,000 485,000 546,000
Year one audience projections by demographic
15-24 25-34 35-44 45-54 55-64 65+
Reach 23% 39% 37% 29% 14% 12%
Average hours 6 11 11 8 7 5
14

Section 105 (A): Ability to maintain proposed service
iii) The expected impact of the proposed service on existing services, in listenership terms
We expect Rother FM to impact mostly on Hallam FM, BBC Radio 2, Real Radio and BBC
Radio Sheffield, and to a lesser extent on BBC Radio 1 and Galaxy 105.
Looking at our market research and tabulating the “likelihood to listen” responses by “most
listened-to station”, Hallam FM listeners seem the most keen to listen to Rother FM. 57% of
the 137 who named Hallam FM as their most listened-to station saying they were “very likely”
to listen to Rother FM, with 34% “likely” to listen. We would expect a significant number of
Hallam FM listeners in Rotherham – particularly the older ones – to listen to Rother FM.
However, our Group’s experience at both Trax FM and Dearne FM suggests that Hallam FM’s
heritage and appeal are strong enough to prevent the station being significantly damaged by
a new local entrant into the market.
The most popular BBC station with respondents was BBC Radio Sheffield. 71 people listed it
as their most listened-to station, and 48% of these say they’re “very likely” to listen to Rother
FM, with 38% “likely”. We anticipate that a significant number of Radio Sheffield listeners,
particularly those who are in the under 65 age groupings, will find Rother FM appealing.
50% of the 56 people who named BBC Radio 2 as their favourite station also say they’re
“very likely” to listen to Rother FM, with 43% “likely”. We believe Rother FM’s particular
variety of music will prove popular with these listeners.
Just 27 respondents named Real Radio as their most listened-to station. Of these, 48% say
they’re “very likely” and 48% “likely” to listen to Rother FM. Given that Real Radio’s music
style is relatively similar to that proposed by Rother FM, we would expect a significant number
of people who enjoy Real Radio to also enjoy listening to a more locally-focused service like
Rother FM.
51% of the 74 respondents who list Galaxy 105 as their most listened-to station say they’re
“very likely” to listen to Rother FM. However, we believe that the difference in music style
between Galaxy 105 and Rother FM’s proposals means that only a small number of Galaxy
105 listeners are likely to switch to Rother FM.
BBC Radio 1 listeners (45 named it as their most listened-to) also seem less likely to switch.
36% said they’d be “very likely” to listen to Rother FM, with 42% “likely”.
iv) The basis on which the estimates above have been calculated, and any assumptions taken into
account
In calculating our estimates we have taken into account our Group’s experience in similar
marketplaces, particularly in Barnsley, backed up by the results of the Rother FM market
research survey carried out by MRUK.
We believe the listening figures for Rother FM will be slightly lower than those for Dearne FM,
taking into account the fact that Rotherham is both geographically and economically closer to
Sheffield than Barnsley is, meaning a slightly stronger attachment to the heritage ILR, Hallam
15

Section 105 (A): Ability to maintain proposed service
FM, and to BBC Radio Sheffield. Looking at the “likelihood to listen” responses in our
Rotherham market research and weighting “very likely” twice as highly as “likely”, the
research shows that likelihood to listen to Rother FM is 8% less positive than the similar
research carried out in Barnsley for Dearne FM.
An 8% reduction on Dearne FM’s actual RAJAR figures gives us a figure that matches our
prediction based on our experience and knowledge of the marketplace, and therefore we
have used this basis for our projected reach.
In predicting average hours, we have again looked at Dearne FM’s figures, and taken account
of the relatively high percentage of Rotherham’s population that leaves the borough to work,
thus leaving them unavailable for significant daytime listening.
16

3. Transmission proposals
Section 105 (A): Ability to maintain proposed service
a) Provide details of the transmission site you propose to use, under the following headings:
i. Name and National Grid Reference of site;
Boston Park, Rotherham
Ngr SK 432 913
ii. Height of site above Ordnance datum (in metres);
111 metres
iii. Height of transmitting aerial above ground level (in metres);
53 metres
iv. 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 omni-directional).
100 watts vertical + 100 watts horizontal
Antenna pattern – directional
17

Section 105 (A): Ability to maintain proposed service
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 should also be provided.
We have asked Arqiva at this stage to produce transmission proposals and they have
informed us that they have a suitable site with accommodation and aperture space available
for the antenna system at Rotherham. Planning permission is required for the antenna.
Arqiva believe there will not be a problem in obtaining permission from the planning
authorities for this established telecoms transmitter site.
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.
Arqiva have chosen the site at Rotherham. It provides excellent coverage for Rotherham and
in their opinion meets the Ofcom restrictions for this licence.
b) Please provide a detailed computer predicted map (in colour) of the coverage anticipated using the
transmission site(s) and parameters described above.
18

Section 105 (A): Ability to maintain proposed service
19

Section 105 (A): Ability to maintain proposed service
c) 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 and is available at:
http://www.ofcom.org.uk/radio/ifi/rbl/commer/ar
The transmission proposals in this application, and the pricing included within our financial
forecasts, have been provided by our likely transmission provider Arqiva. Arqiva is wellresourced
to install the complete system and subsequently maintain and monitor the
transmission parameters. Telemetry and remote monitoring systems provide information
back to their control centre e.g. carrier power, lack of modulation etc. on a 24 hour basis.
Their maintenance personnel are highly trained with the necessary spares and test equipment
to resolve any problem quickly.
The Lincs FM Group has considerable experience in working with Arqiva (formerly ntl) to
make the most of the frequency allocation for each of its services. The Group also uses
ADRT to provide transmission services for its Barnsley service Dearne FM. If we are
awarded the licence we are confident that either Arqiva or another provider will be able to
supply the service required, and we will negotiate accordingly.
d) What is the anticipated time-lapse between the award of the 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 would expect Rother FM to begin broadcasting approximately six months after the award
of the licence. Assuming a licence award in early May, we would hope to launch Rother FM
in either October or November. The main factors that will affect the actual date are frequency
clearance, planning permission and a suitable window in the advertising and marketing cycle.
20

Section 105 (B) and (C): Catering for tastes and interests/broadening choice
4. Programming Philosophy
(a) 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.
Rother FM aims to become the market-leading radio station in Rotherham; the station to
which the people of Rotherham listen in order to hear what’s going on in this part of the world.
It will be a truly local station, built around a high-quality news and information service,
supported by a broad and distinctive blend of music.
Our target audience will be defined first and foremost by geography rather than
demographics: Rother FM aims to be an inclusive station, appealing to as broad an age range
as possible, adults and children alike.
We will respect our audience: their tastes, their aspirations, their values and their intelligence.
We will be positively for Rotherham – to borrow the phrase coined by Rotherham Metropolitan
Borough Council, we will be Rotherham Proud. We have no interest in being negative about
people and places, except when the news agenda demands it. We hope to become a force
for good as part of the borough’s exciting regeneration.
(b) The strategies which the applicant proposes for implement in regard to:
i) catering for the tastes and interests, general or particular, of persons living in the area
The area
As the nature of the area is fundamental in planning our programming proposals, we thought
a brief description of the Rotherham Borough and its particular needs and challenges would
be useful at this point.
Rotherham has been through tough times. In the twenty-five year period after 1970, almost
50,000 jobs were lost in the borough. This is not an unusual story in South Yorkshire:
Sheffield has suffered from the decline of the steel industry while Barnsley and Doncaster
were devastated by the death of coal. But Rotherham was built jointly on those two traditional
industries. The area was home to many collieries working the South Yorkshire coalfields,
particularly in the east of the borough such as Dinnington. Meanwhile, proximity to the
navigable River Don gave Rotherham a big advantage in the steel industry. The giant
Templeborough Steelworks employed 10,000 people at its peak. So when both industries
collapsed in the last quarter of the 20 th century, it was a double blow for Rotherham.
Rotherham’s population declined through the eighties and nineties, and the decline was
particularly marked amongst younger people.
21

