Piccadilly Talk - Ofcom Licensing

AN APPLICATION FOR THE MANCHESTER RADIO LICENCE

Executive Summary
The application submitted by Piccadilly Radio Ltd, operators of commercial radio stations in Manchester for 32 years and
a wholly-owned subsidiary of Emap plc, is for the new licence to operate an all speech service in the city.
This follows extensive research and discussions on the likely development needs of Commercial Radio in the next few
years. In these discussions, held by both Emap’s Radio Division and its plc management, it quickly became clear that
there was an overwhelming need to add something new to existing services and with wider audience appeal.
Consequently, this application reflects a well thought out determination to challenge a situation where commercial radio
had a 51.1 share of all radio listening in the second quarter of 1998 and a 42.9 share in the second quarter of 2006 - despite
the launch of 65 new commercial stations between those dates. It also follows a substantial investigation of the success
of all speech stations in the United States, Canada and Australia.
This application recognises that with the BBC’s substantial access to public funding and ability to use TV airtime worth
millions of pounds on cross promotion, the levels of competition will remain intense. It also recognises that a new speech
based station may not achieve the instant success that a new music service might hope for. Because of this our proposal
represents a very conservative approach and although we estimate that PICCADILLY TALK will cost more than £1million
a year less to operate than a free standing operation, it will have an initial loan capital of £3 million plus a reserve of a further
£1 million. PICCADILLY TALK also benefits from Emap’s declared policy of standing firmly behind all subsidiary companies.
Manchester is arguably the most competitive radio market in the UK after London. It is definitely the number two media city
with several thousand people working in media companies. This will greatly increase with the BBC’s stated intention of
moving large areas of its national operations to Salford Quays. It is the ideal centre for Commercial Radio to demonstrate
a highly professional and successful operation of a new service.
Ability to Maintain a New Service.
Emap is one of Europe’s strongest and most innovative media companies with a great history of new product launches.
In addition to the £4 million financial arrangement for PICCADILLY TALK, Emap is able to provide substantial economies
by basing PICCADILLY TALK at existing ultra modern facilities at Castle Quay in the centre of Manchester, a facility which
is also the headquarters for all the group’s radio operations.
Catering for the Tastes and Interests of the Audience.
After 32 years of operating radio services in Manchester, Piccadilly Radio Ltd has a unique knowledge of the area, its needs
and aspirations. It has a large team of highly experienced management and staff eager and excited to implement the new
proposals and the substantial local knowledge and financial resources to attract and retain the services of the outstanding
new talent needed to ensure success.
Broadening Listener Choice.
Manchester already enjoys a huge range of music based stations, two of them operated by Piccadilly Radio Ltd. While it is
true that there may be niches in the market, it is our commercial view that these other niches are not viable. We firmly
believe that by far the best opportunity to broaden listener choice is a uniquely programmed speech station appealing at
various times to all sections of the community but with a slight bias to female and older listeners.
Evidence of Demand.
The evidence comes in two forms – the local knowledge gained in the 32 years of successful operation in Manchester and
an extensive research programme detailed in the application. The research programme faced the usual difficulties when
seeking views of something entirely new. This can only be illustrated by limited clips rather than the overall feel and sound of
the station. However, even a fairly moderate calculation between expressed likelihood and actuality of listening indicates a
keen demand, interest and intention to sample the new service.
Section 105 (A): Ability to Maintain Proposed Service 1

General Information
(A) Name of Applicant, Address, Telephone and Fax Nos., E-mail address
This must be a single legal entity: either a body corporate or a named individual person. If the former, a copy of the certificate
of incorporation must be included with the application.
Piccadilly Radio Limited
Castle Quay
Castlefield
Manchester
M15 4PR
Telephone 0161 288 5000
Fax 0161 288 5071
E-mail clare.bostock@key103.co.uk
(B) Main Contact (for public purposes)
Please nominate at least one individual to deal with any press or public enquiries, stating:
Name: Michelle Surrell (Managing Director)
Telephone (daytime): 0161 288 5000
Address: Piccadilly Radio Limited
Castle Quay
Castlefield
Manchester
M15 4PR
E-mail address: michelle.surrell@key103.co.uk
(C) Proposed Station Name (if decided)
PICCADILLY TALK
(D) Main Contact (for Ofcom purposes)
Please nominate one individual to whom questions of clarification and/or amplification
should be sent, stating:
Name: Michelle Surrell (Managing Director)
Telephone (daytime): 0161 288 5000
Address: Piccadilly Radio Limited
Castle Quay
Castlefield
Manchester
M15 4PR
E-mail address: michelle.surrell@key103.co.uk
This information must be submitted in confidence, separately from the other responses in this section.
Section 105 (A): Ability to Maintain Proposed Service 2

SECTION 105 (A)
Ability to Maintain Proposed Service
Section 105 (A): Ability to Maintain Proposed Service 3

SECTION 105 (A)
Ability to Maintain Proposed Service
1. Ownership and control of company which will Operate the licence
(A) Board of Directors
I) Provide the name, occupation, other directorships, other media interests, background and relevant
media experience of each director (executive and non-executive), including the proposed chairperson
Mike Unger (Chairman), Non-Executive Director
Mike was for 14 years the award-winning editor of the Manchester Evening News during which time he won national
awards including Editor of the Year, Newspaper of the Year and Campaigning Newspaper of the Year. Before that he was
also editor of the Liverpool Echo and the Daily Post, Liverpool - together the three main newspapers in the North West.
He has also been General Manager of the Salford based JazzFM radio station and was a member of the Broadcasting
Standards Commission.
Mike has been a management consultant since 1997 specialising in communications and the media. His clients have
included the Chrysalis radio group, Granada TV, Marks and Spencer, the Unique Communications Group and the Press
Association. He has also done a considerable amount of training and consultancy abroad, particularly in Commonwealth
countries such as Trinidad and Tobago, Jamaica and South Africa.
He was the founder chairman of the North West Arts Board, a director of the Royal Exchange Theatre and a trustee of the
Manchester Science and Industry museum.
While editor of the Manchester Evening News he was also a member of the Guardian Media Group plc main board and a
member of the Scott Trust, owners of the group. He was instrumental in bringing Broadcast Communications into the group,
a television programme producer that is now Endemol UK producing among many other programmes, Big Brother.
Mike has been Chief Executive of The Roy Castle Lung Cancer Foundation since September 2002. He had previously been
a Trustee.
He has been a Director of Piccadilly Radio for three years.
Section 105 (A): Ability to Maintain Proposed Service
4

Alistair Mackintosh, Non-Executive Director
Alistair Mackintosh is the 36 year old Chief Executive of Manchester City Football Club.
A proud Mancunian, Alistair began his working life qualifying as a Chartered Accountant with Price Waterhouse in their
London and Stockholm offices. After four years with Price Waterhouse, Alistair moved to work with Sony, based in the
City of London.
In 1998 Alistair had the opportunity to return to Manchester when he became the Financial Controller at Manchester City.
In 1999 he became the Club’s youngest Director and he retained the position of Finance Director until 2002 when he was
promoted to Managing Director. Alistair remains the sole Executive Director at the Club and became Chief Executive from
1st August 2004.
Recent projects include the delivery and operation of the new City of Manchester Stadium, the kit, naming rights and
securitisation deals and the record breaking sponsorship with Thomas Cook.
The Club’s strategy is to participate in every aspect of Manchester life, ranging from work with Halle Orchestra through to
involvement with the Manchester Pride event. The Club recently hosted concerts by Oasis, U2, Bon Jovi, Red Hot Chili
Peppers and Take That.
Alistair appointed football’s first Corporate Social Responsibility Manager and the Club proudly realised a “Blue:Print” for
development within the Manchester community over five years with the following seven themes: Football, Health, Education
and Life-long learning, Social Inclusion, Sustained Environments, Crime, Drugs and Prejudice, Quality Management.
Alistair is also a trustee of Manchester Kids charity and a Director of the organisation responsible for running Leisure
Centres throughout Manchester.
He has been a Director of Piccadilly Radio for four years.
Mike Dyble, Non-Executive Director
Mike Dyble has spent all his business career in advertising and marketing, first of all working for a major advertising agency
in Liverpool before moving to Manchester to join the mail order division of Great Universal Stores. From there he joined
Manchester’s leading advertising agency where he became Director of Marketing and the youngest main board member.
He left in 1964, along with three colleagues, to form their own Agency, Bowden Dyble and Hayes Ltd.
Over the years BDH became one of the most successful and largest agencies in the UK with a turnover in excess of £75
million and a staff of over 150, winning many national and international creative and marketing awards in the process.
The Agency was sold to publicly quoted GGT in 1988. In 1991 Mike resigned as Chairman and joined Manchester’s 1996
and 2000 Olympic Bid team as head of international marketing, and continued in the role until 1995 with the successful
nomination of Manchester as the Host City for the 2002 XV111 Commonwealth Games. During the Games themselves Mike
was the Attaché for both New Zealand and Mauritius.
For over 12 years Mike has been a Trustee of the award winning Museum of Science and Industry in Manchester and he is
Chairman of the Museum’s Trading Company, responsible for all commercial activity.
A Fellow of the Chartered Institute of Marketing, Mike is President of the Manchester Branch.
Mike became a director of Key 103 in 1996 and the Chairman for three and a half years. He is Chairman of the Station’s
successful Charity, Manchester Kids.
Section 105 (A): Ability to Maintain Proposed Service 5

Michelle Surrell (Managing Director), Executive Director
Michelle’s career began as a Sales Executive with Thompson Regional Newspapers. Her two years there were enough to
convince her that a sales career was definitely the way forward so she joined the TFM radio sales team in Stockton, working
with both local and agency clients across the North East.
Michelle moved to Hallam FM in Sheffield as Sales Manager, became Sales Director and then moved across the Pennines
to Red Rose Radio as Managing Director. During her four years there, the station saw extensive growth in both audience
and revenue.
In 2000, Michelle was given the opportunity to lead the Big City network – leading the 16 FM and AM stations across the
North of England. This was a particularly interesting and challenging role and one that she relished for four years.
After taking a short career break, Michelle took on a completely different project – driving the interactive strategy across
Big City. Again, this delivered good revenue strategy and is a project she continues to drive today, in addition to her current
role as Regional Managing Director of the North West Big City stations.
Gary Stein (Programme Director), Executive Director
Gary started his broadcasting career in Scotland at both Northsound Radio and Radio Clyde, both part of the former SRH
group, stations now part of the emap group. While IT and Computer programming had been his chosen career path at
university, an opportunity came up to present on the local station Northsound, which led to him taking over the job of
programming the station in 1995. This led to the station’s highest ever recorded audience figures with a record 48%
weekly reach.
While working at Northsound, Gary was approached by Grampian Television, where he worked on several cross media
ventures including the successful ‘We the Jury’. This was a weekly courtroom style ‘live’ show exploring some of the most
relevant issues to viewers across the region. This was then continued in the form of a talk show on the local radio station
with Gary presenting the debate on both television and radio.
Gary was approached by Scotland’s biggest commercial station Radio Clyde in 2000, and made the move back to his
hometown of Glasgow to take up the position of Programme Controller for Clyde 1, in addition to presenting the mid
morning show on the station. While other commercial stations were cutting back on social and news content, Gary
continued to put this right at the heart of what Radio Clyde stood for, and the station’s strong bonds with the community
were maintained in the face of many new start ups.
With family in Manchester, Gary seized an opportunity to move back to the North West in 2002 taking on a senior role with
Forever Broadcasting and helping to implement a strategy across the group’s stations to reposition and make the stations
more profitable through increased audience.
Over the last 3 years Gary has been working with emap, first as Programme Director at Hallam FM in Sheffield, and now
with Key 103 and Magic 1152 in Manchester. Gary continues to be heavily involved in various group projects within the
business including web, interactive and creative forums.
Section 105 (A): Ability to Maintain Proposed Service 6

John Pickford (Head of News and Sport) Executive Director
Head of News and Sport for Key 103 and Magic 1152 Manchester. Manchester born and bred – he has worked as a journalist
in the city for the past 30 years and now heads one of the most successful news and sport teams in the country.
John trained as a newspaper journalist and wrote for the Newcastle Evening Chronicle and the Stockport Express. He joined
Piccadilly Radio 26 years ago as a news reporter, before eventually becoming Head of News and Sport.
He personally covered many of the big breaking stories in Manchester, including the Moss Side and Strangeways riots, the
Tenerife and Manchester air disasters, the Warrington and Manchester bomb outrages, the Harold Shipman case and
Manchester United’s famous triumphs.
John and his team have been recognised three years in a row at the prestigious Sony Awards, and a number of New York
Gold awards line the newsroom shelves. Last year they beat every other commercial station in the country to the CRCA
News Award, for their campaigning journalism.
This year John was presented with the Regional Public Health Director’s Special Award for leading campaigns such as
“Beat the Bugs” and “Safer Sex”, which have significantly raised awareness of health issues in Manchester.
John helps trains journalists within Emap and also at the various broadcast journalism colleges across the country. He has
been a member of the Broadcast Journalism Training Council, helping to bring up to date their standards for accredited
courses. He is a member of the University of Central Lancashire Journalism Industry Advisory Board and is a member of
the panel interviewing new recruits to the course.
Tracy Eastwood (Commercial Director), Executive Director
Born and bred in Yorkshire, Tracy’s career started in banking and progressed through to finance and insurance development
within the motor trade. During her ten years within the business to business fleet management arena with Ford, rose fleet
sales executive to fleet and business development manager of a Ford main dealership.
In 1994 Tracy was tempted away from the motor industry to Radio and started her radio career with the Metro Radio Group
joining the team in West Yorkshire selling radio advertising and creative ideas to local clients.
Three years later in 1997 the opportunity with Emap to lead the North West regional team presented itself and Tracy’s career
brought her to the Northwest based at Key 103 developing radio advertising for regional brands.
Over the last nine years with Emap Tracy has progressed through Sales Manager and Sales Director of the North West
regional operation, Commercial Director of Radio Aire and Magic 828 to her current position back in Manchester as
Commercial Director of Key 103 and Magic 1152.
Section 105 (A): Ability to Maintain Proposed Service 7

