Ashford Local Radio - Ofcom Licensing

ASHFORD
LOCAL RADIO
www.ashfordlocalradio.com

ASHFORD LOCAL RADIO
Registered Company No. 4566988
ADDRESS: Sydenham House, Church Road,Ashford, Kent,TN23 1RD
TELEPHONE: 01233 665392
FAX: 01233 626640
E-MAIL: support@ashfordlocalradio.com
WEBSITE: www.ashfordlocalradio.com
BANKERS: Lloyds TSB,Week Street, Maidstone
SOLICITORS: Hallet and Co, 11 Bank Street,Ashford,TN23 1DA
ACCOUNTANTS: Finn-Kelsey Chapman, Stourside Place, Station Road,Ashford,TN23 1PP
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Contact Information
For Public Purposes:
NAME: Lea Randolph
TELEPHONE: 01233 840340
ADDRESS: Mill House, Pluckley,Ashford,TN25 0PD
E-MAIL: lea@ashfordlocalradio.com
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Proposed Station Name
ALR 106.7 FM
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Description of Programming Service
Provide a one-sentence statement summarising the type of programme service or format proposed.
ALR will provide an Ashford based ‘lifestyle’ radio station, with a broad music base, that will also inform
and support the public, private and business sectors of a rapidly expanding community.
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TABLE OF CONTENTS
Section 1 – Board and Investment page 3
Section 2 – Financial and Business Plan page 14
Section 3 – Transmission Proposals page 37
Section 4 – Programming Philosophy page 41
Section 5 – Research, Demand and Support page 54
Section 6 – Declaration page 80
Section 7 – Appendices page 82
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SECTION 1
BOARD AND
INVESTMENT
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SECTION 105(A): ABILITY TO
MAINTAIN PROPOSED SERVICE
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.
The ALR Board had its first meeting in October 2002.The board sees its role is to ensure ALR is a profitable small
business that will maintain local programmes for the 12 years of the licence.
The board has a mixture of local knowledge (Malcolm Brook/Richard King), radio experience (Nigel Reeve/Richard Sturt),
Ashford media experience (Lea Randolph/Peter Edwards) and local business experience (Keith Rawlings/Paul Tory/
David Parker).
Dr Malcolm Brook chairs the board with a brief to ensure ALR caters for the tastes of the local community while Keith
Rawlings chairs the finance sub committee that oversees the profitability of this small-scale radio business
THE BOARD DETAILS ARE:
Dr MALCOLM BROOK
Position: Board Chairman
Appointed: January 2004
Home Address: Links Cottage, 25 Stonegate, Wye, Ashford, Kent,TN25 5DD
Age: 69
Nationality: British
Occupation: Retired General Practitioner/Company Director
Other Directorships: None
Background:
After studying at University College, London, Malcolm spent his early years as a Butlins Red Coat before turning his
back on the stage and deciding on a career in medicine. He trained at the West London Hospital, Hammersmith
before becoming a House Physician at the St Helens Hospital, Hastings and then training in Obstetrics.
He then moved into general practice and after spells in Guildford and Basildon moved to Kent where he practiced
for 34 years.
Malcolm is currently Chairman of the League of Friends at the William Harvey Hospital in Ashford, he is the
immediate Past President the Rotary Club of Ashford and is a member of the Probus Club of Ashford.
Media Interests:
Malcolm and his family own 7.06% of ALR.
Media/ALR Experience:
Malcolm is a man with Ashford at heart and is an integral part of the local community. He understands what the
community wants from a radio station and has been the driving force in establishing ALR as part of that community
since first becoming involved with ALR in the summer of 2003. As Chairman Malcolm sees his role is to ensure ALR
continues to cater for the ever-changing area and its needs.
Malcolm will continue to work with the station in an on going role after the award.
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LEA RANDOLPH
Position: Executive Director and Project Manager
Appointed: June 2003
Home Address: Mill House, Pluckley, Ashford, Kent,TN27 0PD
Age: 48
Nationality: British
Occupation: Company Secretary
Other Directorships: KW Media Ltd
Background:
Lea came to Kent in 1978 as Company Secretary of the Headcorn Parachute Club. In 1999, her husband started a
local magazine company and she soon joined him using her company secretarial skills. In June 2003 Lea became
ALR's Project Manager. Her role was to consult with local organisations to establish what they want from their local
radio station. Many of ALR's programming plans have evolved from these meetings.
Media Interests:
Director of KW Media Ltd and Company Secretary for Mill House Media (Kent) Ltd. Lea owns 1.20% of ALR.
Media/ALR Experience:
Lea also works for the local magazine Kentish Ways.This free 'lifestyle' magazine is distributed mainly in the
Ashford area giving her unrivalled local Ashford media experience as well as significant local small business
experience. She also writes for the magazine, proof reads and is involved in the production each month.
Lea has also committed to continue working for the station in a non executive role after the award.
KEITH RAWLINGS
Position: Non Executive Director and Chairman of the ALR Finance Board
Appointed: September 2002
Home Address: Summerhayes, Cliff Road, Canterbury, Kent, CT21 5XQ
Age: 64
Nationality: British
Occupation: Company Director
Other Directorships: Premier Occupational Healthcare Ltd, Premier Health Management plc
Creative Action Group Europe Ltd.
Background:
Keith was the founder Chairman of Ashford based Burlington Insurance Group in 1969 and, by the time of its sale
in 1991, the company employed 100 staff and was the largest independent firm of its type in the South East. Until
September 2004 he was deputy chairman of Bishops plc and Chairman of Premier Health Management plc. He has
also been an Executive Director of four other public companies. He is also a former Chairman of Ashford Round
Table. He is considered to be one of Kent's leading businessmen and is a great asset to the ALR board.
Media Interests:
Keith is a Non Executive Director of Laser Broadcasting and a former shareholder in Invicta Sound plc. He owns
12.22% of ALR.
Media/ALR Experience:
Keith was a founder director of Gateway Radio Ltd before been invited onto the board of Invicta Sound plc. Keith’s
expertise is running profitable businesses in the ALR area and this plus his previous involvement with Invicta Sound plc
make Keith a key Board member.
Keith has also committed to continue working for the station in a non executive role after the award.
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NIGEL REEVE
Position: Non Executive Director and member of the finance board
Appointed: October 2002
Home Address: Cowles House, Hope Mansell, Ross-on-Wye, HR9 5TL
Age: 52
Nationality: British
Occupation: Company Director
Other Directorships: Laser Broadcasting Ltd, Nando Consultancy Ltd.
Background:
Nigel, along with Richard Sturt and David Parker formed Ashford Local Radio in 2002. Nigel was then instrumental
in pulling together a group of 20 local individuals and business people who want Ashford to have its own local
independent radio station.
Media Interests:
Nigel is Chief Executive and a shareholder of Laser Broadcasting Ltd, a company specialising in helping local groups
create local radio stations that are financially sound with strong local programming. Laser is currently involved with
11 groups around the UK. Laser Broadcasting owns 30% of ALR.
Media/ALR Experience:
Nigel began his media sales career with Eastern Counties Newspapers in Ipswich in 1969, transferring to the
fledgling Radio Orwell in 1975. After six years he moved to 2CR in Bournemouth as sales manager.
In 1983 Nigel became sales director at County Sound before moving to Kent's Invicta Sound in 1985, becoming
managing director three years later.The company had been experiencing heavy losses. Nigel turned it round,
delivering a £1 million profit and a stock market flotation in July 1989. At the same time he, along with Richard
Sturt formed Radio Ashford, were broadcasting for six hours a day from studios at the Ashford International Hotel.
In addition, in 1986 he formed the UK's first specialist radio sales training company, RSL Training Ltd. By 1988 he
had personally trained two-thirds of all local sales staff in UK commercial radio.
In 1991 Nigel joined the launch team of Classic FM, the UK's first national commercial radio station, with
responsibility for all sales and marketing to both consumers and advertisers. In 1996 London News Radio
headhunted Nigel as chief executive to put things right. He transformed the loss to breakeven by 1999 with
a projected £2 million profit for the year 2000.
At the end of 1999 Nigel established Fusion Radio Holdings, purchasing two stations in London and one in Oxford.
In September 2001 Nigel merged Fusion with Milestone Radio.This gave the new company a controlling interest in
stations in Newbury, Rugby and Basingstoke and a major holding in City FM, the new Reading station.
In 2002 Nigel formed Laser Broadcasting Ltd. Nigel brings 30 years commercial radio experience to ALR.
Post award Nigel will continue to work with the ALR Management team using his vast radio experience to
ensure ALR is a profitable business.
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RICHARD STURT
Position: Non Executive Director and member of the finance board
Appointed: September 2002
Home Address: 7 Granville Road, Walmer, Deal, CT14 7LU
Age: 64
Nationality: British
Occupation: Solicitor – Consultant to Mowll & Mowll, Dover
Other Directorships: Canterbury Christ Church University College, Canterbury Festival Foundation
Canterbury Theatre and Festival Trust, Medco (CCCUC) Ltd,
Northbourne Park School Ltd, Rubie Estates Ltd, Waldershare Park Farms Ltd
Background:
Richard is currently a member of WaterVoice National Customer Council and Chairman of WaterVoice Southern
Region. He is also a Director of East Kent Hospitals NHS Trust and Chairman of it’s finance commitee. He is also
Founder/Chairman of East Kent Holiday Music Trust and Honorary Doctor of Civil Law of the University of Kent and
senior member of Rutherford College.
He also gives lectures on subjects as diverse as disaster management and the Water Framework Directive and
contributes articles to various journals. He is the author of a number of books on maritime law. He is also the
registrar of Canterbury Diocese and advises the Canterbury Diocesan Board of Finance. Richard brings both radio
experience and small business experience to the board of ALR.
Media Interests:
Richard has no other current media interests although he is a former Chairman of Invicta Sound plc and current
shareholder in Capital Radio plc. In addition in his role as a Governor of Canterbury Christ Church University College
he is involved in their media studies degree course. He owns 10% of ALR.
Media/ALR Experience:
In 1984 at the invitation of the then Director of Radio of the IBA, Richard became the first chairman of an
amalgamation of Network East Kent Ltd and Northdown Radio Ltd.This became known as Invicta Sound Plc (Invicta
Radio). Richard chaired the company throughout its first seven years including USM flotation in 1988 and a reverse
takeover of Southern Sound plc in 1991. During this time in 1988, along with Nigel Reeve, he launched Ashford's first
local station, Radio Ashford using one of Invicta Radio's opt-out transmitters.
Richard brings many years radio experience to the board of ALR.
Richard has also committed to continue working for the station in a non executive role after the award.
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PAUL TORY
Position: Non Executive Director and member of the finance board
Appointed: October 2002
Home Address: The Old Vicarage,Vicarage Lane, Elham, Kent, CT4 6TT
Age: 65
Nationality: British
Occupation: Company Director
Other Directorships: Pentland Golf Ltd, Pentland Homes Ltd
Pentland Properties Ltd, Battle of Britain Trust Ltd.
Background:
Paul left school at 17 and joined the family farming business. At 21 he was running the business expanding it from
300 acres to 2,500 acres before largely diversifying out of farming. He has significant experience in local agricultural
engineering businesses and also farm machinery dealerships. Currently he is the senior partner in Pentland Golf,
which owns and runs four golf courses in East Kent. He is also the Chairman of Pentland Homes Ltd. Paul is a
trustee of the Tory Family Foundation a registered charity and also a trustee of the Battle of Britain Trust.
Media Interests:
Paul is a former shareholder in Invicta Sound plc. He owns 10% of ALR.
Media/ALR Experience:
Paul has many years experience running very profitable small local businesses and this experience will be used to
make ALR a profitable business.
Paul has also committed to continue working for the station in a non executive role after the award.
PETER EDWARDS
Position: Non Executive Director
Appointed: October 2003
Home Address: 74 Front Road, Woodchurch, Ashford TN26 3SA
Age: 54
Nationality: British
Occupation: Newspaper Publishing Director
Other Directorships: Trustee - Kent Peoples Trust,Trustee – TMS Pension Trustee Ltd.
Background:
Peter has lived in Ashford and worked in Kent for many years. Peter is a member of the Institute of Marketing and is
a trustee of the Kent Peoples Trust, a registered charity that has been established with the support of Kent County
Constabulary to help local communities.
Media Interests:
Newspaper Publishing Director of Kent Regional Newspapers. Peter owns 0.25% of ALR.
Media/ALR Experience:
Most of Peter’s career has been in local Kent newspapers. He has worked in senior management roles at the Kent
Messenger Group, the Kent & Sussex Courier Group and currently for Kent Regional Newspapers – publishers of
Ashford Adscene. Peter believes for any local medium to prosper it must be part of the local community. A local radio
station should be regarded as a reliable friend, which is there to provide entertainment, information and to fight the
causes that affect people's everyday lives. Peter has many years of running successful local newspaper operations in
the area and his knowledge of local advertising has been key to that success. Peter represents a link between ALR and
Kent Regional Newspapers that will supply an on going source of news input plus an unrivalled local sales knowledge.
Peter has also committed to continue working for the station in a non executive role after the award.
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DAVID PARKER
Position: Non Executive Director
Appointed: September 2002
Home Address: Gates Farm, High Halden, Ashford, Kent,TN26 3HL
Age: 52
Nationality: British
Occupation: Company Director
Other Directorships: Headcorn Parachute Club Ltd, Slipstream Adventures Ltd, The Kit Store Ltd
Background:
David, along with Richard Sturt and Nigel Reeve are the founders of ALR. Over the last 25 years, living in Ashford, he
