Moonraker - Ofcom Licensing
Moonraker - Ofcom Licensing
Moonraker - Ofcom Licensing
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<strong>Moonraker</strong> FM<br />
Local Radio comes home - to Swindon<br />
<strong>Moonraker</strong> FM (Swindon) Limited<br />
APPLICATION FOR THE<br />
LOCAL RADIO LICENCE<br />
Swindon<br />
June 2005
GENERAL INFORMATION <strong>Moonraker</strong> FM<br />
a) Name Of Applicant<br />
<strong>Moonraker</strong> FM (Swindon) Limited<br />
Address details same as main public contact:<br />
b) Main Contact (for public purposes)<br />
Name: Philip Bond<br />
Telephone: 01793 488007<br />
Mobile: 07778 639816<br />
Address: 16 Little Avenue<br />
Swindon<br />
SN2 1NL<br />
E-mail Address: philipbond@moonraker.fm<br />
c) Proposed Station Name<br />
<strong>Moonraker</strong> FM<br />
Radio Licence<br />
Application<br />
d) Brief Description Of Proposed Programme Service<br />
<strong>Moonraker</strong> FM<br />
Local Radio comes home - to Swindon<br />
<strong>Moonraker</strong> will be a broadly-based, music-led, information-rich service combining a wide<br />
variety of classic and contemporary music together with high quality locally-produced<br />
news, detailed weather reports, comprehensive traffic and travel and a distinctive range of<br />
speech and information features designed to capture the spirit of Swindon.<br />
Local Radio comes home - to Swindon General Information - Page 1
GENERAL INFORMATION <strong>Moonraker</strong> FM<br />
e) Main Contact (for <strong>Ofcom</strong> Purposes)<br />
Name: Paul Davis<br />
Telephone: 01373 823119<br />
Mobile: 07767 888291<br />
Fax: 01373 859967<br />
Address: 2A High Street<br />
Dilton Marsh<br />
Westbury<br />
Wiltshire<br />
BA13 4DS<br />
E-mail Address: pauldavis@moonraker.fm<br />
Local Radio comes home - to Swindon General Information - Page 2
ABILITY TO MAINTAIN SERVICE <strong>Moonraker</strong> FM<br />
(a) Board of Directors<br />
The <strong>Moonraker</strong> FM (Swindon) Limited Board currently comprises six members, of whom four are<br />
based in Wiltshire.<br />
Philip Bond<br />
Non-Executive Chairman<br />
Home<br />
Wiltshire<br />
Age<br />
48<br />
Occupation<br />
Company Director<br />
Senior Systems Engineer<br />
Other Media Interests:<br />
See below<br />
Other Directorships<br />
Bond Digital Ltd<br />
Philip feels that there is a desperate need for a truly locallydriven,<br />
music and information station and believes<br />
<strong>Moonraker</strong> FM will bring a much needed, innovative radio<br />
channel to the Swindon community, offering a unique<br />
platform for advertisers and local talent that has been<br />
missing for some time. Philip lives in Cheney Manor in<br />
Swindon where he has lived for twenty years and is married<br />
with two teenage boys.<br />
His working life began as an apprentice for Post Office<br />
telecommunications, where he gained a scholarship to study<br />
Electronic Engineering at Loughborough University. With his<br />
consuming fascination in broadcast technology, he decided<br />
to move to the BBC where he was trained as an engineer,<br />
working in the outside broadcast communications section<br />
and at the Television Centre in London.<br />
His heart lies in radio and he moved to join the fledgling<br />
Hereward Radio in 1980, which he found to be a massive<br />
change in culture at first. After further experience at Invicta<br />
and Capital Radio, he joined GWR as Assistant Chief<br />
Engineer gaining new skills in computer based broadcast<br />
technology. He became Chief Engineer at Melody Radio in<br />
1990 where he pioneered the development of radio<br />
broadcast technology and won two BT Radio Academy<br />
Innovation Awards for his work on RDS and DAB technology.<br />
More recently, Philip has run his own technical consultancy<br />
Bond Digital Ltd since 1998 and is currently employed as a<br />
Senior Systems Engineer at Broadcom Ltd where he is<br />
involved in the design and implementation of broadcast<br />
systems for radio studios and installations project<br />
management.<br />
He has worked on every aspect of radio engineering life and<br />
has done everything from outside broadcasts from hot air<br />
balloons through to designing state-of-art DAB receivers.<br />
His heart is in innovation – a key component in the evolution<br />
of commercial radio in the UK, and is driven to create new<br />
technology to bring life to ideas both behind and in front of<br />
the microphone.<br />
He is a Member of the Institute of Broadcast Sound and the<br />
IEE. He is an acknowledge specialist in digital radio<br />
broadcasting and audio coding technologies. He studied<br />
Digital Radio at BBC CBST Wood Norton and is fully<br />
conversant with programming in C and Basic, LAN Networks<br />
and applications programming software such as Delphi3,<br />
Pascal, Java, Streaming Technologies and Visual Basic.<br />
Local Radio comes home - to Swindon Section 105 (A) - Page 1
ABILITY TO MAINTAIN SERVICE <strong>Moonraker</strong> FM<br />
(a) Board of Directors<br />
Paul Davis<br />
Executive Director<br />
Managing Director Designate<br />
Home<br />
Wiltshire<br />
Age<br />
50<br />
Occupation<br />
Company Director<br />
Other Media Interests:<br />
See below<br />
Other Directorships<br />
Paul Davis Broadcast Services<br />
Gulf Radio Services<br />
Medway Radio Ltd<br />
Paul Davis originally set out in life to become an engineer in<br />
the industrial electronics arena with American giant<br />
Westinghouse Break and Signal Company - Chippenham,<br />
where he obtained his BSc, however more by accident he<br />
started his radio career in the West Country with a BBC<br />
regional station and later progressed into the forces<br />
network BFBS, where he was the first voice on the second<br />
channel known as BFBS 2.<br />
Moving into the commercial sector in presentation and<br />
commercial production Paul soon found himself working a<br />
48 hour week in air shifts alone. He also made time each<br />
week to conduct a regular round of voice-over sessions for<br />
radio commercials or film narratives, besides following a<br />
number of computer courses which has since proved<br />
invaluable in the world of IT, particularly set in the concept<br />
of modern radio.<br />
Setting up his own company, offering broadcast production/<br />
consultancy and voice-over experience, he became heavily<br />
involved with a number of clients, including Sunrise Radio<br />
Ltd in London, which led to him going to Sri Lanka in 1998,<br />
where he spent six months planning, designing, building and<br />
project over-seeing the completion of a five channel national<br />
radio network from its prestigious head quarters on the 35 th<br />
level of the World Trade Centre. This also included the<br />
installation of a series of transmitter and combined antenna<br />
installations.<br />
More recently Paul planned and co-wrote sections for<br />
inclusion at application stage of several digital projects in<br />
preparation for the first major revolution in UK radio for<br />
some twenty five years.<br />
He is now following an ambition to demonstrate a need for,<br />
and run a local radio service in the Swindon area, besides<br />
continuing to provide voice-overs for TV and radio<br />
commercials and a host of documentaries and training<br />
films.<br />
Local Radio comes home - to Swindon Section 105 (A) - Page 2
ABILITY TO MAINTAIN SERVICE <strong>Moonraker</strong> FM<br />
(a) Board of Directors<br />
Jonathan Hewat<br />
Non-executive Director<br />
Home<br />
Wiltshire<br />
Age<br />
60<br />
Occupation<br />
Company Director<br />
Author & Broadcaster<br />
Qualified Designer<br />
Media Training Officer<br />
Other Media Interests:<br />
None<br />
Other Directorships<br />
46 Design<br />
Author & broadcaster, Jonathan Hewat, was born in Dublin<br />
and educated at Castle Park School and Shrewsbury<br />
School. Having completed the National Diploma in Design at<br />
the Central School of Arts & Crafts, London, he founded a<br />
Graphic Design Company which designed the current<br />
National Westminster Bank corporate identity.<br />
He then undertook a 153,000 km journey around the world<br />
in a VW microbus with his wife, Theresa, through 56<br />
countries over 3.5 years gaining them a place in the<br />
Guinness Book of World Records.<br />
In 1979 he began a new career in broadcasting on Local<br />
Radio, British Forces Radio, and BBC Radio 2 and 4. He<br />
worked briefly for BBC TV South before becoming Head of<br />
Radio at the University of the West of England, Bristol,<br />
where he also ran a post-graduate Diploma in Broadcast<br />
Journalism.<br />
In 1990 he became an Associate Tutor at Ashridge<br />
Management College, Berkhamsted, and has a personal<br />
Radio archive of 3,000 clips from over four decades of radio<br />
around the English-speaking world.<br />
His Company, 46 Design, currently offers Media<br />
Management and Management Development training<br />
courses in the UK and overseas, and has recently published<br />
an interactive CD ROM on ‘Handling the Media’.<br />
Jonathan is married with three children and lives in<br />
Bradford on Avon, West Wiltshire.<br />
Local Radio comes home - to Swindon Section 105 (A) - Page 3
ABILITY TO MAINTAIN SERVICE <strong>Moonraker</strong> FM<br />
(a) Board of Directors<br />
Ian Pugh<br />
Non-executive Director<br />
Home<br />
Wiltshire & Cornwall<br />
Age<br />
53<br />
Occupation<br />
Company Director<br />
Other Media Interests:<br />
See below<br />
Other Directorships<br />
BW Limited<br />
A graduate of Cranfield Business College, Ian has a strong<br />
background in managerial skills; a success record in<br />
marketing; a superior knowledge of business commerce; an<br />
excellent record in analysis of business statistics and<br />
accounts; and is also a competent broadcaster and<br />
journalist with an insatiable appetite for current affairs and<br />
news.<br />
Ian owns homes in both Wiltshire and Cornwall and has<br />
done so for over thirty five years. During this time period he<br />
has worked in the food preparation industry and has held a<br />
managerial position for twenty eight of these culminating as<br />
General Manager, controlling Scot Beef with an annual<br />
turnover of over £40 million.<br />
Following his departure from the food industry, he went on<br />
in 1995 to establish an electrical business in Wiltshire which<br />
holds several contracts to service major national<br />
companies, having a strong foothold in the domestic market<br />
place it serves.<br />
His involvement with the Radio Industry started in 1991<br />
when he became involved in a community project to set up a<br />
small operation in the Market Town of Warminster. The<br />
project has grown beyond all belief and continues to<br />
embrace a loyal listenership today.<br />
Ian has worked for Bath FM and also BBC Wiltshire Sound<br />
and most recently as a Director in <strong>Moonraker</strong> FM overseeing<br />
the Restricted Service License Broadcasts which have<br />
profitably promoted major local events and shows.<br />
Local Radio comes home - to Swindon Section 105 (A) - Page 4
ABILITY TO MAINTAIN SERVICE <strong>Moonraker</strong> FM<br />
(a) Board of Directors<br />
Neil Romain<br />
Non-executive<br />
Home<br />
London<br />
Age<br />
46<br />
Occupation<br />
Managing Director<br />
London Media Company Ltd<br />
Other Media Interests/<br />
Directorships:<br />
Time FM (Ashford) Limited,<br />
Easy Radio London Limited<br />
Tide FM Limited<br />
Time FM 106.6 Limited<br />
Time FM 107.5 Limited<br />
Time FM 106.8 Limited<br />
Time FM 107.3 Limited<br />
Ingenu Limited<br />
Shammy Batra<br />
Non-executive<br />
Home<br />
London<br />
Age<br />
46<br />
Occupation<br />
Director of Corporate Services<br />
Sunrise Radio Group<br />
Other Media Interests/<br />
Directorships:<br />
Sunrise Radio Ltd<br />
Hayes Gate House Ltd<br />
Heathrow Financial Services Ltd<br />
Neil Romain has a deep understanding of radio industry<br />
finance and strategy. His experience comes through thirteen<br />
years of service (1991-2003) with the Radio Authority as its<br />
Finance Director and latterly Deputy Chief Operating<br />
Officer, and previously as Radio Finance Officer with its<br />
predecessor body, the Independent Broadcasting Authority.<br />
During his time at the Radio Authority, Neil was actively<br />
involved in developing the policies and strategies that have<br />
shaped the present structure of the UK radio industry. He<br />
has in-depth knowledge of all the key players in the industry,<br />
and of the financial structuring and management of radio<br />
stations.<br />
Neil joined the Sunrise Radio Group in early 2004 as the<br />
managing director of its newly-established London Media<br />
Company subsidiary, in which role he has been involved in<br />
the acquisition and subsequent turnaround of the<br />
mainstream (English language) radio companies now owned<br />
by LMC. He is responsible for the financial and sales<br />
performance of these radio stations.<br />
Shammy is an experienced Management Consultant/<br />
Business Analyst with substantial experience within both the<br />
private and public sectors. In 2001 he received an MSc in<br />
Information Systems from Brunel University having<br />
previously gained a Masters degree in Management from<br />
London University (1995) and a BA Hons degree in Politics &<br />
Philosophy from Kent University (1980).<br />
He has Board level experience in both the private and public<br />
sectors and has been a non-executive Director with Sunrise<br />
Radio Limited since its inception in 1989, becoming<br />
executive Director of Corporate Services in 2003. Previously<br />
he was a management consultant with LogicaCMG, he<br />
carried out a number of consultancy assignments for the<br />
DTI's RadioCommunications Agency.<br />
As non-executive Director with Sunrise Radio Limited<br />
between 1989 and 2003, Shammy carried out a number<br />
of projects for them including being a part of the team that<br />
set up the radio stations in Sri Lanka and Mauritius.<br />
Local Radio comes home - to Swindon Section 105 (A) - Page 5
ABILITY TO MAINTAIN SERVICE <strong>Moonraker</strong> FM<br />
(ii) If there are firm plans to appoint any further directors, provide information (with<br />
details of any specific individuals in mind). This information may be submitted in<br />
confidence.<br />
There are no plans for any further changes.<br />
1. (b) Proposed Investors And Shareholding Structure<br />
(i) Full details of the proposed shareholding structure should be provided;<br />
<strong>Moonraker</strong> FM (Partnership) (60%)<br />
16 Little Avenue, Swindon SN2 1NL<br />
London Media Company Limited (40%)<br />
Sunrise House, Merrick Road, Southall UB2 4AU<br />
(ii) Total number, class/classes of shares and issue price of shares;<br />
600,000 ordinary voting shares of £1 issued at par<br />
(iii) All voting shareholders and holders of 5% or more of non-voting shares and loan<br />
stock. State the number, class/classes and price of shares;<br />
<strong>Moonraker</strong> FM (Partnership)<br />
360,000 ordinary voting shares of £1 issued at par<br />
London Media Company Limited<br />
240,000 ordinary voting shares of £1 issued at par<br />
(iv) Outline any shareholders agreements or arrangements which exist;<br />
It has been resolved by the Directors of <strong>Moonraker</strong> FM that it will subscribe for 60%<br />
360,000 shares of the Company and, therefore, make available sufficient funds to<br />
subscribe £360,000 for a 60% share of <strong>Moonraker</strong> FM (Swindon) Limited upon the<br />
successful grant of a radio licence.<br />
It has been agreed that Sunrise Radio Limited will provide funding to London Media<br />
Company Limited in order that it can subscribe for 40% (£240,000) of the £600,000<br />
equity required by <strong>Moonraker</strong> FM (Swindon) Limited in the event that its application to<br />
<strong>Ofcom</strong> is successful.<br />
LMC and <strong>Moonraker</strong> FM have agreed LMC holds pre emption rights over any<br />
<strong>Moonraker</strong> FM (Swindon) Ltd shares offered for sale by <strong>Moonraker</strong> FM.<br />
Local Radio comes home - to Swindon Section 105 (A) - Page 6
ABILITY TO MAINTAIN SERVICE <strong>Moonraker</strong> FM<br />
(v) Where a corporate body other than a current <strong>Ofcom</strong> licensee will be providing 30% or<br />
more of the required funding, details should be given of its directors and main<br />
shareholder, and of its activities.<br />
LONDON MEDIA COMPANY LIMITED: LMC was established in January 2004 as a whollyowned<br />
subsidiary of Sunrise Radio Limited as the vehicle for its entry into mainstream<br />
English language broadcasting. LMC currently operates Time FM 106.8 in South East<br />
London, Time FM 107.3 covering the London boroughs of Lewisham and Southwark, Time<br />
FM 107.5 in Havering, and Star FM 106.6 serving Slough, Maidenhead and Windsor (shortly<br />
to be renamed Time FM 106.6) together with Easy Radio London on DAB. The company<br />
aims to extend its operations through successful application for new licences to be<br />
advertised by <strong>Ofcom</strong> in its own right and, in appropriate circumstances, in partnership with<br />
local groups as well as further acquisition of stations that fit the profile of the Time brand.<br />
SUNRISE RADIO LIMITED: Sunrise Group has operated as a successful and profitable<br />
ethnic broadcaster in the UK over 15 years. Its mainstay Sunrise Radio, broadcasting on<br />
the analogue 1458 AM frequency to Greater London, has also been available for much of its<br />
life on satellite (initially on the Astra satellite and latterly on the Sky platform). It has also<br />
recently launched its Kismat format in Greater London on the 1035 frequency. The<br />
company has made a substantial commitment to and investment in digital radio, and<br />
operates six DAB services with its Sunrise format in Edinburgh, Glasgow, London,<br />
Birmingham, Coventry and Wolverhampton; and four under its new Yarr (Young Asian<br />
Radio) format in Bradford, Coventry, Wolverhampton and London. Through its majority<br />
shareholder the company also operates radio stations in Sri Lanka and Mauritius. The<br />
company also has a number of non-radio interests. Sunrise Group is ultimately controlled<br />
by Avtar Lit and other family interests. LMC and Sunrise Group are both current licensees<br />
of <strong>Ofcom</strong>. Current company businesses can be grouped into three areas as follows:<br />
Asian Broadcasting<br />
Sunrise Radio London<br />
Kismat Radio London<br />
Sunrise Radio (DAB)<br />
Edinburgh<br />
Glasgow<br />
London<br />
Birmingham<br />
Coventry<br />
Wolverhampton<br />
Yarr Radio (DAB)<br />
Bradford<br />
Coventry<br />
London<br />
Wolverhampton<br />
Sunrise Radio Limited<br />
English Broadcasting<br />
Star FM 106.6<br />
Time FM 106.8<br />
Time FM 107.3<br />
Time FM 107.5<br />
Easy Radio (DAB)<br />
Non Broadcast<br />
Business<br />
Metra Club & Bar<br />
Hayes Gate House<br />
Heathrow Financial Services<br />
Himalaya Events & Exhibitions<br />
Asian Rich List<br />
Local Radio comes home - to Swindon Section 105 (A) - Page 7
ABILITY TO MAINTAIN SERVICE <strong>Moonraker</strong> FM<br />
Company Boards<br />
The Board members of Sunrise Radio Limited and London Media Company are shown<br />
below:<br />
MOONRAKER FM was set up in 1998 by a local group of investors and radio enthusiasts. It<br />
created the need for a fresh and competitive radio station in Wiltshire. The partnership was<br />
the first to run Restricted Services Licences (RSLs) in the area and produced the<br />
realisation that an alternative radio company could offer a sustained and competitive<br />
approach to the existing radio sector in the region.<br />
Since the RSLs and acceptance by the Radio Authority of a competitive licence in the<br />
Swindon area, the partnership has established a co-operation with LMC who will provide<br />
financial and administrative support while allowing the local Board to operate, broadcast<br />
and develop in the manner which has proved so successful for <strong>Moonraker</strong> so far.<br />
(vi) Additional Information<br />
LMC & SUNRISE COMPANY DIRECTORS<br />
LONDON MEDIA COMPANY LIMITED<br />
SUNRISE RADIO LIMITED<br />
Neil Romain<br />
Avtar Lit<br />
Shammy Batra<br />
Avtar Lit<br />
Surinderpal Singh (Tony) Lit<br />
Shammy Batra<br />
Ravi Jain<br />
The Directors of both LMC and Sunrise Group are well known to <strong>Ofcom</strong>.<br />
MOONRAKER FM - COMPANY DIRECTORS<br />
Ian Pugh (30%)<br />
Paul Davis (30%)<br />
Jonathan Hewat (30%)<br />
Philip Bond (10%)<br />
The shareholding arrangement between partners is shown in brackets<br />
Documentation confirming LMC’s ability to provide finance that it has committed is<br />
available to <strong>Ofcom</strong> in the event that this should be required.<br />
Sunrise Radio Limited is an existing <strong>Ofcom</strong> licensee, and has a number of other successful<br />