II) If there are firm plans to appoint any further directors, provide information (with details of any specific individuals in mind).
This information may be submitted in confidence.
Not applicable.
(B) Proposed Investors and Shareholding Structure
Full details of the proposed shareholding structure should be provided, including:
I) Names and addresses (the latter may be submitted in confidence) of all existing or proposed shareholders.
Piccadilly Radio Limited is a wholly owned subsidiary of Emap Radio Limited. PICCADILLY TALK will be financed by an
interest free loan of £3 million from Emap Radio with a further £1 million in reserve.
Registered office:
Piccadilly Radio Limited
40 Bernard Street
London
WC1N 1LW
II) Total number, class/classes of shares and issue price of shares (specify voting, non-voting, preference, other etc.).
Not applicable
III) All voting shareholders and holders of 5% or more of non-voting shares and loan stock should be named. State the number,
class/classes and price of shares to be issued to each investor.
Piccadilly Radio Limited is a wholly owned subsidiary of Emap Radio Limited.
IV) Outline any shareholders agreements or arrangements which exist.
Not applicable.
V) Where a corporate body other than a current Ofcom licensee will be providing 30% or more of the required funding,
details should be given of its directors and main shareholders, and of its activities.
Emap Radio Limited is a current Ofcom licensee.
VI) Ofcom may request additional information (e.g. a banker’s letter, statutory/management accounts) regarding the shareholders,
or any other providers of finance, listed in the application.
Any required details will be provided on request.
Section 105 (A): Ability to Maintain Proposed Service 8

(C) Involvement of the Applicant in Specified Activities
Details are required of the involvement by the applicant and its participants (including shareholders or other subscribers of
more than 5% of the applicant’s total funding requirements) in any of the activities listed below, and the extent of the
interest. For these purposes, the applicant includes associates of the applicant (i.e. directors and their associates and
other group companies).
I) Advertising agencies;
None
II) Newspapers;
None
III) Other broadcasting interests;
Emap Radio Limited owns 100% of the shares in the following companies:
Emap Digital Radio Limited
Emap Metro Limited
Emap Pop Limited
Kerrang! Radio (West Midlands) Limited
Kiss FM Radio Limited
Magic 105.4 Limited
Metro Radio Limited
Piccadilly Radio Limited
Radio Aire Limited
Radio City (Sound of Merseyside) Limited
Radio Hallam Limited
Red Rose Radio Limited
Solent Radio limited
Scottish Radio Holdings Limited
TFM Radio Limited
Viking Radio Limited
Emap Radio Limited owns 50% of the shares in CE Digital Limited
Emap Radio Limited owns 24% shares of Edinburgh Radio Limited
IV) Bodies whose objects are wholly or mainly of a religious nature;
None
V) Bodies whose objects are wholly or mainly of a political nature;
None
VI) Local authorities;
None
VII) Other publicly-funded bodies.
None
*Applicants should note that this information is required for the purposes of checking compliance with the ownership rules,
and is not relevant to an applicant’s ability to maintain its proposed service. If none of the categories above apply to the
application this should be clearly stated.
Section 105 (A): Ability to Maintain Proposed Service 9

2. Financial and Business Plan
(A) Overall Financial Strategy
Provide a concise summary of how the applicant considers it is able to establish and maintain, throughout the licence period,
its proposed service, and how this licence fits in with the investors’ strategy.
The PICCADILLY TALK licence application has been created out of our team identifying a highly attractive opportunity in the
market, and using our research insight and radio expertise to create a unique and engaging radio proposition to exploit.
We are confident of attracting significant revenues, both from new and existing clients and new market opportunities.
Our heritage of broadcasting to Manchester over the last 32 years, and the brand equity ‘ PICCADILLY TALK’ will be able to
leverage are key assets. As will the deep rooted relationships we have created with community, city and commercial
partners – many of whom have supported us through this application.
Our thorough audience projections and realistic sales expectations have enabled us to produce a business plan that shows
a station that is able to break even in Year three. We forecast that 50 percent of total revenues will be delivered from our
National Advertising team in London, which recognises the profile we would expect the station to achieve, and the
cosmopolitan feel the station will create, connecting seamlessly with the core target groups.
Due to the highly competitive market, and the cosmopolitan nature of Manchester and its surrounding area, we have
budgeted for a higher than average level of programming investment for a station of this potential size. We feel justified
in doing that, in order to satisfy the demands of the target consumer. The fact that we are able to maximise the infrastructure
of Key 103 and Magic 1152, has enabled us to make this investment decision, and one we feel justified in doing in order
that we can create the most desirable radio station for advertisers and listeners alike.
“ A cosmopolitan city such as Manchester could definitely benefit from
an entertaining, compelling and informative speech based radio station.
Manchester is well served by music stations but apart from BBC
Radio Manchester there is nothing else to chose from if you’re after
speech radio. ”
DOMINIC WOOLFE - COI GROUP ACCOUNT DIRECTOR, STARCOM
Section 105 (A): Ability to Maintain Proposed Service 10

YEAR 1 YEAR 2 YEAR 3 YEAR 4 YEAR 5
Population 1,450 1,450 1,450 1,450 1,450
Weekly Reach (000) 51 68 102 112 124
Weekly Reach % 3.5% 4.7% 7.1% 7.8% 8.5%
Average Hours 5.0 7.0 9.0 9.0 9.0
Total Hours 256 477 920 1,012 1,114
Average Spot Audience
(assumed audience/hrs 12.00-06.00 immaterial)
2.0 3.8 7.3 8.0 8.8
Saleable Hours 18.0 18.0 18.0 18.0 18.0
Average Hourly Minutage 4.0 6.5 8.1 8.3 8.5
% Sold per Hour
(based on 9 minutes per hour)
44.4% 72.2% 90.0% 92.6% 94.5%
Total Spots Sold per Annum 52,507 85,384 106,434 109,450 111,744
% Sold Locally 50.5% 45.0% 40.0% 40.0% 40.0%
% Sold Nationally 50.0% 55.0% 60.0% 60.0% 60.0%
Local Cost per Thousand 2.46 1.76 1.80 1.83 1.87
National Cost per Thousand 1.34 1.68 1.71 1.75 1.78
Local Spot Rate 5.0 6.7 13.1 14.7 16.5
National Spot Rate 2.7 6.4 12.5 14.0 15.8
Local Revenue (gross) 131,269 256,413 558,893 644,845 738,682
% of Local Revenue subject to Agency Comm. 10% 10% 10% 10% 10%
Agency Commission 1,969 3,846 8,383 9,673 11,080
Net Local Revenue 129,300 252,567 550,509 635,172 727,602
National Revenue 71,594 298,809 799,324 922,253 1,056,458
Agency Commission 10,739 44,821 119,899 138,338 158,469
Net Rational Revenue 60,855 253,987 679,426 783,915 897,989
Total Net Revenue 190,154 506,554 1,229,935 1,419,087 1,625,591
Total Gross Revenue 202,862 555,222 1,358,217 1,567,097 1,795,140
Gross Airtime 202,862 555,222 1,358,217 1,567,097 1,795,140
Gross S&P 100,000 135,000 180,000 200,000 220,000
Creative 22,930 45,257 90,051 104,517 114,760
Total Station Gross Revenue 325,792 735,478 1,628,268 1,871,615 2,129,900
Gross Revenue 203 555 1,358 1,567 1,795
Discounts/Commissions 13 49 128 1,419 1,626
Net Revenue 190 507 1,230 1,419 1,626
Section 105 (A): Ability to Maintain Proposed Service 11

Arrangements for the Sale of National Advertising
Emap Advertising will manage the sales for PICCADILLY TALK– they are the national sales point for all Emap Radio Brands.
With almost 100 people dedicated to radio sales across three offices in London, Manchester and Glasgow, this team
combines experience from many different media sales and agency backgrounds such as Channel 4, BBJ, Carat, Mindshare,
and National Press
The most significant factors in national advertising revenue are the existing arrangements and strong relationships between
Emap Advertising and the major advertising agencies. These arrangements are renewed every 12 months on a rolling
basis. They guarantee a minimum percentage share of the agencies total spend on radio and PICCADILLY TALK will be
worked into these arrangements. Emap Advertising is well established as one of the leading sales houses for UK radio
and won both the Media Week Sales Team of the Year and Radio Sales Team of the Year in 2005.
Emap Advertising conducted informal interviews to hear the views of key agency personnel in major advertising agencies
and their comments can be seen throughout the application document.
Arrangements for the Sale of Local Advertising
Key 103 and Magic 1152 are currently sold by a dedicated local sales team made up of six field sales executives, a sales
director and a support network of three sales support, sponsorship and promotions implementers and two creative writers.
We believe from our research detailed below that there are opportunities to grow radio revenue to PICCADILLY TALK from
both the existing advertisers of Key 103 and Magic 1152 but more so from new categories and businesses who would be
super served by the PICCADILLY TALK format. As a direct result of the research findings we will appoint a dedicated Sales
Manager plus two Sales Executives to focus specifically on the development of new advertisers and new categories of
business whilst being experts in the product and how we can hep local advertisers to build their business by running
effective radio campaigns. The existing support team of Key 103 and Magic 1152 will offer expertise in S&P, creative
services and planning along with the seamless implementation of innovative new ideas to the PICCADILLY TALK format.
Research of our existing advertisers showed us that 45% of those interviewed agreed that they would consider using
PICCADILLY TALK if the application was successful showing that there are considerable opportunities to add PICCADILLY
TALK to grow existing clients current radio spend.
Key 103 and Magic 1152’s strong ties and relationships with the Public Sector bodies within Greater Manchester has always
added a depth of content and opportunity to both stations. The opportunity that exists within these relationships for
PICCADILLY TALK is wider and deeper again. The partnership of PICCADILLY TALK and all areas of Public Sector will bring
with it the ability to expand on important issues for Manchester and the communities within it. This will be done by inviting
interaction and ensuring accurate and fair debate whilst growing support and investment from both public sector areas
and businesses relying on exposure to and the growth of communities in Manchester.
“ Increased consumer choice in the commercial radio market place is
something that we would actively encourage. A content based radio
station in Manchester I think would prove very successful in such a
dynamic city and would definitely be appealing to a number of our clients.
MANDY FOWLER - HEAD OF RADIO, ZENITHOPTIMEDIA
”
Section 105 (A): Ability to Maintain Proposed Service 12

PICCADILLY TALK will attract new advertisers to radio by capitalising on the specialist programmes within the format to
attract new categories that have historically favoured local press or TV Categories within Gtr Manchester advertising
within Manchester Evening News Aug 05 to Jul 06.
TOTAL 23,674,787
70 Recruitment Classified 6,927,437
26 Motors 3,219,434
30 Retail 2,585,799
28 Travel and Sport 1,821,382
22 Entertainment and The Media 1,714,666
38 Government, Social, Political Organisations 1,451,566
16 Household Equipment 1,180535
04 Drink 1,099,754
95 Miscellaneous 834,619
34 Property 768,797
36 Finance 490,893
Categories within Gtr Manchester advertising on TV Aug 05 to Jul 06.
MANCHESTER EVENING NEWS
TV - ITV Granada
TOTAL 165,021,944
30 Retail 32,481,253
22 Entertainment and The Media 18,855,365
36 Finance 17,355,652
02 Food 16,016,589
26 Motors 15,310,890
08 Cosmetics and Toiletries 12,319,487
04 Drink 7,871,288
18 Household Stores 7,697,629
66 Telecomms 7,565,597
10 Pharmeceticals 5,884,972
The following table shows a cross section of categories advertising on speech formats within other markets and demonstrates
the opportunity to expand into new revenue categories within the Manchester marketplace.
TOTAL LBC 97.3 (LONDON) TALK SPORT AM
TOTAL 43,344,664 5,776,667 37,567,997
26 Motors 7,804,775 607,405 7,197,370
22 Entertainment and The Media 6,829,677 643,882 6,185,795
36 Finance 6,774,038 530,964 6,243,074
66 Telecomms 6,52,730 496,736 3,155,994
38 Government, Social, Political Organisations 3,612,050 691,525 3,920,525
30 Retail 2,682,663 415.310 2,267,353
44 Business and Industrial 2,284,227 731.842 1,552,385
50 Computers 1,679,088 274,950 1,404,138
28 Travel and Transport 1,303,188 407,481 895,707
02 Food 1,103,731 55,493 1,048,238
Section 105 (A): Ability to Maintain Proposed Service 13

YEAR 1
£’000
YEAR 2
£’000
YEAR 3
£’000
YEAR 4
£’000
Sponsorship 15 20 27 30 33
Promotions & Other 85 115 153 170 187
NATIONAL
100 135 180 200 220
YEAR 5
£’000
YEAR 1 YEAR 2 YEAR 3 YEAR 4 YEAR 5
Sponsorship 7,500 10,125 13,500 15,000 16,500
Promotions 7,500 10,125 13,500 15,000 16,500
Total National S&P 15,000 20,250 27,000 30,000 33,000
% sold locally 85.0% 85.0% 85.0% 85.0% 85.0%
% sold nationally 15.0% 15.0% 15.0% 15.0% 15.0%
LOCAL
Sponsorship 42,500 57,375 76,500 85,000 93,500
Promotions 42,500 57,375 76,500 85,000 93,500
Total Local S&P 85,000 114,750 153,000 170,000 187,000
Total S&P 100,000 135,000 180,000 200,000 220,000
We expect 85% of sponsorship and promotions revenue to be generated from local advertisers.
The programming format of PICCADILLY TALK will open up a highly targeted and exciting range of sponsorship opportunities
for local clients. In advance of the station launch the team will focus on pre selling the key sponsorships to underpin local
revenue. The existing team and infrastructure at Key 103 will allow us to be present in the market quickly and deliver a
high level of service from the outset.
Promotions on PICCADILLY TALK that can go beyond the commercial break and form a relevant and engaging relationship
between the listener, the station and the client will deliver campaigns that work hard and deliver results for all three
stakeholders.
YEAR 1
£’000
YEAR 2
£’000
YEAR 3
£’000
YEAR 4
£’000
Creative Services 13 25 55 64 73
IRN 5 10 15 16 17
Web & Text 5 10 20 25 25
based on 10% of Net Local Revenue
YEAR 5
£’000
23 45 90 105 115
Creative Services will be provided by the award winning Creative Team at Key 103 and will generate additional revenue
stream for PICCADILLY TALK.
“ I am all for speech based stations and although we have seen some
failures, for example in Edinburgh, I feel a magazine style format would
resonate well with audiences in Manchester. ”
CRAIG ROBINSON, HEAD OF UNILEVER RADIO
Section 105 (A): Ability to Maintain Proposed Service 14