has successfully set up and run a number of small local businesses including founding one of the most successful
parachute schools in the UK, Headcorn Parachute Club.These business interests have given him vast experience in
running small local businesses. David now wants to use this experience in making ALR a profitable radio station.
Media Interests:
David owns 5% of ALR.
Media/ALR Experience:
David believes ALR is a small business and must be run as such. He brings 25 years small business experience to the
board while his local contacts are second to none. David brings his local knowledge and small business experience to
the board of ALR.
David has committed to continue working for the station in a non executive role after the award.
RICHARD KING
Position: Non Executive Director
Appointed: October 2002
Home Address: Iden Farm Cottage, Egerton, Kent,TN27 9AR
Age: 60
Nationality: British
Occupation: Local County Councillor
Other Directorships: Independent Broadcasting Associates Ltd,Tourism South East Ltd,
Kent Tourism Alliance Ltd
Background:
In 1997, Richard was elected to the Kent County Council as the member for Rural Ashford West. He is a cabinet
member for Environment and Transport. He is a director of Tourism South East, the regional tourist board and
Chairman of Kent Tourism Council, a trustee of the Kent Rural Community Council and a former chairman of the
Weald of Kent Preservation Society, on whose council he still sits. Richard brings over 25 years of local knowledge
to the ALR board.
Media Interests:
Richard owns 0.10% of ALR and will increase this holding should shares become available after the award.
Media/ALR Experience:
Richard King is the former South East regional executive of the IBA where he was responsible for the development of
local radio services. It was in this context that he had his first discussions with Nigel Reeve and Richard Sturt about a
station for Ashford and these discussions have continued through to the current award. Richard brings 20 years of local
radio experience to the ALR board through his many years working for the IBA.
Richard has also committed to continue working for the station in a non executive role after the award.
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(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.
There are no other directors being considered at this stage.
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(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.
The majority of the ALR investment is local money. However this does not mean a lack of funding.The financial strength
of the investors such as Keith Rawlings, (Local businessman and former Chairman of Bishops Insurance Plc) Paul Tory
(Local Chairman and owner of Pentland Golf) and Frank Brake (former Chairman of Brake Bros) ensures the business will
have funding strength in depth.
Over £85,000 has been raised and banked to support the project at this stage.This shows fantastic commitment from the
shareholders. In addition each investor has made a commitment to take up their rights once the award is made.This
means the funding is fully in place through to the station being on air with up to £230,000 in working capital. In addition
a number of investors have committed to increase their holding if needed and supply further backing to ALR
These investors include: Laser Broadcasting Ltd, Keith Rawlings, Paul Tory, Frank Brake.
The names and addresses of the ALR shareholders are as follows:
LIST OF ALR SHAREHOLDERS AND ADDRESSES
Dr Malcolm Brook 25 Stonegate Wye, Ashford Kent TN25 5DD
Richard Sturt 7 Granville Road Walmer Kent CT14 7LU
David Parker Gates Farm High Halden, Ashford Kent TN26 3HL
Keith Rawlings Summerhayes, Cliff Road Hythe Kent CT21 5XQ
Laser Broadcasting Ltd 14 The Hawthorns, Corse Gloucs GL19 3NY
Nicholas Fitzgerald The Oaks Ferbies, Speldhurst Kent TN3 0NS
Timothy Gill 9 Horselees Road Boughton under Blean Kent ME13 9TG
Paul Tory The Old Vicarage Vicarage Lane, Elham Kent CT4 6TT
Arthur Gurteen 104 Sandyhurst Lane Ashford Kent TN25 4NT
Brian Stoyel The Pines, 131 Pomphlett Rd Plymstock, Plymouth Devon PL9 7BU
Jane Buckle 17 Downs Close Headcorn, Ashford Kent TN27 9HX
Jamie Freeman White House Cottage, Shenley Farm Headcorn, Ashford Kent TN27 9HX
Tessa Knight Woodsden Hall, Lenham Road Headcorn, Ashford Kent TN27 9UG
Lyandrea Randolph Mill House Pluckley, Ashford Kent TN27 0PD
Frank Brake Walnut Lodge, Ball Lane Kennington, Ashford Kent TN25 4EB
Jonathan Finn-Kelcey Little Swan Street Farm Charing Heath, Ashford Kent TN27 0AT
Michael Bushell Garden House, Surrenden Pluckley, Ashford Kent TN27 0PR
Dennis Rose 34 St Annes Road Tankerton Kent CT5 2DP
Kitty Brook 25 Stonegate Wye, Ashford Kent TN25 5DD
Jacky Lechner-Hoebe 25 Stonegate Wye, Ashford Kent TN25 5DD
Richard King Iden Farm Cottage Egerton, Ashford Kent TN27 9AR
Peter Edwards 74 Front Road Woodchurch, Ashford Kent TN26 3SA
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(ii) Total number, class/classes of shares and issue price of shares (specify voting, non-voting, preference,
other etc.).
At the time of the signing of the shareholders agreement the issued share capital of ALR is 100,000 shares at 0.01
each. Post award this will be increased to 200,000 shares at 0.01 following a rights issue.The Rights Issue Shares shall be
offered to the shareholders on a one for one basis at a price of not more than £3.50 per share
All shares issued in ALR are A Ordinary shares with full voting rights.
A breakdown of the current and proposed share structure is below.
INVESTOR % NO. OF SHARES NO. OF SHARES CLASS OF
SHAREHOLDING PRE AWARD POST AWARD SHARE
Richard Sturt 10.00% 10,000 20,000 A Ordinary
David Parker 5.00% 5,000 10,000 A Ordinary
Keith Rawlings 12.22% 12,220 24,440 A Ordinary
Nick Fitzgerald 7.50% 7,500 15,000 A Ordinary
Tim Gill 0.20% 200 400 A Ordinary
Paul Tory 10.00% 10,000 20,000 A Ordinary
Tessa Knight 2.00% 2,000 4,000 A Ordinary
Lea Randolph 1.20% 1,200 2,400 A Ordinary
Malcolm Brook 3.00% 3,000 6,000 A Ordinary
Frank Brake 5.00% 5,000 10,000 A Ordinary
J Finn Kelcey 1.50% 1,500 3,000 A Ordinary
Michael Bushell 1.50% 1,500 3,000 A Ordinary
Arthur Gurteen 0.83% 820 1,640 A Ordinary
Dennis Rose 2.00% 2,030 4,060 A Ordinary
Brian Stoyel 0.83% 820 1,640 A Ordinary
Kitty Brook 2.03% 2,030 4,060 A Ordinary
Jacky Lechner-Hoebe 2.03% 2,030 4,060 A Ordinary
Jane Buckle 0.83% 820 1,640 A Ordinary
Richard King 0.10% 100 200 A Ordinary
Jamie Freeman 2.00% 2,000 4,000 A Ordinary
Laser Broadcasting Limited 30.00% 30,000 60,000 A Ordinary
Peter Edwards 0.25% 250 500 A Ordinary
(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.
Shown above
(iv) Outline any shareholders agreements or arrangements which exist.
A copy of the shareholders agreement follows as Appendix 1.
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100.00% 100,000 200,000
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(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.
Laser Broadcasting Limited will provide at least 30% of the funding of ALR. Laser believes that there is a strong demand
for local 'lifestyle' radio stations rather than radio stations with centralised programming from outside the area. It believes
there is an untapped source of local advertising revenue that currently cannot afford to advertise on commercial radio.
Laser is currently working with 11 other groups across the UK.
It is proposed that Laser will supply ALR with accountancy, commercial trafficking and supervisory management services
at rates significantly below market rates therefore reducing the ALR cost base.
Its key shareholders and board members are as follows:
LIST OF LASER BROADCASTING LIMITED DIRECTORS AND MAIN SHARE HOLDERS
Full name Address No. shares Director Appointed
Hugh Morgan Williams Cowesby Grange 6,000 YES 17/05/04
Cowesby
Thirsk
North Yorkshire YO7 2JL
Nigel Reeve Cowles House 79,560 YES 09/09/02
Hope Mansell
Ross-on-Wye
Herefordshire HR9 5TL
Susan Hall 2 Lees Farm Barn 4,275 YES 01/06/04
Pyrford Road
Pyrford, Woking
Surrey GU22 8UE
Nicholas Jordan Altarnum 8,547 NO N/A
Barden Road
Speldhurst
Tunbridge Wells
Kent TN3 0PZ
Charles May Wise Speke 44,240 YES 07/07/04
Commercial Union House
Pilgrim Street
Newcastle upon Tyne NE1 6RQ
Keith Rawlings Summerhayes 20,000 YES 09/06/04
Cliff Road
Hythe
Kent CT21 5XQ
Hugh Evans 30 Hawthorn Street 9,360 YES 21/05/03
Walbottle
Newcastle upon Tyne NE15 8JS
Anthony Vickers 20 Lawn Crescent 4,500 YES 07/07/04
Kew
Richmond
Surrey TW9 3NR
Capital North East 3 Earls Court 110,179 YES 7/10/04
No1 Ltd Partnership 5th Avenue Business Park
Team Valley
Gateshead NE11 0HF
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(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.
If required this information can be supplied.
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(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).
(a) Advertising agencies;
None
(b) Newspapers;
Peter Edwards is the Newspaper Publishing Director of Kent Regional Newpapers.
(c) Other broadcasting interests;
Laser Broadcasting Ltd is a 30% shareholder in ALR providing management and accountancy services to enable the board
to run the radio station successfully and profitably.
Should ALR be successful in winning the licence Laser will remain a 30% shareholder with Nigel Reeve maintaining one
non-executive board place.
(d) Bodies whose objects are wholly or mainly of a religious nature;
None
(e) Bodies whose objects are wholly or mainly of a political nature;
None
(f) Local authorities;
Richard King is a member of Kent County Council.
(g) Other publicly-funded bodies.
None
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SECTION 2
FINANCIAL AND
BUSINESS PLAN
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FINANCIAL AND BUSINESS PLAN
(d) 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.
Larger groups that may apply for this licence will try to take the line that Ashford cannot support its own radio station
and therefore needs to be part of a larger group.This is simply not the case. It is clear that this operation must be run as
a small company with limited budgets available. As a result the budgets have been kept in line with what the company can
afford. Every cost from transmitter equipment and studios through to the staffing levels have been carefully analysed.The
area can support a profitable radio station that will expand the consumer choice.The financial projections shown later in
this document prove this is the case.These have been subject to a number of sensitivity tests and show that the project
will deliver profits in year three.
Our views are based on the following:
1. ALR believes that the proposed signal strength will deliver an adult population of 72,945. It accepts that in certain
areas the signal will have elements of interference and the core adult population will be lower. However all calculations
are based on the above figure.
2. The area is ideal for an Ashford ‘lifestyle’ radio station with special emphasis on the key 30 to 54-year-old age group.
3. The expansion of Ashford will have a major bearing on the long-term profitability of the company.This expansion is a
key factor with the area growing like few others in the UK.The changing population background has been
incorporated into the programming plans and profitability forecasts.
4. Although not a large area it is an area that can support its own commercial radio station.The demographics show an
area that has high disposable income, a high percentage of property owners, low unemployment and a high
percentage of two car homes.
5. Having considered similar size radio stations ALR is working on a reach of 16.5% and average hours of eight per
person in year one rising to a reach of 18.5% and average hours of nine per person in year three.
6. Digital Radio will become a major factor in the next 10 years. However ALR has to live within its means. At this stage
the penetration is too low to justify the cost of being on a Kent wide multiplex, but ALR believes it will need to be on
a local multiplex during 2010. Until then it believes that it is unlikely that audience or revenue will be affected.
7. The key influences in ALR’s advertising projections are radio advertising purchasing trends, the local Ashford market
and the area’s expansion.
8. Although a small station ALR believes that training its staff will benefit the station enabling it to develop and maintain a
high level of in house skills. In addition the board will continue their involvement after the award ensuring their skills
are fully utilised to develop the staff and company.
9. ALR has already raised £85,000 and has commitments for at least another £350,000. Four investors are prepared to
increase their investment further and all investors are looking at ALR as a long-term project.The policy is to treat the
radio station as a small local business with achievible income targets and low expenditure.
10. Laser Broadcasting will be a key factor in keeping the costs low. Laser Broadcasting will supply a number of services
that would normally be supplied by a parent company representing a saving of nearly £45,000 per annum.
The details to back these factors follow on the next few pages.
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1. Broadcast Area
To help define the broadcast area ALR have firstly looked at the transmitter site and the signal strength.This produces the
following broadcast area:
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We have then subdivided the area by signal strength and postcode producing the following population details.
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54dBuV/m 60dBuV/m 65dBuV/m
Postcode Post Town Easting Northing Population Adult Pop Population Adult Pop Population Adult Pop
ME17 2 MAIDSTONE 590808 151358 3526 2884
TN23 1 ASHFORD 600438 142624 1733 1418 1733 1418 1733 1418
TN23 3 ASHFORD 597729 141248 4096 3351 4096 3351
TN23 4 ASHFORD 599669 141990 5097 4169 5097 4169 5097 4169
TN23 5 ASHFORD 599220 141087 11227 9184 11227 9184 11227 9184
TN23 6 ASHFORD 600922 140413 1862 1523 1862 1523 1862 1523
TN23 7 ASHFORD 600887 141781 2282 1867 2282 1867 2282 1867
TN24 0 ASHFORD 603508 141874 12014 9827 12014 9827 12014 9827
TN24 8 ASHFORD 601960 142758 4836 3956 4836 3956 4836 3956
TN24 9 ASHFORD 601432 144663 8516 6966 8516 6966 8516 6966
TN25 4 ASHFORD 601250 148547 2788 2281 2788 2281 2788 2281
TN25 5 ASHFORD 608282 144725 3085 2524 3085 2524 3085 2524
TN25 6 ASHFORD 608782 140146 4585 3751
TN26 1 ASHFORD 596110 141188 2634 2155
TN26 3 ASHFORD 591919 137723 4479 3664
TN27 0 ASHFORD 593761 146579 3803 3111 3803 3111
TN27 8 ASHFORD 586142 139600 3375 2761
TN27 9 ASHFORD 586204 145167 4083 3340
TN30 6 TENTERDEN 588835 134707 5154 4216
Totals 89175 72945 61339 50175 53440 43714
ALR believes that the above signal strength will deliver an adult population of 72,945. It accepts that in certain areas
the signal will have elements of interference and the core adult population will be lower. However all calculations are
based on an adult population of 72,945.
17