businesses. It has consistently reported profits on its commercial activities, and has secure<br />
cash facilities through its bankers Allied Irish Bank Limited which are available to support<br />
its continued expansion plans, including the proposed investment in this licence.<br />
Documentation confirming <strong>Moonraker</strong> FM’s ability to provide finance that it has committed<br />
is available to <strong>Ofcom</strong> in the event that this should be required.<br />
Local Radio comes home - to Swindon Section 105 (A) - Page 8
ABILITY TO MAINTAIN SERVICE <strong>Moonraker</strong> FM<br />
1. (c) Involvement of the Applicant in Specified Activities<br />
Details are required of the involvement of the applicant and its participants (including<br />
shareholders or other subscribers of more than 5% of the applicant’s total funding<br />
requirements) in any of the activities listed below, and the extent of the interest.<br />
(i) Advertising agencies;<br />
Not Applicable<br />
(ii) Newspapers;<br />
Not Applicable<br />
SUNRISE GROUP UK INTERESTS<br />
Licence Holding TSA Broadcast Area Platform<br />
Sunrise Radio Limited Al-156 100% 10,435,000 Greater London AM Analogue<br />
Sunrise Radio Limited DP-006 100% 10,435,000 Greater London DAB Digital<br />
Sunrise Radio Birmingham DP-006 100% 2,006,000 Birmingham DAB Digital<br />
Sunrise Radio Coventry DP-006 100% 647,000 Coventry DAB Digital<br />
Sunrise Radio Edinburgh DP-006 100% 1,118,00 Edinburgh DAB Digital<br />
Sunrise Radio Glasgow DP-006 100% 1,834,000 Glasgow DAB Digital<br />
Sunrise Radio Wolverhampton DP-006 100% 1,279,000 Wolverhampton DAB Digital<br />
YARR Bradford DP-006 100% 776,000 Bradford / Huddersfield DAB Digital<br />
YARR Coventry DP-006 100% 647,000 Coventry DAB Digital<br />
YARR London DP-006 100% 10,435,000 London DAB Digital<br />
YARR Wolverhampton DP-006 100% 1,279,000 Wolverhampton DAB Digital<br />
Bradford City Radio Limited AL-037 33% 486,000 Bradford FM Analogue<br />
Bradford City Radio Limited DP-061 33% 776,000 Bradford & Huddersfield DAB Digital<br />
Tristar Broadcasting Limited AL-148 100% 220,000 Slough / Maidenhead FM Analogue<br />
Time FM 106.8 Limited AL-040 100% 484,000 Thamesmead FM Analogue<br />
Time FM 107.3 Limited AL-219 100% 302,000 Lewisham / SE London FM Analogue<br />
Time FM 107.5 Limited AL-216 100% 374,000 Havering FM Analogue<br />
Easy Radio London (now Kismat) AL-160 100% 10,435,000 Greater London AM Analogue<br />
Easy Radio London Limited DP-006 100% 10,435,000 Greater London DAB Digital<br />
Sunrise is also available on Sky Channel 883 and Telewest and NTL cable networks<br />
Kismat Radio is also available on Sky Channel 923; Yarr Radio is also available on Sky Channel 937<br />
Local Radio comes home - to Swindon Section 105 (A) - Page 9
ABILITY TO MAINTAIN SERVICE <strong>Moonraker</strong> FM<br />
(iv) Bodies whose objects are wholly or mainly of a religious nature;<br />
Not Applicable<br />
(v) Bodies whose objects are wholly or mainly of a political nature;<br />
Not Applicable<br />
vi) Local authorities;<br />
Not Applicable<br />
(vii) Other publicly funded bodies.<br />
Not Applicable<br />
Local Radio comes home - to Swindon Section 105 (A) - Page 10
ABILITY TO MAINTAIN SERVICE <strong>Moonraker</strong> FM<br />
(a) OVERVIEW<br />
FINANCIAL & BUSINESS PLAN<br />
<strong>Moonraker</strong> FM is long established within Wiltshire. Our name (drawn from Wiltshire legend) and<br />
our group's ambition to operate a permanent local radio station is fuelled by the success of the<br />
RSLs that we have operated profitably since 2003, and an ongoing presence at events across the<br />
county such as the North Wilts Show, West Wilts Show and Bath & West Show.<br />
In our early planning of this Swindon licence application, the members of the <strong>Moonraker</strong> group<br />
concluded that, while we are confident in our ability to develop a successful independent radio<br />
station in this market, the involvement of an established radio industry partner would add<br />
experience, expertise and practical support that would otherwise be out of our reach.<br />
We have been fortunate to team up with the London Media Company (LMC), the mainstream<br />
broadcasting subsidiary of the Sunrise Radio Group, which has agreed to take a 40%<br />
shareholding in <strong>Moonraker</strong> FM (Swindon) Ltd.<br />
Our relationship with Sunrise Radio goes back to the very earliest days of that company, when<br />
one of <strong>Moonraker</strong>'s founders, Paul Davis, was the Operations Director of the-then fledgling<br />
Sunrise Radio while it was successfully establishing its original West London service for Asian<br />
listeners. Paul left Sunrise in 2000 when he moved to Wiltshire to pursue associated radio<br />
business activities. His undying interest in radio was maintained, in particular, through his<br />
involvement in <strong>Moonraker</strong> FM alongside Ian Pugh and Jonathan Hewat.<br />
LMC’s interest in this application carries through an agreement with Sunrise Radio Chairman,<br />
Avtar Lit, to support <strong>Moonraker</strong>'s ambitions to build a successful and truly local radio station. As<br />
part of the agreement, LMC will provide administrative and traffic scheduling support to<br />
<strong>Moonraker</strong> in return for a small management fee.<br />
LMC has agreed to underwrite the entire equity investment in this application. LMC's experience<br />
in developing local revenue streams, when allied with the local knowledge of <strong>Moonraker</strong> FM,<br />
delivers an effective partnership. For LMC, this investment represents a logical extension of its<br />
interests along the M4 corridor to the west of London, having acquired Star 106.6 from UKRD in<br />
June of last year.<br />
<strong>Moonraker</strong> FM has a deep-seated belief that local radio should be genuinely local, and our FOUR<br />
local directors have each committed to take a significant and, between them, a controlling<br />
interest in <strong>Moonraker</strong> Swindon Ltd. We have our roots in Wiltshire, and a belief in the need for,<br />
and the potential of, a radio station focused upon serving Swindon.<br />
However, we recognise that the current business environment requires a modern cost-effective<br />
operation. LMC has developed the commercial side of its business in an impressive way, having<br />
turned previously loss-making stations into viable, profitable businesses by building a strong<br />
sales-based philosophy which Paul Davis recognises from his time at Sunrise Radio. This<br />
experience in optimising small local markets is available to <strong>Moonraker</strong> as part of the investment<br />
agreement with LMC.<br />
While ensuring that expenditure is carefully controlled, all of the investors understand and share<br />
the view that cutting costs to the bone is not the way to succeed. Our cost base represents a<br />
reasonable expectation of the costs that are necessary to operate what is essentially a standalone<br />
operation.<br />
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ABILITY TO MAINTAIN SERVICE <strong>Moonraker</strong> FM<br />
<strong>Moonraker</strong>’s sales philosophy will be based on this. We will be the hardest working station in the<br />
market. Our Promotions vehicle will be at events daily, and our sales team will be trained well, to<br />
understand the station and its product. They will know how to ensure that the advertisers get the<br />
best possible results for their investment. As an example, a recent RSL in Trowbridge was<br />
supported by ASDA Stores Ltd to the tune of almost £10,000. Our focus from the beginning will<br />
be on developing the local market. National revenue is no longer a significant revenue source for<br />
new small stations such as this. Carrying a disproportionate inventory of national advertising<br />
sold at rock-bottom rates can undermine the local character of the station's sound to an extent<br />
which is not offset by the modest revenue that is generated.<br />
We do not believe that the national market place will change in the short term as the major<br />
groups consolidate further, and while <strong>Moonraker</strong> will subscribe to RAJAR from the outset and<br />
will appoint First Radio Sales to represent it nationally, it will not be part of the generic FRS sell,<br />
thereby allowing it to be selective in respect of the national advertisements that it takes.<br />
Although this policy will restrict the national revenue that the station will obtain, we believe that<br />
this downside will be more than offset by the additional local revenue that can be generated from<br />
its prime time spots, and by ensuring that its product is not undervalued in the market.<br />
History Of The Group<br />
The roots of <strong>Moonraker</strong> go back to 1998 when Paul Davis, then at Sunrise Radio, and Ian Pugh of<br />
Warminster Community Radio & Devizes Hospital Radio first met. It was this meeting that firmly<br />
established that both were totally committed to local radio in the Wiltshire area and the search<br />
for a third partner commenced. The following year Jonathan Hewat joined the project. Jonathan<br />
had cut his teeth in broadcasting with BBC and BFBS and his experience made him an ideal<br />
candidate to assist with researching opportunities to establish a market niche for the <strong>Moonraker</strong><br />
brand. This task was achieved with further assistance from 46 Design who are probably best<br />
known for creating the NAT WEST logo and full Corporate Identity.<br />
By 2000, <strong>Moonraker</strong> had established firm links with chambers of commerce all over the County,<br />
creating interest and awareness in its brand and its future intentions for trial broadcasts. The<br />
partnerships that were established included the Wessex Chamber of Commerce and various<br />
local authorities such as Wiltshire County Council, West Wiltshire District Council, North<br />
Wiltshire District Council, Kennet District Council and also Wiltshire College. In 2002, media<br />
students at Wiltshire College assisted <strong>Moonraker</strong> in setting up a news room which is run as an<br />
ongoing project that feeds the <strong>Moonraker</strong> RSLs with local information content.<br />
These foundations were tested in 2003 when <strong>Moonraker</strong> ran its first trial broadcast in West<br />
Wiltshire which established the station as a firm favourite with listeners by producing a locally-<br />
focussed radio service. Such was the success that the group ran its second trial broadcast in<br />
October 2003 broadcasting, on this occasion, to North Wiltshire with another locally-focussed<br />
service with the assistance of the students from the Wiltshire College site.<br />
In 2004, following the success of its October broadcast, <strong>Moonraker</strong> joined forces with the North<br />
Wiltshire District Council and established a Festival Radio broadcast for four days to promote all<br />
that was excellent in North Wiltshire. The service delivered a series of rolling interviews<br />
interspersed with adult music and essential information for the show.<br />
<strong>Moonraker</strong> will again be joining forces with the West Wiltshire District Council during 2005,<br />
following the success of the North Wilts Festival to recreate the same initiative with a service<br />
that is entirely relevant to the show. This project poses several technical challenges which<br />
necessitated the recruitment of a local expert and has resulted in re-uniting with long-time<br />
Swindon-based colleague, Philip Bond, who has also been the most recent addition to the<br />
<strong>Moonraker</strong> FM (Swindon) Ltd Board as a result of his obvious interest in the advertisement of a<br />
local licence in his home town.<br />
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ABILITY TO MAINTAIN SERVICE <strong>Moonraker</strong> FM<br />
The Story Behind The Name<br />
People from Wiltshire are often known as <strong>Moonraker</strong>s and the term is a source of great pride for<br />
many related to the county. There are numerous variations of the legend that spawned this name<br />
but it is generally thought to be about a band of smugglers. Lit by a beaming full moon, a group of<br />
Wiltshire smugglers were transporting some casks of contraband past a pond. Suddenly, the<br />
donkey carrying the casks was startled and the smuggled goods slipped into the pond. The<br />
smugglers grabbed some hay rakes they found nearby and tried to hook them onto the casks<br />
underneath the water to retrieve the valuable goods. An excise man passing by on his horse saw<br />
them raking the pond, with the full moon reflected in the water. When he questioned them about<br />
their strange behaviour, their quick-witted riposte was that they were raking out the cheese they<br />
could see in the water. The exciseman laughed himself silly and told everybody about the stupid<br />
country folk - but he never knew that, in fact, they were the ones who had fooled him.<br />
(b) FUNDING<br />
(i) Loan terms<br />
Not Applicable<br />
(ii) Assets Leased<br />
(i) Share capital £600,000<br />
(ii) Loan stock nil<br />
(iii) Leasing/HP facilities (capital value) nil (excluding value of TBC)<br />
(iv) Bank overdraft nil<br />
(v) Grants and donations nil<br />
(vi) Other (please specify) nil<br />
Not Applicable<br />
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ABILITY TO MAINTAIN SERVICE <strong>Moonraker</strong> FM<br />
(c) FINANCIAL PROJECTIONS<br />
The applicant should provide financial projections on an annual basis for the licence. The<br />
projections must include: Profit and loss accounts; Balance sheets; & Cash-flow forecasts.<br />
About The Area<br />
Swindon's earliest settlers were a Stone Age community living on Swindon Hill. The location<br />
afforded an excellent defensive position against attack, with the added advantage of a water<br />
supply. The town's next occupants were the Romans who quarried the hill's Portland limestone<br />
and shipped it to their settlement below. When the Romans left, Saxons lived on the hill and<br />
established a farming community, giving Swindon its name. The town's name derives from the<br />
Saxons’ reference to its burgeoning livestock trade – 'swin dun' or swine down. And so Swindon<br />
remained for many years: a small market town of little significance and influence.<br />
In 1840 Brunel changed all that forever by choosing Swindon as the site of GWR's railway works.<br />
But by 1960, the town had built its last steam locomotive, 'The Evening Star', and the workforce<br />
had fallen to five thousand. The death-knell for the railway works finally rang on 27th March 1986<br />
to the bitter disappointment of a town shaped by them. Yet, their spirit lives on. In 2000, the site<br />
was redeveloped to house the shopping centre of the Great Western Outlet Designer Village. The<br />
GWR buildings and surrounds are perhaps Europe's finest historical railway showpiece and a<br />
potent monument to Swindon's contribution to the industrial revolution.<br />
Built on this long history of industrial success, Swindon has developed into a high tech centre of<br />
excellence. A wide range of international IT and telecommunications companies have chosen<br />
Swindon as their base, as have major automotive and financial services companies. Many large<br />
national and international businesses that are household names have already chosen Swindon<br />
as the base for their UK operations.<br />
Swindon is less than 1 hour from London and the high quality of life and low cost of living mean<br />
that Swindon is a very attractive place to live and work. As the recent relocation of the National<br />
Trust from London to Swindon and the relocation programme of government departments out of<br />
London have showed, significant efficiency and staff benefits can also be achieved. Being based<br />
directly on the M4 and on the main rail line between London and The West, Swindon is<br />
strategically located in central-southern England and offers an excellent position from which to<br />
access major commercial locations around the UK. Its proximity to Heathrow and Bristol airports<br />
and Southampton and Avonmouth docks also give Swindon excellent international links.<br />
In recent times, the local economic structure has shifted towards a service led economy with the<br />
service sector now accounting for nearly 80% of total employment. The top three industrial<br />
sectors in terms of employment in Swindon are Banking, Finance & Insurance (25.5%),<br />
Distribution, Hotels & Restaurants (24.3%), and Manufacturing (16.0%). However, the local<br />
Public Administration, Health and Education sector looks set to overtake Manufacturing as the<br />
third largest sector in the coming years. Swindon continues to attract new inward investment.<br />
Compared to previous years, recent investments have been of smaller scale and mostly<br />
relocations from within the region or the UK rather than international investment.<br />
The biggest recent growth in employment (above the national trend) is in the Distribution, Hotels<br />
and Restaurants industry. In 2002, the service sector accounted for nearly 80% of total<br />
employment in the local economy. Banking, Finance & Insurance was the largest employment<br />
industry providing 25.5% of all employment closely followed by The Hotels, Restaurants and<br />
Distribution industry which accounted for 24.3%. Average earnings for full-time employees in<br />
Swindon are 6% above the national level.<br />
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ABILITY TO MAINTAIN SERVICE <strong>Moonraker</strong> FM<br />
Basis of Financial Projections<br />
A full set of financial forecasts and the assumptions underpinning them, covering the period of<br />
the licence, and including projected profit and loss accounts, balance sheets and cash-flow<br />
forecasts, are submitted as a separate Excel file. We request that these be kept confidential. A<br />
snapshot of these figures is provided below:<br />
MOONRAKER FM - TOP LINE FINANCIALS<br />
Profit & Loss Year 1 Year 2 Year 3<br />
TURNOVER 436,248 585,248 692,269<br />
DIRECT COSTS 45,609 47,961 49,593<br />
GROSS MARGIN 390,639 537,287 642,676<br />
TOTAL EXPENDITURE 551,208 546,179 557,760<br />
OPERATING PROFIT/(LOSS) (160,568) (8,892) 84,916<br />
<strong>Moonraker</strong>’s underlying philosophy has been to create a financial template for a permanent<br />
station which, while carrying forward the lessons learnt by the group from running a number of<br />
profitable events-based radio ventures, reflects the practical experience gained from its partner<br />
LMC’s operation of permanent stations in competitive markets. We are convinced that this mix of<br />
experience and enthusiasm has enabled us to construct a set of financial projections which<br />
address the reality of operating a small station in the Swindon marketplace.<br />
The founders of <strong>Moonraker</strong> have the commitment and ability to finance their long-held ambition<br />
to build a truly local radio station in Wiltshire. However, conscious of the importance that <strong>Ofcom</strong><br />
attaches to a secure financial structure, we believe that this application is strengthened<br />
financially through LMC's fulfilling of a long-standing agreement by Sunrise Radio to support the<br />
funding of this venture, and although not necessary, LMC has further agreed to underwrite the<br />
entire equity requirement of <strong>Moonraker</strong> Swindon Ltd.<br />
The capitalisation of <strong>Moonraker</strong> has been set a level which is sufficient for the company to<br />
purchase its fixed assets outright. This has removed any need for debt funding at the outset, and<br />
provided enough working capital to finance around 110 days of costs. Our financing plans allow<br />
us to accommodate a 15% shortfall in revenues before any recourse to additional funding would<br />
become necessary. The financial projections assume that all fixed assets are purchased<br />
outright, and transmission facilities are financed on a TBC (Total Broadcast Contract) basis.<br />
We have included in our projections a significant initial and ongoing marketing budget, based on<br />
discussions with a major marketing agency, which reflects our view that establishing this station,<br />
and generating the awareness and market access necessary in this crowded marketplace, will<br />
require substantial promotional activity and resourcing.<br />
The cost base has been drawn up with an awareness that prospective operators of small-scale<br />
radio services have historically tended to be over-optimistic, both in the revenue they expect to<br />
generate and also in the level of costs that a full service local station can operate at while<br />
maintaining a credible quality of local radio service.<br />
While we believe that it would be possible to reduce some costs from within our forecasts, we<br />