(B) Funding
Detail the sources of finance that will be used to fund the licence, under the following headings:
I) Share capital
Nil
II) Loan stock
Nil
III) Leasing/HP facilities (capital value)
Nil
IV) Bank overdraft
Nil
V) Grants and donations
Nil
VI) Other (please specify)
Intercompany loan from Emap plc of £3,000,000.
PICCADILLY TALK will be wholly-owned by Piccadilly Radio Ltd which is a wholly-owned subsidiary of Emap plc. Emap
plc unconditionally guarantees that it will provide all the initial capital and future funding required to launch, maintain
and develop the station throughout the licence period.
Where relevant, provide information on:
I) Loan terms (e.g. interest rate, repayment terms, redemption/conversion terms);
Not applicable.
II) Assets leased.
Not applicable.
All of the funding identified above should be confirmed to the applicant. Explanation should be provided if this is not the case.
Capital expenditure (including capital value of leases) 340,690
Other pre-operational expenditure 276,905
Working capital (at on-air date) 2,382,405
£ £
Total 3,000,000
Section 105 (A): Ability to Maintain Proposed Service 15

(C) Financial Projections
The purpose of this question is to allow the applicant to demonstrate its understanding of the market. The forecasts should
be based on reasonable assumptions, that are logically applied and justifiable.
The applicant should provide financial projections on an annual basis for the licence. The projections must include:
I) Profit and loss accounts
II) Balance sheets
III) Cash-flow forecasts
The period covered is at the discretion of the applicant, but should be justified. The forecasts should be supplied on an Excel
spreadsheet or similar, with any accompanying guidance notes. The applicant must also complete and submit the spreadsheet
entitled “Financial Template” located at: http://www.Ofcom.org.uk/radio/ifi/rbl/car/lapr/ftap.xls using information from its
business model.
This section must include a full listing of the underlying assumptions on which the financial projections are based, relating
such assumptions clearly to other parts of the application (e.g. proposed format, extent of coverage area).
The applicant should detail how revenue figures were derived, distinguishing between local, national and sponsorship revenue.
The response to this question may be submitted in confidence.
Please see Appendix 3 (A-C).
“ Our clients are continually asking for new programming formats to tap
into and often refer to the lack of opportunities away from music in
radio. A speech based format in Manchester would offer this. From
a commercial point of view it would aid the battle against the BBC
especially if Emap utilised their content from their magazine portfolio
which make for refreshing celebrity news. ”
MATT LANDEMAN, HEAD OF RADIO, CARAT
Section 105 (A): Ability to Maintain Proposed Service 16

(D) Audience Projections
Provide the following information:
I) The projected adult (aged 15+) population of the Total Survey Area (TSA) within which it is intended to measure the listenership
of the service;
The projected adult population of the TSA.
II) Projections for listenership ratings (e.g. weekly reach, average weekly hours of listening) over the first three years of the
service, with detailed demographic breakdowns as appropriate;
Projections for listenership ratings.
Our audience projections which support this application have been based on our extensive external research which identifies
a core audience who are ‘likely’ or ‘very likely’ to listen to this service. They also take into account the complexities of this
market, and the high volume of competition that currently exists. Speech based radio formats attract a loyal audience, and
by the very nature of such a loyal audience, it is a slower build. This projection recognises the reality of that situation in its
modest average hours forecast.
TSA POP ’000’S RESEARCH RESULTS LISTENERS PER RESEARCH RESULTS
AGE MANCHESTER VERY LIKELY
TO LISTEN
QUITE LIKELY
TO LISTEN
TOTAL
LIKELY
VERY LIKELY
TO LISTEN
QUITE LIKELY
TO LISTEN
TOTAL
LIKELY
15-24 232,000 10% 40% 50% 23,200 92,800 116,000
25-34 232,000 12% 49% 61% 27,840 113,680 141,520
35-44 275,500 12% 49% 61% 33,060 134,995 168,055
45-54 217,500 20% 47% 67% 43,500 102,225 145,725
55-64 217,500 17% 42% 59% 36,975 91,350 128,325
65+ 275,000 11% 39% 50% 30,305 107,445 137,750
TOTAL 1,450,000 13% 44% 58% 194,880 642,495 83,375
000’S ASSUMED RESULT
YEAR 1
ASSUMED RESULT
YEAR 2
ASSUMED RESULT
YEAR 3
AGE VERY LIKELY QUITE LIKELY VERY LIKELY QUITE LIKELY VERY LIKELY QUITE LIKELY
% of +ve respondents assumed
to listen
12.5% 4.2% 16.7% 5.6% 25.0% 8.3%
15-24 2,900 3,867 3,867 5,156 5,800 7,733
25-34 3,480 4,737 4,640 6,316 6,960 9,473
35-44 4,133 5,625 5,510 7,500 8,265 11,250
45-54 5,438 4,259 7,250 5,679 10,875 8,519
55-64 4,622 3,806 6,163 5,075 9,244 7,613
65+ 3,788 4,477 5,051 5,969 7,576 8,954
TOTAL AUDIENCE
24.360 26,771 32,480 35,694 48,720 53,541
51,131 68,175 102,261
REACH 3.5% 4.7% 7.1%
ASSUMPTIONS
1 in 8 “very likely” respondents listen 1 in 6 “very likely” respondents listen 1 in 4 “very likely” respondents listen
“Quite likely” response rate 1/3 of “very likely” response in each year
Section 105 (A): Ability to Maintain Proposed Service 17

III) The expected impact of the proposed service on existing services, in listenership terms;
Following our research we expect the proposed new service to have a significant impact on existing commercial and BBC
services, with 58% of adults ‘very’ or ‘quite’ likely to listen to our proposed speech format. 8 out of 10 of the surveyed
population think the station is a good idea, with over 30% stating that it is a ‘very good’ idea.
Over 55% of total respondents, and over 50% of GMR and 5 Live listeners said they would listen to the radio more, with 44%
of current GMR listeners saying that they would ‘listen to an existing station less’. When probed further 80% of BBC Radio
Manchester listeners and 72% of Five Live listeners surveyed said they would tune into the proposed new service.
In particular, the format had high appeal within the 25-64 year old demographic.62% of respondents within this group
suggested they would be ‘very’ or ‘quite’ likely to listen to the new station. The over 45 demographic did not have an
overwhelming conclusion about which stations in the TSA currently target them. Indeed, Smooth, BBC Manchester, Five
Live and TalkSport all recorded a lower than 20% figure when asked if each station was ‘aimed mainly at me’. This provides
a target rich environment for the new service, and our demographic profile breakdown of audience projection reflects that.
We also gained a great deal of insight into how we might differentiate the product to attract the highest possible audience
within the target groups. This has then in turn, helped to influence our programming schedule, and create a platform of
interest for us to develop our ‘flagship’ shows. Of the potential audience nearly half of the respondents preferred a style
of presentation that is ‘knowledgeable but funny’, compared to just over 20% who would prefer a style that is ‘young, funny
and fast’. Of the specific areas we tested, adults in all but two of the topics (showbiz and sports commentary) concluded
that well over half of the population would be interested in listening to features covering these subjects on this station.
In summary, 64% of respondents believed that the new format would increase choice in the commercial market and 53%
in BBC choice. There was high appeal for the format and style of the proposed station, and the suggested content within
it. It is clear that a new market exists, and that the proposed speech-based format, delivered in a consumer friendly way
would fill it, and be a great addition to the Manchester market-place.
IV) The basis on which the estimates above have been calculated, and any assumptions taken into account.
The basis on which the estimates above have been calculated.
We have taken the ‘very likely’ and ‘likely’ to listen respondents from our research survey and applied these to the proposed
TSA, by age group, to calculate the audience potential from those groups. We then applied a weighting to take into account
that not all of these respondents will actually listen.
In Year 1, we suggest that one in eight of the ‘very likely’ respondents will listen, and that the response rate from the ‘likely’
respondents would be a third of the ‘very likely’ rates. In Year 2, we assume that the response from the ‘very likely’ group
increases to one in six, and in Year 3 it increases to one in four. The ‘likely’ to listen group continue to listen at a third of
the ‘very likely’ response rate across the second and third years.
“ Any opportunity to expand listener choice in Manchester with different
formats to those that already exist is a positive one. An opportunity
for a magazine style format will suit the Manchester region reflecting
it’s cosmopolitan lifestyle. A speech based format would also appeal
to a wide range of clients who are looking for an association with
news content. ”
MARK ROSE, BUSINESS DIRECTOR, MINDSHARE
Section 105 (A): Ability to Maintain Proposed Service 18

3. Transmission Proposals
(A) Provide details of the Transmission Site you propose to use, under the following headings:
I) Name and National Grid Reference of site;
Sunley Building - SJ 844 983
II) Height of site above Ordnance datum (in metres);
44m Above Ordnance Datum
III) Height of transmitting aerial above ground level (in metres);
130m Above Ground Level
IV) Radiated power in either or both planes of polarisation, and aerial radiation pattern (if no aerial radiation pattern is submitted,
it will be assumed without exception to be omni-directional).
1.0 kW (500 WHP + 500 WVP)
The antenna pattern is nominally omni directional.
The applicant should confirm whether he believes that his intended mast aperture will be available, and whether, where
required, planning permission can be obtained. Where appropriate, evidence to support this belief should be provided.
Details of any negotiations which have been entered into with the site owner should also be provided.
The information provided above must take into account any requirements set out in Section 2 of this Notice. In the event
of minor non-compliance, Ofcom may revisit an applicant’s proposals with a view to modest adjustment following award
and closer scrutiny. Significant non-compliance may render the application liable to disqualification.
Planning permission will not be required as we propose to utilise an existing antenna which is installed at the stated aperture.
Arqiva, the antenna’s owners have confirmed that the antenna is capable of being shared.
Comprehensive discussions have been held with both Arqiva and National Grid Wireless, who are both in no doubt that
they are able to supply, install and maintain the equipment required to broadcast PICCADILLY TALK for the budgetar y
figure disclosed in the financial projections.
(B) Please provide a detailed computer predicted map (in colour) of the coverage anticipated
using the Transmission Site and parameters described above.
Please see Appendix 4.
Section 105 (A): Ability to Maintain Proposed Service 19

(C) Describe proposed arrangements for transmission provision (installation, maintenance
and repair). The transmission system and equipment must comply with the Engineering
Code originally published by the Radio Authority, which represents Ofcom’s current policy
and is available at: http://www.Ofcom.org.uk/radio/ifi/rbl/car/
National Grid Wireless or Arqiva will supply the transmission equipment as part of a service agreement under which they
will provide, operate and maintain the transmission system for the duration of the licence. The transmission provider will
ensure that the system complies with the Ofcom Engineering Code for Analogue Radio Broadcast Transmission Systems
and any other relevant requirements.
The system will typically consist of:-
FM transmitter with dual power supply and multi-redundancy amplifier
Dual Drives and automatic changeover
RDS Encoder
System controller with Audio back up device
Omnia or Orban processors in both the main and reserve feeds
Telemetry system, linked to the transmission providers monitoring centre
Systembase codec providing a 256k Kilostream (main) and ISDN (reserve) link to the studio site.
APTX coding will be utilised.
(D) What is the anticipated time-lapse between the award of licence and start of broadcasting?
Applicants should note that failure to commence broadcasting the service within two
years of the date on which the licence is awarded is likely to lead to the offer of a licence
to the successful applicant being withdrawn. In these circumstances the licence would
be advertised afresh and a new competition would be held to award the licence.
It is anticipated that the station will launch six months after the successful award.
Section 105 (A): Ability to Maintain Proposed Service 20

SECTION 105 (B) AND (C)
Catering for Tastes and Interests/Broadening Choice
Section 105 (B) and (C): Catering for Tastes and Interests/Broadening Choice 21

4. Proposed Format
A blank Format is attached at Annex 3. Fill it in, ensuring that each of the following criteria are addressed within, where it is
felt appropriate to do so. It should follow the style of Ofcom Formats, which can be viewed at: http://www.Ofcom.org.uk/
static/radiolicensing/amfm/analogue-main.htm. Reasons for omission of any particular criteria (and it is accepted that not
all criteria will be relevant to all applications) should be set out separately. The Format will form part of the licence. Therefore,
questions of clarification may be asked prior to licence award and the wording amended to reflect this, if necessary.
(A) Station Name (working titles accepted);
(B) Service Duration. This is the number of hours you will broadcast each day. It should also include the number of hours
of locally-made programming (i.e. programming made within the licensed area) promised.
(C) Character of Service. This is a clear, one or two sentence description of the output and target audience.
(D) Detail. This should address, where appropriate:
(I) A clear description of the type/range of music.
(II) Specialist music programmes.
(III) A level of speech content (peak/non-peak)
(IV) Any specific plans for local material.
(V) News obligations, local and national (weekdays and weekends, peak-time, non-peak, etc.)
SECTION 105 (B) AND (C)
Catering for Tastes and Interests/Broadening Choice
(VI) Other character-defining elements of programming (N.B. As set out in Phase 2 of Radio – Preparing for the Future, Ofcom
does not believe that the amount of automation utilised by a station is an indication of programme quality. Therefore, Ofcom
has no specific rules relating to the amount of automation that a licensee may utilise, and applicants do not need to include
details in their proposed Format of how much live programming they intend to provide. However, should an applicant wish
to include such information, it should be included in this part of the Format and will be regarded as a binding commitment
in the event of a licence award.)
Section 105 (B) and (C): Catering for Tastes and Interests/Broadening Choice 22

Format Outline
Station Name
Licence Area
Frequency
Hours of Broadcast
Definitions
Speech
Music
Peak time(s)
Daytime
Locally made
Character of Service
Detail
PICCADILLY TALK
PICCADILLY TALK
Manchester
106.1
Format Outline Form Ofw 307
excludes advertising trails, sponsor credits and the like and
will be calculated over the period specified.
percentages are calculated as a percentage of the total
tracks broadcast in the specified period
refers to weekday breakfast and afternoon drive output and
weekend late breakfast.
is 0600 to 1900 weekdays and 0800 to 1400 at weekends.
24 hours a day; all programmes produced in Piccadilly Radio Ltd’s own
studios, other than exceptional news items such as extended IRN
reports. For example, the Chancellor’s Budget speech, the Coronation
or a major terrorist activity. Anticipated maximum 10/12 hours a week.
refers to output produced and presented from within the
license area and must include peak time.
24 HOURS A DAY SPEECH PROGRAMMING INCLUDING NEWS, SPORT, FEATURES,
DOCUMENTARIES, ADVICE, PHONE-INS, STUDIO DISCUSSIONS AND SPECIAL WEEKLY OR
MONTHLY PROGRAMMES.
I No music other than illustrative items in interviews. No more than 60 seconds of any commercial track. No more than 5%
(2) of total output
II No specialist music (except (I) above)
III 24 hours a day speech programming.
IV With only the exceptions stated above, all programmes as detailed in the schedule will be locally produced.
V National and local news will be broadcast on the hour. During the hours of 11PM and 5AM the news bulletins will be
broadcast simultaneously with our sister station Key103. Both local and national news items will be introduced by the
newsroom between bulletins and will frequently become the subject of radio discussion. News sources will include staff
journalists in an extended Piccadilly Radio Ltd newsroom and sports staff. IRN, Press Association, Reuters, freelance
agencies and Emap national magazines will contribute to all aspects of news gathering including showbiz, celebrity and
other human interest items.
VI As detailed in our programme schedules PICCADILLY TALK will operate on a 24-hours a day speech-only basis. This will
be created by staff presenters, editors and producers, constantly changing studio guests, regular contributions from our news
and sports staff, radio car, all outside news sources, e-mail and text comment from listeners plus a hotline to record votes on
topical issues. There will be some phone-in contributions which will normally be confined to subjects under discussion in the
studio. A truly distinctive and major aspect of the programmes is that because of the quality of the presenters they will be
heavily involved in the planning and production of their programme. As a consequence they will also be deeply involved in
the production of flagship special programmes that will be an integral part of the scheduling. These will add distinction and
difference to PICCADILLY TALK and will become a major attraction to new listeners by heavy on air promotion and cross
promotion through existing brands.
Section 105 (B) and (C): Catering for Tastes and Interests/Broadening Choice 23