Section 105 (B) and (C): Catering for tastes and interests/broadening choice
The start of the 21 st century has brought big changes, big improvements and big challenges.
£1.8 billion of Objective One funding was announced for South Yorkshire in 2000, £700
million of it from the European Union. The money has been, and continues to be, spent on
projects to attract high-tech industry, improve transport links, develop industrial sites, help
existing businesses grow and generally to help the most disadvantaged communities get jobs
and training.
Rotherham’s excellent location at the junction of the M1 and M18, its strong and proud
manufacturing heritage and its low cost of living are all advantages for the area’s future.
Another advantage is the pro-active and forward-thinking Rotherham Metropolitan Borough
Council. The town now has a superb transport interchange and popular new retail and
business developments such as Parkgate. Templeborough is a good snapshot of how
Rotherham is changing: the old steelworks is now the popular Magna science centre. The
Templeborough area is full of new units, many of them home to businesses that retain some
link with Rotherham’s steel heritage such as machining and engineering. Corus still operates
a steelworks in Rotherham, and one colliery remains, at Maltby. 22% of the borough’s
workforce is employed in manufacturing, compared to 16% in the country as a whole,
although the sector has declined since 1986. Agriculture, mining and utilities have all seen
big declines but transport, communications and the service sectors are growing fast – call
centres in particular.
Employment is now in line with the national average, and the population is almost at 1981
levels again. But Rotherham still has its challenges, some of them shared with other South
Yorkshire communities like Barnsley and Doncaster, others specific to Rotherham. As in
Barnsley and Doncaster, high numbers of people suffer from limiting long-term illnesses as a
result of the industrial heritage. All three towns have seen a big fall in the number of younger
people, and all have a high rate of people with low, or no, educational qualifications.
Rotherham’s specific challenges relate largely to its geographical position, so close to
Sheffield, and to the town’s image problems. 40% of Rotherham’s working population leave
the borough to work; 22% going to Sheffield. Far fewer people from outside the borough
actually come in to Rotherham to work. Being much more closely tied to Sheffield than either
Doncaster or Barnsley is, there are fears that Rotherham itself will benefit less from the
Objective One funding than the other towns, if it’s treated merely as an adjunct of Sheffield.
Retail and leisure businesses in the area fight against “leakage” – local people choosing to
travel out of Rotherham, perhaps to Sheffield’s Meadowhall shopping centre or to Doncaster
or Barnsley. Meanwhile, businesses talk about the difficulty of recruiting the right staff,
despite low housing costs and good road links, because of negative perceptions of
Rotherham. The local authority’s concept of Rotherham Proud is designed to face these
challenges head-on, by defining what’s great about Rotherham and ensuring it has an identity
beyond Sheffield’s little brother.
Rother FM looks forward to being part of this process.
22

Target audience
Section 105 (B) and (C): Catering for tastes and interests/broadening choice
The 2001 Census shows the population of Rotherham to be 248,176, a 2.2% reduction from
the previous census in 1991 (in contrast, the population of the UK as a whole increased by
2.4%). While the age profile of the borough is generally similar to that of the UK as a whole,
the number within the age group 20-29 is smaller than average (11.0% compared to 12.6%
nationally). Children under 16 account for a slightly higher percentage of the population than
people over 60. However the mean average age of Rotherham’s population (38.6) is very
close to that of England and Wales as a whole (38.7).
Although it’s centred on a large industrial town, about three-quarters of the area is rural.
Ethnic minorities account for 3.1% of the borough’s population, with the largest group – 1.9%
of the total population – being of Pakistani origin.
Rother FM plans to target as broad an audience as possible, with geography rather than
demographics being the key to our appeal. Our core target audience will be 25-54. However,
we believe that our strong local focus will, in due course, appeal to significant numbers of
people both younger and older than that, attracted by our local news and information and our
broad mix of music. We believe the 55-64 age group will soon become an important part of
our listenership (as they have at Trax FM), and will be a significant secondary target
audience. Rother FM also plans to be a popular choice for family listening – parents and
children together, attracted by a positive, “family values” approach and a number of features
of particular interest to children.
Editorially, we plan to cover the whole of the Rotherham Metropolitan Borough; our
experience with other stations in the Group is that interest in local news and events is of
sufficient appeal to attract listeners in outlying areas even if the transmission strength is
comparatively weak. Once the transmitter is on, we will analyse the comparative strength of
Rother FM and Trax FM Bassetlaw in the south-east of Rotherham – in and around the
Dinnington and Anston areas. We will certainly continue to include this area editorially on
Rother FM, but if Trax FM can be heard more clearly, we will make sure that we also offer
coverage on Trax FM. Wath-upon-Dearne is in Dearne FM’s TSA despite being in the
Rotherham Borough. We plan to offer editorial coverage of this area on both stations,
allowing local residents to choose to listen to whichever station they prefer.
Music
Music forms the background to Rother FM’s programming, and is designed to be of strong
appeal to as broad an age range as possible; and to encourage long listening hours with its
sense of variety and surprise. The music output will be a mix of melodic hits from the 1960s
to the present day, as outlined in our draft format (Question 5). This blend of music has
proved successful on the Group’s other stations, and was tested on both our two-week RSL in
May 2005 and in our market research.
In the market research project outlined in our answer to Question 6, five types of music were
tested, each represented by artist names rather than the name of the genre. They were Chart
23