consider that this would compromise the long-term position of the station, and that the costs<br />
included in our financial forecasts are set at the right level to deliver the viable radio service that<br />
we envisage.<br />
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ABILITY TO MAINTAIN SERVICE <strong>Moonraker</strong> FM<br />
During the design of our cost base we carefully examined the question of digital broadcasting.<br />
We believe that participation in DAB in local markets from the outset incurs an unreasonable<br />
financial burden on any small radio company, and could not be justified initially. Whilst we are<br />
encouraged by the reported uptake of DAB nationally, we propose to periodically review its<br />
usage within the TSA for the first two years or until the business case for participation can be<br />
made.<br />
While <strong>Moonraker</strong> is committed to the growth of DAB, we also recognise that a small independent<br />
station cannot realistically expect to afford to broadcast on two platforms during its formative<br />
years. We will, however, review the situation after the end of the second financial year with a<br />
view to entering the digital arena - particular when the details of the next phase of roll-out<br />
become clear in 2007.<br />
The basis of our cost estimates is set out in the cost assumptions worksheet within the financial<br />
model. These estimates are derived from the experience that LMC has gained through operating<br />
its four existing small-scale analogue stations, coupled with the knowledge possessed by the<br />
founder members of <strong>Moonraker</strong> about the local factors specific to the Swindon market. In<br />
particular, this experience has been invaluable in setting what we believe are realistic staffing<br />
cost budgets, which should allow us to recruit staff of the calibre that <strong>Moonraker</strong> requires to<br />
produce the quality of local service proposed.<br />
Importantly, the involvement of LMC brings with it access to significant cost savings in<br />
administrative functions such as website development, billing and particularly commercial<br />
airtime scheduling, which LMC has agreed to provide for us in return for a nominal management<br />
fee.<br />
Our audience forecasts, which have been pitched at a conservative level, produce total listening<br />
hours for <strong>Moonraker</strong> of 277k hours per week in year 1, rising to 390k hours by year 3. Based on<br />
these audience projections, we have built revenue estimates from our knowledge of the yields<br />
that new stations can generate in the initial years on air, and our estimates of the current<br />
performance of a number of relevant radio stations.<br />
The revenue projections have taken both a bottom-up and top-down approach. They have been<br />
built from what the group considers to be realistic spot yields and levels of inventory sold, and<br />
sense-checked against our estimates of average yields per thousand listening hours of a range<br />
of comparator stations (using discounted MMS data for the year to December 2004 and audience<br />
data from Q4, 2004 RAJAR).<br />
Our market benchmarking has used data from stations of a similar size across the UK. From this<br />
analysis we have generated an average of revenue delivered for each thousand hours of<br />
measured listening (included in the Revenue Key Assumptions worksheet in our Confidential<br />
Financial Appendix). This data shows that the local revenue per thousand hours yield for stations<br />
with TSAs of a similar size to this Swindon licence is higher than the yield anticipated by<br />
<strong>Moonraker</strong>.<br />
We are of the view that the local revenue yield that we have projected is not only realistic and<br />
achievable, but represents a view of the local market that is formed from a thorough<br />
understanding of the drivers of the local Swindon market and the media competition, especially<br />
radio and press, that exists in this area.<br />
In particular, we undertook a study of the local newspapers and found the local advertising to be<br />
buoyant in The Evening Advertiser; The Swindon Star; and The Wiltshire Gazette & Herald. The<br />
first two charge approximately £1,100 per half page and the third approximately £2,300. Each<br />
paper publishes around 48 pages all of which contain significant amounts of advertising. This<br />
exercise suggests high annual yields for the owners, Newsquest, but we are equally aware that<br />
discounting is commonplace.<br />
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ABILITY TO MAINTAIN SERVICE <strong>Moonraker</strong> FM<br />
For national revenue we have also been prudent. There is little doubt that the national market is<br />
particularly weak currently. More importantly, by next year, when this new station will be<br />
launched, we are of the view that the market dynamics will have evolved to an extent that will<br />
make the prospects for a small Swindon station in the national market even less auspicious. Over<br />
the past six months we have seen the yield generated from national sales by stations that are not<br />
part of the major groups significantly weaken, as a direct consequence of the market power that<br />
the larger groups command.<br />
In our financial forecasts we have therefore assumed a spot-rate equivalent for national sales<br />
well below the average for the benchmark stations. While we accept that there will be a place for<br />
national advertising for the foreseeable future, we are also very aware that if the market were to<br />
weaken much further, the arguments for taking this category of revenue at all are becoming<br />
difficult to sustain.<br />
The inventory that cheaply-sold national advertisements consume, and the difficulties they<br />
create for pricing structures in the local market, make them unattractive from a business<br />
perspective. Moreover, the broadcasting of a significant volume of national advertising, even if of<br />
a higher production quality, represents an important deterrent to listeners, as demonstrated by<br />
our, and others', market research.<br />
We have further sense-checked our assumed spot rate revenue yields by cross-referencing<br />
them to CPT delivery. Our audience projections deliver an average CPT rate of around £2.75<br />
using the local spot rate that we have assumed. This level is ahead of the range that is currently<br />
being achieved by the smaller national sales houses, but recognises the premium that can be<br />
generated by smaller stand-alone stations delivering to their local market. We believe this is<br />
wholly realistic in the current commercial climate.<br />
By intentionally setting cautious revenue projections, <strong>Moonraker</strong> is confident that it can access<br />
the existing local advertising market to the extent that we have forecast. We believe that at this<br />
level we can expand the local revenue market for radio by drawing revenue from other media,<br />
particularly the local press.<br />
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ABILITY TO MAINTAIN SERVICE <strong>Moonraker</strong> FM<br />
AUDIENCE PROJECTIONS<br />
(i) The projected adult (aged 15+) population of the Total Survey Area (TSA) within which<br />
it is intended to measure the listenership of the service:<br />
For the purposes of our Business Plan, <strong>Moonraker</strong> has assumed an adult population of<br />
154,000 as calculated by NTL. This equates with <strong>Ofcom</strong>’s own assessment of coverage in<br />
its advertisement (150,000).<br />
(ii) Projections for listenership ratings over the first three years of the service, with<br />
detailed demographic breakdowns:<br />
<strong>Moonraker</strong> FM is a broad service targeting as wide an audience as possible across the<br />
Swindon area as practicable. However, it is recognised that the biggest potential market is<br />
centred between GWR FM and BBC Radio Wiltshire which represents an age group<br />
between 25 & 54 which is where we anticipate attracting our most significant audience.<br />
Our detailed audience projections for the first three years of the licence period are as<br />
provided below.<br />
MOONRAKER FM AUDIENCE PROJECTIONS<br />
ADULTS Men Women 15-24 25-34 35-44 45-54 55-64 65+<br />
TSA POP. ('000) 154 74 80 22 31 32 24 18 26<br />
YEAR 1<br />
Reach (%) 18% 19% 17% 12% 16% 20% 24% 21% 18%<br />
Reach ('000) 28 14 14 3 5 6 6 4 5<br />
Ave. hours 10.0 10.0 10.0 7.0 8.0 12.0 11.0 10.5 8.0<br />
Total hours ('000) 277 141 136 18 40 76 65 40 38<br />
YEAR 2<br />
Reach (%) 20% 21% 19% 14% 18% 21% 25% 22% 19%<br />
Reach ('000) 31 16 15 3 6 7 6 4 5<br />
Ave. hours 10.5 10 11 7 8.5 12.5 14 11 8<br />
Total hours ('000) 323 156 167 22 48 83 86 44 40<br />
YEAR 3<br />
Reach (%) 23% 25% 23% 16% 21% 25% 27% 24% 21%<br />
Reach ('000) 35 19 19 4 7 8 7 4 6<br />
Ave. hours 11.0 10.0 11.0 7.5 9.0 13.5 14.5 13.0 8.0<br />
Total hours ('000) 390 186 204 26 59 107 96 57 44<br />
The projections are shown using standard RAJAR demographic classifications and<br />
definitions of weekly reach, average hours of listening, and total listening hours, with<br />
estimates of average hours rounded to the nearest 0.5 hours per week.<br />
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ABILITY TO MAINTAIN SERVICE <strong>Moonraker</strong> FM<br />
(iii) The expected impact of the proposed service on existing services, in listenership terms:<br />
We anticipate that <strong>Moonraker</strong> FM’s audience will be created from a combination of the<br />
BBC’s national and regional services and GWR FM. The BBC’s cumulative losses are likely<br />
to be larger, as the Corporation’s overall market share is greater than that of GWR.<br />
<strong>Moonraker</strong> FM is also likely to attract a large part of its audience from the 25-54 age range<br />
inheriting the middle ground where competition is at its weakest.<br />
This hypothesis is explored in greater depth in our responses to questions in Section 105<br />
(D) - Evidence of Demand.<br />
(iv) The basis on which the listenership estimates have been calculated, and the<br />
assumptions taken into account:<br />
We have taken a number of factors into account in assessing <strong>Moonraker</strong> FM’s likely<br />
listening. One of the most encouraging indicators has come from the RadioWorks Research<br />
we conducted, which indicated that there is a very large propensity (89%) for listeners in<br />
Swindon to trial the new station across all ages, both males and females.<br />
CONCEPT OF NEW LOCAL RADIO STATION BY AGE, SEX & SOCIO-ECONOMIC GROUP<br />
15-24 25-34 35-44 45-54 55-64 65+ Male Female<br />
Definitely 25.5 14.8 11.5 19.8 15.4 18.2 18.4 15.9<br />
Very Likely 33.3 51.9 51.0 34.3 39.4 36.4 40.7 43.6<br />
Fairly Likely 34.4 26.6 29.3 34.4 29.5 30.0 29.1 31.7<br />
ALL LIKELY 93.2 93.3 91.8 88.5 84.3 84.6 88.2 91.2<br />
Fairly Unlikely 4.4 4.4 6.0 6.3 12.8 10.0 7.9 6.1<br />
Very Unlikely 1.2 0.8 2.2 3.1 2.9 4.5 2.6 2.2<br />
Definitely Not - 0.8 - 1.0 - - 0.3 0.3<br />
RadioWorks Research 2005<br />
Another factor in our consideration was the performance of Commercial Radio in the<br />
Swindon area shown in the RAJAR sub-area analysis we commissioned. This identified the<br />
BBC’s share to be 3% over the UK average (representing around half the total hours<br />
<strong>Moonraker</strong> projects in its first year). At the same time, it also highlights the unusually high<br />
popularity of BBC Radios 1 and Radio 5 in the area which was confirmed in the findings<br />
from our RadioWorks research.<br />
STATION UK SHARE SWINDON SHARE<br />
ALL BBC 54% 57%<br />
ALL COMM 44% 43%<br />
ALL COMM LOC 34% 39%<br />
ALL BBC LOC 11% 13%<br />
BBC R1 8% 19%<br />
BBC R2 16% 10%<br />
BBC R4 11% 10%<br />
BBC R5 4% 10%<br />
Ipsos/RAJAR Swindon sub-sample Q1 2005<br />
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ABILITY TO MAINTAIN SERVICE <strong>Moonraker</strong> FM<br />
(i) Provide details of the transmission site, or sites, you propose to use, under the following<br />
headings:<br />
(a) Name and National Grid Reference of site;<br />
Blunsdon Tower NGR SU 143 900<br />
(b) Height of site above Ordnance datum (in metres);<br />
147 metres<br />
(c) Height of transmitting aerial above ground level (in metres);<br />
45 metres<br />
(d) Radiated power in either or both planes of polarisation, and aerial radiation pattern (if<br />
no aerial radiation pattern is submitted, it will be assumed without exception to be<br />
omni-directional).<br />
100 watts vertical + 100 watts horizontal<br />
TRANSMISSION PROPOSALS<br />
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ABILITY TO MAINTAIN SERVICE <strong>Moonraker</strong> FM<br />
The applicant should confirm whether he believes that his intended mast aperture will be<br />
available, and whether, where required, planning permission can be obtained. Where<br />
appropriate, evidence to support this belief should be provided. Details of any negotiations<br />
which have been entered into with the site owner(s) should also be provided.<br />
NTL Broadcast has informed us they own Blunsdon and are able to offer a bespoke antenna<br />
solution for this licence, subject to planning permission, but NTL Broadcast does not believe<br />
there will be any planning issues for this established site.<br />
The information provided above must take into account any requirements set out in Section<br />
2 of this Notice. In the event of minor non-compliance, <strong>Ofcom</strong> may revisit an applicant's<br />
proposals with a view to modest adjustment following award and closer scrutiny. Significant<br />
non-compliance may render the application liable to disqualification.<br />
NTL Broadcast has noted the requirements set out in Section 2 of the notice and confirms that, in<br />
its opinion, the antenna system proposed meets the <strong>Ofcom</strong> requirements with the exception of<br />
the vrp specification where a dispensation will be required.<br />
(ii) Please provide a detailed computer predicted map (in colour) of the coverage anticipated<br />
using the transmission site(s) and parameters described above.<br />
An NTL Coverage Prediction for the area is shown at the end of this section and a high quality<br />
image file of this same map has been supplied as part of our Appendices.<br />
(iii) Describe proposed arrangements for transmission provision (installation, maintenance and<br />
repair). The transmission system and equipment must comply with the Engineering Code<br />
originally published by the Radio Authority, which represents <strong>Ofcom</strong>'s current policy and is<br />
available at: www.ofcom.org.uk/codes_guidelines/broadcasting/radio/codes/engineering_code.pdf<br />
Our Transmission provider, NTL Broadcast is well resourced to install the complete system and<br />
subsequently maintain and monitor the Transmission parameters. Telemetry and remote<br />
monitoring systems provide information back to their control centre e.g. Carrier Power, lack of<br />
modulation etc on a 24 hr basis. NTL’s maintenance personnel are highly trained with the<br />
necessary spares and test equipment to resolve any problem quickly.<br />
(iv) What is the anticipated time-lapse between the award of licence and start of broadcasting?<br />
Applicants should note that failure to commence broadcasting the service within two years<br />
of the date on which the licence is awarded is likely to lead to the offer of a licence to the<br />
successful applicant being withdrawn. In these circumstances the licence would be<br />
advertised afresh and a new competition would be held to award the licence.<br />
<strong>Moonraker</strong> FM anticipates going ‘on-air’ approximately six months after the award of licence.<br />
Local Radio comes home - to Swindon Section 105 (A) - Page 21
ABILITY TO MAINTAIN SERVICE <strong>Moonraker</strong> FM<br />
Local Radio comes home - to Swindon Section 105 (A) - Page 22
CATERING FOR TASTES / BROADENING CHOICE <strong>Moonraker</strong> FM<br />
PROGRAMMING PHILOSOPHY<br />
Overview<br />
CATERING FOR TASTES<br />
<strong>Moonraker</strong> will be a broadly-based, music-led, information-rich service combining a wide variety<br />
of classic and contemporary music together with high quality locally-produced news, detailed<br />
weather reports, comprehensive traffic and travel and a distinctive range of speech and<br />
information features designed to capture the spirit of Swindon. Its mature authoritative<br />
presentation and melodic music will broadly appeal to 25-54s and to over 35's in particular<br />
recognising the gap in the weakest segment of the current market between GWR FM and BBC<br />
Radio Swindon/Wiltshire.<br />
Firmly rooted in the community, <strong>Moonraker</strong> FM will seek to establish a strong bond with its<br />
listeners and to become, in time, a trusted companion. Programming will embrace the area and<br />
provide a much needed 'community focus' in true ILR tradition. Overall the daytime output will<br />
comprise some 30% speech including news and community information specifically designed to<br />
appeal to the local audience.<br />
It is <strong>Moonraker</strong> FM’s experience and understanding of the area that has enabled us to<br />
understand the difference and distinct local relevance that our audience wants and appreciates.<br />
A difference that has been proven time and again by our past RSLs (all of which have been<br />
profitable). Our research has clearly indicated that respondents are very positive about the<br />
prospect of a new local radio service of the style we propose with an incredibly high 89%<br />
indicating that they would be likely to trial it. The combined research studies we have<br />
undertaken have identified the need for a service embracing the following core brand values:<br />
An overriding local focus;<br />
A broad-based local radio format;<br />
A wide variety of music;<br />
Trustworthy news from a well resourced newsroom & news partners;<br />
A more substantial service of speech, news output and comment;<br />
Engaging personalities;<br />
A service which, overall, demonstrably broadens listener choice;<br />
121 hours live, locally produced programming each week.<br />
Music will have a consistent, familiar and melodic feel - mixing current soft hits, classic oldies<br />
and easy listening favourites. Most programmes will have a magazine format, presented by<br />
versatile broadcasters able to cope with frequent live interviews on local and other issues,<br />
supplemented by a high level of listener participation. Non-news speech output will consist of<br />
short form features of engaging interviews and essential information. Experience has shown<br />
concise items of this kind mix best with music to provide a smooth programme flow. This<br />
approach, which contrasts with BBC local radio policy, has been adopted through an awareness<br />
of an increasing demand amongst the majority of mature adults for music-based rather than<br />
speech-based formats.<br />
Our experience of radio and in-depth knowledge of the area will further ensure <strong>Moonraker</strong> FM’s<br />
news service will be first class. Throughout daytime programmes regular 5 minute “home-mix”<br />
bulletins will be broadcast at the top of the hour, combining local news with national and world<br />
events prioritising local stories as appropriate. Additional headline summaries will be broadcast<br />
every half hour in drive times. Coverage will be completed by two magazine-style extended news<br />
programmes of around 15 minutes duration each weekday. Sky news bulletins will be carried<br />
hourly at other times. We will also maintain an internal call-out system to ensure that should<br />
anything serious develop our news team will return to provide coverage.<br />
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CATERING FOR TASTES / BROADENING CHOICE <strong>Moonraker</strong> FM<br />
MUSIC OUTPUT<br />
Music is the leading element of <strong>Moonraker</strong> FM’s programme output, accompanied by its locallyrich<br />
information content, and our approach to music is ‘inclusive’ rather than ‘exclusive. The<br />
target audience for <strong>Moonraker</strong> FM is 25-54 and, naturally, such a wide age span embraces a<br />
wide range of musical tastes.<br />
While the pace and content of <strong>Moonraker</strong> FM's output will vary during the day, the station will<br />
always have a strong, friendly identity. Our music will be bright, upbeat and familiar with a range<br />
and quality evoking the memories and emotions of our listeners, together with the most popular<br />
current and recent material. We will not be in the business of "breaking" songs yet will still be at<br />
the cutting edge of popular trends as they develop, providing an appealing music mix lying<br />
between the styles of GWR FM and Radio Two. The key to <strong>Moonraker</strong> FM's music policy will be<br />
familiar and popular songs but not predictable or duplicating other pop services in the area. Our<br />
guiding principles are:<br />