2.The Current Population
The current Ashford population, as supplied by the 2001 national census, is as follows:
AGE RANGE TOTAL MALES FEMALES
0 - 4 6453 3338 3115
5 - 9 7033 3571 3462
10 - 14 6888 3462 3426
15 - 19 5978 3003 2975
20 - 24 4959 2518 2441
25 - 29 5856 2818 3038
30 - 34 7765 3745 4020
35 - 39 8196 3968 4228
40 - 44 7209 3702 3507
45 - 49 6634 3201 3433
50 - 54 7602 3818 3784
55 - 59 6353 3117 3236
60 - 64 5118 2573 2545
65 - 69 4648 2255 2393
70 - 74 4038 1801 2237
75 - 79 3510 1485 2025
80 - 84 2452 980 1472
85 - 89 1361 458 903
90 and over 608 143 465
Totals 102661 49956 52705
When compared to the national average, the population shows that the Ashford area has a bias towards 30 to 54-year-old
with an above average population in this group. However the area under performs amongst 15 to 29-year-olds. A detailed
breakdown is shown below:
10% 8% 6% 4% 2% 0% 2% 4% 6% 8% 10%
www.ashfordlocalradio.com
90 and over
85-89
80-84
75-79
70-74
65-69
60-64
55-59
50-54
45-49
40-44
35-39
30-34
MEN WOMEN
25-29
20-24
15-19
10-14
5-9
0-4
Therefore the area is ideal for a radio station
targeting the key 30 to 54-year-old age group.
18

3.The Area’s Expansion
This is a key factor in the profitability of the radio station.
ALR has looked at Ashford’s expansion and realises this is a key factor to the radio station’s profitability. The information
below is taken from the ‘Ashford’s Future’ website www.ashfordsfuture.org.
’A major study has taken place in Ashford over the past year, looking into its future, and how much growth should realistically be
allowed to take place over the next 20-30 years.
Anyone who has lived or worked in Ashford for any length of time will know that in the last five years major changes have
happened in the town.The building of the International Passenger Station, the employment areas, the Designer Outlet Centre
and substantial areas of new housing, are all visual signs that where most other towns in Kent change relatively slowly, Ashford
has been and is undergoing a period of rapid change.
The Government identified Ashford, together with Milton Keynes and Cambridge/Stansted, as an area with the potential to grow
significantly and called for a report to be carried out into the town’s capacity for growth over a 30 year time period.The study
has been carried out by Halcrow who have stated that the town has the capacity to accommodate up to 13,050 new houses in
the period up to 2016 and 30,000 by 2030, an increase from the 600 houses currently being built each year.They also state
that growth must be monitored and reviewed regularly and if new jobs and improvements in the quality of life for Ashford’s
population have matched the increase in houses, then further growth above these figures might be possible.
Due to its locational advantages, Ashford has long been seen as a centre for growth, but the sensitivity of the surrounding
countryside and village communities together with issues such as flood risk, will act as constraints on the scale and location of
further growth. A key question, therefore, is by how much should the town grow and how that growth can be controlled and
sustained?
To help ALR establish firstly whether the area would reach its full capacity and also to help the radio station judge its
business and programming opportunities the ALR board commissioned 35,000 questionnaires which were distributed
within ‘Adscene’ to homes across Ashford at the start of January 2004.The results are based upon the replies received by
post and via the online voting from on the Ashford Local Radio website (www.ashfordlocalradio.com). All data was
verified by an independent witness.
>
Local Housing Development Questionnaire – (Results Collated on Tuesday 27 January 2004)
1. By planning to build on reclaimed land, do you think that sufficient consideration has been given to the
safety of the householders?
Yes
No
Don’t know
www.ashfordlocalradio.com
Question 1
Yes 5.58%
No 90.23%
Don’t know 4.19%
Total 100%
19

2. Do you think that the existing road network is sufficient to carry the additional traffic likely to result from
the development?
Yes
No
Yes
No
Yes
No
www.ashfordlocalradio.com
Question 2
Yes 1.40%
No 98.60%
No answer 0.00%
Total 100%
3. Do you think that the current number of shops in the area is sufficient for the proposed expanded population?
Question 3
Yes 10.70%
No 89.30%
No answer 0.00%
Total 100%
4. Do you think that there are enough school and hospital facilities in the area to cope with the extra demand from an
expanded population?
Question 4
Yes 1.40%
No 98.60%
No answer 0.00%
Total 100%
20

These results have helped ALR gauge the effect expansion will have on the community and on its need for a radio station
just for the area.
For the purposes for audience and income calculations an increase figure of 2,000 adults per annum has been used.
As a result we are looking at the following population projections:
84000
82000
80000
78000
76000
74000
72000
70000
68000
2005 2006 2007 2008 2009 2010
>
4. Demographics
Looking at the make up of the population the areas we have looked at are:
www.ashfordlocalradio.com
The expansion of Ashford will have a
major bearing on the long-term profitability
of the company.
i. The makeup of the local housing shows that the majority of homes are owner-occupier.
ii. Of the working population over 95% are employed.
iii. Nearly 95% of the population were born in the UK.
iv. Over 82% of all homes have a car while 88% of all workers travel to work by car while only
4,082 use public transport.
10550
30660
Owner Occupied
Other
(All figures sourced National Census 2001)
Employed
2222
Unemployed
47308
21