5. Programming Philosophy
(A) This sub-section of the application should take the form of a statement setting out the
applicant’s overall programming philosophy and vision for the radio service.
PICCADILLY TALK is the all speech station that Manchester has been waiting for. Manchester is the country’s second city
and has a vibrancy that is not fully reflected in any of its current radio stations – either commercial or BBC.
Manchester is where it is happening and now PICCADILLY TALK can give the time to reflect and analyse this. There is the
vibrancy of its commercial activities, its artistic brilliance and its sporting prowess. Manchester is the UK’s media capital
outside of London which is why the BBC is setting up its important Media City in the region adding thousands of extra jobs
to the 4,500 who already work in the sector. There are also the stories that the other radio stations just do not have the
time to analyse properly; from the gun culture of Moss Side to the controversial expansion at Manchester Airport.
PICCADILLY TALK will report and comment on all of this in the accessible and informative way that Manchester has been
waiting for by providing an entirely new type of service quite different to any existing format provided by either commercial
or BBC radio stations.
PICCADILLY TALK will assist in widening overall appeal of commercial radio and help reverse the current trend of audience
losses to the BBC by providing a service based on lifestyle rather than age. With the generation gap becoming less relevant,
the programme schedule is tailored heavily to the common thread that most appeals to the entire radio audience, with an
emphasis on issues that are relevant for the over 25’s. PICCADILLY TALK expects to draw its audience as the first or
second choice from across the market.
PICCADILLY TALK is the product of careful planning, extensive research and realistic ambitions. It enjoys substantial
investment as well as the enthusiastic backing of the holding company, Emap plc, one of Europe’s most respected media
groups.
The proposal is presented by Piccadilly Radio Ltd which produces Key103 and Magic1152 – consistently two of Britain’s
most respected and popular commercial radio stations. Piccadilly Radio Ltd has an excellent reputation for journalism with
Sony Award winning presenters and its Head of News is the most experienced in commercial radio. Piccadilly Radio Ltd
has won many awards over the past 25 years for news, sport, documentaries, individual journalism, support of the arts
and community service. The company takes pride in developing talent and has firm links with the journalism, radio and
media course at Salford University.PICCADILLY TALK will provide a credible alternative for the people of Greater Manchester.
All of its team will be fully trained and attend regular refresher courses on the laws of contempt and libel, as well as Ofcom’s
guidelines on regulatory practice.
Section 105 (B) and (C): Catering for Tastes and Interests/Broadening Choice 24

(B) The strategies which the applicant proposes to implement in regard to:
I) catering for the tastes and interests, general or particular, of persons living in the area;
II) broadening the range of local commercial services available in the area;
What will PICCADILLY TALK be?
The key to good radio is making people believe that they have joined a club and the whole concept of PICCADILLY TALK
is to create an environment for social networking which welcome listeners to this club so that they can interact with like
- minded people.
PICCADILLY TALK will be innovative in a rapidly changing world. This will be reflected in both its speech content, its
technological advances and its corporate and social responsibility.
It will provide an original new service with a number of clever ideas and unique programmes to create a welcomed and
valued addition to radio listening. It will innovate by having a fully interactive website, and the news bulletins will be
transmitted into all of Cabitvate’s taxis serving Manchester Airport and Manchester’s expanding tram system.
PICCADILLY TALK will be designed to appeal to all sections of the community but with a slight bias to female listeners.
Programmes will be inclusive across a culturally diverse audience and not segregate the listeners into specific groups
based, for example, on race or sexuality.
The concept will be of sensible and intelligent conversation skillfully laced with news, sport, current affairs and Mancunian
issues. It will be have the flexibility to allow editors and presenters to take on a particular topic either as a brief news item
or a full programme. They will do this with a light, sparky, all-inclusive touch.
Studio discussions will not rely solely on the news of the day and local stories, but will also regularly tackle serious emotional
and human interest subjects such as the heartbreak of divorce or highly controversial subjects such as euthanasia. The
approach in all areas will be factual, honest, detailed and different.
A significantly important aspect of the whole output will be unique and controversial documentaries. These will be based
on an individual theme, well researched and presented. They will cover such diverse topics as should Manchester’s new
International Festival compete or complement Edinburgh’s Festival or a frank interview series with major personalities.
They will form an integral part of an individual programme. Regular cross-promotion on other Piccadilly Radio Ltd stations
and internet sites as well as local newspaper advertising will be a major tactic in bringing new listeners to hear these
specials on PICCADILLY TALK.
PICCADILLY TALK will be a Mancunian talk station for all Mancunian people representing their interests, values and lives.
With news, information and entertainment PICCADILLY TALK will be an opinionated platform for a culturally rich city; a city
which includes Europe’s biggest university campus.
The new station will more than fulfill Ofcom’s requirement to broaden choice for the audience.
“ In a Manchester market place which continues to expand, a speech
based station focused on the more cosmopolitan feel of Manchester will
have real stand out and offer our clients something new and refreshing. ”
ZOE SCHMID, HEAD OF RADIO, VIZEUM
Section 105 (B) and (C): Catering for Tastes and Interests/Broadening Choice 25

What PICCADILLY TALK will not be.
In contrast to some substantial or wholly speech stations PICCADILLY TALK will not be dominated with what is often seen
as cheap-phone in programmes that can produce topics switching in an instant from amusing local anecdotes to a widow’s
complaint about funeral costs. Its structure will not rely on the whim of callers. Instead we will always have suitable studio
guests to add experience, depth and quality to discussions.
Good talk radio is more than just about news and information, it is about personality. Personality is king and PICCADILLY
TALK will have some of the finest presenters available. Personalities cannot be duplicated, like news or music. The key
programmes will feature two complimentary presenters, with news readers and sports personalities joining in from time
to time. Issues will be debated at length by the studio team before callers are asked to participate. This will improve the
quality of the output which feels more involving of all listeners and not just those who are able to phone in.
PICCADILLY TALK will avoid any sense of ‘always sounding the same’ through lack of highlights and while the essence of
the station and the key to its success is the presenter, it will not employ presenters and editors whose on-air personality
is rated more highly than their knowledge of Manchester.
In the vital area of news coverage PICCADILLY TALK will have the first truly 24-hour news coverage in Manchester, with
its own news summaries through the night. Its aim is to be the best with the news and will carefully avoid such characteristics
as being first with the news sometimes at the expense of accuracy. Clearly such an approach can be exciting and provide
a real service but it does become repetitive creating high reach, low listening hours and a difficult commercial market.
While we accept and welcome the fact that we are in a “bitz” culture there needs to be a balance. PICCADILLY TALK will
avoid the danger of audience loss by putting the news “meat” on to these brief news “bones”.
PICCADILLY TALK will fully embrace the Internet and will add to the broadcast programming by having chat rooms, blogs
and additional information such as helplines and information for emotional topics discussed on air, as well as, of course,
having the programmes broadcast live.
PICCADILLY TALK is also mindful of its corporate and social responsibilities and as such it will not only support on air the
company’s own charity Manchester Kids, but will also support other charities and organisations whose expertise it will be
seeking and supporting on air through studio discussions and emotional help-lines.
Note: Piccadilly Radio Ltd has a high reputation for developing talent both in news and in entertainment. Chris Evans,
Richard Keys, Kay Burley and a host of well known of presenters on the BBC, Sky and ITV started their broadcast careers
at Piccadilly Radio. This talent of developing young professionals will be enhanced at PICCADILLY TALK. While the staffing
proposals are listed in the Financial Appendix 3 (A-C) these will be boosted by the addition of journalism undergraduates,
primarily from Salford University.
III) the provision of local material, if any.
IV) the proportion of locally made programming, if any should be set out in this section
All programmes will be locally produced with the exception (as stated before) of special news items or extended coverage
of major national events from IRN and some overseas contributors.
The exceptional items mentioned above are not likely to exceed 10/12 hours a week except in the event of extended
coverage major national events such as a General Election or a major act of terrorism.
Section 105 (B) and (C): Catering for Tastes and Interests/Broadening Choice 26

(C) If appropriate, the applicant may also provide a typical programme-by-programme
weekday schedule, to give a flavour for the direction of the station.
00:00
01:00
02:00
03:00
04:00
05:00
06:00
07:00
08:00
09:00
10:00
11:00
12:00
13:00
14:00
15:00
16:00
17:00
18:00
19:00
20:00
21:00
22:00
23:00
WEEKDAY
NEWS
LOCAL
LOCAL
LOCAL
LOCAL
LOCAL
LOCAL
LOCAL
LOCAL
LOCAL
LOCAL
LOCAL
LOCAL
LOCAL
LOCAL
LOCAL
LOCAL
LOCAL
LOCAL
LOCAL
LOCAL
LOCAL
LOCAL
LOCAL
LOCAL
MON TUES WEDS THURS FRI
GET IT OFF YOUR CHEST!
THE CITY NEVER SLEEPS
BREAKFAST ON A PLATE
FRIENDS!
PICCADILLY REPORTS
OPEN HOUSE
HOME TIME
THE ‘IN CROWD’
GET IT OFF YOUR CHEST!
SAT SUN
SEX IN THE CITY
THE CITY
NEVER SLEEPS
BREAKFAST
ON A PLATE
REAL LIFE
SOAP STORIES
FRIENDS!
ON SATURDAY
PICCADILLY REP.
THE
SATURDAY
CROWD
THE BEST
OF FRIENDS
OPEN HOUSE
HIGHLIGHTS
SEX IN
THE CITY
INSPIRATIONS
FRIENDS!
ON SUNDAY
PICCADILLY
REPORTS
THE
PICCADILLYLINE
THE
‘IN’
CROWD
ON CAMPUS
CREAM OF
MANCHESTER
PICCADILLY
CALLING
GET IT OFF
YOUR CHEST
WEEKEND
NEWS
LOCAL
LOCAL
LOCAL
LOCAL
LOCAL
LOCAL
LOCAL
LOCAL
LOCAL
LOCAL
LOCAL
LOCAL
LOCAL
LOCAL
LOCAL
LOCAL
LOCAL
LOCAL
LOCAL
LOCAL
LOCAL
LOCAL
LOCAL
LOCAL
00:00
01:00
02:00
03:00
04:00
05:00
06:00
07:00
08:00
09:00
10:00
11:00
12:00
13:00
14:00
15:00
16:00
17:00
18:00
19:00
20:00
21:00
22:00
23:00
Section 105 (B) and (C): Catering for Tastes and Interests/Broadening Choice 27

WEEKDAYS
6-9AM
BREAKFAST ON A PLATE
9AM-1PM
FRIENDS!
1-1.30PM
PICCADILLY REPORTS
1.30-4PM
OPEN HOUSE
4-6PM
HOME TIME
6-10PM
THE “IN CROWD”
10PM–2AM
GET IT OFF YOUR CHEST!
2-6AM
THE CITY NEVER SLEEPS
SATURDAY
6-9AM
BREAKFAST ON A PLATE
9-10AM
REAL LIFE SOAP STORIES
10AM-1PM
FRIENDS ON SATURDAY
1-1.30PM
PICCADILLY REPORTS
1.30-6PM
THE SATURDAY CROWD
6-8PM
THE BEST OF FRIENDS.
8-10PM
OPEN HOUSE HIGHLIGHTS
“Manchester’s View on the World” Our big name presenters get Greater
Manchester up and informed. Our radio car reporter is at the morning’s top local story
and we link up with Emap reporters across the country. We also launch the Big Issue
of the day. Our experts review the papers, look at the sport and business stories, and
Manchester’s celebrity gossip. What would Mancunians do if they were able to
change the things that are going on in the world? They’ll be able to text, phone or
e-mail their views on the morning’s breaking stories.
“Gloss and Goss” Give a group of individuals the latest magazines and tabloids to
flick through and join in their chat and gossip. They’ll put experts on the spot and talk
to star guests. Including
11-12PM That’s What Friends are For Advice from our team of experts.
12-1PM Review The listener helps us review everything worth experiencing in
the area – books, films, television, holidays, sport, theatre, concerts, pubs, bars
and restaurants.
We take you closer to the big local news stories and link up with our reporters around
the country. Including a guide to What’s On in Greater Manchester.
“Closer to the Stars” Interviews with star guests or ordinary people making the news.
Including:
2.30PM The Cream of Manchester people who’re making a real difference.
3.30PM Feel Good Stories to help you wind down at the end of a busy day.
The fast moving digest of news, sport and travel information to get you home.
We bring the Big Issue of the Day to a conclusion.
“You’ll want to be in with the In Crowd”
6-7.30PM Talking Sport
7.30-10PM Time Out in Manchester
Your calls, text and e-mails and guests talking about issues of the day. Plus psychics
and ghostly goings on. From Midnight Sex in the City with Miss Charlie Daniels.
“The overnight news watch”
Local news throughout the night, plus the chance to listen to some of the best bits of
the days programming.
“Starting Saturday With a Smile” Including “Countdown to Kick Off and
“Manchester Icons”. Getting you in the mood for the weekend including daftest
stories of the week, television review, “boredom busters” and brides of the day.
“The Mancunian Way “ Who needs Coronation Street when people in Greater
Manchester have some great stories to tell?
“It’s a funny life” We let a group of Greater Manchester comedians loose on the
week’s news and sport stories.
Including a look ahead to the afternoon sport in “Countdown to Kick Off.”
“Sport from a different angle” A different look at the varied sports going on in
Greater Manchester. They’ll talk to the wives and girlfriends of sports stars, take a
look at the role of women in clubs, tackle burning issues, chat with the growing
army of female fans and we’ll hear about all the goals as they go in.
Highlights of the Monday to Friday programme.
The best of the week’s star interviews.
Section 105 (B) and (C): Catering for Tastes and Interests/Broadening Choice 28