Familiar and popular music across a range of styles and eras;<br />
Music variety from the widest possible database;<br />
A spice category featuring specialist music genres & album tracks;<br />
Low rotation of core catalogue;<br />
Themed programmes to satisfy audience demand in non-daytime;<br />
Exposure of local talent;<br />
Adult presentation.<br />
Familiar and Popular Music<br />
Our selection will be based on tempo and familiarity, playing gold, classic and contemporary<br />
music which our audience will regard as stimulating and stylish. It will be a mix that listeners<br />
across a broad age spectrum will have enjoyed and experienced throughout their lifetime. The<br />
genres encompass chart and recent hits, Adult Contemporary, Classic Rock, familiar all-time<br />
classic hits and Soul.<br />
Each of the eras we tested in our research had a relatively even appeal amongst our target 25-54<br />
audience and we will, therefore, provide even rotation over the past 45 years. The emphasis of<br />
our style will be based on melody and low rotation and by avoiding the excesses of the esoteric.<br />
This format will satisfy the broad needs of our target group. At the same time, our style will also<br />
hold much appeal to both younger and older audiences who will be primarily tuned in to<br />
<strong>Moonraker</strong> for its local content.<br />
Combined Appealing and 2 nd Appealing Era by Age & Sex<br />
15-24 25-34 35-44 45-54 55-64 65+ Male Female<br />
Current 59.9 57.7 21.6 16.7 5.6 1.8 24.6 32.0<br />
00s 66.0 62.9 38.9 18.8 12.5 3.6 33.7 36.8<br />
90s 22.3 34.8 40.1 36.4 16.8 11.0<br />
26.5 29.7<br />
80s 19.7 19.3 37.3 40.7 31.1 22.8 30.4 26.6<br />
70s 10.8 7.4 24.5 37.5 64.8 53.6 33.3<br />
60s 14.4 6.8 15.8 28.1 52.2 62.7 30.1 26.1<br />
RadioWorks Research 2005<br />
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28.1
CATERING FOR TASTES / BROADENING CHOICE <strong>Moonraker</strong> FM<br />
Music Variety<br />
Variety is the key to our music policy which means that, in addition to playing well-known songs,<br />
we shall stimulate our listeners by playing an imaginative choice of singles from the past and the<br />
present but by featuring a wider range of tracks from enduring artists. Obvious current material<br />
would, therefore, typically be represented by the Scissor Sisters, Joss Stone, The Coral, Gwen<br />
Stefani and Jamie Cullum. This would be embellished with less frequently played but,<br />
nonetheless, appealing tracks from new albums by Olivia Newton-John, Bruce Springsteen, KT<br />
Tunstall and Turin Breaks. Current songs will not account for more than 25% of the output.<br />
Our core playlist will typically include songs like: Gabrielle – Dreams; Queen - Radio Ga Ga;<br />
Madonna – Vogue; Robbie Williams – Millennium; Genesis - Turn It On Again; Kylie Minogue –<br />
Can’t Get You Out of My Head; Soul II Soul - Back To Life; and Eurythmics – Sisters Are Doing It<br />
For Themselves. Older categories will include songs like the Supremes - Baby Love; Norman<br />
Greenbaum - Spirit In The Sky; Chic - Le Freak; Moody Blues - Nights in White Satin; and Dusty<br />
Springfield - Son Of A Preacher Man etc. Similarly our classics will be reinforced by a carefully<br />
chosen selection of album tracks and songs that never made it to the Top 50.<br />
Spice Songs<br />
Album tracks and other non-hit spice songs will account for up to a 20% maximum of output<br />
across all eras with albums accounting for three quarters of this total. The resultant fusion of<br />
music will be drawn from a substantial active database which will be significantly more varied<br />
than currently available elsewhere on Commercial Radio in Swindon.<br />
Our spice songs will include the better known elements of a range of more specific genres such<br />
as country, folk, rock ‘n’ roll and jazz and blues etc.<br />
Low Rotation<br />
Combined Appealing and 2 nd Appealing Genre by Age & Sex<br />
15-24 25-34 35-44 45-54 55-64 65+ Male Female<br />
AC 55.3 52.6 60.4 58.3 52.1 39.9 55.7 51.0<br />
Rock 56.2 41.7 51.4 61.6 50.8 30.0 56.2 39.9<br />
Easy Listening 22.0 34.1 43.8 35.3 47.7 45.5 34.6 41.6<br />
Soul 32.4 48.0 28.9 29.1 28.1 29.1 25.9 40.5<br />
RadioWorks Research 2005<br />
As a contemporary radio station for Swindon, our current playlist songs will be rotated regularly<br />
around 3 times a day but this is still considerably less than the 5 to 6 airplays GWR FM rotates its<br />
playlist. Our selection of recurrent songs from the past 18 months will rotate approximately once<br />
every 2 to 3 days which is also less frequent.<br />
The core of our library will rotate much more slowly. Our Level 1 songs will be scheduled to<br />
rotate no faster than every other three days and, again, will be carefully slotted into different<br />
dayparts. Level 2 & 3 songs will represent “wow factor” selections drawing on the deepest part<br />
of our library and may only get aired two or three times a year.<br />
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CATERING FOR TASTES / BROADENING CHOICE <strong>Moonraker</strong> FM<br />
Themed Programmes<br />
Our research confirmed that there are many differences between the music tastes across age<br />
groups and that a large part of our audience is keen to hear some more specific types of music.<br />
<strong>Moonraker</strong> FM will be catering for these tastes with a range of programmes in non-daytime that<br />
cater for both younger and older audiences – clearly scheduled at times best suited to their likely<br />
listening. This includes a weekly night-time show, <strong>Moonraker</strong> Rocks, which aims to satisfy the<br />
hard-core rockers (62% of 45-54s, for example) in our area who are fed up with the usual diet of<br />
late night love songs. Our early evening programme, The Buzz, deliberately has younger appeal<br />
at a time when mum and dad are watching ‘Corrie’. Similarly, music later on a Saturday night is<br />
designed to attract the younger Party Animal. Conversely, Sunday night’s <strong>Moonraker</strong> Gold is a<br />
feast for ‘golden oldie’ fanatics.<br />
However, it should be stressed that these are themed rather than ‘specialist’ shows and a<br />
narrower music genre slant on our typical output, rather than a total departure into the unknown.<br />
Local Talent<br />
<strong>Moonraker</strong> FM also intends to bring back another old ILR tradition by supporting local talent<br />
where warranted. We have a commitment to live music, artists and performers and will<br />
encourage new local artists by playing their latest releases and inviting them into our studios to<br />
chat to us. This will not only take place in our themed programming but also in our regular<br />
peaktime guest slots.<br />
Adult Presentation<br />
Our style of presentation will largely be defined by our informative and mature approach. We will<br />
be friendly, informative, entertaining and personality driven. Generally our style will be to<br />
intersperse tracks with presenter input, but to discourage presenters from talking when they<br />
have nothing of value to say. We will aim to avoid inane links, irrelevant comment or forced jokes.<br />
Many presenter links will be information-based rather than making the music the subject. It is<br />
important, however, for our presenters to refer to the music which is an intrinsic part of the<br />
programme rather than an intrusion or interlude. We will expect our presenters to understand<br />
and enthuse about the music they play.<br />
<strong>Moonraker</strong> FM will only employ presenters with significant broadcasting experience who will<br />
have a clear understanding of local issues and social composition. Compared to similar sized<br />
stations, our presenters will be well remunerated - a policy which has been a conscious decision.<br />
Once again we are putting quality over quantity, employing a small team of multi-talented<br />
professionals rather than over-stretched beginners. We want to be able to hire the best local<br />
talent around who will be able to develop and build upon our carefully prepared plans for the<br />
station.<br />
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CATERING FOR TASTES / BROADENING CHOICE <strong>Moonraker</strong> FM<br />
SPEECH OUTPUT<br />
News<br />
<strong>Moonraker</strong> sees news as a key element in reaching the target audience. We are dedicated to<br />
creating the best local radio news team in Swindon, with each member of the team receiving prelaunch<br />
and continuing training as part of the station’s commitment to a personal development<br />
plan throughout the company. We will provide a strong local news service that is rooted in<br />
Wiltshire. Bulletins will be delivered 24 hours a day, with local news from 06.00 to 19.00 Monday<br />
to Friday; at weekends local news will be broadcast from 07.00 to 14.00. Local news bulletins will<br />
be five minutes in duration on average and be read in a no gimmick style with no sensationalism<br />
or music beds. All local news will be generated and produced in house.<br />
We have a clear philosophy: local stories from Swindon and Wiltshire will ordinarily have priority<br />
over national items. When there is a national or international story of significance, we will cover<br />
it and also add a "local" angle. Bulletins will be lively and energetic, neither read too fast nor too<br />
slow. Journalists will be taught how to enunciate clearly in their news reading and reporting. The<br />
style will be clear and concise, yet remaining conversational – news-telling as opposed to newsreading.<br />
There is a tendency on some services currently available to be breathless and rushed.<br />
When appropriate, our journalist may take two cuts from an interview to alternate in the bulletins<br />
and give the added value of freshness rather than repetition, much as was the way it used to be<br />
done on “ILR Original". No two successive bulletins should sound the same or have the same<br />
running order. Presently, across the region (and elsewhere), Commercial radio listeners hear<br />
the same script over and over again, and very often replicated running orders.<br />
Our journalists will maintain regular contact and relationships across the local community to<br />
gather input for our local news and information features. We already have an up-to-date<br />
database of news contacts through the group’s close links with key public, private and voluntary<br />
sector organisations in the region. Typical call-outs will include:<br />
Emergency services (fire, police, ambulance)<br />
Contact with Local Authority members and staff, Council reports & meetings<br />
Regular contact with local MPs & MEPs<br />
Local societies, voluntary groups and clubs<br />
Local Health Authority<br />
Chamber of Commerce<br />
Town Centre Initiative<br />
Federation of Small Businesses<br />
We will also deliver two 15 minute extended news bulletins, ‘Western Eye’, at 13.00 and 18.00 in<br />
a magazine style. These will be a daily round up of the day’s stories and current affairs including<br />
a balanced commentary from participants such as councillors, politicians, and news makers.<br />
<strong>Moonraker</strong> will utilise the services of Sky News for a full coverage of national and international<br />
news. Sky News will also provide audio and text input for our home-mix bulletins, as well as full<br />
national/international bulletins outside daytime.<br />
<strong>Moonraker</strong> FM also believes that it is of fundamental importance that presenters and news staff<br />
see themselves as equals and that they integrate totally. We want all “on-air” staff thinking as<br />
one set of broadcasters, rather than fragmented departments. <strong>Moonraker</strong> FM will use state-ofthe-art,<br />
reporter phones which offer quality news audio via mobile phone networks. These offer<br />
far greater coverage and flexibility than traditional radio cars or fixed links, and can be operated<br />
by the reporter. We also propose to use solid state recording technology which allow news items<br />
to be edited very quickly as no dubbing is involved. This will improve the speed of news<br />
production.<br />
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CATERING FOR TASTES / BROADENING CHOICE <strong>Moonraker</strong> FM<br />
Staffing, News Resources & Training<br />
<strong>Moonraker</strong> FM will employ its own dedicated team of three journalists and each member of the<br />
team will receive pre-launch and ongoing training via LMC resources as part of the station’s<br />
commitment to a personal development plan.<br />
We are also fortunate to be able to draw on the resources of the media students at Wiltshire<br />
College who have previously assisted <strong>Moonraker</strong> in setting up a news room and which has<br />
become an ongoing project that feeds the <strong>Moonraker</strong> RSLs with local information content. The<br />
arrangement is reciprocal in that we have assisted numerous students by giving them work<br />
experience. Wiltshire College is keen to expand on this arrangement should <strong>Moonraker</strong> be<br />
awarded a full-time licence.<br />
SPORT<br />
The people of Swindon enthuse about sport, both as participants and as spectators. Our sports<br />
output will be dealt with in punchy bulletins every weekday morning, lunchtime and evening. Our<br />
Saturday Special sport show will provide extra weekend coverage - with updates and reviews on<br />
Sunday mornings. The local football club, Swindon Town has experienced mixed fortunes over<br />
the years. And while the home match attendance is relatively modest, there is positive support<br />
for the team by many passive supporters within <strong>Moonraker</strong> FM's audience. Radio provides an<br />
obvious link between the local community and the local football club, and <strong>Moonraker</strong> will strive to<br />
revitalise the connection and strive to build on that supportive relationship within its football<br />
sport coverage.<br />
OTHER SPEECH ELEMENTS<br />
MOONRAKER FM SCHEDULED NEWS BULLETINS<br />
Times Monday to Friday Weekend (from 0700)<br />
0600 - 0900 5 minute Local News Mix 4 minute Local News Mix<br />
0630 - 0930 1 minute Headlines -<br />
1000 - 1200 5 minute Local News Mix 4 minute Local News Mix<br />
1300 15 minute Extended Bulletin 4 minute Local News Mix<br />
1400 – 1600 5 minute Local News Mix Sky News<br />
1630 - 1830 1 minute Headlines -<br />
1700 5 minute Local News Mix Sky News<br />
18.00 15 minute Extended Bulletin -<br />
1900 5 minute Local News Mix Sky News<br />
1930 1 minute Headlines -<br />
2000 - 05.00 Sky News Sky News<br />
Information is the unique defining point of difference for our service and an essential component<br />
of our output. The style and content of speech within our programmes is therefore extremely<br />
important to the sound and appeal of the radio station. Overall we are proposing a higher level of<br />
speech than existing services.<br />
As a service built around the creation of a local voice, we will reflect the concerns, interests, and<br />
hopes of our audience. It is inherent within our format that we will be catering for the information<br />
needs of individuals in the area by providing news, debate, advice and community information.<br />
Our research has demonstrated the voracious appetite the local audience has for local<br />
information and we will satisfy that ‘hunger’.<br />
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CATERING FOR TASTES / BROADENING CHOICE <strong>Moonraker</strong> FM<br />
We are convinced that the right mix of information, from news and issues based to lifestyle topics<br />
and event and entertainment information, presented in an interesting, knowledgeable and lively<br />
way can deliver audiences. More importantly our audience clearly demands it. Much of our<br />
speech content will be wrapped into produced items. Throughout our schedule we will cover<br />
community and consumer issues and will back this up with our web site information services.<br />
Examples of our features are listed below.<br />
Traffic and Travel<br />
<strong>Moonraker</strong> FM will provide an accurate, no nonsense travel service with updates twice an hour<br />
during breakfast and afternoon rush hours, and at regular or as required intervals during other<br />
times. Swindon is a commuter town for both incoming and outgoing travellers. There are timesensitive<br />
rail commuters travelling to London and Bristol, and with the new hospital sited about<br />
three miles from the town centre, news about cancellations, or availability will be essential.<br />
Travel information will also play an important part of our Saturday morning schedules, with<br />
information on local car park availability. As the area has some of the busiest routes in the<br />
country, which may become congested at anytime of the day, <strong>Moonraker</strong> will be committed to<br />
relaying important road information at off-peak times in the evenings and at weekends.<br />
Local Weather<br />
<strong>Moonraker</strong>’s local weather service will be broadcast immediately after the hourly news and<br />
include a synopsis for the next 48 hours.<br />
Whats Ons<br />
<strong>Moonraker</strong> will publicise non-commercial and charitable events and information of local<br />
entertainment and leisure activities throughout peak-time periods. This information will be<br />
presented in a lively manner with details of no more than three event items per feature.<br />
Crime Desk<br />
A feature which was greatly appreciated by many of our listeners during our trial broadcasts.<br />
The local police were delighted to be given the opportunity to communicate with our audience<br />
and pleased with the listener response they received.<br />
Action Line<br />
<strong>Moonraker</strong> Swindon FM will aim to increase local awareness of community action and social<br />
involvement in the area. A short feature each weekday will be devoted to items including<br />
education, unemployment, council matters, local arts, and business news. Community news will<br />
be presented in the form of interviews with local representatives or a short documentary feature<br />
on the work of an organisation. We have already contacted a large number of organisations who<br />
are willing to lend their support to community programming.<br />
Gig Guide<br />
This will be a regular feature on the station to promote the many live artists and venues in the<br />
Swindon area together with the many International celebrities who visit us. We believe that these<br />
features will create substantial PR and financial opportunities for the station and will act as a<br />
catalyst for imaginative ‘on-air’ promotional concepts.<br />
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CATERING FOR TASTES / BROADENING CHOICE <strong>Moonraker</strong> FM<br />
Competitions<br />
<strong>Moonraker</strong> will utilise competitions strategically to encourage audience participation, enhance<br />
entertainment value and promote station loyalty. We will ensure prizes are of a quality standard.<br />
Local Business News<br />
Broadcast twice each weekday. This feature focuses on local business developments, initiatives,<br />
senior appointments, financial movements and local share prices. A further weekly roundup will<br />
provide more detail on relevant topics.<br />
Entertainment News<br />
Twice each weekday peaktime, with an extended version in evening off-peak. This segment will<br />
feature the latest DVD/Video releases, plays and shows at local theatres.<br />
Interviews<br />
We have made provision in our programme plans for daily weekday peak time interviews about<br />
local issues, initiatives and developments. These might include an interview about the Unitary<br />
Authority, expansion of current housing stock, transport issues within the town and the survival<br />
of Swindon Town Football Club. We will also interview prominent local dignitaries or the many<br />
visiting celebrities. These features will normally be broadcast in two separate 4 minute blocks.<br />
Around Swindon In 7 Days<br />
This is an interactive show for our listeners. Each Sunday evening, selected prominent figures<br />
from the business, political, social and entertainment arenas within the area will be ‘live’ in the<br />
studio to discuss the important issues of the day which affect the area. Apart from the phone-in<br />
facility for questions and comment during the live programme, comments will be included from<br />
our 24 hours a day dedicated answer-phone, on which listeners can make observations about<br />
local issues. Text and e-mail messages will also be welcomed.<br />
Music<br />
Local Swindon news<br />
Traffic/Travel news<br />
Regional Wiltshire news<br />
National news<br />
International news<br />
Weather<br />
Local sport<br />
National sport<br />
Specialist music<br />
Phone-ins/debates<br />
Showbiz gossip<br />
What's on information<br />
Interviews with local people<br />
Job/employment information<br />
Important Speech Features<br />