Section 105 (B) and (C): Catering for tastes and interests/broadening choice
Pop (Kylie Minogue, McFly, Girls Aloud); Adult Contemporary (Dido, Robbie Williams, Joss
Stone); Urban (Black-eyed Peas, Mario, Justin Timberlake); Contemporary Rock (U2,
Coldplay, Oasis) and Classic Adult Contemporary (Elton John, the Bee Gees, Queen).
Classic Adult Contemporary scored most highly for total likelihood to listen, with 62% of all
respondents showing some likelihood. Adult Contemporary, Urban and Modern Rock all
scored just under 50% and Chart Pop was the least popular, with 40%. When we look at the
core target audience of 25-54 year olds, while Classic Adult Contemporary remains the most
popular with 63% likelihood to listen, it’s more closely followed by Modern Rock (62%), Adult
Contemporary (57%) and Urban (a surprisingly high 56%, showing how firmly modern R’n’B is
now established in the pop mainstream). Chart pop now climbs to 45%.
When we asked respondents what other genres of music they’d like to hear more of on the
radio, “current pop music” was named by 47% of 25-34 year olds and by 34% of 35-44 year
olds. This phrase could of course refer to music of all genres, but it shows that today’s music
is very important to a substantial part of our target audience. There were also strong positive
responses to 60s, 70s and 80s music. Amongst specific genres of music, R’nB, rock and
country were chosen by – respectively – 19%, 18% and 17% of respondents, although
country was mostly popular only with the top end of our target age range and beyond.
Our music will take its cue from the variety of people’s responses. In fact, Rother FM’s music
variety was mentioned as a strength by many of those who heard our RSL (see our answer to
Question 7 for details). We will blend the best of today’s adult contemporary, rock, pop and
R’n’B with well-loved hits from the 1960s to the present day, forming the basis of our “Hits and
Memories” music format. We will have a database of 6,000 songs, with 2,500 in rotation at
any time. The songs in rotation will be refreshed on a monthly basis to ensure a wide variety
are played. The shortest separation between two plays of the same song will be just over
four hours, for our A-list current tracks. At least 25% of tracks played will be more than ten
years old.
Of those more “specialist” music forms mentioned by survey respondents, both rock and
R’n’B will be an important part of our general music output. We will play classic rock songs
from artists like Guns’n’Roses, Meatloaf and Queen. We will also be keen to support new
bands, particularly those with regional connections: the Lincs FM Group has enthusiastically
got behind Sheffield’s Arctic Monkeys, who even name-check Rotherham in their song “Fake
Tales of San Francisco”. R’n’B and urban artists such as Usher, Nelly and Amerie will also
feature, particularly on our current and recurrent playlists. However, Rother FM will not be
afraid to say no to songs with lyrics that might prove offensive to parents and children
listening together.
The Lincs FM Group’s Yorkshire stations all carry a weekly country programme, produced
and presented by Ridings FM’s Programme Manager John Tolson. We plan initially to
broadcast this show on Rother FM on Sunday evenings. More country music was requested
by 14% of 45-54 year olds and 20% of 55-64 year olds, and as we’ve experienced in both
Doncaster and Barnsley, towns with a strong mining heritage tend to have a liking for country
music. We do recognise that those wanting to hear more country music are at the upper end
24

Section 105 (B) and (C): Catering for tastes and interests/broadening choice
of our core target age group and beyond, and we will watch carefully to see if this programme
proves popular with our general audience. We do not want to commit to it in our format.
Presentation style
All Rother FM’s programmes will be single-headers, with presenters aiming to form a
conversational bond with the listener rather than chatting to other people in the studio. Music
beds will not be used extensively, and the general sound of the presentation will be down-toearth
and uncluttered. Presenters will always back announce songs and artists. We will
encourage music flow, with at least two segues of two songs in each hour (except at peak
breakfast time), and several musical features of three songs in a row.
Rother FM’s presenters will talk about everyday matters of interest to our target audience,
without the focus on gossip or crudity that some stations seem to adopt. We will aim
wherever possible to appoint presenters who are local to Rotherham. All presenters will be
aware of who is likely to be listening and when. During the “school run” and in school
holidays, presenters will be particularly careful to ensure that all daytime and early evening
programmes are suitable for both adults and children; and particularly for adults listening with
children.
Listeners will be able to get involved in daily talking points, fun competitions and challenges –
often with small or no prize. We have found that listeners are more likely to call if they can
have their say without the fear or pressure of being put to air, so in many cases (such as our
talking points) our presenters will recount the kind of listener responses we’ve received
without taking calls to air.
News
News and information will be the cornerstone of our programming. 82% of respondents to our
market research agreed it was important that a new local radio station should provide a
comprehensive local news and information service. Rother FM will broadcast bulletins of
mixed local and national news on the hour during weekday daytimes and weekend mornings.
Bulletins will mostly be three minutes in duration, with five minute bulletins at breakfast time,
lunchtime and early evening (each of these longer bulletins including business headlines),
and an extended “Report at Five” at 5pm, allowing for a more in-depth report on one or more
of the big stories of the day. Additionally, there will be headline summaries and sports news
on the half-hour during breakfast and teatime, and one-minute summaries of the day’s big
local news stories during the evening until midnight. IRN’s three-minute “180” bulletin will be
carried on the hour at all other times.
Localness will be at the heart of our news service, but not artificially so. The lead story will be
the one that our journalists judge to be the most relevant, interesting and important for our
listeners. This will often be a local story, but may well be a national story. When appropriate,
we will look for a genuinely relevant local angle on a national story. We will not use the sort of
fake localisation that can give local radio news a bad name.
25

Section 105 (B) and (C): Catering for tastes and interests/broadening choice
Our market research investigated what kind of stories our potential listeners would like to
hear. News about local people, health and hospitals and sport all proved popular, with
education/schools and employment also considered important by more than 50% of
respondents while politics and business/finance proved least popular. Taking its cue from the
popularity of hearing about “local people”, Rother FM’s style of news will be in keeping with
that developed on other stations in the Lincs FM Group: real people talking about real issues.
Noting the unpopularity of politics, issues such as health and employment will be dealt with on
the basis of how the actions of the Government or local council affect our listeners. We’ll talk
to parents, teachers and children at Rotherham schools about education issues; we’ll talk to
road and rail-users about new transport initiatives. That local radio standby, the voxpop, will
be used entertainingly and relevantly for comment on stories such as the town centre
development. Our writing style will be fluid and colloquial without being tabloid, and we will
use words such as “we”, “us” and “our” to suggest a shared interest in the news.
Rotherham’s ethnic minority population is significant although comparatively small. We will
make sure that when dealing with news stories relating to Pakistan in particular, we are aware
that a number of our listeners will have a special interest – and may well have relatives still in
that country. A story such as last year’s earthquake would feature high on our news agenda,
and would be written with particular sensitivity, and we would also focus on local angles, such
as news of local efforts to aid earthquake victims.
Sport
Local sport proved of interest to 69% of respondents – 82% of men and 57% of women.
Rother FM will have short bulletins of local, national and international sports headlines at
breakfast and teatime, with more detail about local sport where relevant in our news bulletins.
We will be very supportive of the town’s league football team, Rotherham United. The Millers
play in the Coca-Cola League One, alongside both Doncaster Rovers and Barnsley, although
at the time of writing they are languishing in the relegation zone. Rother FM will work with
Rotherham United in the same way that Dearne FM works with Barnsley. Match previews,
news of signings and interviews with players and management will all be used to build
excitement about forthcoming matches. Matches will be covered with previews, score flashes
and reports, as well as post-match interviews and analysis. We will also ensure that we give
coverage to other league teams with strong local support; however, by focusing chiefly on
Rotherham United we want to do our bit to build Rotherham’s identity and pride.
We will make sure that football, while crucial, doesn’t dominate our sports coverage.
Rotherham’s rugby union team, the Titans, play in the National League Division One and are
strongly supported, while of course we will be firmly behind Yorkshire Cricket Club. We’ll
carry hourly cricket score updates within news bulletins when Yorkshire are playing, and also
for England matches. We will also look for local success in sport of whatever kind, and
celebrate particularly successes for Rotherham’s youth and school teams.
26

