Rother FM - Ofcom Licensing

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
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