21%<br />
20%<br />
19 %<br />
18 %<br />
15 %<br />
14 %<br />
13 %<br />
9%<br />
8%<br />
8%<br />
7%<br />
5%<br />
5%<br />
29%<br />
20%<br />
28%<br />
32%<br />
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58%<br />
38%<br />
40%<br />
36%<br />
47%<br />
44%<br />
51%<br />
45%<br />
55%<br />
58%<br />
63%<br />
53%<br />
55%<br />
44%<br />
50%<br />
40%<br />
40%<br />
42%<br />
36%<br />
34%<br />
38%<br />
Very Important Important Not Important Not Important At All<br />
28%<br />
31%<br />
24%<br />
21%<br />
15 %<br />
16 %<br />
9%<br />
20%<br />
22%<br />
9%<br />
9%<br />
6%<br />
10 %<br />
13 %<br />
8%<br />
2%
CATERING PROGRAMME FOR SCHEDULE TASTES / BROADENING CHOICE <strong>Moonraker</strong> FM<br />
MONDAY TO FRIDAY<br />
MONDAY TO FRIDAY : SWINDON’S BIG BREAKFAST : 06.00 - 10.00<br />
<strong>Moonraker</strong> FM kicks off each and every morning with its broad mix of lively and popular<br />
songs. Our music sets the mood and our locally-rich speech tells our audience what is<br />
going on in the Swindon area. With news and weather on the hour and headlines (with<br />
Sport) at 7.30 and 8.30. Bulletins are approximately 5 minutes in duration. Travel News<br />
will also be of importance to our listeners and they will be furnished with comprehensive<br />
updates twice an hour during peak times - occasionally with assistance from our<br />
listeners and local cab network. Our locally produced Business News will keep the local<br />
work force up-to-speed with the world of finance. The latest word on the Showbiz scene<br />
will get an airing at 7.50 & 8.50. After 9, the first Job Spot of the day gets an airing but<br />
otherwise there is more emphasis on music including the music and events spanning the<br />
years 1970 to 2005.<br />
MONDAY TO FRIDAY : MIDDAY MAGAZINE : 10.00 - 14.00<br />
WITH LOOK WEST : 13.00 - 13.15<br />
After 10, the pace following breakfast drops back a notch. News and weather continues<br />
on the hour with headlines and sport at 12.30. The style is a topical programme reflecting<br />
the needs of those going about their daily business. Our Midday Magazine will include a<br />
daily magazine strand. Weekly spots include consumer issues, legal and financial advice,<br />
information, employment and career guidance and family health advice. Experts will be<br />
on hand each morning for listener interaction and contribution to the day’s topic with<br />
further support offered from our web site. Following our extended news, Look West,<br />
listeners can get a request in the Lunchtime Jukebox until 14.00. Travel continues to be<br />
important with a report every hour. What’s Ons will feature regularly together with our<br />
pre-produced Action Line and Crime Desk features as appropriate.<br />
MONDAY TO FRIDAY : SWINDON AFTERNOONS : 14.00 - 18.00<br />
The first two hours continue to place emphasis on music albeit remaining relatively<br />
relaxed with items such as our Famous 3 at 3 feature and local features and brief<br />
interviews with topical guests and celebrities when available. Our local news mixes<br />
continue on the hour as do our travel reports (twice an hour in peak) through to 19.00.<br />
The pace of the shows builds in line with the approach of Drive and News Headlines and<br />
Sports bulletins recommence at 16.30. Whether picking up the kids from school, or<br />
finishing off the day’s work ahead of the journey home, <strong>Moonraker</strong> FM has something for<br />
everyone. We have a light-hearted look at the world of entertainment in our Showbiz<br />
Gossip features between 17.00 & 18.00. Our What’s On Diary will be frequently visited<br />
throughout together with our pre-produced Action Line and Crime Desk features as<br />
appropriate.<br />
MONDAY TO FRIDAY : TRIPLE M SHOW : 18.00 - 19.00<br />
WITH LOOK WEST : 18.00 - 18.15<br />
Our extended news magazine, Look West, brings Swindon up-to-date with the days<br />
news in depth between 18.00 & 18.15. The sequence includes roundups of Sport,<br />
Business News, Political Wrap, Local Entertainment News and Showbiz. After 18.00 we<br />
let the music do most of the talking through until 19.00 with our nightly Triple M Show<br />
(Much More Music) playing the biggest songs around.<br />
MONDAY TO FRIDAY : THE BUZZ : 19.00 - 21.00<br />
A weekday evening programme with a slightly younger slant. This show is about music<br />
and having fun! Each night we will be looking at what’s selling in the local singles and<br />
albums charts together with some of the latest releases. There’ll be plenty of<br />
competitions and opportunities for listener interaction and lots of information about the<br />
local entertainment scene together with a comprehensive gig guide. Local pop<br />
celebrities, and famous names from out of town will be invited in when they’re passing<br />
our studios. The programme features the last local home mix news bulletin at 19.00 and<br />
thereafter we revert to Sky News.<br />
Weather<br />
On The Hour<br />
News<br />
Local Mix On The Hour<br />
Headlines/Sport 6.30 7.30 8.30<br />
Travel Bulletins<br />
Once an hour (Twice in peak)<br />
Features<br />
Business News 7.03 & 8.03<br />
Showbiz 7.50 & 8.50, Job Spot 09.20<br />
Action Line, What’s Ons & Crime Desk<br />
Weather<br />
On The Hour<br />
News<br />
Local Mix On The Hour<br />
Look West : 15 min News @ 13.00<br />
Headlines & Sport @ 12.30<br />
Travel Bulletins Once an hour<br />
Features<br />
Lunchtime Jukebox 13.15<br />
Occasional Guests<br />
Action Line, What's Happening<br />
& Crime Desk throughout<br />
Weather<br />
On The Hour<br />
News<br />
Local Mix On The Hour<br />
Headlines & Sport 16.30 & 17.30<br />
Travel Bulletins<br />
Once an hour (twice in peak)<br />
Features<br />
Famous 3 at 3, Occasional Guests<br />
Showbiz 17.50<br />
Action Line, What's On & Crime Desk<br />
Music / Speech Ratio<br />
70% / 30%<br />
Weather<br />
On The Hour<br />
Music : 70%<br />
Speech : 30%<br />
Music : 70%<br />
Speech : 30%<br />
Music : 70%<br />
Speech : 30%<br />
Music : 75%<br />
Speech : 25%<br />
News<br />
Look West : 15 min News @ 18.00<br />
Headlines @ 18.30<br />
Travel Bulletins Once an hour<br />
Weather<br />
On The Hour<br />
News<br />
Local Mix @ 19.00<br />
Then Sky News on the hour<br />
Music : 80%<br />
Speech : 20%<br />
Competitions & Occasional Features<br />
Travel Bulletins As necessary<br />
Local Radio comes home - to Swindon Section 105 (B & C) - Page 9
PROGRAMME SCHEDULE <strong>Moonraker</strong> FM<br />
MONDAY TO FRIDAY (continued)<br />
MONDAY TO FRIDAY : MOONRAKER ROCKS : 21.00 - 24.00<br />
Our research showed that Classic Rock is one of the most popular music genres in the<br />
Swindon area. We’re not surprised - we’ve run this programme during our RSL<br />
broadcasts and it has always proved to be extremely popular. Local listeners appreciate<br />
this lively programme as an alternative to the late night love style of show available from<br />
the other commercial operator. The programme is a musical journey through the best<br />
rock tracks of the last forty years with music from rock legends such as Cream, Led<br />
Zepellin, Deep Purple, Queen, Pink Floyd and many others together with contributions<br />
from aspiring local musicians and related Gig Guides.<br />
MONDAY TO FRIDAY : THE MOONRAKER : 00.00 - 06.00<br />
(07.00 Weekends)<br />
As legend has it, local Wiltshire folk go out after dark and mine the moon cheese from<br />
the reflections in local watering holes. As a station we mine some of the greatest music<br />
from our database and keep the feel of the station vibrant overnight. Whilst this slot<br />
represents one of our few automated sequences on the station, we take care to ensure<br />
that Robojock is kept working hard. Sky news features on the hour every hour<br />
throughout the night and our pre-packaged features also get another airing including the<br />
best of the day’s features, Whats Ons, Action Line and Crime Desk.<br />
SATURDAY : SATURDAY BREAKFAST : 07.00 - 11.00<br />
Weekend version of our weekday programme presented in a slightly more laid-back<br />
fashion as appropriate for the weekend off for many, and aimed at the entire family, with<br />
emphasis on useful leisure information . With news and weather on the hour and Sport<br />
at 07.30 and 08.30. News Bulletins are approximately 5 minutes duration. Travel News<br />
features once an hour with a particular slant on how the local car parks are filling up with<br />
weekend shoppers. Our What’s On Diary will be frequently visited throughout,<br />
concentrating on events scheduled later in the day together with our pre-produced<br />
Action Line and Crime Desk features as appropriate.<br />
SATURDAY : OUT TO LUNCH : 11.00 - 14.00<br />
SATURDAY<br />
Weighed down with the weekend shopping and DIY? <strong>Moonraker</strong> FM jumps to the rescue<br />
with a fast moving programme a lively music mix, together with information relevant to<br />
Saturday morning, including travel news and town car parking availability. Family<br />
oriented there will be requests, fun and competitions - often with a weekend theme.<br />
During this programme, we will also frequently broadcast “live” from a variety of<br />
locations, giving listeners the opportunity to meet presenters and interesting guests. We<br />
also preview the afternoon’s local and regional sporting fixtures. Our local home-mix<br />
News Bulletins continue through to (and including) 14.00. Our What’s On Diary will be<br />
frequently visited throughout, together with our other pre-produced community features<br />
such as Action Line..<br />
SATURDAY : SATURDAY SPECIAL : 14.00 - 18.00<br />
An action packed music led programme with high energy fun to keep you entertained<br />
throughout your busy Saturday Afternoon. We keep the songs coming interspersed with<br />
live sports reports and commentary on the all-important local and regional sporting<br />
events. There will be a sports themed competition plus a round up of the day’s football<br />
results from national and local games. Sport is important to many Swindon listeners (as<br />
indicated by the popularity of Radio 5 in the area), so we will strive to get live reports<br />
from as many local matches as possible and our OB vehicle will be kept busy! Our<br />
What’s On Diary will concentrate on events scheduled later in the day.<br />
Weather<br />
On The Hour<br />
News<br />
Sky News On The Hour<br />
Travel Bulletins<br />
Once As necessary<br />
Features<br />
Rock Music Features,<br />
Gig Guides & Local Bands<br />
Weather<br />
On The Hour<br />
News<br />
Sky News On The Hour<br />
Features<br />
Repeated Features<br />
Highlights from previous day<br />
Weather<br />
On The Hour<br />
News<br />
Local Mix hourly from 07.00<br />
Travel Bulletins Once An Hour<br />
Features<br />
Weekend variance of features<br />
Sport 7.30 & 8.30, Action Line,<br />
What's On & Crime Desk<br />
Weather<br />
On The Hour<br />
News<br />
Local Mix hourly throughout<br />
Music : 80%<br />
Speech : 20%<br />
Music : 75%<br />
Speech : 25%<br />
Music : 70%<br />
Speech : 30%<br />
Travel Bulletins As necessary<br />
Features<br />
Live OBs, Listener Interaction<br />
Requests & Competitions<br />
Action Line, What's Happening<br />
& Crime Desk throughout<br />
Weather<br />
On The Hour<br />
News<br />
Sky News on the hour<br />
Competitions<br />
& Sports Features<br />
Travel Bulletins<br />
As necessary<br />
Music : 90%<br />
Speech : 10%<br />
Music : 80%<br />
Speech : 20%<br />
Local Radio comes home - to Swindon Section 105 (B & C) - Page 10
PROGRAMME SCHEDULE <strong>Moonraker</strong> FM<br />
SATURDAY : THE PARTY ANIMAL : 18.00 - 01.00<br />
SATURDAY (continued)<br />
It’s a monster of a Party Animal every Saturday night on <strong>Moonraker</strong> FM with seven<br />
hours of the best feel-good factor music around. The show starts off with more memories<br />
than the latter part of the programme including classic soul, Tamla, Motown and Stax. As<br />
the show progresses it becomes more contemporary - marked particularly by a<br />
presenter change at 21.00. There’s interaction with our audience through competitions,<br />
requests and dedications. Fun features such as the ‘Cheese King’ will be scheduled<br />
amidst information about local music venues.<br />
SATURDAY : THE MOONRAKER : 01.00 - 07.00<br />
Saturday version of our weekday programme<br />
SUNDAY : SUNDAY BREAKFAST : 07.00 - 11.00<br />
As per Saturday programme<br />
SUNDAY : SUNDAY LUNCH : 11.00 - 14.00<br />
SUNDAY<br />
Music : 90%<br />
Speech : 10%<br />
Music : 75%<br />
Speech : 25%<br />
<strong>Moonraker</strong> FM brings you an easy Sunday at its best in the finest ILR tradition. Our local<br />
home-mix News Bulletins continue through to (and include) 14.00. Whether you're<br />
slaving over a hot stove, attempting DIY, fixing your car or doing the gardening - there's<br />
something for you! Features will be in keeping with the weekend looking at items such<br />
as Green issues, motoring news and the latest high-tech gear. On occasion, we will also<br />
broadcast live from major local events. Our What’s Ons will be frequently visited<br />
throughout concentrating on events scheduled later in the day.<br />
SUNDAY : AFTER LUNCH : 14.00 - 16.00<br />
<strong>Moonraker</strong> FM’s very own Jonathan Hewat digs into his world famous archives of the<br />
curious and the humorous. Jonathan is well-known as a broadcaster in the area and this<br />
witty show is highly popular. The perfect show to settle down to after Sunday lunch.<br />
SUNDAY : MOONRAKER POP MASTERMIND : 16.00 - 18.00<br />
Music from the 70’s to the 90’s. Greatest hits with a rolling quiz testing listeners’<br />
knowledge of music with an attractive prize awarded to the Pop Mastermind of the week.<br />
Will you be shouting the answer at your radio or glad you didn’t get that question?<br />
SUNDAY : AROUND SWINDON IN 7 DAYS : 18.00 - 20.00<br />
A programme for our numerous listeners who care passionately and are interested in<br />
exactly what is going on in and around Swindon. A programme for the shakers and<br />
movers in the business, political and social areas of Swindon which delves into the<br />
policies made by local decision makers. Each Sunday there'll be a roundup of the big local<br />
stories that have made the news that week and we will not shy away from controversial<br />
topics. Presentation and discussion will be sharp, in-depth, investigative and informative.<br />
Occasional guests will comment on the news and play their 3 favourite songs.<br />
SUNDAY : MOONRAKER GOLD : 20.00 - 24.00<br />
Golden Oldies are always popular on <strong>Moonraker</strong> FM and we round up the week with the<br />
cream of the crop. Voice-tracked with lots of music information and history bites,<br />
<strong>Moonraker</strong> Gold is a heavenly, fast-moving rollercoaster of memories.<br />
Weather<br />
On The Hour<br />
News<br />
Sky News On The Hour<br />
Travel Bulletins<br />
As necessary<br />
Music : 80%<br />
Speech : 20%<br />
Features<br />
Party Music Features & Gig Guides<br />
Weather & Sky News<br />
On The Hour<br />
Features<br />
Repeated Features<br />
Highlights from previous day<br />
News & Weather Local Mix from 07.00<br />
Travel Bulletins Once An Hour<br />
Features Sport 7.30 & 8.30<br />
Action Line, What's On & Crime Desk<br />
Weather<br />
On The Hour<br />
Music : 70%<br />
Speech : 30%<br />
News<br />
Local Mix hourly throughout<br />
Travel Bulletins As necessary<br />
Features<br />
Live OBs, Requests & Competitions<br />
Action Line, What's Ons & Crime Desk<br />
News & Weather<br />
Sky News on the hour<br />
Comedy Features<br />
Travel Bulletins As necessary<br />
Music : 75% Speech : 25%<br />
News & Weather<br />
Sky News on the hour<br />
Pop Quiz Feature<br />
Travel Bulletins As necessary<br />
Music : 75% Speech : 25%<br />
Weather<br />
On The Hour<br />
News<br />
Sky News on the hour<br />
Music : 70%<br />
Speech : 30%<br />
Features<br />
News features & Occasional Guests<br />
Travel Bulletins As necessary<br />
News & Weather<br />
Sky News on the hour<br />
Gold Music & Information Feature<br />
Travel Bulletins As necessary<br />
Music : 80% Speech : 20%<br />
Local Radio comes home - to Swindon Section 105 (B & C) - Page 11
CATERING FOR TASTES / BROADENING CHOICE <strong>Moonraker</strong> FM<br />
Overview<br />
The short case for <strong>Moonraker</strong> FM broadening choice is straightforward. The existing two<br />
Commercial stations try to cover a young and an old audience between them. As a result, there<br />
is a local weakness in the market gap between the two stations, where middle ground listening<br />
can largely be assumed to be default. In truth, BBC Local Radio is actually more effective at<br />
picking up the older end of the market. Consequently, a market gap exists for a local station that<br />
sits in the centre. Moreover, both existing Commercial stations are substantially music-led and<br />
there is local demand for a station which carries more substantial speech and information. This<br />
is a remit which <strong>Moonraker</strong> FM is ready to fulfil.<br />
1 SUMMARY OF THE CURRENT POSITION<br />
Existing Local Commercial Radio Licences<br />
BROADENING CHOICE<br />
At present there are two such licences (one on FM and one on Medium Wave-AM). Whilst these<br />
licences have local Formats, they are each rather more accurately components of somewhat<br />
larger networks.<br />
GWR Swindon can be rather more accurately described as a part of the Swindon/Bristol combo<br />
and even reports its RAJAR for both areas together. It was largely for this reason that we had to<br />
commission Ipsos for a Swindon sub-area analysis. Meanwhile Classic Gold is part of a quasi<br />
national network which broadcasts minimal amounts of local programming.<br />
Existing Formats for Local Commercial Radio Licences<br />
GWR FM FORMAT DESCRIPTION<br />
A CONTEMPORARY AND CHART MUSIC AND INFORMATION STATION<br />
FOR UNDER 40s IN THE SWINDON AND WEST WILTSHIRE AREA.<br />
Music programming will be current chart hits, new releases or hits up to ten years old. Up to 25% may be hits over 10 years old. Specialist<br />
music programmes for the target audience, which complement the main music mix, may be broadcast for up to 30 hours a week, mostly in<br />
non daytime.<br />
The station will be music-led, but information and/or features of particular local relevance will be in evidence via at least three<br />
informational inserts/drop-ins during each hour of non locally produced programming (except for occasional syndicated shows such as the<br />
Network Chart), with hourly bulletins containing local news run at least during peak-time. National news will feature at other times. Speech<br />
should account for at least 10% of daytime output.<br />
Classic Gold 931/1161 FORMAT DESCRIPTION<br />
A CLASSIC POP HIT-LED SERVICE TARGETED PRIMARILY AT OVER 40’s<br />
IN THE SWINDON AND WEST WILTSHIRE AREA.<br />
The programming will feature classic pop hits (ex top 40) selected predominantly from the period 15-40 years prior to broadcast. Hits less<br />
than 15 years old will never account for more than 25% of the music output.<br />
Speech should never exceed 25% of daytime output or 50% non-daytime (apart from sports coverage weekday evenings or weekend<br />
afternoons), but a reasonable balance of information from across the area must be maintained within each day. During non-locally<br />
produced/presented time there must be at least 40 separate local informational inserts/drop-ins spread through weekday daytime, 20<br />
through weekend daytime and 20 through all non daytime. Hourly bulletins containing local news will be aired at least during peaktime.<br />
National news will feature at other times. Any particular news arrangements agreed for Classic Gold’s ‘sister’ FM station (covering the same<br />
area) may, if desired, be adopted for Classic Gold itself.<br />
Themed music focusing on a genre from the main mix (ie 60s, 70s, 80s etc) may be broadcast during non daytime and weekends.<br />
Local Radio comes home - to Swindon Section 105 (B) - Page 12
CATERING FOR TASTES / BROADENING CHOICE <strong>Moonraker</strong> FM<br />
2. Opportunities To Broaden Local Commercial Radio Listener Choice<br />
This comprises two main cross-related elements:<br />
Opportunities presented through study of the market and existing radio station listening<br />
patterns;<br />
Opportunities to complement current programming choice by satisfying under-served<br />
audience needs (with regard to existing local commercial radio provision).<br />
We begin by describing the current audience profile and radio listening habits of people in<br />
Swindon, as identified through our specially commissioned RAJAR sub-area analysis (to which<br />
considerable further colour as to listener needs and preferences was added through our own<br />
special research, summarised in Section 5 ‘Evidence of Demand’ below). To highlight ways<br />
<strong>Moonraker</strong> FM can broaden local programming choice, we will profile the main elements of our<br />