Weather
Section 105 (B) and (C): Catering for tastes and interests/broadening choice
Respondents to our market research showed a strong interest in local weather and local
travel news. We will have user-friendly weather forecasts twice an hour that don’t just give a
list of numbers and conditions but actually puts the weather in context – “that’s warmer than
today…” or, “it’ll mean a frosty start in most areas.” The rural nature of much of the borough
means that agriculture is still a factor and our 7am weather forecast will also include more
detail about rainfall and other relevant information. Rotherham encompasses a variety of
areas and landscapes, and at times of severe weather – snow in particular – we will
encourage listeners to let us know what it’s like where they are and of any particular problems
in any part of the area. We will of course provide a full service of school closures should the
weather become really severe.
Travel news
Travel news will be similarly interactive. Compiled by our presenters using information from
the police, local council and the Highways Agency, listeners will be invited to contribute if it’s
safe and legal for them to do so. Due to the closeness of our Group’s Yorkshire stations,
information about major travel news affecting the region, such as last autumn’s closure of the
M1, can be shared quickly between Rother FM, Ridings FM, Trax FM and Dearne FM.
“What’s Ons”
“What’s Ons” also proved of great interest in our market research. These will be dealt with in
several ways. Local charities and non-profit making groups will be able to send us details of
their activities, which will be added to our website and featured in ad hoc mentions by
presenters. We will also have a local “gig guide” each evening, highlighting entertainment
events in the area and supporting local live music, drama and other activities. As with Trax
FM, we will take a particular interest in the local music scene, and we will play tracks by local
bands and artists as part of our gig guide where appropriate.
Business and Industry
“Business and finance” was the least popular news and information topic of all surveyed;
however, more than a third of respondents expressed interest. We suspect that business
news has a perception problem. Given the big interest in both “local news” and “local
people”, we believe news of local business developments, told in an entertaining and relevant
way, can be a popular and valuable part of Rother FM’s output. Our business headlines,
three times a day at 8am, 1pm and 6pm, are part of our desire to be “Rotherham Proud”. We
are keen to promote positive developments in the borough, while of course reflecting negative
aspects too. Rotherham is going through similar times to both Doncaster and Barnsley, and
both Trax FM and Dearne FM have given thorough coverage to the new developments taking
in their towns – such as Doncaster’s Interchange development and the latest on the new
airport at Finningley. Rother FM will adopt a similar approach.
27

Section 105 (B) and (C): Catering for tastes and interests/broadening choice
Children and Young People
Rotherham has been lagging behind national averages on various educational measures,
such as Key Stage 2 and GCSE results, and also on the number of school-leavers going into
education and training. Things are improving and Rother FM would like to do its bit to help
engage and encourage children to continue to improve the town’s educational standards.
Stations in the Lincs FM Group have a strong record when it comes to education and training.
The Group has compiled a media studies pack for use in secondary schools, and supports
this with station visits for school groups. Dearne FM was a partner in the recent Barnsley
Teacher of the Year Awards, while both Trax FM and Ridings FM have been actively involved
in road safety education at schools in their area. Work experience is regularly provided at all
the Group’s stations, and we have already spoken to staff at Rotherham College of Arts and
Technology about how we can help with their media studies courses. The ethos of Rother
FM will be that of the Lincs FM Group as a whole: school is fun, children are important to us,
and people should be supported and encouraged in their aspirations. We hope to work with
the local education authority on appropriate projects.
ii) broadening the range of local commercial services available in the area
It’s clear from our market research that there is a strong appetite for local radio in this area, as
Hallam FM is the most listened-to station with all age groups from 25 to 64, with Galaxy 105
the first choice of 15-24 year olds, and BBC Radio Sheffield the favourite with over 65s.
There is also apparently high satisfaction with the current selection of commercial radio
stations available – with 70% saying they are fully satisfied. However, once the option of a
local radio station specifically for Rotherham is raised, there is a very strong likelihood to
listen: 86%. When given a description of what Rother FM would sound like, 84% of
respondents believed it would broaden choice. We also know from our conversations and
consultations that there is a strong desire for a station that can be seen as “Rotherham’s own
radio station”, in the same way that those we spoke to perceive Trax FM as Doncaster’s
station and Dearne FM as Barnsley’s station.
Firstly, a thumbnail sketch of each of the existing commercial local radio stations, based on
their published formats and our own monitoring of a weekday’s output (0600 – 1900).
Hallam FM
Part of EMAP’s “Big City” network, Hallam FM describes itself in its format as “Chart and adult
contemporary music and information for 15-44 year-olds in South Yorkshire”. Music
programming will be “predominately” (up to 90%) current chart hits and new releases,
although we have noted in the past year that Hallam FM, along with other EMAP “Big City”
stations, have been playing an increased amount of 80s and 90s music. Speech should
account for at least 10% of weekday daytime output.
28

Section 105 (B) and (C): Catering for tastes and interests/broadening choice
Our monitoring found that about 40% of the songs played were from pre-2000, mostly from
the 1980s and 90s – one was even from 1967 (Aretha Franklin’s Respect). However, the
“oldies” were mostly played as part of a musical segment: either the Top Ten at Ten or the
afternoon’s School Years nostalgia feature.
In terms of speech output, Hallam FM offers a good headline news service with local stories
in all bulletins. Bulletins are mostly copy only, and there was not much audio on local stories:
we heard clips on two Sheffield stories. Sports news had a good regional flavour, with stories
about the Sheffield boxer Prince Naseem Hamed, as well as Sheffield Wednesday and
Doncaster Rovers football clubs. The regular travel news bulletins had details of problems on
the M1, various delays on A roads and heavy rush-hour traffic in Sheffield.
Programme content included competitions with callers from all over South Yorkshire, as well
as comedy banter on the breakfast show with DJ “Big John” and his team. Subjects included
Little Britain, Sharon Osbourne describing Madonna as an “old hooker” and listener texts
about famous couples.
Real Radio
Real Radio’s format calls for “a full-service mix of talk and music with 24-hour news for
Yorkshire, targeting primarily 35-54 year-olds”. Speech is heavily emphasised in the format,
accounting for between a third and a half of daytime output. Music is a mix of 60s, 70s, 80s,
90s and current hits, with no era dominating.
When we monitored Real Radio, we noted that the music was – as expected – a variety from
the last four decades: Robbie Williams followed by the Supremes, for example; or Steelers
Wheel followed by KT Tunstall.
News bulletins are thorough. The big story at breakfast time was Sheffield MP David
Blunkett’s latest resignation, with audio and reaction from local councillors and others. There
was also an update on the West Yorkshire suicide bomber and a York school pupil murdered
in Russia. The 1pm news is an extended, 15-minute bulletin, although it did include six
commercials, entertainment news, sport and a preview of the evening’s sports phone-in.
Regional sport is a strength for Real Radio, with good coverage within news and sports
bulletins of Leeds United, Sheffield United, Huddersfield and Barnsley football clubs and Hull
rugby club. Travel news bulletins dealt mostly with the area’s motorways, as well as news of
some traffic lights out of action in Leeds.
A lot of the day’s programming was taken up with chat about “Bring A Pound To Work Day”,
which was raising funds for Sheffield Children’s Hospital, and included mentions for a number
of local firms.
29

