Rother FM - Ofcom Licensing

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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
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 and 14: (b) Funding Section 105 (A): Abilit
Page 17 and 18: 3. Transmission proposals Section 1
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: Section 105 (D): Evidence of local
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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