SATURDAY
10PM -2AM
SEX IN THE CITY
2-6 AM
THE CITY NEVER SLEEPS
SUNDAY
6-9AM
BREAKFAST ON A PLATE
9-10AM
INSPIRATIONS
10-1PM
FRIENDS ON SUNDAY
1-2PM
PICCADILLY REPORTS
2-3PM
THE PICCADILLYLINE
3-6PM
THE “IN-CROWD”
6-8PM
ON CAMPUS
8-9PM
THE CREAM OF MANCHESTER
9-10PM
PICCADILLY CALLING
10PM-2AM
GET IT OFF YOUR CHEST !
2 AM-6AM
CITY NEVER SLEEPS
“Your emotional rescue” What did you regret getting up to last night?
Plus Mancunians re-united – bringing back together friends and lovers.
Local news, highlights and the chance for budding writers and performers to
showcase their work.
“Sunday’s Hangover Cure” News and sport briefing, plus review of the week and a
trawl through the Piccadilly Archive. Your good news stories, what you got up to last
night, plus a look at the front and back pages of the papers.
Interview with a personality and what inspired them to success.
Its “morals and quarrels” as people from different backgrounds, including the area’s gay
and ethnic communities, discuss the week’s headlines. They also put politicians on the spot.
Including the Sunday Documentary.
“The hotline to the best advice” A team of experts on health, finance and legal
matters answer listener questions.
Sunday’s style guide for the best in food, fashion, homes, motors and holidays.
Giving a voice to students on Europe’s biggest student campus.
Produced by Students from Manchester and Salford.
“The search for Manchester’s heroes”
“How ex-pats are living the dream abroad”
Your chance to tell us what’s making you angry via phone, text or e-mail.
MIDNIGHT–2AM SEX IN THE CITY
Local news, the best bits from the week’s programmes , and tell us why you are up all night.
Section 105 (B) and (C): Catering for Tastes and Interests/Broadening Choice 29

PICCADILLY TALK - Schedule in Detail
WEEKDAYS
6-9AM BREAKFAST ON A PLATE
9AM-1PM FRIENDS!
1-1.30PM PICCADILLY REPORTS
1.30-4PM OPEN HOUSE
4-6PM HOME TIME
6-10PM THE ‘IN CROWD’
10-12PM GET IT OFF YOUR CHEST!
12PM-2AM SEX IN THE CITY
2-6AM THE CITY NEVER SLEEPS
WEEKDAYS
6-9AM BREAKFAST ON A PLATE
“Personality Presenters Who Know Manchester” Our research has shown that the presenters
of this programme are likely to be one of the major keys to its success. We have in mind a male and
female partnership, who already know Manchester and its people. The presenters will be joined
by a series of guests throughout the programme, who will review the papers and take a look at the
morning’s sport, business and showbiz.
Including:
“Manchester’s View on the World” There will be plenty of opportunities for listeners to join in,
via phone, e-mail or text and air their own views on the big stories. For example, after the murder of
a teenager in Moss Side, how can we get guns off the streets of Manchester? We will talk to people
who know the area, including “Street Pastor” Tony Weeks, who walks the streets of Moss Side every
night, persuading youngsters away from drug gangs. His own nephew was shot dead two years ago.
This will be a fast-moving programme, touching on topics which affect the lives of Mancunians –
they could be local, national or even international events. They will be the sort of stories listeners will
be talking about at home, work or in the pub.
“Up Early” We’ll ask listeners why they are up so early and their plans for the
day ahead.
“The Other Manchesters” We’ll talk to people living in cities called Manchester around the globe
and find out what is going on there.
“News Makers” The listener will tell us the story they are involved in and we’ll chase up reaction.
For example the holidaymakers who found themselves booked into a hotel in Tenerife, which was only
half finished.
“On The Couch” We’ll invite people into the studio to tell us about the story or campaign they are
involved in. For example Elaine Haskins who is fighting for compensation for the growing number of
people who find themselves victims of deadly asbestos, which was manufactured in Rochdale.
“Big Issue” Will be set every morning on a topic of local, or national debate. Subjects could include,
obese women being refused fertility treatment, breast- feeding in public, taking children on holiday
in school time, older women having children, or perhaps children having the right to choose which
parent they stay with. The poll will run throughout the day with a “Rant Line” for listeners to express
their views. There will also be an on-line vote.
“Bite Size News” Again our research has shown that the audience we are aiming at wants “bite –size”
news every 30 minutes. It will be a mix of local and national stories. PICCADILLY TALK will have the
advantage of being able to share the extended resource of Key 103’s award winning news team and
also link up with Emap reporters based in every big city in Britain.
“Radio Car Reporter” The radio car reporter will be out at the top local news story of the morning,
filing back live reports and “quality” audio.
Section 105 (B) and (C): Catering for Tastes and Interests/Broadening Choice 30

9AM - 1PM
“American Spy” PICCADILLY TALK also has its own correspondent in America – Manchester journalist
Abigail Bonnell used to work at Key 103 and now is an award winning broadcaster in the States.
“The World in Our Ears” A number of English speaking radio stations in other parts of the world
have also agreed that we can use programme excerpts or link up with their reporters when relevant
international events happen.
“Paper Talk” Guest commentators like former BBC political editor Jim Hancock and Paul Horrocks
Editor of the Manchester Evening News take an in depth look at the morning papers getting the low
down on the big stories that people are waking up to. There will be lots of interaction with listeners
getting their views on national and local stories.
“Strange But True” We’ll look at some of the strange but true stories from around the world. For
example scientists at Manchester University have discovered that mice don’t actually like cheese.
“Access to Experts” PICCADILLY TALK will have unique access to experts in every field thanks to
Emap’s consumer and life style magazines. We also have three major Universities on our doorstep
and we will be able to use their massive bank of specialists for example Doctor Eric Groves who is
an expert on terrorism.
“Out On The Town” The latest gossip from our showbiz reporter Chelsea Norris ,who is out and
about at the big events in town. We will open the door to the most glamorous parties.
“School Gate Mums” We will ask mums and dads taking their children to school about their views
on life and issues.
“Rainy City Reports” We get weather from across the area from our very own rain watching team.
They will be ordinary people dotted around the Greater Manchester area.
“Travel News” Travel reports every twenty minutes. PICCADILLY TALK will have a team of road
spies – truck drivers and a fleet of sixty cabbies calling in with any delays on the region’s motorways
or main roads.
FRIENDS!
“Gloss and Goss” We’ll take a group of women and perhaps the odd male guest, sit them around
the table with a cup of coffee, give them the tabloids and celebrity magazines and eavesdrop on their
lively discussions. They’ll talk about the issues affecting their lives - what is making them laugh or
making them angry. They will be given access to experts, to explain the detail behind the headlines.
There will be a regular host – a local journalist and broadcaster. She’ll be joined by local celebrities
like Coronation Street’s Sally Lindsay and Vicky Binns. They will also invite local campaigners onto
the panel. It won’t be a turn off for men – they’ll be invited to join in as well. The panel will be able to
link up with experts at Emap’s life style magazines and talk to people like Closer’s Mr Showbiz ,
Dean Piper, or Heat’s Mark Frith. They may want to get more details on some of the day’s more serious
stories so they’ll talk to people in the know at First Magazine, or even ITV correspondents at some
of the world’s trouble spots.
Including:
11AM-12PM “That’s What Friends are For!” Got a problem and need some advice? PICCADILLY
TALK will bring in experts on law, relationships, finance etc. If the listener wants to find something
fabulous to wear on a Friday night or something quick (but spectacular) to cook for friends, the
experts will give easy, chic ideas to help simplify a frantic life. Friends will also ask experts such as
Manchester hairdresser Jason Johnson to give great tips on haircare.
“Fashionista Sister” The hottest new fashion and beauty buys available now! The latest fashion
trends from King Street to the Trafford Centre with fashion experts from Manchester’s retail stores
and Grazia Magazine. We’re living in fast times and sometimes it is difficult to keep up - but we’ll keep
the listener right up to date with the latest trends and fashion, whether it’s flip flops or spotty dresses!
“This is My Life” We will explore beneath the surface of someone’s life. For example: the nurse
at Manchester Royal Infirmary who juggles caring for others with looking after her own children, the
mother living with an autistic child, or what life is like for a devout Muslim living in Manchester.
“Real Life Issues” How to adopt a child, what to do when your teenagers won’t respect the rules,
coping with divorce etc.
Section 105 (B) and (C): Catering for Tastes and Interests/Broadening Choice 31

1- 1.30PM
“Feel Good Manchester” The city has one of the country’s worst records on health. On average,
people are living less than in other parts of the country. Our news team have already won a special
award for promoting health issues and we have a unique partnership with the NHS who have
enthusiastically backed our “Feel Good “ campaign. It promotes healthy eating and gives sound
advice on how people can beat stress ,depression, heart disease, and obesity. PICCADILLY TALK
will continue this campaign and we will feature guests such as Janet Finucane, an expert on mental
health and Professor John Ashton the former Regional Director of Public Health ,who’s able to advise
on a wide range of health issues.
12-1PM “The Review Hour” Greater Manchester has everything for a great night out – but there’s
so much choice we need help to decide where to go and we need a steer on whether it will actually be
worth paying for a ticket. Top productions come to theatres like the Lowry, Palace and Opera House.
International pop acts appear at the Arena, Apollo and Bridgewater Hall. The area’s bars and
restaurants attract thousands of people to Manchester city centre every night - the latest eating
place will be high up in the Beetham Tower, which now dominates the Manchester sky line.
For those wanting a night in – where can we get a tasty take-away meal or what TV programmes
should we watch?
Thousands fly out from Manchester Airport on sunshine holidays – but where are the best places to
visit and where should we avoid?
This programme will hopefully provide the answers – we’ll talk to those in the business but we will
also ask our listeners to be our reviewers. Including:
“My Spies” We’ll look at the best kept secrets whether its restaurants, pubs, holiday destinations,
fashion trends and the city’s most sensational venues and nights out. We’ll talk to restaurant owners
like Paul Heathcote , but we’ll also go undercover with our own spies.
“Fly Away” Our travel experts discuss the hot new destinations around the world and talk to the
airline and holiday companies operating out of Manchester Airport. Where can you go on holiday for
a week for less than a hundred pounds, how do you avoid credit card fraud while away and what are
the advantages of self service check ins? Where is kid friendly, where has the best spas, where’s
great to chill out, where can you find the bargain Gucci at the markets? We’ll also give listeners tickets
to holiday hot spots and they’ll give us a report. There will be low down on the resorts to avoid, hidden
gems you can get to from Manchester Airport and three things to see in the resorts or cities you’re
going to.
“Big Ticket” We will give tickets to the big shows, concerts, movies, and holidays and listeners
come back and review them.
“Food and Drink Detectives” The true review as the listeners give us the low down on the best
places to eat and drink. Who has the best deals for eating out with children? Which pubs are nonsmoking.
Which venue has the best access and whose toilets are a disgrace? The best bottle of wine?
“The Secret Shopper” The best and worst deals for consumers each week.
“My Big Fat Night Out” Listeners text in explaining why they need a night out and the best reason
gets a posh meal and a show or club that night. They then call back, tell us why it was great, who they
took along, what they ate etc.
“Book Club” We pick a book that’s a best seller or in the news e.g. Jordan’s autobiography, or Jamie
Oliver’s latest cook book . We will talk about why it is great or not, speak to the author, and chat to
panelists who have read it. We’ll trail the books we are going to discuss so people who have read it
will tune in to hear what is said.
PICCADILLY REPORTS
We are throwing the traditional studio based bulletin out of the window . Instead, we’ll take the listener
right to the scene of the day’s big local news event. Our news anchor will present this bulletin from the
scene of the main local story, e.g a crime scene , big fire, from the home of a family affected by antisocial
behaviour, or the Christie Hospital where young cancer sufferers are launching a campaign to stop
them being barred from pubs and clubs, because of strict dress codes. PICCADILLY TALK will get the
very best coverage of national stories by linking up with reporters from other Emap stations across
Britain. For the main anchor role, we have in mind an experienced former Sky and Granada television
news presenter.
Section 105 (B) and (C): Catering for Tastes and Interests/Broadening Choice 32

1.30-4PM
4-6PM
OPEN HOUSE
“Closer to the Stars” We have a nationally known female personality in mind for this programme.
Every big star coming to Greater Manchester to appear at the Palace, Opera House, Bridgewater Hall
or Lowry Theatres will be invited into our open house for interview. We will look at preparations for
big theatre productions and we will showcase the big acts appearing at the MEN Arena.
ALSO AT 2.30PM “The Cream of Manchester” Open House will interview the people who have
put the Greater back in to Manchester since the IRA bomb blast ten years ago.
We’ll talk to the architect Ian Simpson the man who’s designed the city’s towering new landmark, The
Beetham Tower, Wing Yip who runs Manchester’s huge Chinese Restaurant business, and the work
of the “Kirsty Appeal” for The Francis House Children’s Hospice which had benefactors like David
Beckham and Mohammed Al Fayed.
3.30PM “Happy Hour” Open House will be looking for those great stories to help the listener wind
down from a busy day either at work or home.
“Rugrats” What has the listener been doing with their kids today, what funny things have they done,
what’s on in the region for them.
“The Grumps” Who has the listener bumped into today and who needs a smile makeover.
“Shop Your Offspring” We’re all in this parenting thing together - so lets share stories, help each
other out and have a laugh – because it can be a nightmare! Our “supernanny “ will give you some
handy help and tips.
HOME-TIME
Hear how the day’s stories have developed. We’ll also help f ind the quickest route home. The f irst hour will
have a lighter feel as we wind down from a busy day at the off ice, home, college or picking the children up
from school. We will use experienced, Manchester-based journalists to present this programme.
Programme highlights include:
“Big Issue” The result of today’s big talking point.
“Jobsearch” Fancy a career change, or a great first job? Not only will PICCADILLY TALK give details
of a number of job vacancies everyday, but when appropriate, we will talk to an employer to get a
description of their firm and the job rather than a simple list of vacancies. Who’s recruiting, how to get
started, what qualifications you need, how long should you stay in a job, CV advice. How to get into
the media, police, nursing, retail or seasonal work abroad.
“Goss on the Box” What to watch and what to forget, with guest TV reviewers.
“Hey, It’s Not all Bad!” The best light stories from around the country. Listeners tell us what’s brightened
up their day.
Section 105 (B) and (C): Catering for Tastes and Interests/Broadening Choice 33