Galaxy 105
Section 105 (B) and (C): Catering for tastes and interests/broadening choice
Galaxy 105 is “a rhythmic-based music led service for 15-29 year olds supplemented with
news, information and entertainment. The service should have particular appeal to listeners
in their 20s.” The format calls for the music to incorporate such genres as house, garage,
soul and R’n’B, while speech should “provide a reasonable balance of news and information
for the target audience”.
Our monitoring showed that Galaxy 105’s music output was predominantly current, and
predominantly dance and R’n’B influenced, with the exception of the occasional current
mainstream pop song such as Kelly Clarkson’s “Since You’ve Been Gone”.
News bulletins ran half-hourly through the breakfast sequence, there was a bulletin just
before 1pm, and again just before 5pm and 6pm, with headlines at about 5.20 and 6.20pm.
The bulletins offered a well-chosen headline service mixing stories from the
Yorkshire/Lincolnshire region (an angle on the suicide bombers, the trial of a Lincolnshire
coach driver) with national news (a vote on Tony Blair’s terror bill) and “funnies”. Travel news
focused on major roads, with details of where mobile speed cameras were positioned.
Galaxy 105’s style is clearly targeted at a teenage and twenty-something audience. Banter
on the breakfast show (“Hirsty’s Daily Dose”) was about Little Britain, stories about getting
drunk on school nights (“not big and not clever”) and also a fun listener talking point about
whether you need manners when you live in Yorkshire.
Magic AM
Magic AM is “a soft music-led service aimed primarily at over-30s in South Yorkshire”. Most
of the music must be over five years old, and the station must feature “information, sport,
what’s-ons and other items” for the target audience in South Yorkshire.
Our monitoring revealed a good variety of mellow hits from the 60s, 70s, 80s and 90s. Mostly
there was a wide separation of eras, with – for example – a 90s song followed by a 60s song.
The only exception was during the “Guess the Year” feature.
There was a good regional news service, with two or three minute bulletins most hours,
including local audio in many bulletins. The ten-minute 5pm bulletin included a report from
the church in Dinnington where the funeral of a Rotherham schoolboy was being held, a
report and voxpops on Yorkshire children being taught self-defence in schools and a full
sports round-up. There was also a good travel news service, with detailed items such as a
broken-down lorry on the M1, delays in Sheffield and train problems between Doncaster and
Meadowhall.
The presentation style was relaxed and frequently based around music, including concert
ticket giveaways for local gigs. There was also banter about Christmas decorations and carol
singers and items from the newspapers.
30

Section 105 (B) and (C): Catering for tastes and interests/broadening choice
How will Rother FM broaden choice?
All the above stations offer very good services for their target audience. But all are covering
large transmission areas in which Rotherham is easily overlooked. Rotherham gets
mentioned when there’s an obvious news story (the tragic death of a schoolboy for example),
but otherwise the borough fights for space against news from Sheffield, Leeds, Bradford,
Barnsley and Doncaster, and in the case of Galaxy 105 against Hull and Northern
Lincolnshire as well. Rother FM’s most fundamental difference will be that it’s looking at the
world from a Rotherham perspective.
Our news bulletins will be of sufficient length to cover Rotherham stories in some depth, while
reflecting the day’s major national news as well. With the exception of Real Radio, not much
local audio seems to feature on news bulletins. While we don’t believe in audio for the sake
of it, we will endeavour to talk to people in Rotherham about the stories that are happening in
their area. In our monitoring we heard mention of most of Yorkshire’s football teams – but not
the Millers. Rother FM will put Rotherham United at the top of its sports agenda without the
team having to fight against Sheffield United to prove its newsworthiness.
Of course Rother FM’s travel news will include the same details of delays on the M1 and the
Tinsley Viaduct that the other stations mention, but few of travel bulletins we heard during our
monitoring mentioned anything outside of the major motorways and trunk roads. We will look
at Rotherham town centre and the various other pressure points in the borough on a more
detailed level; we will also bring more local knowledge to our travel reports, with road and
junction names and details of nearby landmarks or diversions.
We heard very few “what’s ons” mentioned in all our monitoring, besides news of gigs. We
won’t be afraid to mention the small, local events: charity pub quizzes, Christmas fairs and
news of what our local schools are up to. On that subject, there seemed to be little we heard
in our monitoring of direct appeal to families or children. Rother FM will remedy that. Our
presentation style will be distinctive. Our single-header Breakfast Show will be a new choice
in a marketplace full of zoos and crews, while our Rotherham-centric approach to life means
that Rother FM will become the first place to hear about what’s going on in the town and
surrounding area.
Musically, our output will be distinctive because of its variety and range. Hallam FM may play
more oldies than it used to, but for the most part they’re chunked together. Magic AM’s oldies
are all on the mellow side, and there are very few current songs. Rother FM’s oldies, which
will range back to the 1960s, will be mixed in amongst the best of today’s music. Galaxy
105’s music format, with its emphasis on dance and R’n’B, will have little crossover with
Rother FM. Our music will be relatively similar in terms of variety and eras to that of Real
Radio. However, the sound of the radio station will be very different: our lower speech
percentage will mean more opportunities for music flow and segues. Our current music will
also have a broader spectrum than that of Real Radio, playing some of the edgier tracks that
Hallam FM would feature on its playlist.
31

Section 105 (B) and (C): Catering for tastes and interests/broadening choice
iii) the provision of local material, if any
Localness is what will make Rother FM distinctive. Rother FM will be a station that puts the
people of Rotherham at the heart of everything it does. It’s not just the local news and
information, although that is extremely important. The tone of the station will be Rotherham
through-and-through: the chat, the informal interaction between the radio station and the
listeners, the tone of voice, the way the presenters talk about the area, the particular sense of
humour with which local observations, dedications, what’s on information, travel news and
even the weather are delivered.
Local management will be an important part of Rother FM’s success. Although all Lincs FM
Group stations have strong central support and policies, the local management teams are
given substantial freedom to develop the station’s sound and activities to suit the local area.
One way of achieving this is to recruit local staff wherever possible. The Lincs FM Group has
a great record of training and developing local people, and many of the Group’s most highprofile
presenters are in their first full-time job in radio after cutting their teeth at local colleges,
hospital radio stations or mobile discos. Almost our entire sales team at each of our stations
is made up of local people and they help contribute to programming ideas and travel news.
We will try to find suitable Rotherham people for as many of the on-air positions as possible,
and we are committed to training the radio stars of the future. We already have good
relationships with colleges offering media courses in the region. As a result of Rother FM’s
RSL and our ongoing activities within Rotherham, we have received – and continue to receive
– job enquiries from local people.
Another way of ensuring we have the right tone of voice is by talking to local people. Rother
FM will always have an on-going dialogue with its listeners. As described above, they will
help us formulate our travel news and weather. While not broadcasting “phone-ins”, our
presenters will have daily talking points: ideas that spark conversation and encourage
listeners to call us with their anecdotes, which we will recount on air. Examples that have
sparked great response on other Lincs FM stations include memories of school dinners, chat
about what films and TV series have been filmed in the area and asking listeners to tell us
what’s great about living in the area.
Listeners will be able to participate in the life of the station in other ways, too. All phone, text
and email comments will be dealt with at senior management level. Rother FM’s website will
include ways for listeners to get involved, including surveys on topics of local interest and
additional information on events, charity initiatives and local talking points.
Rother FM will be proud of Rotherham, and do its best always to reflect what’s good about the
area. Lincs FM Group stations in the region have already begun working with Yorkshire Air
Ambulance and the Bluebell Hospice, supporting their fundraising activities. Rother FM was a
sponsor for the Chamber Business Awards last year and hopes to continue that association.
Dearne FM supported the Barnsley Teacher of the Year competition with great success and
Rother FM will look for similar opportunities. We have also been approached by Cancer
32

