Piccadilly Talk - Ofcom Licensing

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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
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 and 12: 2. Financial and Business Plan (A)
Page 13 and 14: Arrangements for the Sale of Nation
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: 6-8PM 8-9PM 9-10PM 10-2AM 2-6AM ON
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

Piccadilly Talk - Ofcom Licensing

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