6-10PM
“Business Daily” PICCADILLY TALK will discuss issues with experts like Angie Robinson from the
Greater Manchester Chamber of Commerce. For example; would the area benefit from having an
elected Mayor like London’s, or, should the extension of the Metrolink tram system be paid for by
congestion charging? We’ll talk to The Arndale Shopping Centre’s General Manager Glen Barkworth
and Development Director Jon Weymouth, because after four years of redevelopment costing £170
million, it is now the largest in-town shopping centre in the UK – but what effect will that and the
giant Trafford Centre have on high streets in neighbouring towns like Stockport and Altrincham?
We’ll have discussions with people like Nigel Gillingham from Allied London. He’s advising on the
latest development of sixty shops and bars in Crown Square. We’ll also look at financial issues and
why some appear to be ‘spending it like Beckham’ and getting into enormous debt. Over the past
twelve months, Greater Manchester’s seen a sixty percent increase in bankruptcies and a 24 percent
rise in house repossessions.
We will also look at some of the big business success stories from male and female entrepreneurs,
what they’ve done and how they’ve done it: e.g. the people behind Manchester’s clothing industry,
and Russell Hirst and Jason Zemmel who have set up internet flower and perfume businesses
boasting thousands of customers worldwide.
We’ll look at the row surrounding the proposed redevelopment of parts of Canal Street –
Manchester’s famous “gay quarter”
And we will find out how Manchester’s Muslim women are making a huge contribution to the
economy of the area.
We’ll look at the area’s “Hot property” – the number of city centre apartments are set to double in the
next decade, so we find out the best buys and investments.
News, Sport and Business every 30 minutes. Travel every 15 minutes
THE ‘IN CROWD’
“You’ll want to be in with the in-crowd and go where the in-crowd go” The “In-Crowd”
include: Michelle who loves United, fashion and showbiz parties. Darren reports on United and
loves theatre so much, he’s appeared on-stage naked in The Full Monty.
Alex ( a girl, by the way,) loves music and live concerts. Andy made his England football debut
alongside David Beckham – but doesn’t begrudge his fame and fortune or good looks.. much.
Kate does martial arts, so don’t mess with her – she loves food and going to bars and
restaurants and supports Bolton Wanderers.
Programme highlights include:
6-7.30PM “Talking Sports From a Different Angle” Andy hosts the sports phone in with a
difference. He’ll link up with the true fans, like Mark Longden from Independent Manchester
United Supporters or Dave Wallace from City fanzine King of the Kippax. Andy will get the views
from the growing army of female fans like Michelle and Kate. He’ll talk to women in positions
of power at local sports clubs like Brenda Spencer at Wigan Football Club or Kate Parkinson at
Salford Reds Rugby League. He’ll also use his contacts to talk to WAGS – wives and girlfriends,
to see what it’s like living with a sports star.
“On the Road” We take the show on the road to local supporter clubs
“Heroes” We talk to local sport stars such as Freddie Flintoff, Darren Campbell, Amir Khan ,
Ricky Hatton and see what makes them tick and what inspired them.
“Live reports” Hugh Ferris , former England star Andy Hinchcliffe and United reporter Darren
James bring us score updates from local sporting events and the big games at Old Trafford and
City of Manchester Stadium.
“Back Page Issues” We discuss the big issues affecting sport, including drugs cheats and how
kids are influenced by players like Wayne Rooney.
7.30-10PM “Time-Out”
This programme will often go out on the road - whether it is backstage at the Arena or the first
night of the latest theatre production. Every night in Greater Manchester, there’s something
happening and we’ll be there, to get a taste of the atmosphere. The programme will often be
presented live from the venue with links to other items reflecting entertainment, life-style,
fitness and time out in Greater Manchester.
Section 105 (B) and (C): Catering for Tastes and Interests/Broadening Choice 34

10PM-12PM
12PM-2AM
2-6AM
SATURDAY
Including:
“Arena” When the big gigs are on at the Arena, our showbiz reporter, Alex , will be backstage talking
to the stars.
“Curtain Call” The best of theatre – whether it’s at the Lowry, Palace, Bolton Octagon, Tameside
Hippodrome or the Opera House.
“The F-word” We’ll get the very best tips on fitness and healthy living.
“Comedy Club” The best comedy from Greater Manchester’s comedy clubs, with contributions
from stars like Caroline Aherne, Peter Kay and Justin Moorhouse.
GET IT OFF YOUR CHEST!
“Manchester calling Manchester”
The chance to phone, text or email about the issues affecting the lives of people in Manchester.
We’ll put the Chief Constable Mike Todd and Manchester Central MP Tony Lloyd on the spot about
what they’re doing to reduce gun crime in the city.
The listener can respond to contentious claims – such as those by Professor Mark Bellis, that there’s
a clear link between young women binge drinking and the dramatic rise in sexually transmitted
diseases in Manchester.
“Sex in the City” Our nightly emotional rescue, with relationship experts like Julia Gash and Miss
Charlie Daniels. What does a young man do when his girlfriend tells him she wants to cool the
relationship and have a bit of time to herself?
What should a young woman do if she finds herself attracted to her boss?
It’s all about relationships or lack of them, sexual health problems and dating – and what did the
listener regret doing last night?
We’ll also tackle issues like arranged marriages and the increasing number of young people who are
self-harming.
“The City Never Sleeps” Many radio stations in the area become automated or take network
programming at this time of the night. But a big city like Manchester never sleeps. We will have a live
presenter who will update local headlines on the hour, take calls and texts from people working
through the night and link to some of the best highlights from programmes which were broadcast
earlier in the day, which the overnight listener will have missed.
It will ensure that we will be the first to know of any overnight breaking national stories and if there is
a big local story happening overnight, for example a fatal fire or fatal shooting, we will be the first to
get reporters to the scene.
6-9AM BREAKFAST ON A PLATE
9AM-10AM REAL LIFE SOAP STORIES
10-1PM FRIENDS ON SATURDAY
1-1.30PM PICCADILLY REPORTS
1.30-6PM THE SATURDAY CROWD
6-8PM THE BEST OF FRIENDS
8-10PM OPEN HOUSE HIGHLIGHTS
10PM-2AM SEX IN THE CITY
2-6AM THE CITY NEVER SLEEPS
Section 105 (B) and (C): Catering for Tastes and Interests/Broadening Choice 35

SATURDAYS
6-9AM
9-10AM
BREAKFAST ON A PLATE
“Starting Saturday with a Smile” More relaxed than our weekday breakfast show - this is the
programme, which will get Manchester in the mood for the weekend.
We will focus on some of the daftest stories of the week and we will ask the listener to come up with
suggestions for a great day out, whether it’s Lyme Park, Chester Zoo, the latest exhibition at Urbis or
even a local event.
Including:
“Manchester Icons” We will also take a look at some of the significant people and landmarks which
have helped make Manchester one of the world’s greatest cities, for example what used to go on
at the Printworks, Triangle and Hacienda before they were transformed into some the city’s most
fashionable apartments, shopping and leisure complexes.
“Paper Talk” We will take a look at what is in the Saturday morning papers and ask the listener to
come up with their solutions to some of the week’s burning issues, whether it is on lighter topics
such as where should Tony Blair go on his “farewell tour” of Britain or on a more serious note should
young people have the right to choose which parent they live with?
“Goss on the Box” The weekly TV fix. We delve deeper into the world of the small screen with guests
including Sean Marley MD of the t.v. company which makes Hollyoaks and Grange Hill. We’ll go
behind the scenes of Coronation Street and Shameless, talk to Alice Morrison from North West Vision
which finds film companies great locations in Manchester. We’ll look at all the latest story lines in the
soaps and serials. We’ll also pay tribute to the Cheshire cartoon empire of Cosgrove Hall who make
Dangermouse and Bill and Ben. It is also the chance to hear in simple language what’s happening in
the world of digital technology.
“Home Style” We will give inspiring ideas on how to improve your home, plan your leisure time and
holidays to book.
“Smiley People” Listeners tell us what’s made their week.
“Boredom Busters” ideas for a great day out – especially if you’ve got children.
“Countdown to Kick Off” We will throw the football clichés out of the window and get broadcaster
and former England footballer Andy Hinchcliffe to give his thoughts on this weekend’s sporting events.
“Brides of the Day” We will talk to brides and grooms as they prepare for their big day and find out
where they met, where they will spend their honeymoon and some of their hopes for the future. We
will give a special prize to our “bride of the day” and we will stay in touch with some of them – and on
anniversaries we’ll find out what has been happening in their lives.
We will have local news and sports bulletins every thirty minutes.
REAL LIFE SOAP STORIES
Who Needs Corrie when people in Greater Manchester have great stories to tell about their own lives?
An hour of uplifting or sometimes heart- wrenching real life stories. We will interview listeners about
their unusual hobbies whether it is kite surfing or driving locomotives on the East Lancashire steam
railway. We will talk to people who have been reunited with friends, family or even former lovers, or
“The Christie Crew” a group of young cancer sufferers from Manchester’s famous Christie Hospital,
who are campaigning against discrimination in night clubs which won’t allow them in because their
strict dress codes forbid the wearing of caps and trainers. We’ll talk to the mum who took on the yobs
who were terrorising her neighbourhood in Gorton and Jav Patel who bravely tackled a gunman who
tried to rob his Post Office in Rochdale.
Section 105 (B) and (C): Catering for Tastes and Interests/Broadening Choice 36

10-1PM
1-1.30PM
1.30-6PM
6-8PM
8-10PM
10-2AM
FRIENDS ON SATURDAY
Hosted by Key 103 presenter Justin Moorhouse, who is a stand-up comedian, and character on Peter
Kay’s Phoenix Nights.
Justin has been nominated at the Sony Awards for his interaction with the listener.
He will invite friends from the world of comedy to discuss the week’s news events, trawl through the
Saturday papers and also take a look at this afternoon’s sporting events. There is a wealth of comedy
talent in Greater Manchester including Caroline Aherne who became famous for her Mrs Merton
Character. This would also enable comedians performing in the various comedy venues to further
showcase their talent.
PICCADILLY REPORTS ON SATURDAY
A full digest of the day’s news so far and a look ahead in detail at the afternoon sporting action with
preview interviews.
“Saturday Night Fever” We’ll also feature some of the work of the services trying to make
Manchester a safer place to live and play on a Saturday night. We’ll take a look at the work of paramedics
and the doctors and nurses in the Accident and Emergency Unit at the Manchester Royal Infirmary.
We’ll go out with the MASH organisation in Bolton, which helps prostitutes and drug addicts. We’ll talk
to George Simms from the taxi drivers association about the lack of cabs to get late night revellers
safely home.
Guests like Fred Booth from The Printworks venue will talk about how they are working hard to try to
control bouncers, prevent drug taking, date rapes and the “spiking” of drinks.
THE SATURDAY CROWD
“Sport from a Different Angle” Our “in-crowd” consists of a mix of male and female presenters
who love sport and the showbiz element of the game. They will take a different look at the varied
sports going on in Greater Manchester.
Including:
“Clubbing it” different people from different clubs – dangerous sports etc come in a talk about their
passion. We’ll talk to the army of female sports fans in Greater Manchester, focus on women who play
sport for example combat sports or the lady footballers at Manchester City. We will also find out what it is
like to work behind the scenes at Manchester United or at the other extreme struggling Stockport
County.
“Fanzone” Fans will be invited to ring or text in their thoughts throughout the afternoon and we’ll
find out the most bizarre goings on at sporting events.
We will also ask fans to send in their own reports on games as we hunt for the next talented sports reporter.
We have exclusive access to Manchester City’s players and management due to the pod-cast, which
we already produce for the club.
“Back Page Issues” Hugh Ferris, who this year won a Sony Silver Award for his documentary on the
Malcolm Glazer takeover of United, will take an in-depth look at other “back page” issues concerning
sport. He’ll talk to Manchester athlete Darren Campbell about his concerns about drugs in the sport,
or the influence Wayne Rooney’s antics have on young footballers. We will be able to take live reports
from City and United and other Premiership and local matches up and down the country.
THE BEST OF FRIENDS
Highlights from the “Goss and Gloss” as the listener prepares for a Saturday night out or an
entertaining evening in.
OPEN HOUSE HIGHLIGHTS
The best of the week’s celebrity interviews
SEX IN THE CITY
“The emotional rescue” What did the listener regret getting up to last night? Plus we will try
to reunite lost loves or friends. The best possible advice too for lonely hearts or people needing
emotional rescue.
Section 105 (B) and (C): Catering for Tastes and Interests/Broadening Choice 37

2-6AM THE CITY NEVER SLEEPS
The presenter of this programme will update local news and sport headlines on the hour. They will
also take calls from people still out on a Saturday night – whether it’s club-goers or taxi drivers. Who’s
been to the best clubs or concerts? We will also have highlights of the week’s best programming
SUNDAY
Including:
“The Commission” Piccadilly Radio is famous for finding new talent.
Here we will broadcast new work from people who would relish the prospect of having their work
broadcast on the radio. We want to find the best new writers and performers.
Listeners will be asked to showcase their comedy or serious writing, or local societies will be able to
perform theatre on the radio. The best talent will be rebroadcast at a later date in a special daytime
programme.
6-9AM BREAKFAST ON A PLATE
9-10AM INSPIRATIONS
10-1PM FRIENDS ON SUNDAY
1-2PM PICCADILLY REPORTS
2-3PM THE PICCADILLY LINE
3-6PM THE “IN CROWD”
6-8PM ON CAMPUS
8-9PM THE CREAM OF MANCHESTER
9-10PM PICCADILLY CALLING
10PM-2AM OFF YOUR CHEST!
2-6AM THE CITY NEVER SLEEPS
SUNDAY
6-9AM
9-10AM
BREAKFAST ON A PLATE
“Sunday’s Hangover Cure” We have in mind for this programme a presenter with the ability to put
a smile on the face of the listeners as he trawls through the Sunday papers and reviews yesterday’s
sport. Stay in bed and we’ll tell you what’s in the papers the gossip, the sport speculation and the funny
stories that will brighten up the start to the day.
Including:
“Boredom Busters” With great ideas from the listener for a great Sunday.
What will people and their families be doing today?
“It’s never too late to say sorry” What do people regret doing last night and who will they need
to send an apology to. We will send a bouquet of flowers round to the person needing the greatest
amount of talking round.
“Real people –real lives” True stories and real lives of people in Greater Manchester
“Sunday Review” A look back on some of the top stories of the week.
“Where Are They Now” We link up with people who have moved away from the area and see how
they live life abroad.
“Piccadilly Archive” IRA Bombs ,the Airport Disaster, Harold Shipman, Hindley and Brady, the riots
at Strangeways, Moss Side and Oldham – over the years we’ve covered them all so we’ve got exclusive
archive. We will mark major anniversaries of events and look if any lessons have been learned since.
INSPIRATIONS
PICCADILLY TALK will delve into the lives of some of the people who have put Manchester on the
map.We will discover what makes them tick and what inspired them to success. Who are their heroes?
What great stories can they tell us? People like Mick Hucknall lead singer of the pop group Simply Red,
Liam Spencer the artist being heralded as the next Lowry, or Sir Bobby Charlton the Manchester
United director who survived the Munich Air Disaster.
Section 105 (B) and (C): Catering for Tastes and Interests/Broadening Choice 38