Section 105 (B) and (C): Catering for tastes and interests/broadening choice
Research UK’s Race For Life team, who are keen to work with Rother FM as a partner for
their Rotherham race; they already work with other stations in the Lincs FM Group.
Localness does not equal parochialism. Rotherham is a go-ahead, enterprising area with “big
city” ideas. One key difference between Rotherham and the other parts of South Yorkshire
where our parent company has radio stations is the closeness to Sheffield, just the other side
of the Tinsley viaduct. Many Rotherham people travel to work there. Like it or not, the two
places are intertwined in many ways, and our market research showed that news about South
Yorkshire generally is considered almost as important as news about Rotherham. Therefore
part of Rother FM’s job will be to help underline what is distinctive about Rotherham, while
taking care not to ignore events in Sheffield that might impact on our listeners: stories about
jobs, transport and so on. The difference between Rother FM and the Sheffield-based Hallam
FM and BBC Radio Sheffield is that everything we broadcast will be from the perspective of
Rotherham.
73% of market research respondents felt it was important that a news service on a local radio
station should be independent of ownership from any other media in the Rotherham area,
such as local newspapers. Rother FM’s parent company has a proven track record of
providing just such a service, and in fact our journalistic presence in Yorkshire means that
Rother FM’s three journalists will be able to punch well above their weight. News-sharing is
already well-established between Trax FM, Ridings FM and Dearne FM, and these
arrangements will be extended to Rother FM. Regional stories are shared between stations
when appropriate and a reporter from one station may conduct interviews for the other
stations if necessary. At weekends the duty journalist at one station will also be responsible
for news on one of the other stations – making check calls, and putting together and reading a
specific news bulletin for each of the two stations (one live, one pre-recorded shortly before
transmission). This means we can make the best use of our three-strong Rother FM news
team, allowing us to have a reporter news-gathering in addition to the desk editor on most
weekdays. Additionally, Rother FM will be able to utilise many of the important local and
regional contacts that journalists at our nearby stations have already built up. Also, the Lincs
FM Group has an established journalism training scheme, led by our Group Director of News
Sean Dunderdale, which focuses on areas like news-writing, voice work and media law.
iv) the proportion of locally-made programming, if any
Almost all of Rother FM’s programming will be locally made. The regular exceptions will be a
networked Sunday chart show (Hit40UK) and a weekly country music show (shared with the
Lincs FM Group’s other Yorkshire stations). There may be a small number of other shared
Lincs FM Group programmes in due course, such as a weekend album show. We will also
consider carrying suitable syndicated programmes if/when they are available. For example,
stations in the Lincs FM Group broadcast the Girls Aloud Christmas Special produced by
Somethin’ Else in 2005. Networked and syndicated programmes and those shared with other
stations in the Lincs FM Group will usually only be broadcast at off-peak times and will total
no more than 12 hours in a week.
33

Section 105 (B) and (C): Catering for tastes and interests/broadening choice
In order to allow Rother FM to take advantage of the widest range of presentation talent
available within the group, a few of our locally-made automated programmes may be voiced
by presenters based at other Lincs FM Group stations. However, the programmes would be
produced at Rother FM, for Rother FM, using local material (what’s ons, chat about local
issues and so on) provided by Rother FM and indistinguishable in any way from programmes
fronted by presenters who are physically based at Rother FM’s studios.
We note that the term used in this question is “locally-made”, and of course such programmes
fall into that category. The draft format wording asks for something slightly different: the
number of hours to be “locally produced and presented”. In writing our draft format we have
assumed that this phrase is designed to mean the same thing as “locally-made” and have
answered accordingly. We trust that using presenters at other stations in the Group to voice
a small number of locally-produced automated shows does not exclude them from the
category of “locally produced and presented.”
34

Section 105 (B) and (C): Catering for tastes and interests/broadening choice
c) If appropriate, the applicant may also provide a typical programme-by-programme weekday
schedule, to give a flavour for the direction of the station.
Time/Programme
0600-0900
Breakfast Show
0900-1000
Interactive Hitlist
1000-1400
Daytime Show
Presenter
Presenter A
Presenter A
Presenter B
Programme Style and
Features
A lively and informative
start to the day. Capturing
the spirit of the day with
local and relevant chat that
gets the people of
Rotherham talking:
examples might include the
best thing to do in
Rotherham when the
children are on holiday or
listeners’ memories of
school dinners. Plus fun
competitions and of course
great music.
An hour of mostly classic
hits matching the day’s
theme and suggested by
listeners: such as “Artists
with numbers in their name”
or “Songs about dancing”.
Reflecting the full range of
the Rother FM music
database.
A friendly show designed to
be as popular in the
workplace as it is at home
or in the car. Features
include “The Time of your
Life” (Hits and Memories
from a mystery year) and
“Firm Favourites”
(workplace requests). The
chat will pick up on the big
talking points from the
breakfast show.
News and
Information
0600 – IRN 180
0700 – 5 min
local/national mix
0730 – 2 min
headlines/sport
0800 – 5 min
local/national mix
0830 – as 0730
Weather every
30 minutes
Travel news halfhourly
from 0645
to 0845; flashes
when necessary
0900 – 3 min
local/national mix
Weather every
30 minutes
Travel news
when necessary
1000, 1100,
1200 – 3 min
local/national mix
1300 – 5 min
local/national mix
The Knowledge
– 90 sec showbiz
news at 1215
Weather every
30 minutes
Travel news
when necessary
35

1400-1800
Afternoon Show
1800-1900
Interactive Jukebox
1900-midnight
Evening Show
Midnight-0600
Overnight Show
Section 105 (B) and (C): Catering for tastes and interests/broadening choice
Presenter C Relaxed to start with,
picking up pace as the
afternoon goes on. Great
music and chat, with all the
necessary information later
in the programme. The
presenter will be aware of
“the school run” and ensure
that programming is
particularly child-friendly.
Presenter C A part-automated show,
centred on listener requests
received through the day.
Presenter will be live with
information where
necessary.
Presenter D
(freelance)
Automated evening show
with links specific to the day
and time. What’s ons and
locally relevant chat, plus a
weekly big-name pop
interview supplied by the
Lincs FM Group.
Generic links Back-to-back music from
the extensive Rother FM
database, with prerecorded
station links.
1400, 1500,
1600 – 3 min
local/national mix
1700 – 6 min
“Report @ Five”
1730 – 2 min
headlines/sport
Weather every
30 minutes
Travel news halfhourly
from 1615
to 1745; flashes
when necessary
1800 – 5 minute
local/national mix
Weather every
30 minutes.
Travel news at
1815, flashes
when necessary.
IRN 180 on the
hour, followed by
1 min local news
summary.
The Knowledge
– showbiz news
at 2015.
Weather every
30 minutes.
Will go live with
news and/or
travel when
necessary.
IRN 180 on the
hour.
Weather every
30 minutes.
Retaining the
ability to go live
when necessary.
36