2049
3589
Born in the UK
97023
Born in the EU
Born outside UK/EU
(All figures sourced National Census 2001)
Although not a large area it is an area that can support its own commercial radio station.The above shows
an area that has high disposable income.There is a high percentage of property owners, low unemployment, a high
percentage of two car homes and low use of public transport.
>
5.Audience Projections
The estimated audience figures shown below have been calculated by:
1. Assessing potential audience levels based on independently commissioned research
2. Examination of RAJAR results for other Kent radio services and for similar sized radio
services in other parts of the country.
www.ashfordlocalradio.com
Year 1 Year 2 Year 3
Reach (%) 16.5 17.5 18.5
Reach (000) 12.4 13.5 14.6
Average Hours 8.0 8.5 9.0
Total Hours 99,0001 14,500 131,400
Used private car to work
Use public transport
Details behind these figures are shown in Section F (Financial and Audience Projections).
Having considered similar size radio stations ALR is working on a reach of 16.5% and average hours of eight per
person in year one rising to a reach of 18.5% and average hours of nine per person in year three.
4082
32637
22

6. Digital Radio
ALR is convinced that digital radio will become a major factor in the
next 10 years. However it has to live within its means.
Ashford Local Radio has looked at Digital Radio and monitored its
progress over the last year. Currently Ashford and the surrounding area
is covered by the Kent Multiplex on a regional basis. After examining
costs and coverage along with the current market penetration of DAB
radio sets, we have decided at this point it would not be a financially
viable option for ALR at this point to join the Kent Regional Multiplex.
ALR is keen to embrace the onset of new technology and has formed
the strategy to join a Digital Multiplex as soon as financial to result ratios
become closer. Our strategy would also be to join an East Kent Multiplex that covered a smaller area focused on Ashford
and the surrounding area (as with the FM TSA) that would also offer better cost results to the station.
ALR is looking to be on a digital multiplex during 2010.
www.ashfordlocalradio.com
23

7. Local Advertising Revenue
ALR is the only group that has experience of running an on going Ashford only radio station. In 1989 Richard Sturt and
Nigel Reeve set up Radio Ashford from studios in central Ashford.The station broadcast for six hours a day and in 1989
generated up to £15,000 a month in advertising revenue. Using this and the current experience of Nigel Reeve, Richard
Sturt and Peter Edwards the ALR team have used the following three factors to calculate the revenue:
i. Radio Airtime Purchasing Trends
ALR already have experience of the level of revenue that the Ashford area can generate. In 1989 when involved with
Invicta Radio Nigel Reeve and Richard Sturt launched Radio Ashford from studios in the centre of Ashford using one of
Invicta Radio's opt-out transmitters.The station broadcast for six hours daily Monday to Friday.The radio station
generated £15,000 per month back in 1989 from these short broadcasts. Its average weekly advertising rate was £378
per week and just over £1,000 per month. No other group has had this level of experience in this market.
Since then the radio marketplace has changed. In 1989 85% of Invicta Radio's income came from the local advertisers.
Now the advertising rates have grown substantially and the position has reversed. Around 85% of Invicta's revenue comes
from the national market and only 15% locally and then only from the major advertisers.The ALR strategy will be to
target local advertisers where it will be possible to be on air for £250 per week.
ii.The Local Advertising Market
The total annual advertising spend in the Ashford area is just
over £7 million (Source Kent Regional Newspapers/MIP).
There are three newspapers in the area, the KM Kentish
Express, the KM Extra and Adscene plus regional radio,
posters, bus sides and local television although this covers a
much wider area. ALR has set a target of just 3.9% of this
advertising spend in year one rising to 4.62% in year two. It
is not until year five that the revenue is over the 6% level
and this is still below the radio industry’s revenue share
nationally (projected to be 6.4% in 2005. Source RAB).This
would give revenue of £278,000 in year one rising to
£381,000 in year three and £430,00 in year five.This figure
has been reached after research into comparable stations in
the same type of market.
No allowance has been made for advertising spend growth
over the next three years.
iii. Area Expansion
As already covered, Ashford is planning population growth of
2,000 adults per annum over the next 25 years.This growth
has been calculated into the advertising projections.
The key influences in our advertising projections are
therefore the radio advertising purchasing trends, the local
Ashford market and the area's expansion.
Local advertisers will be on air for as little as £120 per week with the average monthly package costing £900. However at
this stage national revenue is only being projected to cover store openings and specific area targeted campaigns.The vast
majority of the revenue will come from the local market.
www.ashfordlocalradio.com
24

8. Board Involvement and Staff Training
Although a small station ALR believes that training its staff will benefit the station.This will be covered as part of the Laser
Broadcasting fee and will include a pre-launch sales team training course, monthly sales training sessions and regular
presenter appraisals.
In addition each member of the board will continue their involvement in the project after the award and will commit to
working with and developing the station staff.This will take the form of using their identified skills in small business
management, local sales experience, local knowledge and radio experience.
This commitment cannot be under estimated and the board’s on-going involvement will be a major factor in making ALR
a success on air and in financial terms.
>
9. Investors
Within ALR there are 20 investors who have already invested £85,000 into this project and are fully committed to fund a
further £350,000 once the licence is awarded.
This is a powerful group of investors that includes Keith Rawlings, Paul Tory and Frank Brake.The strength of the ALR
backers ensures ALR will have the necessary long-term funding.
All investors see this as a long-term project and wish to build the business over the 12 years of the licence. Of these
investors a number are prepared to invest further sums if needed.These include Laser Broadcasting Ltd, Keith Rawlings,
Paul Tory and Frank Brake.
ALR have already had confirmation from the Inland Revenue that if successful, the company will qualify for EIS tax relief.
ALR has already raised £85,000 and has commitments for another £350,000. Four investors are prepared to increase
their investment further and all investors are looking at ALR as a long-term project.
>
10. Laser Broadcasting Ltd
Laser Broadcasting will supply a number of services that would normally be supplied by a parent company.These will
include a full accounting service including a monthly profit and loss account, balance sheet and cash flow, plus year end
accounts, commercial trafficking, IT support, website support, programming support and supervision, management support
and sales, news and programming training.This will be covered by a Laser fee of £25,000 per annum. As a result ALR will
be able to compete financially with bids supplied by other larger groups.
Estimated savings are as follows:
Monthly accounts £12,000 pa
Annual Accounts £2,500 pa
Commercial Trafficking £6,000pa
IT Support £3,000 pa
Website Design/Support £5,000 pa
Programming Supervision
24 days at £500 per day £12,000 pa
Management Support
24 days at £750 per day £18,000 pa
Sales/Programming/News Training
12 days at £500 per day £6,000 pa
Total value of Laser services £64,500
Laser Charge £25,000
Total Saving £39,500.
www.ashfordlocalradio.com
In addition the Laser team has over 65 years radio
experience. Nigel Reeve has 30 years, Hugh Evan 15 years,
Chris Langmore 20 years and Sue Hall 3 years.
25

(e) Funding
Detail the sources of finance that will be used to fund the licence, under the following headings:
(i) Share capital
See (b)(ii) Proposed Investor and Shareholding Structure. After the award an additional 100,000 shares will be issued at
between £3 and £3.50 per share raising to a minimum of £300,000.
(ii) Loan stock
Not applicable
(iii) Leasing/HP facilities (capital value)
The following will be leased.
Transmission Equipment –
System A: Dual (Redundancy) System, Competitive Processing:
www.ashfordlocalradio.com
Qty: Approx £: Total £:
TX-FM1/S/R/A 30 W Exciter/RDS/Processing 2 1,195 £2,390
TX-AS1 Audio Switcher 1 795 £795
TX-RS1 RF Switcher 1 795 £795
TX500 500W MOSFET Amplifier 2 1,995 £3,990
System Integration 1 500 £500
OFCOM Test Point Coupler 1 200 £200
FMC01 Antenna System (inc feeders) 1 4,500 £4,500
UPS 1 800 £800
Antenna System Rigging/Installation 1 2,000 £2,000
Transmission System Installation 1 500 £500
Analogue 1.5GHz Microwave Link System:
Total £16,470
Qty: Approx £: Total £:
ELT200A 1.5GHz TX 1 1,500 £1,500
ELR200A 1.5GHz RX 1 1,500 £1,500
Panel Antenna 2 300 £600
Antenna System Rigging/Installation 1 with FM with FM
Link System Installation 1 with FM with FM
Total £3,600
26

Studio Equipment –
Item Qty Stock-code Description Item Item cat price Line cat price
1 2 10-601 Floor Pod £85.00 £170.00
2 2 10-606 Upper work surface £79.33 £158.66
3 1 10-607 Lower Work Surface £79.33 £79.33
4 2 10-608 Gable end £18.13 £36.26
5 1 10-602 LH Door £20.40 £20.40
6 1 10-603 RH Door £20.40 £20.40
7 1 10-605 13U Angle strip £13.60 £13.60
8 1 10-604 shelf £11.33 £11.33
9 1 79-838 Speakers Denon SC-M51K £75.00 £75.00
10 2 20-311 Power amplifier Compact Power amp £145.00 £290.00
11 2 54-421 Headphones ATH-D40 £72.99 £145.98
12 2 92-603 Microphone Sennheiser e835 £67.91 £135.82
13 2 53-001 Mic arm Anglepoise £43.00 £86.00
14 2 53-002 Mic arm base Anglepoise £10.26 £20.52
15 2 51-403 Sign base, type B £108.00 £216.00
16 2 51-421 On-Air’ Cover £25.00 £50.00
17 1 58-569 Clock Canford broadcasters £25.79 £25.79
18 1 28-312 Telephone balance unit Sonifex HY03S £615.00 £615.00
19 1 95-406 Distribution amplifier SBS DA-IT £249.00 £249.00
20 2 40-322 XLR(M) £1.84 £3.68
21 2 40-321 XLR(F) £2.19 £4.38
22 10 30-180 HST-M, Black £0.59 £5.90
23 10 34-270 GPS 0.75 £0.28 £2.80
24 1 See PC Monitor lead - special £16.00 £16.00
25 8 37-370 Computer o/p lead RMC-3MX-NP3C-HST-5m £9.90 £79.20
26 2 38-130 Desk o/p lead £9.47 £18.94
27 2 38-130 Tele bal i/p & o/p leads £9.47 £18.94
28 1 42-113 Mains dis boards £14.27 £14.27
29 1 16-026 cage nuts £2.45 £2.45
30 1 16-087 rack bolts £1.75 £1.75
31 1 16-085 Washers £2.25 £2.25
32 1 39-222 Tie-wraps (Size 2) £2.27 £2.27
33 1 39-771 Cable Marker 19A £0.67 £0.67
34 1 95-701 10ch chassis S2-10 ch chassis £365.00 £365.00
35 1 95-706 Power supply S2-PSU £450.70 £450.70
36 1 95-725 Monitor panel S2-OMC £165.00 £165.00
37 1 95-727 Pgm o/p channel S2-ODP £375.00 £375.00
38 1 95-729 AUD o/p channel S2-ODA £335.00 £335.00
39 1 95-731 Mic/line channel S2-CML £215.00 £215.00
40 2 95-732 Mic/Mic channel S2-CMM £220.00 £440.00
41 3 95-733 stereo channel S2-CSGE £215.00 £645.00
42 3 95-742 channel blank panel S2-CB £25.00 £75.00
43 1 95-740 telco S2-CT £215.00 £215.00
44 1 95-715 T/B panel S2-MTB6 £136.90 £136.90
45 1 95-714 Speaker panel S2-ML £75.00 £75.00
46 1 95-713 Timer panel S2-MT £145.00 £145.00
47 2 95-710 PPM meter panel S2-MPPM £295.00 £590.00
48 1 Special Playout system Basic system £3,106.00 £3,106.00
49 1 Special Playout system (options) Mirror array £145.00 £145.00
50 1 Special Playout system (options) Training (per day) £300.00 £300.00
51 1 Special Playout system (options) Editor module £500.00 £500.00
52 1 Special Playout system (options) Smoothedit £60.00 £60.00
Contingency £2,000.00
Prices do not include VAT. Total: £12,931.19
www.ashfordlocalradio.com
27

