Piccadilly Talk - Ofcom Licensing

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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
Page 1 and 2: AN APPLICATION FOR THE MANCHESTER R
Page 3 and 4: General Information (A) Name of App
Page 5 and 6: SECTION 105 (A) Ability to Maintain
Page 7 and 8: Michelle Surrell (Managing Director
Page 9 and 10: II) If there are firm plans to appo
Page 11: 2. Financial and Business Plan (A)
Page 15 and 16: YEAR 1 £’000 YEAR 2 £’000 YEA
Page 17 and 18: (C) Financial Projections The purp
Page 19 and 20: III) The expected impact of the pro
Page 21 and 22: (C) Describe proposed arrangements
Page 23 and 24: 4. Proposed Format A blank Format i
Page 25 and 26: 5. Programming Philosophy (A) This
Page 27 and 28: What PICCADILLY TALK will not be. I
Page 29 and 30: WEEKDAYS 6-9AM BREAKFAST ON A PLATE
Page 31 and 32: PICCADILLY TALK - Schedule in Detai
Page 33 and 34: 1- 1.30PM “Feel Good Manchester
Page 35 and 36: 6-10PM “Business Daily” PICCADI
Page 37 and 38: SATURDAYS 6-9AM 9-10AM BREAKFAST ON
Page 39 and 40: 2-6AM THE CITY NEVER SLEEPS The pre
Page 41 and 42: 6-8PM 8-9PM 9-10PM 10-2AM 2-6AM ON
Page 43 and 44: 6. Evidence of Demand This section
Page 45 and 46: Identifying the Opportunity in the
Page 47 and 48: We concluded from this section of t
Page 49 and 50: Likelihood to Listen to Proposed Fo
Page 51 and 52: Establishing Views from the Adverti
Page 53 and 54: 7. Evidence of Support This section
Page 55: Declaration Applicants are required

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