ROTHER FM STATION FORMAT
Licence outline
Station name Rother FM
Licensed area Rotherham
Frequency 96.1 FM
Service duration 24 hours a day (24 hours a day locally produced/presented with the
exception of a small number of off-peak networked weekly shows and the
occasional syndicated programme, totalling no more than 12 hours per
week)
Definitions
Speech “Speech” excludes advertising, programme/promotional trails and
sponsor credits, and may be calculated across daytime or non-daytime.
Music Any music percentages are calculated as a percentage of the total tracks
broadcast in the period specified.
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-made Production and presentation from within the licensed area. All
requirements for locally-made output must include peaktime.
Character of service
A locally-focused music and information service for the Rotherham area,
with a strong commitment to local news. The core target audience is 25-
54, but the station will be of broad appeal to all adults as well as children.
Detail
Rother FM will be built around a high quality news and information service that puts
Rotherham first. Speech will account for at least 20% of weekday daytime output and, other
than news, will include peaktime travel news, twice-hourly weather forecasts, “what’s on”
information and other items of local interest. Bulletins including local news will be broadcast
at least hourly between 0700 and midnight on weekdays and 0800-1300 on weekends/public
holidays (inclusive), with headlines and sports news on the half-hour at weekday breakfast
and drivetime. Outside of these times, national/world news will normally be broadcast hourly
except during certain off-peak syndicated shows (such as Hit40UK). Bulletins including local
news will be of at least three minutes duration, with longer bulletins at breakfast, lunch and
drivetime (including business headlines) on weekdays and an extended bulletin of at least six
minutes duration broadcast each weekday afternoon during drivetime.
The music output will be a broad and distinctive mix of “Hits and Memories” from the 1960s to
the present day, including adult contemporary, rock, R’n’B and other popular music forms.
Music other than current/recurrent hits (up to six months old) will account for between 50%
and 75% of Rother FM’s musical output. At least 25% of tracks should be more than ten
years old. Specialist music that complements the main mix may be broadcast outside of
daytime.
37

6. Evidence of Demand
Section 105 (D): Evidence of local demand or support
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.
In drawing up our proposals for Rotherham we first looked at the Lincs FM Group’s record in
similar marketplaces, particularly Trax FM in Doncaster and Dearne FM in Barnsley. A new
licence for Rotherham would face identical local competition in terms of both commercial and
BBC radio, and the demographic profile is similar in all cases. Trax FM and Dearne FM have
similar formats. Both have a core target audience of 25-54 but aim to be of strong appeal to
those outside this age range as well. Both play a wide variety of “Hits and Memories” from
the 1960s to the present day. Both have a strong and locally-focused news service, a good
and lively service of local information and a positive involvement in the local community.
Therefore we decided to test Rother FM in the marketplace with a two-week RSL in May
2005, the format being very similar to that of Trax FM and Dearne FM. This activity is
summarised in our answer to Question 7. Evidence of Support. Following the good public
response to the RSL, we then commissioned original market research from MRUK.
If original market research has been undertaken, please provide the following information for each
piece of research:
a) key objectives of research to test the demand for our proposed
programming format and to gauge interest in
b) specific questions research sought to
answer
various elements of that format
• establish current listening habits
• assess levels of appeal related to a
variety of music types and speech
content
• understand appeal of local news,
weather and entertainment
information
• establish overall appeal and
likelihood of listening to the new
station
c) how research was conducted in-street interviews of approximately ten
minutes’ duration, carried out by IQCS
(Interviewer Quality Control Standards)
accredited field force
d) size and composition of sample 501 interviews were conducted, using a
quota sample to ensure they were
representative of the Rotherham population
in terms of gender, age and socio-economic
profile (SEG).
e) where and when research was conducted The interviews were spread throughout the
Rotherham Metropolitan Borough, and were
conducted during August-September 2005.
38

Section 105 (D): Evidence of local demand or support
f) A summary of the main findings from the research, showing how these demonstrate evidence of
demand for the service proposed
Radio listening habits
The first series of questions aimed to establish radio listening habits in Rotherham. 61% of
respondents described themselves as regular listeners, with the figure highest amongst 15-34
year olds. The other 39% said they sometimes listened to the radio. 27% of respondents
chose Hallam FM as the station they listened to most often. This was followed by Galaxy 105
(15%), BBC Radio Sheffield (14%), BBC Radio 2 (11%) and BBC Radio 1 (9%). Hallam FM
was the most popular choice with all age groups between 25 and 64 – including, perhaps
surprisingly, 55-64 year olds. 15-24 year olds preferred Galaxy 105, with 55% choosing it as
their most listened-to station. BBC Radio Sheffield was the most popular choice among the
65+ age group. However, it’s worth pointing out the strong showing by BBC Radio Sheffield
with all groups over 45. 14% of 45-54 years olds chose it as their most listened-to station, the
same number as those who chose Radio 2. And with the 55-64 year olds, BBC Radio
Sheffield is challenging Hallam FM as the most popular choice. These figures show a strong
propensity to listen to local radio, and in particular, commercial local radio such as the
heritage station Hallam FM.
Satisfaction levels are currently very high with the current selection of commercial stations
available, with 70% of respondents saying they were “fully satisfied”, and just 3% expressing
any level of dissatisfaction. The challenge for Rother FM is to offer a new choice that will be
able to make an impact on a marketplace in which potential listeners are already well satisfied
with their listening choice.
Music
As outlined in our account in Question 4. Programming Philosophy we tested five music
groupings by artist name rather than music genre title. These five types of music accounted
in a general way, for the types of music played on the RSL and on the other group stations.
They were Chart Pop (Kylie Minogue, McFly, Girls Aloud); Adult Contemporary (Dido, Robbie
Williams, Joss Stone); Urban (Black-eyed Peas, Mario, Justin Timberlake); Contemporary
Rock (U2, Coldplay, Oasis) and Classic Adult Contemporary (Elton John, the Bee Gees,
Queen).
Classic Adult Contemporary scored most highly for total likelihood to listen, with 62% of all
respondents showing some likelihood. Adult Contemporary, Urban and Modern Rock all
scored just under 50% and Chart Pop was the least popular, with 40%. With the core target
audience of 25-54 year olds, while Classic Adult Contemporary remains the most popular with
63% likelihood to listen, it’s more closely followed by Modern Rock (62%), Adult
Contemporary (57%) and Urban (56%). Chart Pop now climbs to 45%.
Respondents were also given a list of other music genres and eras and asked to tell us which
they’d like to hear more of on the radio. The list was: 60s music, 70s music, 80s music, 90s
music, current pop music, dance, R’n’B, soul, rock, country and jazz. “Current pop music”
39