(iv) Bank overdraft
Not applicable although confirmation has been received that a facility would be available if required. A copy of the letter is
included as Appendix 2.
(vi) Grants and donations
Not applicable
(vi) Other (please specify)
Not applicable
Where relevant, provide information on:
(i) Loan terms (e.g. interest rate, repayment terms, redemption/conversion terms);
Not applicable
(ii) Assets leased.
Copies of all letters are included as Appendix 3.
>
(f) Financial and Audience Projections
The purpose of this section 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.
Audience Projections
(i) The target audience for the proposed service;
The proposed service will be a radio station, which everyone living in the station's transmission area will relate to.
However the highest number of listeners is expected to come from the 30 to 54-year-old market as research shows that
this group has the highest affinity to the area.
The intention is to be a lifestyle station, with broad appeal across all ages and classes.This will be achieved by providing a
service, which our research showed the people of Ashford and surrounding areas want to hear.
(ii) Projections for listenership ratings over the first three years of the service;
The estimated audience figures shown below have been calculated by:
1. Assessing potential audience levels based on independently commissioned research.This showed that 17.3 per cent of
respondents had listened to ALR's Restricted Service broadcasts.
2. Examination of RAJAR results for other Kent radio services and for similar sized radio services in other parts of the
southeast. Of particular relevance were the RAJAR performances of the KM-FM services for Folkestone/Dover (19%
reach, 12.3 average hours), Canterbury (20% and 8.3 average hours),Thanet (23% and 13.5) plus Arrow FM in
Hastings (22% and 8.0). Similar sized, southeast based stations were also analysed.These included Dream 100 (25%
reach and 10.3 average hours), Kestrel FM (24% and 8.3), Kick FM (20% and 7.3), Reading 107 FM (16% and 9.7),
Sovereign Radio (20% and 9.1) and SGR Colchester (35% and 10.3).
Source: RAJAR/Ipsos-RSL, survey period ending 20 June 2004
www.ashfordlocalradio.com
28

3. Using this information we expect a weekly reach of 16.5% in year one rising to 18.5% in year three.
Full details are below.
Year 1 Year 2 Year 3
Reach (%) 16.5 17.5 18.5
Reach (000) 12.4 13.5 14.6
Average Hours 8.0 8.5 9.0
Total Hours 99,000 114,500 131,400
Reach and average hours remain at the same level for years four to five although an allowance of 2,000 adults per annum
has been added to allow for Ashford growth.
(iii) The expected impact of the proposed service on existing services, in listenership terms.
Our research indicated that the proposed service would gain listeners from a number of existing services – Invicta FM,
Radio 1, Radio 2, Radio 4 and 5 Live in particular.
However, while these stations are all likely to see slightly reduced listening hours – particularly Invicta FM – there is no
evidence to suggest that the proposed service would have a significant effect on their weekly reach as, according to our
quantitative research, almost one half (45.9%) of potential listeners to the new service said that they would listen to it in
addition to their usual stations.
Moreover, the research found that when the new service was available more than three-quarters (76.1%) of respondents
would listen to the radio either more, or about the same amount as currently.
www.ashfordlocalradio.com
29

Advertising Revenue
The applicant should detail how revenue figures were derived, distinguishing between local, national and
sponsorship revenue.
ALR has looked at three methods of revenue calculation.They are industry revenue per 1000 hours listened, the size of
the local market and local advertiser demand to ALR.
Calculations are based as follows:
Method One – Revenue per 1000 hours.
Local Commercial Radio revenue for year ending June 2004 was £176,000 million, excluding sponsorship and
promotions and commercial production. (Source: RAB)
Sponsorship and promotions revenue accounts for a further 18.39% (Source: RAB Quarter 2 2004) and
Commercial production is 5% estimate.
Total hours tuned to local commercial radio was 373,929 million per week. (Source: RAJAR/Ipsos-RSL period
Quarter 2 2004)
Small scale station targeting closely defined areas achieve an estimated premium of 25% on local revenue when
compared to larger regional and large city stations.Therefore revenue per thousand hours for small scale stations
is £729.26.
RAB projections show that radio will grow at just over 6% year on year for the next few years and this has been
built into future forecasts. (Source RAB).
Source MIP-Spring 2004
Using this method ALR's revenue will be as follows:
Current Local Airtime (Source RAB Quarters 3/4 2003 and Quarters 1/2 2004) £176,800.00
Plus Sponsorship/Promotions at 18.39% (Source RAB Quarter 2 2004) £32,513.52
Plus Commercial Production at 5.00% £8,840.00
Total Local revenue £218,153.52
Current Rajar total hours (000’s) excluding national stations £373,929.00
Local Revenue per 1000 listened (2004) £583.41
Premium for small targeted stations (Source MIP) 25.00%
Revenue per 100 hours £729.26
Industry Growth Projections (Source RAB) 2005 6.40% £775.94
2006 6.30% £824.82
2007 6.40% £877.61
2008 6.50% £934.65
2009 6.60% £996.33
Year 2005 2006 2007 2008 2009
Revenue per 1000 hours. £775.94 £824.82 £877.61 £934.65 £1,653.84
ALR Projected Total Hours-000’s 99 114.5 131.4 134.8 138.1
Annual Projected revenue £76,818.06 £94,441.89 £115,317.95 £125,990.82 £137,593
www.ashfordlocalradio.com
30

Method Two – Size of the Local Market
This method is based on the size of the Ashford area advertising market and radio’s share of the total advertising spend.
Based on figures supplied by the RAB, MIP and Kent Regional Newspapers we believe the market is worth just over
£7 million pa. No allowance has been made for growth in the local market in future years.
Local Newspapers £6,000,000
Local Radio (Ashford advertisers only) £150,000
Posters £600,000
Local Publications £200,000
Misc. £100,000
Total £7,050,000
Radio's share of the total advertising market is predicted to be 6.4% at the beginning of 2005 and 6.3% at the beginning
of 2006 (Source RAB). We believe it is not unreasonable to expect that radio will grow by just 0.1% per annum between
2007 and 2009.
Therefore the calculation is as follows:
Year 2005 2006 2007 2008 2009
Local Advertising Market £7,050,000.00 £7,050,000.00 £7,050,000.00 £7,050,000.00 £7,050,000.00
Radio’s Share 6.40% 6.30% 6.40% 6.50% 6.60%
Annual Projected revenue £451,200.00 £444,150.00 £451,200.00 £458,250.00 £465,300.00
www.ashfordlocalradio.com
31

Method Three – Local Demand
ALR carried out focus group research between 13th-17th September 2004 amongst a group of potential local
advertisers. Clients were asked the level of advertising spend they would be prepared to spend over a four week period.
Figures of between £500 and £1,100 were proposed. Examples of the reactions are below:
“£1,100 certainly sounds pretty reasonable. On KM-FM we paid about £350 for a week of about 30 commercials.”
Chris West, Ashford Town Centre Partnership
“If I sell one car it will pay for the ads. If I don't, it’s expensive.”
Geoffrey Fletcher, Drake & Fletcher
“£500 is a lot for us – and for a lot of other businesses of our type.”
Martin Rose King, Bounty Pest Control
“Seems cheap”, before adding, “but I don’t know if the clients who use Kentish Ways have that type of money for
local radio.”
Nick Randolph
“We don’t have a big budget, but we find additional budget if the right opportunity comes along.”
Clive Gawler, Red Alert
“I’m pro-radio. It's the best medium for a campaign for us. It’s better to be heard 30 times a week than seen once in
the press, where people look at it once and then forget about it.”
Chris West, Ashford Town Centre Partnership.
Based on a maximum minutage of nine minutes per hour a calculation has been used that 55% of airtime will be sold in
year one rising to 65% in year two. After this the figure levels at 70%.This is based on 07.00-19.00 Monday to Friday and
07.00-14.00 Saturdays and Sundays. No allowance has been made for sales outside of these time bands. An additional
figure of just over 18% (Source RAB) has been added for Sponsorship and Promotions income plus an additional 5.00%
for commercial production income.
Using an average year one monthly spend of £900 per month (Between £500-£1,100) the following revenue calculation
has been used. The future year average spend has been increased in line with the projected total listening hours for each
year and radio’s projected inflation. (Source RAB).
The figure of £900 buys 140 thirty second commercials over a four week period delivering the required level of reach
and frequency for advertisers.
Year 2005 2006 2007 2008 2009
ALR Projected Total Hours-000’s 99 114.5 131.4 134.8 138.1
Year on Year Increase N/A 15.66% 14.76% 2.59% 2.45%
Radio’s Growth N/A 6.30% 6.40% 6.50% 6.60%
Monthly Spend £900.00 £1,106.52 £1,351.11 £1476.20 £1,612.18
Average Spot Rate £6.43 £7.90 £9.65 £10.52 £11.52
Units to sell per annum 69264 69264 69264 69264 69264
Percentage Sold 55% 65% 70% 70% 70%
Total Airtime Revenue £244,897.71 £355,837.86 £467,916.42 £511,237.58 £558,330.18
Plus Sponsorship/Promotions £45,036.69 £65,438.58 £86,049.83 £94,016.59 £102,676.92
Plus Commercial
Production Income
£12,244.89 £17,791.89 £23,395.82 £25,561.88 £27,916.51
Total Revenue £302,179.29 £439,068.34 £577,362.06 £630,816.05 £688,923.61
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ALR has used the average of the three calculations to ensure its revenue predictions are as accurate as possible. It should
be noted that until the station appears in Rajar its national income is expected to be minimal. A figure of only £5,000 has
been used in year one.
The calculations are made up as follows:
Year 2005 2006 2007 2008 2009
Method 1 £76,818.06 £94,441.89 £115,317.95 £125,990.82 £137,593.17
Method 2 £451,200.00 £444,150.00 £451,200.00 £458,250.00 £465,300.00
Method 3 £302,179.29 £439,068.34 £577,362.06 £630,816.05 £688,923.61
Total of Calculations £830,197.35 £977,660.23 £1,143,880.02 £1,215,056.87 £1,291,816.78
Average Revenue £276,732.45 £325,886.74 £381,293.34 £405,018.96 £430,605.59
Expenditure
Expenditure is based on the following calculations:
Staffing
Staffing levels are:
Head of
Sales
Sales
Executive 1
Sales
Executive 2
www.ashfordlocalradio.com
Station Manager
(Sales background)
BOARD
Head of
News
Journalist/
Newsreader
Laser Broadcasting
Freelance Presenter/
Newsreaders
Head of
Programming
Presenter
Presenter/
Newsreader
Presenter
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ALR Salary Structure
Department Role Salary NI Total
Administration Station Manager (Sales Background) £33,000 £3,960 £36,960
Laser Management Fee £25,000
Total Administration £61,960
Sales Head of Sales £22,000 £2,640 £24,640
Sales Executives x 2 £32,000 £3,840 £35,840
Total Sales £60,480
Programming/News Head of Programming £22,000 £22,000
Presenters x 2 £32,000 £32,000
Head of News £20,000 £2,400 £22,400
Journalist £16,000 £1,920 £17,920
Freelance Budget £28,888 £28,888
Total Programming/News £123,208
Staff Numbers Full Time 9
Part Time 3
A Station Manager with 15 years radio sales and sales management experience has been identified and will move into
the position after the award. In addition a Head of Programming has also been identified.This broadcaster has many years
experience and will join after the award. Details can be supplied if requested.
Commission
Commission has been budgeted at £10,000 in year one. It is anticipated that the Station Manager will receive a bonus of
£5,000 based on the projected profit/loss, while the Sales Executives will have the opportunity to earn £2,000 each and
the Telesales Executive will be able to earn an additional £1,000.
Services Supplied by Laser Broadcasting
Laser will supply monthly sales training including a full weeks course prior to commencement of broadcasting, a full
accountancy package including a monthly profit and loss account, balance sheet, cash flow and year end accounts,
commercial trafficking, website support and IT support. In addition Laser's broadcast manager will work with the station
manager overseeing all aspects of the programming/news output.This service will save ALR nearly £40,000 per annum
from its running costs. If the application is successful a formal contract will be agreed between both parties.
Strategic Alliance with Adscene
The ALR news team/presenters will work with the local newspaper Adscene in a mutual exchange of local
news information.
Premises
Premises have been found in North Street, Ashford.These premises are available immediately and are within the budget
set out in the profit and loss account. A copy of the initial letter from the local agents is attached as Appendix 4.
Rajar
ALR has considered subscribing to Rajar, but during the early years believes that the revenue gained will not justify
the expense.
Vehicles
ALR has budgeted for three company cars. One for the station manager and two sales vehicles.These are shown on the
car leasing line. A quote is included as Appendix 3.
Advertising
A budget of £9,000 has been allocated to year one although this reduces in years two and three.The majority of this
spend will be used on local promotions although two key in town poster sites are also being considered.
Equipment Leasing
All studio and transmitter equipment will be leased. A copy of the correspondence is attached as part of Appendix 3.
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34