10-1PM
1-2PM
2-3PM
3-6PM
FRIENDS ON SUNDAY
Robina is a freelance broadcaster who describes herself as a practicing British Muslim, Maria works at
the Manchester Settlement with kids who have been excluded from schools, Nick is a lawyer who has
got several celebrities off driving bans , Mark is a member of Manchester’s Jewish community , Wendy
is a mum from Manchester’s notorious Moss Side estate, and Paul works with members of the gay
community who are HIV positive. They’ve all got one thing in common they live in the same city – thing
is they all have different views and beliefs. It’s a potentially explosive mix of people from different
cultures and backgrounds – but we will ensure it doesn’t get out of hand. We have an experienced
former political editor in mind to host this programme. They will look at issues which have dominated
the news during the week – terrorism, gun crime, anti social behaviour, deaths due to speeding on
the region’s roads and the rising number of deaths from Aids.
Politics - The “Friends” will be able to discuss their burning issues with local or national politicians
and see if they can get their concerns on the political agenda.
“Morals and Quarrels” We will discuss moral issues like how soon should you return to work after
having a baby or artificial insemination, or having a baby at the age of 60,and talk to those who are for
and against the issue.
PICCADILLY REPORTS
An hour long special looking at the day’s main local and national stories and also a review of the week.
We will also have a weekly documentary – for example the story of Stockport woman Alison Davies
who threw herself off the Humber Bridge with her young autistic son Ryan. We’ll talk to her friends and
family to try to find out what was going through her mind and discuss with experts on mental health.
PICCADILLY LINE
“hotline to the best advice”
A team of experts on health, finance and legal matters answer listener questions.
THE ‘IN CROWD’
Our “In Crowd” of female and male reporters present the guide to the best in food, fashion, homes,
motors and holidays. The listener can join into give us their best tips.
Including:
“The Manchester Scene” Phil Burke from the Manchester Pub and Club network gives us the latest.
“Festival” Manchester International Festival will be a twice yearly event from next summer – and
we’ll bring the latest on the build up.
“Apartment 106” Homes, City living and Property. Good areas to buy in, best times to buy or stay
put? Investment opportunities.
“Ringway” The latest holiday destinations from Manchester Airport, the world trouble spots to avoid,
how to travel light on aircraft and hot tips on how to stay safe and enjoy your leisure time.
“Road Test” We’ll put the latest new motors to the test whether it’s the sportiest or the cheapest.
“Shoperation” What’s hot and what’s not in Trafford Centre , the Arndale boutiques and down King
Street. Every week we dissect a different shop and find out what it sells, who goes there, what the staff
love about it, the best thing in it.
“Rugrat Recreation” What is the listener doing with their kids today, what funny things have they
done, what’s on in the region for them?
“Lipstick” News and reviews on the city’s nightlife - interviews with owners of the latest clubs.
“The Whisper” Listeners tell us about the best clubs, t.v. theatre, gigs, restaurants and movies.
“TXT” The listener is invited to text us with suggestions of where you go for your night out, where
the worst loos are, longest wait for a drink and best cocktails.
“The F-word” The best tips on how to keep fit and the sexiest gyms in town.
Section 105 (B) and (C): Catering for Tastes and Interests/Broadening Choice 39

6-8PM
8-9PM
9-10PM
10-2AM
2-6AM
ON CAMPUS
Giving a voice to young people, the issues affecting their lives, developing links with the biggest
University campus in Europe and finding new talent.
Including:
“Student Soap” We’ll find a flat with four students and produce a weekly look at their lives – what is
on their minds and interaction between themselves. We’ll use our links with Salford’s broadcast and
media courses.
“The Big Student Issue” Gay times on campus, STD’s, leaving a partner back home, drinking too
much and drugs. Each week we take a different issue and interview students and experts, like Cliff
Shelton from Unisex at Manchester University.
“The Geek Show” Latest gadgets, latest inventions from the University’s Robotics Centre and sky
high stuff from Manchester’s Rocket Man Steve Bennett. Great web sites from around the world.
THE CREAM OF MANCHESTER
Looking at the work of selfless people who make a difference to the lives of others. We will feature the
projects we help through our Manchester Kids Charity including the efforts of women who run the
local shelters for victims of domestic violence and this will culminate in an annual awards ceremony as
we celebrate the people who are the Cream of Manchester.
PICCADILLY CALLING
How ex-pats are living the dream abroad . We will find out how Kirsty left Manchester with her husband
to live in China where he has a new job. Nicky who now runs a bed and breakfast in New Zealand.
Lynne who met an Italian chef in Manchester and now lives in Italy, Bernie who lives and works in the
Middle East and Murray who runs a bar in Spain What is the view of the world from where they are?
Are they missing home , family and friends ?
GET IT OFF YOUR CHEST!
The chance for the listener to phone, text or email their thoughts or concerns on the week’s news
or what’s happening in the local neighbourhood.
THE CITY NEVER SLEEPS
See weekday schedule.
“ Nice to see you offering something different to the area and I am
sure the magazine format will go down well in the City as diverse
as Manchester. ”
PHIL MAHONEY - BROADCAST GROUP MANAGER, PHD
Section 105 (B) and (C): Catering for Tastes and Interests/Broadening Choice 40

SECTION 105 (D)
Evidence of Local Demand or Support
Section 105 (D): Evidence of Local Demand or Support 41

6. Evidence of Demand
This section should provide an analysis of the reasons as to why it is considered that there is a demand for the type of service
proposed, with reference to the size and nature of the proposed target audience. If original market research has been
undertaken, please provide the following information for each piece of research:
A) A statement of the key objectives of the research;
B) The specific questions that the research sought to answer;
C) How the research was conducted;
D) The size and composition of the sample(s);
E) When and where the research was conducted;
Please provide your responses to (a) – (e) in tabular format.
PROJECT PHASE
(type)
Team Development
Discussion Session
Desk Research of
Manchester market
& study of talk radio
in international
markets
Development &
refining the format
(Qualitative)
Quantifying the
demand and
appeal of the
proposed service
(Quantitative)
A) OBJECTIVE B) SPECIFIC
QUESTIONS
Brainstorming
session to create
new format ideas
that are signficantly
different from
existing ones in
the UK
Identifying a gap in
the market for a
new radio station
in Manchester
To provide detailed
information to
enable the format
to be refined and
finely tuned to our
target audience
Investigate
perceived targeting
of current radio
stations.Investigate
appeal of proposed
station and its
impact on current
radio listening
Understand BBC’s
position in the
market place.
Discuss new format
ideas. Establish if
magazine formats
are transferable
to radio.
Investigating
population,
economic and
radio listening
trends for the area
and to identify a
gap in the radio
market place.
Analysis of
audience trends of
overseas talk
stations and gain
insight into how
these station
models may be
applied in UK
Investigating the
best and most
appropriate
approach in terms
of presentation
style and editorial
content for the
new format
Establish which
segments of the
population see a
particular station
targeted at them.
Gauge appeal of
proposed station in
general and
specifically in
terms of editorial
content.
Understand how
new station would
be incorporated
into current
listening habits.
Explore the extent
to which the format
broadens choice.
CONDUCTED BY C) METHODOLOGY D) SIZE AND
COMPOSITION OF
SAMPLE
National Magazine
Editors and
Publishers, Emap
Radio Staff &
guests
Emap Radio Staff Internet searches,
running of bespoke
reports on
specialist software,
Arbitron research
and a visit to the
USA to study 4 talk
radio stations and
to attend a talk
radio conference
Lucid People,
3 Gloucester Yard,
Brighton, BN1 4AF
M-Lab Research,
43 Oxford Drive,
London, SE1 2FB
& Emap Radio staff
E) WHEN AND
WHERE RESEARCH
WAS CONDUCTED
Group discussions n/a January 2006.
Institute of
Directors Hub,
London
4 x 90 min focus
groups
1,000 street
interviews lasting
10 minutes each
n/a February and
April 2006
1) male 30-40
BC1C2
2) female 30-40
BC1C2
3) female 40-50
BC1C2
4) female 30-50
BC1C2
1,000 interviews
across the .
Weighted to be
representative of
population in
the area.
12th July 2006,
The Village Hotel,
Stockport
1st August - 8th
August 2006,
Manchester
Section 105 (D): Evidence of Local Demand or Support 42

PROJECT PHASE
(type)
Establishing views
of advertising
community
(Qualitative &
quantitative)
A) OBJECTIVE B) SPECIFIC
QUESTIONS
Seek the views of
advertising market
of current radio
stations and
proposed format
Establish appeal of
using the proposed
station as an
advertising
medium.
Investigate how
advertising
community feels
the station will
impact on current
radio stations on
offer in the area.
CONDUCTED BY C) METHODOLOGY D) SIZE AND
COMPOSITION OF
SAMPLE
Emap Advertising &
Key 103
Advertising Staff
Informal interviews
& short
questionnaires
8 informal
interviews with
Heads of Radio and
29 questionnaires
with local
advertisers
E) WHEN AND
WHERE RESEARCH
WAS CONDUCTED
August 2006,
Manchester &
London
F) A summary of the main findings from the research, showing how these demonstrate
evidence of demand for the service proposed;
Executive Summary
PICCADILLY TALK has exceptionally strong and broad appeal among the population in the proposed TSA.
Almost 6 in 10 of adults interviewed said they would be very or quite likely to tune in, of which 14% said they would
be very likely to listen.
The format holds particular appeal to 25-64s.
24% of BBC Radio Manchester and 23% of Five Live listeners said they would be very likely to tune in to
PICCADILLY TALK.
Our qualitative research reinforces this finding with those respondents already accepting talk based radio or stations
with stronger talk elements, being predisposed to the proposed new station
Respondents were particularly drawn to the idea of presenters with strong personalities, the mix of serious and
humorous and “speaks its mind” attitude of the station.
The qualitative research indicated the main market for this station is likely to be women 30-55 and men 40-55,
re-enforced by quantitative findings which showed a slightly wider age band (25yrs-64yrs) finding the format
appealing.
Our quantitative research revealed that people over the age of 45 did not feel there was any station clearly aimed
at them, unlike under 45s who felt there were clearly two stations “for them” – Galaxy and Key 103.
During both the qualitative and quantitative stages of research we investigated what was the most appropriate and
interesting editorial content for the station. Local information was vital be-it local news - economic issues or headlines
from the area to leisure information like What’s On.
PICCADILLY TALK will increase radio listening in the area with 56% of potential listeners saying that they would
increase their overall hours listening to the radio to incorporate the station into their repertoire.
Our extensive research programme has provided us with convincing evidence of the appeal of PICCADILLY TALK and how
it will boost the commercial radio market in the Manchester area. The results have been used to refine and develop our
programme schedule ensuring we will deliver to the people of Manchester and surrounding area precisely what they want
from their new radio station.
Section 105 (D): Evidence of Local Demand or Support 43

Identifying the Opportunity in the Market
Our findings:
In April 2006, in preparation for the anticipated Manchester FM licence advertisement, we conducted detailed analysis
of the Greater Manchester market place.
Prior to this in February, a field trip to the USA meeting with key figures from the talk radio industry was conducted by
Emap’s group programming director. The aim of the trip was to gain insight into this very successful market and inform
our licence applications strategy and in particular, help us decide if applying for an all talk licence was a viable strategy.
Full details of this trip are found in Appendix 5 (A-J).
The first phase of this research was to gain a full understanding of the market place including population trends and forecasts,
economic indicators and cultural influences in the area.
By 2021 47% of the population will be over the age of 45, this highlighted to us the importance of providing a radio
service appropriate and of interest to this key demographic.
Analysis of RAJAR data included an investigation of existing services, who they target, who are their current listeners and
established where there was a potential gap in the market. We concluded that the over 45s in the area were not served by
the existing local commercial stations.
The current market place is well served with music based stations covering many different genres of music from dance to
hits from the 60s. Whilst it is acknowledged that BBC Radio Manchester does include music in its programming content,
it is viewed by those in the area as having significant speech content. Taking all this information into consideration and
understanding the differences between Manchester and Liverpool, where we have already completed extensive work on
a talk format, the concept or PICCADILLY TALK began to evolve.
“ We are always supportive of speech formats as we believe they offer a
real alternative in a commercial radio marketplace that often provides
listeners with very similar formats - any station that can take audience
from the bbc increases advertiser choice. ”
GEORGE HOWARD - HEAD OF RADIO, OMD
Section 105 (D): Evidence of Local Demand or Support 44

Developing and Refining the Format
Our findings:
As part of this phase of the research we had prepared stimulus material which included mood boards and audio clips of
speech content from Today FM in Ireland and Key 103’s own phone in show. The use of these materials allowed us to assist
respondents to imagine what content and style to expect from the station as it currently doesn’t exist in the UK. In addition
to the stimulus material a short paragraph was read to the groups and given to them to read in order to explain the concept
of the station. (for full paragraph see appendix 5 (A-J) along with the full qualitative debrief provided by the research
agency, Lucid People)
Current radio listening habits in the area are quite eclectic and respondents felt they are well served by a wide range of
radio stations with not much to choose between them.
Listeners were rarely loyal to a single station and “cruised” between stations.
This raised some key issues in the development of our concept: making our station sufficiently distinctive and provide
a compelling proposition that is personally engaging to attract loyalty.
PICCADILLY TALK’s concept was well received as it was perceived it could be offering something new and different
compared with many of the existing stations.
Those who responded well to the concept were drawn to the idea of something ‘for me’, as opposed to ‘for us’ or ‘for
the community’ and above all entertaining and useful.
The concept was appealing to many in the groups, driven not so much by age or gender but by those accepting of
talk radio already.
Respondents warmed to the idea of presenters with strong personalities, the mix of serious and humorous and the
“speaks its mind” attitude of the station.
Content that appealed to our respondents was drawn from a wide range of areas
Consumer issues
Health
“Good News” stories
What’s on
Practical advice - from travel and pub grub to dealing with problem teenagers
Money and property
Fashion and celebrity
Fascinating trivia
Big local issues.
The style and tone of the format is also clear and some do’s and don’ts came out in the research
Needs variety and fast pace change within programmes
Keep the information “bite” sized
Important subjects should be dealt with in a fairly light way.
Strong presenters a key to holding the programmes together.
Avoid too much depth, repetition of news or lengthy commitment programmes e.g. three hour phone in shows
The research revealed that our programme schedule should have clear zoning of content by subject matter, gender
appeal (if necessary) and by style.
Section 105 (D): Evidence of Local Demand or Support 45