Section 105 (D): Evidence of local demand or support
was named by 47% of 25-34 year olds and by 34% of 35-44 year olds. This shows that
playing the best of today’s music will be very important for a substantial part of our target
audience. There were also strong positive responses to 60s, 70s and 80s music. Amongst
specific genres of music, R’nB, rock and country were mentioned by – respectively – 19%,
18% and 17% of respondents, although country was mostly popular only with the top end of
our target age range and beyond.
As respondents could give multiple answers to each question – they were allowed to choose
as many genres as they liked – the main lesson learned is the variety of choice. It seems
there is strong support for a station playing a broad range of music from the 1960s to the
present day.
News and information
82% of respondents felt it was important that a new radio station should provide a
comprehensive local news and information service. In order to establish more about what
that service should sound like, a series of further questions were asked. News about
Rotherham, news about South Yorkshire as a whole and national news were all felt to be very
important, while 73% agreed that it was important for the news to be independent of other
local media in the Rotherham area. Rother FM, which will have no dependence on local
newspapers, will be able to provide this.
Interest in local news and information topics shows local weather to be as important as local
news – with 91% of respondents rating each as “important” or “very important”. These are
followed by national news, local travel and local people. Other subjects proving of interest to
more than two-thirds of respondents are local people, crime, local sport, health and hospitals,
and what’s on listings. This question has helped inform our news and programming
proposals.
Likelihood to listen, broadening of choice
86% of respondents said they’d be “likely” or “very likely” to listen to Rother FM, based on a
description of the proposed service as follows:
The station will have a comprehensive local and national news service, travel and
weather reports for this area, plus information about major events in the Rotherham
area, sport and things to do. The station will play a broad range of popular music from
the 60s, 70s, 80s, 90s and the present day.
Given the satisfaction levels with their current choice of local listening, it is interesting that
once a specific Rotherham station is mentioned, respondents seem very ready to listen.
Likelihood to listen is highest with 35-64 year olds, and with the C2DE groupings. When
asked if the station described would increase their choice of listening, 84% agreed: again,
highest amongst 35-64 year olds.
40

Lifestyle
Section 105 (D): Evidence of local demand or support
Respondents were asked a series of questions about where they went for specific lifestyle
activities: food shopping, clothes shopping and nights out. Rotherham was overwhelmingly
the first choice in all cases, which gives us confidence in the strength of the local advertising
market, although Meadowhall was a strong second for clothes shopping.
g) Full data tables for any quantitative research undertaken (these may be submitted in
confidence)
Full data tables have been submitted in confidence as Rother FM Appendix iiia and appendix
iiib: Market Research Questionnaire and Data Tables.
41

7. Evidence of Support
Section 105 (D): Evidence of local demand or support
This section should provide evidence of support, where appropriate, from the applicant’s
potential audience or from prospective local advertisers.
Rother FM ran a two-week RSL trial service in May 2005, designed to give our
potential listeners and advertisers an idea of what our full-time service would sound
like. Despite the short time period and limited signal, there was an enthusiastic
response from listeners via email and phone. We received dozens of emails praising
the station’s output, in particular the local information and the blend of music. Here
are some of the comments sent to us by email:
“I for one will be waiting for you to come back on air.” – Mr J Watson
“Hope it’s made permanent.” – David Meakin
“A quality mix of music for all ages, even for us 50 somethings.” – anon
“We do need our own radio station just like Dearne FM.” – Christine Millns
“The music has been varied, something for every age group, info about travel and
events happening has been tip-top.” – Yvette Davies
“Fantastic, makes a change from listening about L**ds and Sh***ield all the time.” –
“Rich”
“The local news is really useful… A good choice of music from the 60s up.” – anon
“Very good format.” – “Dave”
“I’ll be telling friends and family about this.” – C M Docker
“I want you to keep kicking out your tunes, you’re a breath of fresh air.” – Tracy
Norbury
“Unlike most other radio stations all song titles are clearly stated. Glad to hear the
local news about Rotherham.” – Ian Priestley
“A good mix of music, information and news.” – Paul Rowe
“Yo. Bout time we had a station for Roth… Keep up the good work.” – Alan Dunn
And, from the Mayor and Mayoress of Rotherham:
“Thank you for the support you have given for our Open Day. I understand it is the
best attended ever, which I am sure in part is due to your mentions.”
42

Section 105 (D): Evidence of local demand or support
Rother FM has also gained support from the Rotherham Chamber and from a
number of local businesses and groups who have declared an interest in advertising,
and/or support for our proposals. Some of these groups advertised on our RSL,
others have worked with one of the Lincs FM Group’s other stations. Here are
selected quotes from some of those letters:
“We believe Rother FM will deliver a new local station under Lincs FM Group’s
management to meet the requirements of business and the community in
Rotherham. I am happy that this letter of support stems from a decision of the full
Representation Council and fully represents the voice of the business community in
Rotherham.”
John Lewis, Chief Executive, Rotherham Chamber
“Having met with representatives of Rother FM and the group running the station, we
are delighted at their application… Based on the models of Lincs and Trax FM, we
are confident that the information and local news coverage will be first-class and,
from what we are able to ascertain, they will have the support of local business.”
Jonathan Fitzgerald and Steve Charles, Rotherham Chamber
“We used your temporary Rotherham station earlier last year and will definitely
advertise on Rother FM when you start broadcasting.”
Dave Jones, Dixon Ford
“We will do everything in our power to support the Rother FM application as their
support for local businesses has already been shown.”
John Silker, Hellaby Hall Hotel
“I have just completed my first radio campaign with Trax FM… It is a shame that
Rother FM was not on air, as I would have extended my campaign… I will definitely
use Rother FM for my branches in Rotherham if you are successful.”
Trevor Morris, BullsEye Motorist Centres
“I used your temporary licence to market our legal services… Following this ‘test’ on
Rother FM I am now in the middle of my second campaign on Trax FM.”
Nicola McLaren, Malcolm C Foy & Co., Solicitors
“Lakeside Village would like to show their support for Rother FM… We are regular
advertisers on Trax FM and consider that the Rother FM service would be beneficial.”
Laura Clarkson, Lakeside Village, Doncaster
“Rother FM would be perfect for the town of Rotherham, its people and its
businesses and organisations. I have dealt with you and your group for some time
and appreciate the extra effort you always place in your relationship with me.”
Charlotte Hudson-Stott, First South Yorkshire
43

Section 105 (D): Evidence of local demand or support
“Just a quick note to register my support for the Lincs Group’s application for the right
to broadcast in Rotherham. I was most impressed with the quality of the service
during the test broadcast last year.”
Michael Temple, Rotherham Rugby Club
“I have pleasure in informing you that Rotherham United will give you every possible
support in your application for a new broadcasting licence.”
Gerry Somerton, Rotherham United
“After working with Rother FM’s sister stations Dearne FM and Trax FM in recent
years, I am sure the town will benefit from your commitment to local news,
information and sport.”
Fiona Topliss, Rotherham Primary Care Trust
“I am pleased to see that you are pursuing the licence to broadcast around the
Rotherham area and it gives me great pleasure to be able to offer our support.”
Peter Bradley, Bluebell Wood Children’s Hospice
Hard copies of all letters quoted have been submitted to Ofcom by post as Rother
FM Appendix iv: Evidence of Support.
Rother FM’s website (www.rotherfm.co.uk) has an on-line questionnaire asking for
people’s views on our proposals and their likelihood to listen, as well as offering
people the chance to be added to our mailing list. Hard copies of the questionnaire
have been distributed (along with a station leaflet) at events such as the Rotherham
Show and to town centre shoppers. We have received dozens of completed
questionnaires so far, and these continue to arrive.
44

Declaration
Rother FM confirms that, to the best of its knowledge and belief:
Declaration
a) 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);
b) 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;
c) 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
d) any matter 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.
45

Certificate of Incorporation
46