Piccadilly Talk - Ofcom Licensing

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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
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 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: Likelihood to Listen to Proposed Fo
Page 53 and 54: 7. Evidence of Support This section
Page 55: Declaration Applicants are required

Piccadilly Talk - Ofcom Licensing

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