We concluded from this section of the qualitative research that people are drawn to the following notions
Variety within editorial consistency
Information made easily digestible
Enjoyment
Personal connection/engagement
In many ways this is similar to what people seek in a light style magazine or magazine style TV programme.
PICCADILLY TALK – our “magazine on the radio” – should
Be a station for “ME” rather than us
Be entertaining and useful
Have an easy going format
Have presenters that “I” can have a fairly close personal relationship with
Personalities of PICCADILLY TALK’s presenters will be the most effective way of achieving listener understanding
of, and engagement with, positioning the station as a “magazine on the radio”.
The qualitative research indicated the main market for the station is likely to be women 30-55 and men 40-55.
But with the same appeal to all other groups.
Those who responded well to the idea believed they would listen for at least five and up to ten hours a week, replacing
listening to other stations to make room for PICCADILLY TALK. It was not clear which station they would replace because
of eclectic listening trends and dependent on final content of the station. However it is likely the more talk based
stations such as BBC Radio Manchester and Five Live would lose most to the new station.
The qualitative research gave us clear understanding of where the challenges lie in introducing a completely new station
format to this market. In addition it generated key information showing how we could develop and refine our initial ideas
to produce a radio station with strong appeal and to generating loyal engaged listeners
“ Current commercial services cater for 15-44s adequately, with formats
that are predominantly music-based. There is therefore a gap in the
market for a speech format that embodies the very strong character
and spirit of Manchester. This type of station would certainly be
appealing to advertisers. ”
JONATHON BARROWMAN, HEAD OF RADIO, INITIATIVE MEDIA
Section 105 (D): Evidence of Local Demand or Support 46

Quantifying the Demand and Appeal of the Proposed New Service
A full set of tables and PowerPoint slides of the results to this phase can be found in the appendix 5 (A-J).
Our large scale quantitative survey was designed to provide data to assist in audience projections, to develop the editorial
content of the station, and to understand who our potential audience would be and the effect on the existing radio market
place.
Our findings:
We initially investigated how respondents viewed current radio services and if they felt they were aimed at them or not.
Under 45 year olds believe there is clear targeting & delivery of their radio needs through offerings from Key 103,
Galaxy and XFM.
In contrast over 45’s do not appear to feel any particular station is clearly for them.
Only 20% of over 45’s feel BBC Radio Manchester is for them with other stations scoring below that level.
These findings further reinforced our belief that older generation are not adequately served by current commercial
radio stations.
Is Aimed at People Like Me.
We introduced the respondents to our proposed format with a short paragraph introducing the content and style of
presentation.
There was overwhelming support and interest in the format with 58% of the population stating they are very or quite
likely to tune into our proposed format.
14% of respondents stated they’d be very likely to include our station within their listening repertoire.
The format holds particularly strong appeal among 25-64s.
80% of BBC Radio Manchester & Five Live listeners interviewed said they would be very/quite likely to tune in, with
24% of BBC Radio Manchester listeners saying they would be very likely to listen.
Section 105 (D): Evidence of Local Demand or Support 47

Likelihood to Listen to Proposed Format.
PICCADILLY TALK will grow the size of the radio listening market. The majority of respondents (56%) who said they
would listen to the new station said they would increase their overall radio listening in order to incorporate PICCADILLY
TALK into their repertoire.
Of those who said they would reduce/stop listening to another station 21% stated it would be Key 103 and 8% said
BBC Radio Manchester.
Overall 39% of people stated they would reduce their listening to/stop listening completely to a BBC station.
64% of adults in the market place believe this new station would increase the choice of commercial stations available
53% said it would increase choice in the BBC market place.
A key part of our research was to establish what was the most appropriate and interesting editorial content for
PICCADILLY TALK. Each topic was described with specific feature examples in order that the respondent fully
understood the approach of the station to this general topic area.
All editorial topics investigated held strong appeal amongst adults in the area. Among certain demographics there
was strong appeal of particular topics
Section 105 (D): Evidence of Local Demand or Support 48

Very/Quite Interested...
In addition to all topics having strong levels of interest to the respondents, it was felt these areas were also highly
appropriate to be covered on a station of this nature.
Among potential listeners (those who said they would be very/quite likely to listen) levels of interest were higher than
adults as a whole and among their favourite topics were local economic news, local issues and what’s on.
There was strong interest in all types of news with local and regional news of most interest.
Our respondents indicated that they would prefer a knowledgeable but funny style of presentation.
This reflected closely how respondents felt sport should be covered i.e. not necessarily what personally appealed to
them most.
Over a third of the respondents stated that not having live coverage of football matches on a radio station meant they
would either definitely not or probably not listen to it.
Section 105 (D): Evidence of Local Demand or Support 49

Establishing Views from the Advertising Community
The views of national and local advertisers were gathered to assist in the revenue projections as well understanding general
levels of interest and support for PICCADILLY TALK.
A short questionnaire was distributed by Key 103 advertising staff to local advertisers from across the region. We received
29 responses from a variety of categories ranging from solicitors, electrical contractors to local government bodies.
There was strong support among members of the local advertising community for the proposed PICCADILLY TALK format.
86% agreed that the format will reach a different audience currently not served by commercial stations
90% thought it appropriate Emap/Key 103 should run the station
59% felt that it would expend the advertising options for their business
45% said they would consider advertising on the station.
62% said they would personally tune in to hear PICCADILLY TALK.
Informal discussions were held with heads of radio among a selection of advertising agencies based in London. Emap
Advertising staff gave a description of the proposed new service and then through informal discussion probed for views
on how the station a) would effect choice for the advertiser b) would affect choice for listener c) the appropriateness of
Emap running PICCADILLY TALK.
We are always supportive of speech formats as we believe they offer a real alternative in a commercial radio marketplace
that often provides listeners with very similar formats - any station that can take audience from the BBC increases advertiser
choice.
GEORGE HOWARD - HEAD OF RADIO, OMD
Increased consumer choice in the commercial radio market place is something that we would actively encourage. A content
based radio station in Manchester I think would prove very successful in such a dynamic city and would definitely be
appealing to a number of our clients
MANDY FOWLER - HEAD OF RADIO, ZENITHOPTIMEDIA
Nice to see you offering something different to the area and I am sure the magazine format will go down well in the City as
diverse as Manchester.
PHIL MAHONEY - BROADCAST GROUP MANAGER, PHD
Any opportunity to expand listener choice in Manchester with different formats to those that already exist is a positive one.
An opportunity for a magazine style format will suit the Manchester region reflecting its cosmopolitan lifestyle. A speech
based format would also appeal to a wide range of clients who are looking for an association with news content.
MARK ROSE, BUSINESS DIRECTOR, MINDSHARE
Current commercial services cater for 15-44s adequately, with formats that are predominantly music-based. There is
therefore a gap in the market for a speech format that embodies the very strong character and spirit of Manchester. This
type of station would certainly be appealing to advertisers.
JONATHON BARROWMAN, HEAD OF RADIO, INITIATIVE MEDIA
I am all for speech based stations and although we have seen some failures, for example in Edinburgh, I feel a magazine
style format would resonate well with audiences in Manchester.
CRAIG ROBINSON, HEAD OF UNILEVER RADIO
Section 105 (D): Evidence of Local Demand or Support 50

Our clients are continually asking for new programming formats to tap into and often refer to the lack of opportunities away
from music in radio. A speech based format in Manchester would offer this. From a commercial point of view it would aid
the battle against the BBC especially if Emap utilised their content from their magazine portfolio which make for refreshing
celebrity news.
MATT LANDEMAN, HEAD OF RADIO, CARAT
In a Manchester market place which continues to expand, a speech based station focused on the more cosmopolitan feel
of Manchester will have real stand out and offer our clients something new and refreshing.
ZOE SCHMID, HEAD OF RADIO, VIZEUM
G) Full data tables for any quantitative research undertaken
(these may be submitted in confidence).
Please see Appendix 5 (A-J).
Section 105 (D): Evidence of Local Demand or Support 51

7. Evidence of Support
This section should provide evidence of support, where appropriate, from the applicant’s potential audience or from prospective
local advertisers.
Establishing Views from Leaders and Activists in the Community.
‘We informally canvassed the views of leaders and activists. The lists were drawn from known leaders or activists in the
local area of activity such as the arts, public health, ethnic groups, education, local government, universities, travel, local
business and fire and rescue.
Their quotes in support of our application are below.
“We would very much welcome the introduction of a speech based station to further develop the already successful
relationship and continue to communicate effectively with those who live and work in Greater Manchester.
KATRINA DAVIS, HEAD OF CORPORATE COMMUNICATIONS, GREATER MANCHESTER FIRE AND RESCUE SERVICE
“Manchester lacks a speech based radio station. As city of international repute with a diverse population, a fast growing
business environment and a reputation for outspoken, independent thought, speech based radio is a gap in Manchester’s
broadcasting market that needs to be filled. Given its demonstrable ability to produce intelligent, engaging and entertaining
radio that meets the needs of its listeners, Key 103 are ideally placed to deliver a successful speech format and Manchester
Airport fully supports their application for this licence.”
RUSSELL CRAIG, GROUP HEAD OF EXTERNAL COMMUNICATIONS, THE MANCHESTER AIRPORTS GROUP
“Your student placement programme has been a vital link with the industry and provided very many of our BA TV and Radio
students and our Broadcast Journalism students with valuable work experience.
Best wishes with the application. You can be assured of Salford University’s support.”
MIKE HENFIELD MA, PROGRAMME LEADER, BA (HONS) JOURNALISM AND BROADCASTING
“Manchester is a diverse and cosmopolitan city, and Key 103 is recognised as one of the leading commercial music stations
here. Their knowledge of the city and its people, the vastly differing cultures, interests and life styles should give them
the perfect platform to create a station that will become the ‘voice’ of Manchester.”
SUE REDMOND, BRITISH AIRWAYS MEDIA RELATIONS MANAGER, NORTH OF ENGLAND
“Key 103 has always played an important part in Manchester especially in helping to raise the city’s profile world wide,
this is the only radio station which appeals to all ages, and with many different programs and excellent presenters what
more could you ask for from a radio station keeping our vibrant city buzzing 24/7.”
PHIL BURKE, SPOKESPERSON MANCHESTER PUB AND CLUB NETWORK
“It’s certainly a station I’d listen to. There is a definite market for a station with a female slant and I’m sure it would be
welcomed by women across Manchester.”
ANGIE ROBINSON, CHIEF EXECUTIVE, GREATER MANCHESTER CHAMBER OF COMMERCE.
“The Key 103 team in Manchester are old friends of ours. We have worked closely together on many campaigns including
sexual health for first year students and the importance of hand-washing and hygiene for health care staff. They had an
important role in getting vital information out to NHS staff during the fuel blockades and I find that they are always receptive
to ideas, as well as originating many ideas of their own.”
PROFESSOR JOHN ASHTON CBE, REGIONAL DIRECTOR OF PUBLIC HEALTH
Section 105 (D): Evidence of Local Demand or Support 52

“I would like to offer my firm support for the application. As a teacher with responsibility for careers, work-related
learning and enterprise education I have had a huge amount of support from the staff at Key 103 in developing my
students understanding and awareness of both the role of the media - and specifically a commercial radio station with a
proven record for news and sport in the Manchester area. The station has run tailor made courses for my students and
offered support from members of the News and Sports team at special events within the school. The team has also played
an active role on a Work-related learning and Enterprise education steering group.”
CATHERINE COLLIER, SUBJECT LEADER BUSINESS, WORK-RELATED LEARNING, ENTERPRISE AND CAREERS EDUCATION,
HARTSHEAD SPORTS COLLEGE, ASHTON-UNDER-LYNE.
A talk radio station where there’s a chance for every ethnic community to give their views to Manchester is long needed
and something the Asian community who by a majority are under 35, are crying out for’.
ROBINA SHAH, BROADCASTER AND MEMBER OF THE ISLAMIC SOCIETY OF BRITAIN
“ An all speech format allowing more time to debate important issues like “Smoke Free Manchester” is just the sort of
radio station the area is crying out for. In my view an established and respected broadcaster like Key 103 is best placed
to provide this.”
EDNA BOAMPONG, COMMUNICATIONS AND CAMPAIGNS COORDINATOR, MANCHESTER PUBLIC HEALTH DEVELOPMENT SERVICE
“I am pleased that the EMAP brand is pitching for a new predominately speech orientated station, an area which there is
a definitely gap in the market in Manchester. I have always found KEY103 & Magic 1152 a professional, organised and
efficient company to deal with. They have a focus on what enhances and benefits the city by using their relationships with
key businesses within the area.
Key 103 are one of our main media partners within the city and we work exceptionally close on a variety of campaigns.
Their excellent programming department and creative sales and marketing teams are essential to our audience development
as they maintain focused on their positioning within the city and is continually delivered through proven results.
I wish EMAP all the success in their bid for a talk based station.”
MADELEINE SHEEN, MARKETING MANAGER, PALACE THEATRE & OPERA HOUSE
Section 105 (D): Evidence of Local Demand or Support 53

Declaration
Applicants are required to conclude their submission by responding to the following question:
Do you confirm that, to the best of your knowledge and belief:
A) the applicant is not a disqualified person in relation to the licence by virtue of the provisions of section 143(5) of the
Broadcasting Act 1996 (relating to political objects);
B) no director or person concerned directly or indirectly in the management of the company or the applicant group is the
subject of a disqualification order as defined by section 145(1) of the Broadcasting Act 1996;
C)) no person involved in the application has been convicted within the past five years of an unlicensed broadcasting offence
and that the applicant will do all it can to ensure that no person so convicted will be concerned in the provision of the service,
the making of programmes included in it, or the operation of a radio station if the applicant is granted a licence; and
D) any matters which might influence Ofcom’s judgement as to whether the directors and substantial shareholders involved
in the application are fit and proper persons to participate in a radio licence have been made known to Ofcom?
Applicants should note that Ofcom reserves the right to revoke a licence if at any time any material statement made is found
to be false and to have been made by the applicant or any member or officer thereof knowing it to be false, and that in the
circumstances of section 144 of the Broadcasting Act 1996, the provision of false information or the withholding of relevant
information with the intention of misleading Ofcom.
We confirm that this application is based on total acceptance and accuracy of the above statements.
Section 105 (D): Evidence of Local Demand or Support 54