Rother FM - Ofcom Licensing

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(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
Page 1 and 2: An application to Ofcom for the loc
Page 3 and 4: General information (a) Name of App
Page 5 and 6: Executive director - Jeff Harwood S
Page 7 and 8: Executive Director - Matt Jones Occ
Page 9 and 10: Lincs FM Group Limited holds the Li
Page 11 and 12: Section 105 (A): Ability to maintai
Page 13: (b) Funding Section 105 (A): Abilit
Page 17 and 18: 3. Transmission proposals Section 1
Page 19 and 20: Section 105 (A): Ability to maintai
Page 21 and 22: Section 105 (B) and (C): Catering f
Page 23 and 24: Target audience Section 105 (B) and
Page 27 and 28: Weather Section 105 (B) and (C): Ca
Page 37 and 38: ROTHER FM STATION FORMAT Licence ou
Page 39 and 40: Section 105 (D): Evidence of local
Page 41 and 42: Lifestyle Section 105 (D): Evidence
Page 43 and 44: Section 105 (D): Evidence of local
Page 45 and 46: Declaration Rother FM confirms that

Rother FM - Ofcom Licensing

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