plans against the actual output of the existing commercial local stations, having carefully<br />
monitored them.<br />
RAJAR Profiles of Existing Commercial broadcasters<br />
35%<br />
30%<br />
25%<br />
20%<br />
15%<br />
10%<br />
5%<br />
0%<br />
GWR FM<br />
Classic Gold<br />
Share Comparison (RAJAR v RadioWorks)<br />
Radio 1<br />
Radio 2<br />
We started by looking at the published RAJAR for GWR Swindon/Bristol and comparing it to the<br />
findings of our own research we commissioned from RadioWorks. This indicated an anomalous<br />
result where both BBC Radio 1 and GWR appeared to have much higher penetration in the local<br />
Swindon market (154,00) than in the larger Swindon/Bristol TSA of 1.3M (where Radio 2 is the<br />
market leader). While our RadioWorks sample 635 face-to-face interviews was likely to be more<br />
robust than the RAJAR sample for the smaller area, we felt that we needed to commission a subarea<br />
analysis for the purposes of validating the results of our survey.<br />
% Share<br />
30.00%<br />
25.00%<br />
20.00%<br />
15.00%<br />
10.00%<br />
5.00%<br />
0.00%<br />
Local Radio comes home - to Swindon Section 105 (B) - Page 13<br />
Radio 4<br />
Radio 5<br />
RAJAR Sub Sample Q1 2005<br />
GWR FM<br />
Classic Gold<br />
Radio 1<br />
Radio 2<br />
Radio 4<br />
Radio 5<br />
BBC Local<br />
Classic FM<br />
Local BBC<br />
Share<br />
Classic FM<br />
RAJAR (Share)<br />
RW (Most Often)<br />
Virgin
CATERING FOR TASTES / BROADENING CHOICE <strong>Moonraker</strong> FM<br />
Our sub-area analysis does, indeed, show that BBC Radio 1 is more popular in the Swindon<br />
marketplace, and that Radio 2 listening is diminished by the greater popularity of BBC Swindon/<br />
Wiltshire in its home town. It also shows GWR to be stronger in its core market place. BBC Radio<br />
5 also has an unusually high reach in the sub area but some of the results have to be used with a<br />
little caution as sub analysis is based on a sample of just 51. Nonetheless, we felt that the<br />
exercise was worthwhile in that the top lines indicated the validity of our RadioWorks research.<br />
The exercise also enabled a Swindon versus UK Market Share Analysis:<br />
STATION UK SHARE SWINDON SHARE<br />
ALL BBC 54% 57%<br />
ALL COMM 44% 43%<br />
ALL BBC LOC 11% 13%<br />
ALL COMM LOC 34% 39%<br />
CLASSIC FM 4% 3%<br />
VIRGIN 1% 1%<br />
BBC R1 8% 19%<br />
BBC R2 16% 10%<br />
BBC R4 11% 10%<br />
BBC R5 4% 10%<br />
CLASSIC GOLD 1% 10%<br />
The sub area analysis is based on such a small sample, it is clearly not suitable to break it down<br />
into demographic analysis. Its validation of trends in our RadioWorks research has enabled us to<br />
use our larger sample with greater confidence as shown in more detail in ’Evidence of Demand’.<br />
However, It is briefly worth looking at the sub samples top line share:<br />
% Share<br />
100.00%<br />
80.00%<br />
60.00%<br />
40.00%<br />
20.00%<br />
0.00%<br />
ipsos/RAJAR Swindon sub sample Q1 2005<br />
Swindon Sub Sample Share<br />
15-24 25-34 35-44 45-54 55-64 65+<br />
This top line result shows how existing Commercial Radio in the Swindon area fares better (by<br />
default) where BBC pressure is weakest. The result further vindicates <strong>Moonraker</strong>’s decision to<br />
target the demographic where most headway can be gained - 25-54.<br />
Local Radio comes home - to Swindon Section 105 (B) - Page 14<br />
BBC<br />
COMM<br />
By occupying the middle ground in terms of music and presentation style - and by<br />
including a much higher proportion of local news, plus useful and interesting Swindonspecific<br />
community information, <strong>Moonraker</strong> FM will take the battle for listeners’ attention<br />
back from the BBC and, in doing so, considerably expand commercial radio audiences as a<br />
direct result of broadening choice.
CATERING FOR TASTES / BROADENING CHOICE <strong>Moonraker</strong> FM<br />
Although far from being an ‘old’ sounding station, with its main daytime ‘sound’ broadly<br />
centred on the 25-54 sector, <strong>Moonraker</strong> FM is also likely to interest those above 55,<br />
certainly 55-64’s, through a compelling mix of local news and chat combined with a much<br />
broader music-era base than GWR FM, featuring hits and carefully selected tracks from<br />
key albums from the 1960’s next to melodic songs from the 21 st century, together with a<br />
selection of everything worth playing from the period in-between. In this way it will truly<br />
complement the CHR format of GWR FM for people (mainly) aged 25-54, as well as<br />
adopting the role of commercial local radio ‘flag bearer’ through the 55 barrier which the<br />
existing stations simply do not penetrate effectively.<br />
Monitoring of Existing Commercial stations<br />
Below is a summary of our monitoring results for the two existing local commercial licensees.<br />
MOONRAKER FM MONITORING – OVERALL TOTALS SUMMARY GWR FM Classic Gold<br />
Total News 6.6% 3.8%%<br />
Total Music 52.7% 56.7%<br />
Total Other Speech Excluding Ads & Sponsorship 15.0% 16.1%<br />
Jingles & Promos 4.9% 4.6%<br />
Total Ads & Sponsor 19.1% 18.8%<br />
% Weekday Daytime Broadcast Output (0600-1900)<br />
MOONRAKER FM MONITORING – % OF PROGRAMME OUTPUT GWR FM Classic Gold<br />
News 8.8% 5.0%<br />
Music 71.0% 74.0%<br />
Speech 20.1% 21.0%<br />
Weekday Output (0600-1900)<br />
MOONRAKER FM MONITORING – % NEWS BULLETIN CONTENT GWR FM Classic Gold<br />
Local News 73.6% 37.4%<br />
Regional News 11.6% 11.5%<br />
National/World News 14.8% 51.1%<br />
Weekday Output (0600-1900)<br />
MOONRAKER FM MONITORING - % MUSIC FROM EACH DECADE GWR FM Classic Gold<br />
1960's 0% 30.9%<br />
1970's 0% 29.4%<br />
1980's 13.8% 29.7%<br />
1990's 22.4% 8.4%<br />
2000 + 63.8% 1.6%<br />
Weekday Output (0600-1900)<br />
Local Radio comes home - to Swindon Section 105 (B) - Page 15
CATERING FOR TASTES / BROADENING CHOICE <strong>Moonraker</strong> FM<br />
GWR FM is clearly a music-intensive station as total non-commercial speech comprises only 20%<br />
of all programme output on an average weekday, and similarly Classic Gold accounted for 20.1.<br />
News accounted for 6.6% (an average of just over 3½ minutes per hour) on GWR and 3.8% on<br />
Classic Gold (an average of around 2½ minutes per hour). Local news content on GWR’s home<br />
station was higher than on some of their network stations, but this was still largely as a result of<br />
local angles on national stories.<br />
As befits its Format, some 54% of GWR FM’s music output was from the current decade, with the<br />
bulk of it’s ‘oldies’ coming from the 1990’s. In this way it clearly hopes to retain the interest of<br />
people up to age 40 whilst mainly pursuing a younger audience. By contrast the music played by<br />
Classic Gold centres on the 1960’s through to the end of the 1980’s with virtually nothing from<br />
the current decade. Whilst music from the 1980’s back to the 1960’s should, in theory, appeal to<br />
40-60 year olds the lack of compatible contemporary songs seems to require the audience to be<br />
living in some kind of time-warp.<br />
<strong>Moonraker</strong> FM’s daytime music will contain a carefully balanced and even rotation<br />
comprising around 20% of songs from each of the five decades from the 1960’s to the<br />
present day, making our output quite distinct from the existing Commercial operators.<br />
<strong>Moonraker</strong> FM’s daytime news output will differ in that average bulletins will be 5<br />
minutes in duration - some 1½ minutes longer than GWR and 2½ minutes longer than<br />
Classic Gold.<br />
<strong>Moonraker</strong> FM’s daytime speech content, at an average of 30%, will be some 10% more<br />
speech intensive than either GWR FM or Classic Gold.<br />
Conclusion<br />
GWR FM is a well-respected local station in Swindon and has broad appeal particularly amongst<br />
females. However, it loses out to BBC Radio 1 on integral programming elements, especially<br />
amongst 15-34s. Although its highest audience is amongst 15-34s, many 35-64s also listen to<br />
GWR FM apparently out of habit and because it is the only station providing any local news and<br />
information.<br />
While GWR is considered strong on local news and information provision, there is currently no<br />
local competition for the young and middle-aged. BBC Local Radio takes over appeal for<br />
information amongst older age groups. The station is also behind the Swindon Evening<br />
Advertiser as a perceived local news source by some 22%.<br />
Swindon Evening Advertiser<br />
GWR FM<br />
BBC Points West TV<br />
HTV<br />
BBC Radio Wiltshire<br />
Wiltshire Gazzette & Herald<br />
BBC Radio Swindon<br />
Swindon Star<br />
Best Source of Local News & Information<br />
2%<br />
1%<br />
4%<br />
7%<br />
6%<br />
Local Radio comes home - to Swindon Section 105 (B & C) - Page 16<br />
8%<br />
19%<br />
41%
CATERING FOR TASTES / BROADENING CHOICE <strong>Moonraker</strong> FM<br />
However, there is considerable support for a new local radio station for Swindon from all radio<br />
listeners (89% likely to trial the new local station) and the substantial audience of GWR FM is<br />
testimony to the attraction of local radio in the area.<br />
Despite the success of GWR FM and Radio 1, it is clear that further local choice targeted outside<br />
of the 15-34 core audience of these two stations will be greeted warmly, and gain a substantial<br />
35+ audience and consequently broaden choice.<br />
THE MOONRAKER DIFFERENCE<br />
LOCAL FOCUS: <strong>Moonraker</strong> FM will focus exclusively on Swindon and the surrounding area with a<br />
local USP than no existing Commercial service provides. Output will be clearly distinct from that<br />
of GWR FM which has an under 35 focus and from Classic Gold which has an over 45 focus<br />
DEMOGRAPHIC APPEAL: The majority of <strong>Moonraker</strong> FM’s audience will be drawn from 25-54s<br />
which our Ipsos RAJAR profile data shows is the weakest segment in the current market.<br />
MUSIC VARIETY: Listeners targeted by <strong>Moonraker</strong> FM clearly wish to hear a greater variety of<br />
music on the radio, with less repetition than found on existing services. Music variety is an<br />
essential feature of <strong>Moonraker</strong> FM, achieved through: a large library of songs with a wide<br />
selection of tracks; a broad, balanced mix of popular and familiar songs from the 60s to today; a<br />
low rotation and repetition of core library tracks; and themed programmes catering for genre<br />
preferences of our target audience;<br />
NEWS: <strong>Moonraker</strong> FM will provide regular and high-quality news with local focus, backed by its<br />
own in-house newsroom resources of dedicated journalists. Our national and international news<br />
provider, Sky News, provides a further point of difference to the existing services which utilise<br />
IRN.<br />
SPEECH: In addition to its news commitment, <strong>Moonraker</strong> FM will include a locally-rich range of<br />
information, features and speech, designed to be distinctive, useful and reliable.<br />
The provision of local material, if any;<br />
<strong>Moonraker</strong> FM has been developed exclusively for Swindon and the surrounding area. It will<br />
broadcast 24-hours a day with a minimum 121 hours of locally produced, live programming every<br />
week.<br />
The proportion of locally-made programming, if any.<br />
All daytime programming will be locally-produced from our studios based in Swindon. Monday to<br />
Saturday local output will be provided from 06.00 to 24.00 and from 07.00 to 20.00 on Sundays.<br />
Locally produced news bulletins will be featured from 06.00-19.00 Monday to Friday and from<br />
07.00 to 14.00 at weekends. We may occasionally consider the use of syndicated or special<br />
programmes that are consistent with the station's output and that may enhance Swindon<br />
listeners’ appreciation of our service.<br />
Local Radio comes home - to Swindon Section 105 (B & C) - Page 17
MOONRAKER FM - STATION FORMAT <strong>Moonraker</strong> FM<br />
Licence Outline<br />
Station Name MOONRAKER FM<br />
Licence Area Swindon area (as defined in <strong>Ofcom</strong>’s Measured Coverage Area map)<br />
Frequency To Be Confirmed<br />
Service Duration<br />
Definitions<br />
Speech “Speech” excludes advertising, programme/promotional trails & sponsor credits,<br />
and may be calculated across daytime or non-daytime.<br />
Music Percentages Any music percentages are calculated as a percentage of the total tracks broadcast<br />
in the period specified.<br />
Peaktime(s) “Peaktime(s)” refers to Weekday Breakfast and Afternoon Drivetime output, and<br />
Weekend Late Breakfast.<br />
Daytime “Daytime” refers to 0600 to 1900 weekdays, and weekend output from 0800 to<br />
1400.<br />
Locally produced/presented Production and presentation from within the licence area. All requirements for<br />
locally produced/presented output must include peaktime.<br />
Character of Service<br />
<strong>Moonraker</strong> FM will be a broadly-based, music-led, information-rich service combining a wide<br />
variety of classic and contemporary music together with high quality locally-produced news,<br />
detailed weather reports, comprehensive traffic and travel and a distinctive range of speech<br />
and information features designed to capture the spirit of Swindon..<br />
Detail<br />
24 hours a day, with a minimum of 121 hours a week live, locally produced and<br />
presented (save for occasional externally-sourced programmes).<br />
<strong>Moonraker</strong> FM is committed to a minimum of 18 hours locally-produced, live programming Monday to<br />
Saturday and 14 hours on Sunday (121 hours per week in total). Programmes will have broad appeal and<br />
will play a wide variety of classic and contemporary tracks with relatively low repetition in a popular and<br />
familiar mix spread across the last forty-five years with no era dominating output. Current hits will not<br />
account for more than 25% of the output. A range of thematic music-based programmes relevant to more<br />
specific targets within our audience will be broadcast on weekday evenings and at weekends.<br />
Speech is an essential element and will account for around 30% of daytime output and, at least, 10% in<br />
non-daytime. Locally-produced news bulletins, combining local, national and international stories, will be<br />
broadcast at least hourly from 0600 to 1900 on weekdays and from 0700 to 1400 at weekends, with<br />
additional headlines, sport and extended news segments during daytime as appropriate. At other times<br />
externally-sourced news bulletins will be broadcast hourly. On weekdays, there will be extended<br />
lunchtime and evening bulletins of around 15 minutes. A weekly round-up of news and features,<br />
interspersed with music, will be broadcast at the weekend.<br />
Other speech will include weather, local traffic & travel, "what's ons", community information, guest<br />
interviews and discussion, listener participation and other items with local focus relevant to Swindon.<br />
Local Radio comes home - to Swindon Station Format - Page 18
EVIDENCE OF DEMAND <strong>Moonraker</strong> FM<br />
This section should provide an analysis of the reasons as to why it is considered that there is<br />
a demand for the type of service proposed, with reference to the size and nature of the<br />
proposed target audience.<br />
GATHERING THE EVIDENCE<br />
Throughout the years our campaign to provide a local radio station, we have received a great<br />
deal of support for the idea from local residents from all walks of life. This section summarises a<br />
cross section of the evidence we have gathered from research and other public feedback. Our<br />
initiatives have both guided and endorsed our plan to increase listener choice in Swindon by<br />
providing entertainment for a broad audience that will focus on providing credible and undiluted<br />
local news/information coverage (which will challenge the BBC) complimented by themed offpeak<br />
programming targeting both the younger and the older at appropriate times.<br />
Although these plans have been carefully formulated over a number of years through our<br />
intimate knowledge of the Wiltshire marketplace and useful audience feedback, it has been<br />
rewarding to see them clearly endorsed through the results from our recent research survey,<br />
giving us increased confidence that we can deliver a new and distinctive service that will<br />
significantly increase the impact of commercial local radio in the Swindon area.<br />
RSLs<br />
Our intentions were highlighted in the public arena most of all by the four successful and<br />
profitable RSL broadcasts we have made since our group formed in 1998.<br />
Research Background<br />
EVIDENCE OF DEMAND<br />
Building on the knowledge gained from our RSLs we designed a quantitative research<br />
questionnaire in consultation with RadioWorks (Associates) Ltd who conducted the survey<br />
supervised on-site by Lesley Shields, an MRS trained supervisor. This provided valuable insight<br />
into the current marketplace and details are highlighted later in this section.<br />
Our initial proposals were formulated from this data which highlighted that neither the GWR or<br />
Classic Gold services focussed on serving the 25-54 demographic in the Swindon area. Much of<br />
this data has been discussed in earlier sections and how it confirmed our belief that there was no<br />
plausible case for the establishment of a local commercial service directed at either a young or<br />
older biased station or a viable argument for a specialist or niche service.<br />
However, the listening patterns that came back from our RadioWorks survey were at odds with<br />
the RAJAR for the larger GWR Swindon/Bristol TSA of 1.2M. Consequently, we also specially<br />
commissioned a sub-area analysis of Swindon from Ipsos to check the validity of the RadioWorks<br />
results - albeit that our own survey was considerably more robust in size. As discussed earlier in<br />
this document, the smaller sub-area Ipsos sample did, indeed, broadly match the RadioWorks<br />
survey.<br />
This exercise was useful in ratifying that it is Radio 1 rather than Radio 2 that gives GWR the<br />
most competition in the Swindon marketplace. It also confirmed that BBC Swindon/Wiltshire<br />
seems to be attracting Swindon listeners rather better than Radio 2. The sub-sample also<br />
indicated that Radio 5 does especially well in the area - although this was less marked in our<br />
RadioWorks survey. Some caution is noted in this latter result as the Ipsos sub sample was very<br />
small and the consequent RAJAR weighting is likely to have skewed all but the top lines.<br />
Local Radio comes home - to Swindon Section 105 (D) - Page 1
EVIDENCE OF DEMAND <strong>Moonraker</strong> FM<br />
MOONRAKER FM ORIGINAL RESEARCH<br />
Survey Name Quantitative Survey : RadioWorks (Associates) Limited<br />
(i)<br />
Key Objectives<br />
(ii)<br />
Specific<br />
Questions on<br />
(iii)<br />
Methodology:<br />
(iv)<br />
Sample Size:<br />
The objective of this survey was to confirm listenership and attitudes towards<br />
the existing radio stations audible in Swindon, and to explore whether these<br />
stations were adequately catering for the tastes and interests of residents in<br />
the area. In addition, opinions on music and speech features were sought to<br />
assist with building the ideal local radio station for the area. Finally, the<br />
survey sought to quantify the propensity of local adult radio listeners in<br />
Swindon to listen to the new station and the likely effect that would have on<br />
the existing market place.<br />
Radio listening frequency, daypart listening, Regular radio listening habits and<br />
locations 7 day listening, most often listened stations, Station which is 'best<br />
for music'/has the best presenters/is your favourite/is best for local news/best<br />
for whats-ons. Reasons for radio Listening. Best source of local news and info<br />
Tastes and interests - important features (speech)/preferred news format/<br />
presenters/ music tastes. Propensity to listen to a new Swindon local station /<br />
effect on current listening habits / what stations would lose / Travel to work /<br />
listen at work<br />
RadioWorks conducted face-to-face interviews with residents in and around<br />
Swindon. Age and sex demographics were representative of those in the area.<br />
Fieldworkers were recruited, briefed and supervised on-site by Lesley Shields,<br />
an MRS trained supervisor. The questionnaire was designed by RadioWorks<br />
and reviewed by <strong>Moonraker</strong> FM. A copy of the questionnaire and showcards,<br />
full data tables and written report are appended to this application.<br />
Composition: All adult (15+) age ranges<br />
(v)<br />
Fieldwork Dates:<br />
Local Radio comes home - to Swindon Section 105 (D) - Page 2<br />
635<br />
The interviews were conducted during daytime hours, between Monday 11th<br />
April and Saturday 16th April 2005.