Depreciation
ALR’s Depreciation policy is based on the following
Fixed Asset Depreciation Policy
Office/Studios
www.ashfordlocalradio.com
Cost DEPRECIATION:
Policy Year 1 Year 2 Year 3 Year 4 Year 5
Office Equipment/Furniture 10,000 5 years £2,000 £2,000 £2,000 £2,000 £2,000
Telephone System 5,000 5 years £1,000 £1,000 £1,000 £1,000 £1,000
Building Improvements 20,000 5 years £4,000 £4,000 £4,000 £4,000 £4,000
Computers
£7,000 £7,000 £7,000 £7,000 £7,000
Desktops and Printers 10,000 3 years £3,333 £3,333 £3,333
Software 1,000 3 years £333 £333 £333
£3,667 £3,667 £3,667
Grand Total £10,667 £10,667 £10,667 £7,000 £7,000
>
Pre Launch Expenditure
Ashford Local Radio Limited Pre-Operational Costs
TANGIBLE FIXED ASSETS
Office/Studios
Office Equipment/Furniture £10,000 Depreciated over 5 years
Telephone System £5,000
Building Improvements £15,000
Equipment Installation £5,000
Computers
Desktops and Printers £10,000 Depreciated over 3 years
Website £1,200
Total Fixed Assets £46,200
PRE-OPERATIONAL EXPENDITURE
Salaries
Programming/News £9,933 1 month
Sales £8,587 2 months
Administration £28,280 4 months
Total Salaries £46,800
Other Expenses
Advertising £20,000
Application Costs £87,000
Printing £3,000
Total Other Expenses £110,000
Working Capital £184,000 Based on raising £300,000 post award
TOTAL PRE-OPERATIONAL BUDGET COSTS £387,000
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Financial Projections
The applicant should provide financial projections on an annual basis for the licence.The projections must include:
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 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.They may be submitted in confidence.
Assumptions
The following are the assumptions on which the projections have been based:
1. An adult population of 72,945 in year one growing by 2,000 per year until 2009.
2. A broad appeal format producing a 'lifestyle' station for the people of Ashford.
3. A weekly reach in year one of 16.5% growing to 18.5% by year three
4. Average hours of eight per person in the first year growing to nine per person by year three.
5. An average monthly advertising spend of £900 per month in year one growing to £1061.85 by year three.
However advertisers can be on air for as little as £120 per week
6. An advertising minutage policy of nine minutes per hour between 07.00-1900 Monday to Friday and 07.00-14.00
Saturdays and Sundays.
7. 55% of airtime will be sold in year one rising to 70% in year three.
8. The audience and average advertising spend will start to level after year three.
(i) Profit and loss accounts
ALR has taken a view that five-year projects are necessary to show the advantages in the population growth of Ashford
and to give a clear and full picture of the radio station’s potential profitability. All figures are based on a start date of
October 2005 although this could be as early as June 2005.
See Appendix 5.
(ii) Balance sheets
See Appendix 6.
(iii) Cash-flow forecasts
See Appendix 7.
Please note that all figures are based on raising £300,000 although the option is available to increase this to £350,000.
The cashflow assumptions are based on 50% of sales invoices being paid immediately and 50% after 30 days. ALR believes
it is good business practice to look for pre paid campaigns although established clients will be given 30 days credit.
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36

SECTION 3
TRANSMISSION
PROPOSALS
www.ashfordlocalradio.com
37

TRANSMISSION PROPOSALS
(g) Transmission Proposals
(i) Provide details of the transmission site you propose to use, under the following headings:
(a) Name and National Grid Reference of site;
(b) Height of site above Ordnance datum (in metres);
(c) Height of transmitting aerial above ground level (in metres);
(d) 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 omnidirectional).
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.
(ii) Please provide a detailed computer predicted map (in colour) of the coverage anticipated using the
transmission site and parameters described above.
(iii) 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:
www.ofcom.org.uk/codes_guidelines/broadcasting/radio/codes/engineering_code.pdf
(iv) 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.
>
(i) Site details
ALR proposes to use Charter House as the main transmitter site. Charter House is a recent high rise office development
in the centre of Ashford and offers excellent coverage of the town while maintaining compliance with the restrictions set
out in the application document.
The site details are summarised in the table below:
Site name NGR Site height Antenna height Radiated power Antenna
AOD AGL (H/V) pattern
Charter House TR011429 52 40 50/250 See Template 1
The proposed antenna design will take note of the restrictions given in Section Two. It is predicted that this site will readily
comply with Paras 10 (i), (ii) and (iii) and to comply with Para 10 (iv) a restriction towards Calais on 106 degrees will be
required following the template 1 below:
Template 1
Bearing Restriction
0 to 96 0
96 to 116 6
116 to 360 0
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38

The applicant has approached the site's managing agent,Topland, to request suitable antenna aperture on the roof of the
building.The landlord has confirmed that this will be technically and commercially feasible subject to detailed survey and
contract. Copies of the correspondence are attached.
Local authority planning will be required for the installation.The relevant authority is Ashford Borough Council. ALR's
transmission consultant, ADRT Ltd, contacted Lisa Bower of the Planning Department, on 8 September 2004. Ms Bower
confirmed that the application would follow the normal planning procedures, with a decision being announced six to eight
weeks after receipt of application. A planning application will be submitted on award of the licence.
(ii) Coverage prediction map
ALR commissioned ADRT Ltd to produce a computer generated coverage prediction map, which is shown below.The
map was prepared using Hertzmapper software, with a terrain resolution of 50m and variable clutter algorithms. It can
be seen that the proposed system produces very strong coverage in Ashford and the surrounding area, but is compliant
with the restrictions set out in the licence application document.The boundary lines specified in the Ofcom application
document are overlaid on the overspill coverage map for information.
Coverage Map
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39

32dB Overspill Map
(iii) Transmission provision
ALR has engaged ADRT Ltd to design and install the transmission system. ADRT's staff are fully qualified broadcast
engineers with many years experience in the industry.The system will comply with all provisions of the Engineering Code
originally published by the Radio Authority.
Ongoing compliance with the Engineering Code will be ensured by two annual preventative maintenance visits, contracted
to ADRT Ltd. All key parameters will be checked against commissioning records and any necessary adjustments recorded
in the station handbook.
The system will be designed to exhibit a high degree of resilience by means of dual drive chains, UPS protection of key
components, ISDN backup of the studio transmitter link and tertiary backup by means of a CD player. Service continuity
is thus ensured in all but the most severe fault conditions.
Corrective maintenance of the transmission system will be assigned to ADRT Ltd on a call-out basis. ADRT will hold
spares stock of critical items.
(iv) Timescales
It is anticipated that the station will commence broadcasting within 26 weeks of licence award.
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40

SECTION 4
PROGRAMMING
PHILOSOPHY
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41

SECTION 105 (B) AND (C): CATERING FOR TASTES
AND INTERESTS/BROADENING CHOICE
PROGRAMMING PHILOSOPHY
(i) 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.
Ashford Local Radio (ALR) is a lifestyle station solely devoted to the interests of Ashford and its surrounding communities.
ALR originates from the need for a radio service to provide a deeper commitment than the people of Ashford are
presently supplied. Currently, there is no locally generated radio programming in Ashford. ALR is committed to supplying
Ashford with 100% locally produced and presented daytime programming.
Appreciation of Local Information
Through an RSL trial, Internet broadcasts, qualitative and quantitative research, consultation with community radio and
local promotions; ALR has identified that the local appreciation and demand for its service is high and will only grow
with the anticipated population expansion of Ashford.
RSL
The service (ALR) achieved a high level of satisfaction showing 52.7% of respondents were either ‘likely’ or ‘very likely’ to
listen if a permanent version of ALR existed.
Internet Trial Broadcasts
In addition ALR has conducted two trial Internet broadcasts researching Ashford’s musical tastes.The broadcasts took
place between Saturday 31 July – Friday 13 August 2004 and Saturday 11 September – Friday 24 September 2004.
Results for ALR’s Music Questionnaire from the Internet Broadcast Trials (streamed station).Voting was conducted via the
Ashford Local Radio website (ashfordlocalradio.com).
Question One
How long have you been listening to Ashford Local Radio Online?
0mins – 30mins: 5
31mins – 1hour: 1
1hour – 1.5hours: 0
1.5 hours +: 0
TOTAL: 6
Question Two
Having listened to ALR Online, do you like the variety and styles of music played?
YES: 3
NO: 2
DON’T KNOW: 1
TOTAL: 6
Question Three
Would you like to hear specialist music shows on ALR?
YES: 5
NO: 1
DON’T KNOW: 0
TOTAL: 6 continued on the next page...
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Question Four
What music styles would you like to hear played on ALR?
POP: 5 ROCK: 5 REGGAE: 0
RAP: 2 HIP HOP: 2 CHILLED: 0
CLASSICAL: 2 JAZZ: 2 DANCE: 3
CHART: 4 COUNTRY: 4 LOCAL: 3
Summary
In summary to the online music trials, although the response was small (this was expected) it shows that for the majority of
people listening for up to 30 minutes the variation of music needed to be extended.This suggests that the rotation and
placement of songs needs to be reviewed to offer more choice and give the listener songs that they can recognise and
relate to instantly.
Question three and then question four show us that there is a clear demand for a wide musical base within the stations
output. On music types the more specialist music areas such as ‘Rock’, ‘Country’, ‘Local’ and ‘Dance’ have all scored well but
are not necessarily what the ALR format would be for the commercial day.
>
Understanding the Area
Ashford will experience phenomenal growth in the near future with an expected influx of 30,000 people in the next
10 years. People are drawn to Ashford by its relatively affordable housing and dramatically improved travel links with
London. Ashford has a small town past with a big town future and ALR offers an exciting alternative; with innovative
programming and exciting new ideas brought to the radio dials of this sometimes overlooked town.
To help establish what the people of the area expect from the upcoming changes, ALR commissioned 35,000 leaflets that
asked a series of questions about the planned growth.The results show an extremely high feeling of trepidation amongst
the population that Ashford will find it difficult to adequately accommodate the anticipated level of expansion
>
Local Housing Development Questionnaire – (Results Collated on Tuesday 27 January 2004)
1. By planning to build on reclaimed land, do you think that sufficient consideration has been given to the
safety of the householders?
Yes
No
Don’t know
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Question 1
Yes 5.58%
No 90.23%
Don’t know 4.19%
Total 100%
continued on the next page...
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2. Do you think that the existing road network is sufficient to carry the additional traffic likely to result from
the development?
Yes
No
Yes
No
4. Do you think that there are enough school and hospital facilities in the area to cope with the extra demand from an
expanded population?
Yes
No
www.ashfordlocalradio.com
Question 2
Yes 1.40%
No 98.60%
No answer 0.00%
Total 100%
3. Do you think that the current number of shops in the area is sufficient for the proposed expanded population?
Question 3
Yes 10.70%
No 89.30%
No answer 0.00%
Total 100%
Question 4
Yes 1.40%
No 98.60%
No answer 0.00%
Total 100%
Source: Amber Mountain
35’000 Questionnaires were distributed within ‘Adscene’ to homes across Ashford at the start of January.The results
above are based upon the replies received by post and via the online voting from on the Ashford Local Radio website
(www.ashfordlocalradio.com). All data was verified by an independent witness.
44

