Rother FM - Ofcom Licensing

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.
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