EVIDENCE OF DEMAND <strong>Moonraker</strong> FM<br />
Quantitative Research Study – RadioWorks (Associates) Limited<br />
This recently completed independent survey is the cornerstone of our research initiatives and<br />
represents the views of over 635 radio listening residents in and around Swindon. Of particular<br />
relevance to this application are the findings that:<br />
Swindon is a very self-contained town, retaining high proportions (62%) of the population<br />
movements for work/college/school, that represents 77% of those that do work<br />
32% listen to radio each day of the week and 34% listen 5/6 days a week<br />
GWR FM is the most popular station (59%), ahead of BBC Radio 1 (52%)<br />
BBC Radio 1, BBC Radio 2, BBC Radio Wiltshire and BBC Radio 5 LIVE all achieve higher<br />
ratings than the next most popular commercial station, Classic Gold.<br />
GWR FM has strong competition from BBC Radio 1 amongst 15-34 listeners and also from<br />
BBC Radio 1 and BBC Radio 2 amongst 35-54s and from BBC Radio 2 and BBC Radio<br />
Wiltshire amongst 55+s.<br />
Music, local Swindon news, national news, international news, regional Wiltshire news,<br />
traffic & travel and weather are all considered most important to 15+ radio listeners.<br />
89% of residents in Swindon said they would either ‘definitely listen’, or be ‘very’ or ‘fairly likely’<br />
to listen to the new station.<br />
The propensity to listen was consistent between sexes and ages.<br />
The majority of listeners to the new station will either listen less to some stations (42%) or<br />
listen to the radio for longer (41%).<br />
In total, BBC Radio will lose more listening hours to a new FM commercial station for the<br />
town than Commercial Radio.<br />
Local Radio comes home - to Swindon Section 105 (D) - Page 3
EVIDENCE OF DEMAND <strong>Moonraker</strong> FM<br />
SELECTION OF DETAILED FINDINGS – RADIOWORKS RESEARCH<br />
Propensity to Listen to New Station for Swindon<br />
Respondents were asked how likely they would be to listen to a new radio station that played the<br />
music they wanted to hear with regular local news and information:<br />
89% of respondents stated they will ‘definitely’ or are ‘very likely’ or ‘fairly likely’ to try a<br />
new station for Swindon which demonstrates exceptionally high interest.<br />
WILLINGNESS TO TRY NEW LOCAL RADIO STATION BY AGE, SEX & SOCIO-ECONOMIC GROUP<br />
This propensity to try a new station is relatively consistent across all ages and both male<br />
and female.<br />
Effect on Current Listening Habits<br />
15-24 25-34 35-44 45-54 55-64 65+ Male Female ABC1 C2DE<br />
Definitely 25.5 14.8 11.5 19.8 15.4 18.2 18.4 15.9 16.6 17.3<br />
Very Likely 33.3 51.9 51.0 34.3 39.4 36.4 40.7 43.6 42.0 42.2<br />
Fairly Likely 34.4 26.6 29.3 34.4 29.5 30.0 29.1 31.7 30.3 30.5<br />
Fairly Unlikely 4.4 4.4 6.0 6.3 12.8 10.0 7.9 6.1 6.8 7.1<br />
Very Unlikely 1.2 0.8 2.2 3.1 2.9 4.5 2.6 2.2 3.2 2.0<br />
Definitely Not - 0.8 - 1.0 - - 0.3 0.3 - 0.5<br />
Respondents were asked how listening to the new station might affect their current listening<br />
habits:<br />
45%<br />
40%<br />
35%<br />
30%<br />
25%<br />
20%<br />
15%<br />
10%<br />
5%<br />
0%<br />
I would stop listening to<br />
my current station(s)<br />
I would listen less to my<br />
current station(s)<br />
I would listen to the radio<br />
for longer<br />
Don't know<br />
The majority of respondents (42%) would accommodate a new broadcaster by listening less<br />
to their current station.<br />
41% stated they would continue to listen to the current station but would listen to the radio<br />
for longer to accommodate this new station for Swindon.<br />
Local Radio comes home - to Swindon Section 105 (D) - Page 4
EVIDENCE OF DEMAND <strong>Moonraker</strong> FM<br />
What station(s) would lose listening<br />
If they liked the new local Swindon station, respondents were asked to name the station(s) that<br />
they would be likely to stop listening to or listen less to.<br />
GWR FM<br />
BBC Radio 1<br />
BBC Radio Swindon<br />
BBC Radio 2<br />
Classic Gold<br />
BBC Radio Wiltshire<br />
5% 22%<br />
5%<br />
7%<br />
Station(s) That Could Lose Listeners<br />
12 % 33%<br />
GWR FM is the most likely station to lose out to a new Swindon station followed by BBC<br />
Radio 1.<br />
BBC Radio stations will cumulatively lose more listeners as BBC Radio 1, BBC Radio 2, BBC<br />
Radio Swindon, BBC Radio Wiltshire will all suffer loss of audience.<br />
15-54s are more likely to stop or listen less to GWR FM.<br />
55-64s are more likely to stop or listen less to BBC Radio Swindon.<br />
65+s are more likely to stop or listen less to BBC Radio 2.<br />
9%<br />
13 %<br />
Stop Listening<br />
Listen Less<br />
COMBINED STOP & LISTEN LESS TO A NEW LOCAL RADIO STATION BY AGE, SEX & SOCIO-ECONOMIC GROUP<br />
15-24 25-34 35-44 45-54 55-64 65+ Male Female ABC1 C2DE<br />
GWR FM 53.4 49.2 58.2 41.8 25.0 19.5 42.9 45.4 46.9 43.1<br />
BBC Radio 1 35.6 41.6 22.2 32.0 6.1 2.5 19.7 31.2 26.6 25.3<br />
BBC Swindon 1.9 3.0 11.4 17.9 28.1 22.0 11.7 13.2 13.0 12.3<br />
BBC Radio 2 9.9 9.9 11.2 15.9 19.0 29.3 13.6 15.4 14.5 14.5<br />
BBC Wiltshire - 3.0 6.7 8.0 15.6 24.3 9.4 7.4 8.3 8.4<br />
Classic Gold - 6.0 4.1 6.0 12.5 12.2 6.0 6.2 4.8 6.7<br />
Local Radio comes home - to Swindon Section 105 (D) - Page 5
EVIDENCE OF DEMAND <strong>Moonraker</strong> FM<br />
Best Source of Local News & Information<br />
As briefly mentioned in Section 105C, respondents were asked what was their best source of<br />
local news and information regarding their area. The table below provides greater demographic<br />
insight:<br />
The Swindon Evening Advertisers is considered the best source of local news and<br />
information across all ages.<br />
GWR FM is considered second best amongst males and females as the provider of local<br />
news and information for Swindon.<br />
No other source of local news and information comes close to competing with the leading<br />
two.<br />
45-54s and 65+s are less opinionated concerning the best source of local news and<br />
information.<br />
News Formats<br />
BEST SOURCE OF LOCAL NEWS & INFORMATION BY AGE, SEX & SOCIO-ECONOMIC GROUP<br />
15-24 25-34 35-44 45-54 55-64 65+ Male Female ABC1 C2DE<br />
Advertiser 47.3 40.8 42.3 39.6 52.3 36.4 43.6 41.3 38.2 44.2<br />
GWR FM 17.4 26.7 24.4 18.7 9.8 5.5 16.9 19.0 16.6 18.5<br />
HTV 6.6 8.8 6.7 7.3 7.1 6.3 7.9 6.6 7.3 7.2<br />
BBC Wiltshire - 2.2 8.5 6.3 11.3 14.6 7.6 6.5 9.1 6.1<br />
BBC West TV 11.0 7.4 3.7 10.4 2.8 9.1 6.5 8.2 7.8 7.2<br />
Swindon Star 3.4 0.8 2.2 1.1 1.4 1.8 2.3 1.2 1.6 1.8<br />
BBC Swindon - 2.2 2.2 1.0 4.2 0.9 1.3 2.2 3.2 1.1<br />
Respondents were asked which news format they would prefer on a new local radio station.<br />
News at certain<br />
times of day<br />
News every hour<br />
on the hour<br />
Hourly news plus<br />
headlines<br />
NEWS FORMAT BY AGE, SEX & SOCIO-ECONOMIC GROUP<br />
15-24 25-34 35-44 45-54 55-64 65+ Male Female ABC1 C2DE<br />
60.0 51.0 36.3 33.4 26.6 28.3 35.9 43.4 33.6 42.3<br />
26.5 31.1 44.8 45.7 56.7 49.9 44.6 39.2 45.7 40.2<br />
10.1 16.3 18.1 20.9 16.7 19.1 18.5 15.6 19.7 15.9<br />
The most popular choice amongst our target audience was for news on the hour.<br />
Younger listeners prefer news at certain times of the day.<br />
Local Radio comes home - to Swindon Section 105 (D) - Page 6
EVIDENCE OF DEMAND <strong>Moonraker</strong> FM<br />
Important Features<br />
As briefly mentioned in Section 105C, respondents were asked what features they felt were<br />
important on a new local radio station serving the area. The table below provides greater<br />
demographic insight:<br />
COMBINED VERY IMPORTANT & IMPORTANT FEATURES BY AGE, SEX & SOCIO-ECONOMIC GROUP<br />
15-24 25-34 35-44 45-54 55-64 65+ Male Female ABC1 C2DE<br />
Music 98.9 95.5 95.5 95.8 91.5 86.4 93.2 94.8 92.0 94.9<br />
Local news 64.8 77.8 89.1 84.4 94.4 92.7 81.7 85.9 86.5 82.7<br />
National news 68.1 81.4 87.8 81.2 87.3 87.3 80.0 84.8 86.2 80.9<br />
National sport 57.5 62.4 61.6 59.6 49.6 47.9 75.3 39.3 54.2 58.3<br />
Inter’l news 61.5 74.1 83.7 77.0 76.1 70.0 74.5 77.4 760 76.0<br />
Wiltshire news 50.4 67.3 81.1 75.0 88.7 86.3 73.0 76.5 76.9 73.9<br />
Traffic/travel 49.6 70.3 75.4 77.0 64.9 51.8 67.2 64.1 75.1 61.6<br />
Local sport 48.0 52.0 56.0 50.2 49.5 44.4 63.5 37.5 50.9 50.2<br />
Weather 58.0 61.4 69.7 73.8 67.5 64.6 62.2 69.5 67.2 65.3<br />
Phone-ins 36.4 40.7 52.3 38.5 59.3 61.8 48.4 47.6 46.8 48.5<br />
What’s ons 40.7 51.7 54.2 51.0 56.2 64.7 48.0 58.5 54.3 52.8<br />
Specialist music 55.2 50.4 44.0 41.6 53.7 40.9 48.0 46.2 54.5 43.9<br />
Interviews 25.2 24.2 34.8 25.0 51.8 61.8 31.3 41.4 40.3 34.7<br />
Job info 20.0 25.9 28.8 24.0 18.2 27.2 24.1 25.1 25.7 24.2<br />
Showbiz gossip 45.1 39.0 39.4 32.2 26.5 23.7 23.2 46.2 30.2 36.7<br />
Music is definitely the most important feature of a radio station.<br />
Local Swindon news ranks second most important feature, followed by national news,<br />
international news and regional Wiltshire news.<br />
Other features such as traffic/travel news, weather, national sport and what's on<br />
information score over 50%.<br />
Males and females both consider music to be the most important feature of a radio station<br />
with a score of over 90%.<br />
Both males and females consider local Swindon news to be their second most important<br />
feature with a score of over 80%.<br />
Showbiz gossip was more favourable amongst females than males, as were interviews with<br />
local people, what's ons and weather.<br />
Males rather than females prefer both national sport and local sport as well as traffic &<br />
travel and specialist music.<br />
Local news is ranked second as important for 15-54s.<br />
Local news, national news, phone-ins, what's ons and interviews with local people become<br />
more important the older the respondent.<br />
Local Radio comes home - to Swindon Section 105 (D) - Page 7
EVIDENCE OF DEMAND <strong>Moonraker</strong> FM<br />
Best for Music<br />
Respondents were asked which radio station they would say played the BEST music for them.<br />
Respondents overwhelmingly stated BBC Radio 1 was best for music by a margin of 8%.<br />
GWR FM ranks second with BBC Radio 2 third.<br />
Both males and females rate BBC Radio 1 as their best music station<br />
Females prefer GWR FM's music more than males.<br />
Young respondents (15-34) are clear that BBC Radio 1 is the best music station.<br />
65+s prefer BBC Radio 2.<br />
BEST MUSIC STATION BY AGE, SEX & SOCIO-ECONOMIC GROUP<br />
15-24 25-34 35-44 45-54 55-64 65+ Male Female ABC1 C2DE<br />
Radio 1 70.2 59.3 24.8 16.7 11.3 - 31.8 30.5 28.3 32.3<br />
GWR FM 14.1 25.9 36.3 33.3 22.3 6.3 21.9 25.6 20.2 25.3<br />
Radio 2 5.3 3.6 19.8 16.6 18.5 24.5 15.5 13.8 18.0 13.2<br />
Radio Wiltshire - - 2.3 4.2 11.2 13.6 4.9 4.7 6.0 4.3<br />
Classic Gold - - 0.7 3.1 4.3 20.0 3.9 5.3 3.7 4.9<br />
Radio Swindon - 1.5 3.8 5.2 8.5 5.4 4.0 3.8 5.4 3.2<br />
Classic FM - - 1.4 8.3 4.2 11.0 1.7 6.3 4.3 3.9<br />
Females rather than males prefer the music of GWR FM.<br />
Classic Gold gains as the respondent gets older.<br />
BBC Radio Wiltshire's music is preferred to BBC Radio Swindon.<br />
Local Radio comes home - to Swindon Section 105 (D) - Page 8
EVIDENCE OF DEMAND <strong>Moonraker</strong> FM<br />
Existing Reasons for Listening to the Radio<br />
Respondents were then asked what were their existing reasons for listening to radio?<br />
WHY LISTEN TO THE RADIO BY AGE, SEX & SOCIO-ECONOMIC GROUP<br />
15-24 25-34 35-44 45-54 55-64 65+ Male Female ABC1 C2DE<br />
Music 77.9 76.2 63.1 68.7 60.5 61.9 66.3 70.1 61.6 71.1<br />
Variety of music 62.6 54.8 59.4 55.2 50.8 47.2 56.3 53.9 57.2 54.2<br />
Entertainment 59.3 56.1 54.5 53.2 42.1 44.6 48.5 55.7 46.1 54.7<br />
Local news 25.4 38.5 51.4 52.0 59.0 65.5 45.4 51.5 53.0 46.6<br />
New music 71.4 72.5 47.6 40.6 22.4 15.5 44.0 48.8 40.6 48.9<br />
National news 26.5 36.3 48.8 51.1 56.5 50.9 46.3 43.1 54.3 40.7<br />
Traffic & travel 26.4 32.6 50.5 41.6 32.5 22.7 36.5 33.7 44.8 31.0<br />
Sports 35.3 34.3 36.5 41.8 39.8 28.0 53.5 17.8 36.1 35.2<br />
Weather 25.0 28.1 39.7 36.7 32.4 35.5 31.5 34.7 38.5 30.8<br />
Regional news 16.9 27.3 28.4 32.3 36.6 53.6 34.0 31.0 38.4 29.9<br />
Company 14.4 22.8 25.1 28.1 35.0 55.6 22.6 37.2 28.3 30.6<br />
Presenters 36.8 43.5 25.2 22.9 21.2 23.6 26.4 32.5 25.0 31.4<br />
Local info 15.7 21.4 26.7 35.3 35.0 31.9 23.3 31.2 33.6 24.6<br />
Interviews 21.0 19.1 22.8 15.6 32.4 49.1 24.5 28.1 28.1 25.5<br />
Environmental 4.6 7.4 9.8 9.3 17.0 31.8 12.3 13.9 14.5 12.8<br />
Respondents mainly listen to the radio for music that suits their taste (68%).<br />
Over 70% of females listen to the radio for the music.<br />
Females are generally more enthusiastic about listening to the radio for a wider number of<br />
reasons than males.<br />
Males clearly steal the way with listening for sports coverage (53%) by some 35%.<br />
Over 50% of respondents also rank variety of music and general entertainment as reasons<br />
why they listen to the radio.<br />
News about their town or area (local news) and national and world news are also<br />
considered main reasons to listen to the radio.<br />
Traffic & travel, sports coverage, weather and regional news all score around 30%.<br />
25-54s listen to the radio for music and entertainment.<br />
As the respondent gets older news becomes more important than music.<br />
Local Radio comes home - to Swindon Section 105 (D) - Page 9
EVIDENCE OF DEMAND <strong>Moonraker</strong> FM<br />
7 Day Listening<br />
Respondents were asked ‘which radio station(s) they had listened to for at least 15 minutes in<br />
the last 7 days?’ This was useful to compare data to our Ipsos sub-sample - albeit that our<br />
RadioWorks survey consisted of a more robust sample size.<br />
7 DAY LISTENING BY AGE, SEX & SOCIO-ECONOMIC GROUP<br />
15-24 25-34 35-44 45-54 55-64 65+ Male Female ABC1 C2DE<br />
GWR FM 69.2 72.6 69.6 59.4 49.2 26.3 58.5 58.8 55.2 60.2<br />
Radio 1 84.2 79.3 53.2 51.0 31.0 7.3 52.3 51.8 49.5 53.1<br />
Radio 2 28.6 23.0 38.8 39.5 46.7 44.4 39.4 33.0 41.5 33.9<br />
Radio 5 LIVE 13.5 9.7 16.5 18.9 24.2 17.2 25.1 7.3 19.6 14.6<br />
Radio Wiltshire 2.1 7.4 20.4 27.1 39.3 52.7 22.2 25.8 29.3 21.8<br />
Classic Gold 4.5 4.5 9.7 15.6 22.5 36.4 14.0 15.9 17.0 14.1<br />
Radio Swindon 7.5 4.5 13.7 17.7 25.3 24.5 13.8 15.8 16.5 14.1<br />
Classic FM 2.3 0.8 2.9 9.3 14.0 34.6 7.4 12.9 10.1 10.2<br />
Radio 4 4.5 5.9 8.9 6.3 19.9 31.9 11.5 13.5 15.2 11.3<br />
GWR FM is the most popular station in Swindon and is the only local FM Commercial Radio<br />
station covering the area.<br />
BBC Radio 1, BBC Radio 2, BBC Radio Wiltshire follow GWR FM respectively.<br />
Four of the top 5 stations in the area are BBC.<br />
BBC Radio 2 is ranked third for both males and females, preferred by males by 6%.<br />
Classic FM and BBC Radio 4 are favoured by females.<br />
15-34 year olds prefer BBC Radio 1, 84% of 15-24s, ahead of GWR FM.<br />
BBC Radio Wiltshire is rated over BBC Radio Swindon.<br />
65+s rank BBC Radio Wiltshire as their top 7 day listening choice.<br />
Females rather than males prefer BBC Radio Wiltshire.<br />
Classic Gold is preferred as the respondent gets older as is BBC Radio Swindon, BBC<br />
Radio 4 and Classic FM.<br />
BBC Radio 5 LIVE has a significant following amongst males rather than females being<br />
rated highest amongst 55-64s.<br />
Local Radio comes home - to Swindon Section 105 (D) - Page 10
EVIDENCE OF DEMAND <strong>Moonraker</strong> FM<br />