Particular concern is paid to the education and health infrastructure as well as the existing road networks capacity to
cope. ALR’s target audience has major concerns over Ashford’s short and long-term future and ALR needs to provide a
platform for the latest information and forum for debate.
ALR understands and has a direct relationship with Ashford with a strong and influential local board giving direction to a
locally based team.
Target Market
“I don’t want another ‘same again’ station.”
ALR targets the heads of Ashford households. The key area is a 30 to 54-year-old Ashford individual who at the moment
is grossly under-served and whose radio listening is dictated by lack of choice on the radio dial.The ALR target audience is
of a higher than average population in Ashford (See Section D1).
In terms of other radio stations Invicta FM is a Kent wide station targeting the 15 to 44 countywide market with 60% of
its music being current or less than 10 years old. ALR recently surveyed Invicta’s output and the findings show that issues
that fill Ashford’s local papers rarely get a mention on air.The “Kentish Express” regularly features over 40 local stories, but
virtually none of these found airtime on Invicta, both in news and programming. ALR will bring a new local choice to the
radio dial and importantly for Ashford and its surrounding villages giving voice to important Ashford issues that are
presently being cast aside. Capital Gold is a classic pop hit-led station.This station targets the 40 plus year old market but,
again is countywide and not specifically the Ashford area.
ALR is a ‘lifestyle’ radio station for the people of Ashford. ALR offers programming reflective of the town’s tastes and
wants. Research has concluded this audience demands an entertaining and informative station that speaks their voice on
issues concerning them…local news, local issues, education, health, infrastructure, and many more. Research also shows this
audience tends to listen most in the morning and again in the afternoon, which is where ALR concentrates the majority of
its resources.
>
Consulting with the Audience
Focus group research carried out 13-17 September 2004 told us the following:
For the people of Ashford, no one radio service currently meets all their listening requirements as all the respondents said
they listen regularly to at least two stations.
Every respondent wants to hear a broad range of music.
Respondents want a say in what music the new station plays.
There is a demand for local music to be given exposure.
Specialist music needs to be scheduled with care.
Coverage of Ashford local news is most important.
Local weather is important.
Traffic and travel information is a key programming element.
Local ‘what’s on’ information draws an enthusiastic response.
The ability to ‘phone in’ and take part in debates on the new station is desired.
Programming and presenters should not be allowed to ramble.
The demand for other programme features, particularly sport and business and finance, is less.
Respondents are keen the new station should be seen and not just heard.
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Putting Local Information First
Although being a musically led radio station, ALR’s biggest appeal to its audience is its speech policy of priority –
1. local
2. regional
3. national
4. international.
If possible, all information is presented from a local perspective or with local reaction. ALR’s audience demands relevant
local information presented succinctly and clearly and a policy of three-minute speech blocks will be observed in the
majority of cases. ALR listeners demand a dynamic radio station that entertains and informs.
“I think someone that can get the right balance between wit and seriousness.You can’t have someone who is just joking around
all the time and I don’t like people who are too serious.”
ALR also adopts the policy of having regular on-air contributions from key local people and stringers in local services and
organisations. An inclusive policy ensures no local item is deemed too small or insignificant and given a reasonable
amount of airtime based on editorial merit.
Music Policy
www.ashfordlocalradio.com
“If you go from Canterbury to Medway and then from
Medway to Tunbridge Wells, you will hear the same playlist,
the same jingles, and very often the same presenter on all
of those stations, whereas this one [ALR] was very individual
and very fresh listening to it.”
Musically, ALR plays proven and readily identifiable tracks
building its core of popular hit music from the past 35
years. This policy arises from research indicating this is
the favourite music of our average listener (45-year-old).
This policy is non-exclusive, as ALR will play music of any
genre providing it is suitable in style to our listeners
demands. ALR endeavours to regularly take feedback
from listeners on what we play, after all music never stays
still. But ALR envisages no more than 25% of daytime
music will be from the current chart – the exact opposite
of what is presently on offer – again widening choice.
ALR hopes to programme demographic sequences like
an ‘Eighties show’ and some genre based output. But, this
is not an ‘Old Gold’ format as the range and quantity of
music will be wider and greater than the AM service. An
active core of over a thousand carefully selected tracks
will again enhance the choice offered to ALR’s listeners.
This will provide the much-needed variety to fill the
demand for a wider range of music than is presently on
offer in Ashford.
“There were about 10 or 12 songs that brought back memories…..It was the music that caught my eye.”
ALR also encourages the development and exposure of local musicians by dedicating a regular ‘ALR Music Room’
programme and, if suitable, a place on the play list.
46

>
Programme Speech
“A debate would be fantastic! It gets me really involved. Should be a regular slot.”
Research shows, for our listeners, it’s more than just wall to wall music that they want.Those in the over 30 age group
want to hear a ‘Voice for Ashford.’ Quality speech output is not just for news. We propose to run during school time a
three times a week phone-in hour – probably in the afternoon – whereby local leaders can be brought to account by our
listeners.The 1-2-1 hour will start with a quick overview of the person and their area of responsibility. Listeners would
then be encouraged to e-mail or phone in their questions off-air. Filtering and balance checks will ensure the presenter
reflects the feelings of the population. Under certain circumstances and topic areas, the listener would be allowed on air.
(Call backs will be made in such instances)
Subject matter will vary between council departments, local decision makers and government to money matters, health
and lifestyle issues.Topicality could also play a part in this innovative style of local radio.
The hour will not be allowed to get ‘cluttered’ but will kept flowing with bursts of speech and music. With this and other
programming strands, Ashford will at last have its own voice.
Presentation Style
“…a good presenter should be warm, lively, witty and professional.”
ALR’s presentation will be fast paced and wary of being “bogged down”. Professional presentation with the ability to
entertain and inform is demanded by ALR’s audience.
News Service
www.ashfordlocalradio.com
News and information gathering is ALR’s top priority. ALR reports
events and generates news through its own programmes. A typical
broadcasting day would see the stories of the morning creating the
interviews and speech content for the afternoon and subsequently
content for the following morning’s news.
“…if a bit of local news came up, the morning presenter would try to
get an interview with that person during his show, whereas you wouldn’t
get that - including BBC Radio 2 you wouldn’t get that, because they
have a very set format, whereas this format tended to be a little bit
more flexible.”
Weekday local news bulletins begin at 6am and continue to 7pm with recorded local news bulletins running to 11pm.
ALR has an on-call system where at any one time a journalist is available in the event of a major event or incident. Once
again ALR’s policy of priority is applied to the news running order with a local story given highest consideration.
The traditional roles of journalism and presentation are merged at ALR with all presenters given training on interview,
legal and reporting techniques and all journalists given training in presentation. All members of staff are expected to
contribute towards sourcing and gathering news and information and are given clear job descriptions on this subject at
point of employment. ALR is a station with a small group of programming and news staff expected to deliver high levels
of local content so flexibility and raising the skill level is vital to success.
In addition ALR has a strategic news alliance with the local Adscene newspaper where both organisations will have access
to the other’s news stories.This will equate to ALR having an in depth local news sourcing operation.
ALR subscribes to the Independent Radio News service for national and international news.
47