Evidence Of Support<br />
In addition to carrying out quantitative audience research amongst a representative sample of<br />
prospective listeners to <strong>Moonraker</strong> FM and commissioning post-coded RAJAR data for the area,<br />
our group has also sought the views of a selection of many Swindon individuals in the<br />
preparation of our proposals with a view to obtaining feedback upon our planned service and<br />
assessing the degree of support for it.<br />
There has been much encouragement expressed for the general approach proposed by<br />
<strong>Moonraker</strong> FM and its locally focussed proposals. In particular, we have received praise for the<br />
high level of live, local programmes we plan. Another frequent comment has been that it would<br />
be good to have a new station for Swindon that is different from GWR. Many people have<br />
expressed the view that GWR (Swindon) is perceived as a regional service rather than a<br />
genuinely local service<br />
Promotional And Consultative Activity<br />
EVIDENCE OF SUPPORT<br />
The highest profile promotional activity has, of course, been the four successful RSL broadcasts<br />
that we have carried out. In themselves these have generated huge interest in the <strong>Moonraker</strong><br />
Project and led on to many associated activities. A list of just some of these is provided below:<br />
The British Wireless for the Blind Fund - Radios for Blind People is a small charity dear to<br />
many broadcasters – especially BFBS. <strong>Moonraker</strong> decided to offer them considerable<br />
support during several RSL transmissions, including advertising and interviews. Purposemade<br />
28-day Ad (two 28-day RSL occasions)<br />
Cancer Care UK - Touching many families, this Charity was selected by <strong>Moonraker</strong> to offer<br />
promotional support, including advertising and interviews, in an attempt draw to the public<br />
attention the considerable local support available in the area.<br />
Voluntary Action West Wilts - A local organisation whose aim is to assist a considerable<br />
number of individual Charities by directing voluntary labour towards specific projects.<br />
Their problem remains in publicising their operations. <strong>Moonraker</strong> FM was delighted to<br />
assist raising awareness of this Charity.<br />
On-air support & publicity for (Bridge House) - A centre for over 700 local Charities,<br />
needing considerably more profiling of their activities for potential donors and recipients.<br />
Regular interview spots were made available in the form of interviews to highlight Charities<br />
in immediate need and the work of The Centre itself.<br />
Crime Stoppers - Regular weekly interviews with representatives permitted them to<br />
broadcast appeals for assistance with individual crimes and to promote their own<br />
fundraising activities. Several of these broadcasts achieved considerable success.<br />
Wiltshire Adult Survivors of Childhood Sexual Abuse - It emerged that this sensitive<br />
problem in rural areas such as that covered by <strong>Moonraker</strong> FM required carefully handled<br />
public information plus general awareness that assistance for both victims and their<br />
families is available.<br />
Local Radio comes home - to Swindon Section 105 (D) - Page 11
EVIDENCE OF DEMAND <strong>Moonraker</strong> FM<br />
Attention Deficit Hyperactivity Disorder - A genuine Syndrome that has relatively recently<br />
been acknowledged, it was felt that this aspect of childhood development should be given a<br />
higher profile and greater publicity. Interviews (etc) applied both to child carers and<br />
families.<br />
District Council Events - A partnership was established between <strong>Moonraker</strong> FM and several<br />
District Councils to publicise a wide variety of Town activities and events. Many local<br />
organisers subsequently wrote letters of thanks for increased attendance and wider<br />
publicity than they would have otherwise achieved.<br />
Busines Shows - <strong>Moonraker</strong> FM views local business activities such as Shows, Exhibitions,<br />
and Award Ceremonies (for example Business Person of the Year and the Annual Young<br />
Person's Initiative) as a vital part of community life. <strong>Moonraker</strong> attended such events and<br />
aired mini-documentary packages covering such events.<br />
Local Carnivals - Helping to bond the local community, whether for a charitable 'Duck Race'<br />
or 'Town Parades', <strong>Moonraker</strong> FM made it a point to cover such events extensively through<br />
pre-event promotion and a presence at such activities.<br />
Local Talent - Central to <strong>Moonraker</strong>'s evening programme is the promotion of aspiring local<br />
bands and performers. One such band, Black Bud, enjoyed their first broadcast on<br />
<strong>Moonraker</strong> and have subsequently signed a recording contact, and have headlined at<br />
Glastonbury Festival.<br />
Training - Experience and training for individuals in radio production at Wiltshire College.<br />
Providing free news-training for groups of Media Studies students (3 x 28-day licences).<br />
Providing free broadcasting-training for several Media & Marketing students (3 x 28 days).<br />
Local Radio comes home - to Swindon Section 105 (D) - Page 12
EVIDENCE OF DEMAND <strong>Moonraker</strong> FM<br />
Letters Of Support<br />
Below we have listed some highlights from typical letters of support we have received. These<br />
and many other letters are available in full, upon request<br />
“A breath of fresh air – Go GET THE LICENCE, YOU<br />
DESERVE IT. Our gig was a sell out after you gave us<br />
publicity on your station.”<br />
Mark Green – Mount Pleasant Social Club.<br />
“You have our FULL support, and look forward to<br />
working with you again, well done <strong>Moonraker</strong>.”<br />
Robbie Spears – Chair, Chippenham Rugby Club<br />
“<strong>Moonraker</strong> is the best radio service by far. Rock Show<br />
is amazing, the station deserves a full licence.”<br />
Leon Millard – Listener Wootton Bassett<br />
“Congratulations I am sure you will continue to be a<br />
great success, I will look forward to contributing<br />
whenever possible.”<br />
Dr Andrew Murrisson MP – House of Commons.<br />
“Listened to breakfast, really good, none of this silly<br />
nonsense with lots of people shouting and giggling like<br />
so many other stations.”<br />
Stuart Drummond – Calne<br />
“As both a local resident in Swindon and as an owner<br />
of a local business, I believe Swindon needs more<br />
independent choice from a radio provider.”<br />
Gareth Taylor, MD Inception, Swindon<br />
At last, a radio station that is aimed at music lovers of<br />
all ages and does not pander to the teens (GWR) or the<br />
over sixties (BBC Wiltshire Sound).<br />
Trudy Nicholas – Listener, Covingham<br />
“We wish you every possible success to become the<br />
local broadcaster, great format, great station.”<br />
Geoff Gibbons - Chippenham Arts Festival<br />
“Without a doubt, the best radio station in the universe,<br />
Jonathan Hewat is a genius, the show is so unique.<br />
Local news is done in a very different way, and so much<br />
more interesting. A bobydazzler of a station, Get it a<br />
licence NOW!!!”<br />
Spencer Penny – West Lea<br />
“I enjoyed <strong>Moonraker</strong> so much, I set up a petition to<br />
keep your station on air.”<br />
Phil – Website provider and designer<br />
“I write in appreciation for <strong>Moonraker</strong> FM, it has been<br />
so useful in fund raising, I hope you will be able to<br />
continue, this is so valuable to the community.”<br />
Mel Hemming, Dorothy House Fundraiser,<br />
Wiltshire<br />
“<strong>Moonraker</strong> has to go on, they have promoted so much,<br />
in such a short space of time, they are always looking<br />
for local news and are the best radio service in the<br />
area.”<br />
Alan Green – Calne Listener<br />
“I was having a bad day, but you have all cheered me<br />
up, looking forward to meeting all of you.”<br />
Mary Anne Jones - Rotary Club, Calne.<br />
“Please bring back <strong>Moonraker</strong> FM, a quality station<br />
that talks TO us, LOCALLY.”<br />
Peter Dodd – Listener, Lyneham<br />
“I have been listening all day, the shows are brilliant,<br />
as per the music, keep up the good work.”<br />
Geoff Hawkins – Chippenham Guide<br />
“Hope you become a permanent station, keepup the<br />
good music and local news, too many stations forget to<br />
mention Calne.”<br />
Teresa Prout – Calne Listener<br />
“Thank you for mentioning the Monckton Farleigh<br />
School Fete it was a massive success with not only<br />
parents, but an enormous number of other people<br />
attending who heard you mention it.”<br />
Helen Peacock<br />
Events Organiser<br />
“We feel, as you are a local company, you will benefit<br />
the local area and be able to serve us as a local<br />
community much better . . . Good Luck”<br />
Sarah Richards & Alexander Swan<br />
Alexander Swan Insurance Agents, Swindon<br />
“Really useful to have a local station that provides<br />
local information about whats going on in my area, it<br />
would be great if it was full time.”<br />
Chris Ritson – Minety<br />
“The music has been superb, some of the songs you<br />
have played and not been heard for years, we really<br />
hope you are successful in getting a broadcast licence,<br />
you really give that local feel.”<br />
Neil Hudd – Listener, Nine Elms<br />
“I feel that <strong>Moonraker</strong> offers an exciting and credible<br />
prospect of bringing radio advertising within the reach<br />
of small and medium sized companies in the Swindon<br />
area.”<br />
Mr Godfrey S Room<br />
Xpress Train<br />
Local Radio comes home - to Swindon Section 105 (D) - Page 13
EVIDENCE OF DEMAND <strong>Moonraker</strong> FM<br />
Letters Of Support (continued)<br />
“The exposure possible for local bands is limited, keep<br />
<strong>Moonraker</strong> on air, and continue to provide an<br />
important outlet to showcase local talent.”<br />
John Beven – St Margarettes<br />
“Great radio - just what is needed in Chippenham.”<br />
Your Guide To Chippenham<br />
“<strong>Moonraker</strong> is the best, great music all day, and nice<br />
people who know who they are talking to.”<br />
Georgie – Yatton Keynell<br />
“You have my utmost support for this endeavour. Best<br />
of luck in your drive to make the station a permanent<br />
addition to the airwaves.”<br />
Chair, Derry Hill Boys Football Club<br />
Have enjoyed listening over the last few weeks, we need<br />
rock and you are the guys to do it.<br />
Mike & Judith Hamlyn – Listeners, Old Town<br />
“I would like to register my support for <strong>Moonraker</strong> FM<br />
and its bid”<br />
G.H. Gilder, Smart Cartridge, Swindon<br />
It has been so good to hear you… LOCAL, LOCAL<br />
LOCAL, I wish you every success with a licence, I want<br />
to hear you again.<br />
Sheila Lunn – New Town<br />
“Congratulations on your new radio station.”<br />
Emma King, Events Officer,<br />
Chippenham Town Council<br />
“A truly local radio station, you have my whole hearted<br />
support, the music was of the best quality, and<br />
presenters and news readers doing a fantastic job, well<br />
done.”<br />
Steve Ledbury – Listener, Shaw<br />
“We wish you the best of success with this venture”<br />
Bradford on Avon Tourism Association<br />
“We have been very excited about the four week<br />
broadcast by <strong>Moonraker</strong> . . . refreshing to hear a<br />
varied programme of music supported by news, local<br />
issues . . . we are delighted to support an application<br />
for a permanent licence”<br />
Derek Newland, Theatre Director &<br />
Adrian Lesurf, Marketing Manager, Arc Theatre<br />
What excellent shows we will miss you after tomorrow<br />
when you go off the air, good luck.<br />
Michelle Rowlands – Listener, Chippenham<br />
“Quality radio stations are rare. If the feedback we got<br />
is representative . . . you are valued enormously”<br />
Voluntary Action, Wiltshire<br />
“I strongly feel that <strong>Moonraker</strong> has become an<br />
important asset to the community, the eclectic and<br />
varied selection of music played, is an absolute joy to<br />
listen to.”<br />
Sandy Morant - Listener, Fresh Brook<br />
“Professionalism has been shown far in excess of what<br />
would be expected on such a limited budget. You are<br />
helping to satisfy the needs of the local community in<br />
providing news, information and entertainment.”<br />
Robert Quartley, Chartered Surveyor<br />
“I am absolutely amazed at the professionalism . . I<br />
find it hard to differentiate from this so-called amateur<br />
station and the professional ones - including the BBC!”<br />
Scott Whitlock, Listener - Oldford<br />
“We have been impressed with <strong>Moonraker</strong>’s local<br />
involvement in issues, and on three occasions, the<br />
speed you responded to telephone calls with traffic<br />
information . . .we’ve tuned all our company vehicles to<br />
receive <strong>Moonraker</strong>.”<br />
Mike Prior, BML Print Management<br />
“<strong>Moonraker</strong> provides a service which is badly needed<br />
in our area, current commercial and public sector<br />
broadcasting does not cater for us.”<br />
Paul Barnette – Wroughton<br />
“At a meeting of the Town Council, Councillors agreed<br />
to lend their full support to the <strong>Moonraker</strong> venture, and<br />
asked me to write accordingly.”<br />
Diane Holmes, Town Clerk, Bradford on Avon<br />
“The best music mix, the best presenters, what a lovely<br />
station.”<br />
Trudy Wilkcox – Liden Listener<br />
“I am writing a note of appreciation to the <strong>Moonraker</strong><br />
Team for a really professional effort during your 28<br />
days on air. We are certainly seeing a steady and<br />
continuing uplift in our business.”<br />
Peter Eveleigh, The Riverside Inn<br />
Local Radio comes home - to Swindon Section 105 (D) - Page 14
<strong>Moonraker</strong> FM<br />
Local Radio comes home - to Swindon<br />
Declaration<br />
<strong>Moonraker</strong> FM Limited confirms, to the best of its knowledge and belief :<br />
(i) the applicant is not a disqualified person in relation to the licence<br />
by virtue of the provisions of section 143(5) of the Broadcasting<br />
Act 1996 (relating to political objects);<br />
(ii) no director or person concerned directly or indirectly in the<br />
management of the company or the applicant group is the<br />
subject of a disqualification order as defined by section 145(1) of<br />
the Broadcasting Act 1996;<br />
(iii) no person involved in the application has been convicted within<br />
the past five years of an unlicensed broadcasting offence and<br />
that the applicant will do all it can to ensure that no person so<br />
convicted will be concerned in the provision of the service, the<br />
making of programmes included on it, or the operation of a radio<br />
station if the applicant is granted a licence and;<br />
(iv) any matters which might influence <strong>Ofcom</strong>’ judgement as to<br />
whether the directors and substantial shareholders involved in<br />
the application are fit and proper persons to participate in a<br />
radio licence have been known to <strong>Ofcom</strong>.<br />
Signed…………………………………………….……………………………..<br />
Chairman<br />
May 31st 2005<br />
Date………………………………………………………………………………