>
Local Sport
www.ashfordlocalradio.com
ALR’s research has shown a higher
importance placed on local, amateur sport
as opposed to professional sport. As a
result, ALR offers coverage to all clubs and
sporting organisations within the news
bulletins as well as two half-hour local sport
programmes per week.
Travel Information.
Ashford is a mix of local and commuter traffic and ALR’s traffic and travel service is indicative of this fact. Frequent traffic
reports start (05.00) and end (22.00) the day. Arrangements with local taxi and recovery firms will assist in compiling up
to the minute local traffic information. (See Appendix 10).
“I have a lot of hospital journeys and they can be quite terrible sometimes traffic-wise, and they were really good on
the traffic news.”
Studio Internet Trafficlink service provides reliable and
accurate information for Ashfordians travelling outside
of the area.
“Rail is a big thing.To London.”
With Ashford’s expansion expected to be mostly from
the London area and its’ commutability to the Capital,
ALR places particular emphasis on travel to and from
London. Also, Ashford’s links to channel traffic are
strong which ALR’s travel reporting will reflect.
New Technology
ALR embraces new technology and has a policy of interactivity. ALR’s audience is able to access news, sport,
entertainment, school holiday information and community news via our website or through remote telephone access.
This is a rolling service and updated in real time.
“I’d like to e-mail the station too; e-mail or text.”
ALR’s audience will be encouraged to participate in a daily debate ‘The Ashford Issue’ probably transmitted in the
morning sequence where texts, e-mails and telephone calls are collated and presented live on-air and on the website.
The results and presentation will feature in both programming and news.This would be a good time to feedback from
the last afternoon phone-in (1-2-1), or look forward to the next one.
ALR’s planned migration to digital broadcasting is directly linked to the medium’s popularity. At present digital
broadcasting is cost prohibitive and audience figures do not warrant such a move. When costs become justifiable
ALR plans to make the migration.
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Accessibility
The ALR Radio Car will be sent out into the Ashford community on a twice daily and once on Saturday and Sunday basis.
This might be to a local event or live news location. Our listeners will be able to have access to ALR staff, and for us, oneto-one
access to them.This is an important point often missed by other broadcasters. All live on-air interviews, whether
studio or outside based, are recorded and edited and when editorially justified, incorporated into the news output with
the highlights of the day’s interviews and local news replayed in the evening programme. Pre-recorded sections through
the day will free up time for staff to adhere to this schedule. (See Appendix 11).
“Roadshows are good.You’ve got to try to bring the station to the people.”
A sponsored radio car is also available to the news team and will be used at every opportunity to interact with
local stories.
“Comparing Ashford (ALR) with a lot of the other local radio stations, they don’t have it [local information] any more….they
have expanded to the extent that they reflect KM, that there is nothing really local about them any more.”
ALR’s links to the Ashford community are a vital element of programming policy. A policy of free advertising is extended
to all local non-profit, community organisations. The hourly ‘Ashford Diary’ will briefly highlight community notices and if
the situation warrants a news feature or an on-air interview is arranged. Also, where feasible, the voice of a
representative is used so as to establish a relationship between the organisation and ALR’s audience.
“‘The ALR Big Event’, an annual fundraising push benefiting a local nominated charity is a major fixture on the ALR calendar
and will involve every facet of the station culminating in a large public charity event.”
ALR has forged a relationship with South Kent College with an agreement in place offering media students a short trainee
position with an appraisal at the end. Plus, ALR makes staff available to the college to speak to the students and answer
their questions.The next Trevor McDonald or Anna Ford could come from Ashford!
“(Competitions are) a part of radio. Quick ones – win a T-shirt, win a CD, or roll-over cash for ‘mystery voice’.”
Promotions and competitions are also scrutinised through ALR’s policy of priority where a local angle will always be given
top billing. Existing relationships with the Town Centre Partnership, Chamber of Commerce and Ashford Borough Council
are used to develop promotions designed to benefit Ashford, as well as ALR. Retail shopping and Ashford Town
promotions are a regular feature in ALR’s programming. But care will be taken for undue prominence when a prize or
service has been donated.
What ALR offers is Ashford life manifested into a radio station and, at present, absent on the radio dial in Ashford and
greatly contributes to the available Ashford radio choice.
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Programming Staff Schedule And Responsibilities
Presenters
Presenters are expected to contribute greatly in the compilation, production and presentation of local news and
information. All interviews are recorded and edited for use in the playout later. Outside apperences will be built in to
their contracts
Presenter 1
Breakfast Presenter 05:30 – 10:00
Radio Car 10:00 – 12:00
Production 12:00 – 13:00
Presenter 2
Radio Car 08:00 – 10:00
Production 14:00 - 15:00
Mid-day Presenter 10:00 – 14:00
Presenter 3 (Head of Programming)
Radio Car 12:00 – 14:00
Production 14:00 – 15:00
Afternoon Presenter 15:00 – 19:00
Pre record Sat & Sun evening Programmes
19:00 – 24:00
www.ashfordlocalradio.com
Freelance Presenter 1
Pre record Mon – Wed Evening programmes 19:00 – 24:00
Radio Car Sat & Sun 08:00 – 10:00
Sat & Sun Mid-day Presenter 11:00 – 15:00
Freelance Presenter 2
Pre record Thurs & Fri Evening programmes 19:00 – 24:00
Sat & Sun Afternoon Presenter 15:00 – 19:00
Freelance 3
Weekend Breakfast Presenter 07:00 – 11:00
Radio Car Sat & Sun 11:00 – 13:00
Journalists
Journalists work very closely with the programming team to arrange local interviews and features. A large amount of
local news is generated through the programming.
Journalist 1 (Head of News)
Compile News for Morning and Afternoon 05:00 – 13:00
Newsread 06:00 – 13:00
Journalist 2
Compile News for Aft & next Morn 11:00 – 19:00
Newsread 14:00 – 18:30
Pre record Weekday Evening News 18:30 – 19:00
Journalists 1 & 2 (alternate Saturdays)
Compile and read news 07:00 – 12:30
Pre record Sat Afternoon news 12:30 – 13:00
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News Output
News Output (Mon-Fri)
06:00 Local 4 mins
06:30 Local 2 mins
07:00 Local 4 mins
07:30 Local 2 mins
08:00 Local 6 mins
08:30 Local 2 mins
09:00 Local 4 mins
09:30 Local 2 mins
10:00 Local 4 mins
11:00 Local 4 mins
12:00 Local 4 mins
12:30 Local 2 mins
13:00 Local 6 mins
13:30 Local 2 mins
14:00 Local 4 mins
15:00 Local 4 mins
16:00 Local 4 mins
16:30 Local 2 mins
17:00 Local 4 mins
17:30 Local 2 mins
18:00 Local 6 mins
18:30 Local 2 mins
19:00 – 05:00 IRN + Local 2 mins (prerec)
News Output (Sat)
07:00 Local 4 mins
07:30 Local 2 mins
08:00 Local 4 mins
08:30 Local 2 mins
09:00 Local 4 mins
09:30 Local 2 mins
10:00 Local 4 mins
11:00 Local 4 mins
12:00 Local 4 mins
13:00 – 23:00 IRN + Local News 2 mins (prerec)
News Output (Sun)
00:00 – 24:00 IRN
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Catering for the Tastes of the Area
Below are 10 key points (in no particular order) ALR will include in its programming that will cater for Ashford’s tastes.
1. Commitment to local information within all programmes
2. Personality presentation
3. Local, regional, national, international speech is the priority in this order
4. Broad range of music
5. Interactive speech programming
6. Highly visible community presence via radio car and O.B. policy
7. Right of response with Ashford Issue
8. Local promotions and competitions
9. Interactive music policy with ALR Music Club
10. Regular on-air local debates
>
Expanding Listener Choice
Below are 10 key points (in no particular order) ALR will include in its programming that will expand listener choice
in Ashford.
1. Local Ashford area news given highest priority unlike any other station in the area.
2. Traffic and travel information relevant to Ashford. Listeners do not get this level of information from any other
radio station.
3. Broad range of music.This station will not target a narrow age range but will appeal to listeners across the
age spectrum.
4. Local people and organisations on air. ALR will be an opportunity to hear local voices. No other station currently
does this.
5. Affordable advertising for local businesses. Advertisers can be on air for as little as £100 per week. Nobody can
compete with this.
6. Ashford weather information. All other stations talk county wide at best. ALR will supply the information about the
Ashford area.
7. 100% locally produced programmes.This is our promise.
8. Flexible and reactive programming style.This is what people have asked for and ALR will react to local events as they
happen.This was a popular request in the qualitative research.
9. Independent station managed, produced and presented in Ashford.
10. Regular on-air local debates. Another key point raised in the qualitative research.
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PROPOSED FORMAT
The radio station proposed format sheet is attached as Appendix 8.
(a) Station Name
ALR 106.7FM
(b) Service Duration.
24 Hours a day
Weekdays – 13.5 hours (05:30 – 19:00) per day locally produced and presented (11.5 hours live).Two hours
automated 10:00 – 11:00, 13:00 – 14:00. 19:00 – 05:30 Weekdays locally produced/automated.
Saturdays – 12 hours (07:00 – 19:00) locally produced and presented (all live) 19;00 – 07:00 Sunday locally
produced pre recorded/automated
Sundays – 12 hours (07:00 – 19:00) locally produced and presented (all live) 19;00 – 05:30 Sunday locally
produced pre recorded/automated
(c) Locally-made programming.
All of ALR’s daytime programming is produced and presented locally. All programming will feature local news and
information derived through an aggressive policy of listener interaction through interviews, live-reports, talkback, and
feedback.
Newsgathering will be majority locally sourced, produced, and presented. ALR subscribes to Independent Radio News
for its national and international news.
(d) Character of Service.
Popular hit music from that past 35 years plus relevant information for the people of Ashford that will inform
and entertain.
(e) Detail.
A clear description of the type/range of music
ALR is a station led by the popular hit music of the past 35 years, with no more than 25% of daytime music from the
current chart (released 1 year prior to broadcast).
Specialist music programmes
Specialist music programming will be clearly complimentary to ALRs’ normal music mix and a once weekly non-daytime
local music showcase may be featured.
Any specific plans for local material
All daytime programming is locally produced and presented from studios within the broadcast area.
A level of speech content (peak/off peak)
Local news, information and features figure prominently throughout the programming. Speech would not normally fall
below 20% of live daytime output although this will reduce in off peak programming. Weekly minimum commitment to
phone-in/talkback programming of five hours.
News obligations, local and national (weekdays and weekends, peak time, off peak, etc)
Hourly news bulletins containing local news are aired weekdays 0600 – 23:00 and on Saturdays 07:00 – 23:00. National
news will feature at other times.
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SECTION 5
RESEARCH,
DEMAND AND
SUPPORT
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SECTION 105(D): EVIDENCE OF
LOCAL DEMAND OR SUPPORT
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:
(i) A statement of the key objectives of the research;
(ii) The specific questions that the research sought to answer;
(iii) How the research was conducted;
(iv) The size and composition of the sample(s);
(v) When and where the research was conducted;
(vi) A summary of the main findings from the research, showing how these demonstrate evidence of demand
for the service proposed;
(vii) Full data tables for any quantitative research undertaken.
ALR has carried out five separate research studies to establish levels of demand for a new, locally-focused radio service
for Ashford among potential listeners.
The research was as follows:
1. Quantitative research
2. Programme Qualitative Research One
3. Programme Qualitative Research Two
4. Music Research
5. Sales Research
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1.The Quantitative Research
Objectives
The main objectives of the quantitative study were to establish:
Current radio listening habits
The importance of various programming elements
Perceptions of different radio stations
Propensity to listen to a new, Ashford-centred service
Research Brief
Specifically, the research sought to establish levels of listening to individual radio services, including the ALR Restricted
Service broadcasts, and the principal reasons for respondents tuning into their chosen radio station.
Methodology
This research was conducted between 23-26 June 2003 in shopping areas in and around Ashford.
Size and Composition
Face-to-face street interviews were completed with 252 residents of the Ashford borough, aged 16-years plus.The sample
comprised:
140 females (55.6%) and 112 males (44.4%)
16-24 years 75 (29.8%); 25-34 years 43 (17.1%); 35-44 years 33 (13.1%)
45-54 years 35 (13.9%); 55-64 years 24 (9.5%); 65+ years 42 (16.7%)
32.9% in full-time employment; 16.5% in part-time employment; 16.0% retired; 15.6% housewives;
13.1% students; 5.1% unemployed, 0.8% unstated
Summary of Original Market Research Findings – (Quantitative Research)
The study of Ashford began by establishing what relationship its people had to the town; where they shop for everyday
and major items for the home, where they visit for their leisure activities and which town in the area they most identify
with. It was clear that Ashford is not a satellite town from where people venture out for each of these things; it is a place
providing work, sustenance, entertainment and a real sense of belonging.
Work
About half the respondents went out to work, and of these 77.8% worked in Ashford Town, with 6% commuting
to London. Places in the surrounding area such as Tenterden, Canterbury, Dover, Margate and Folkestone were
mentioned also.
Shopping
95.8% of respondents did their everyday shopping in Ashford, while 89.5% also did their shopping for major items in
Ashford. 9.3% listed Canterbury, and 6.8% said Maidstone for major item shopping. 97.8% of those who listen to ALR
said that they shop for major items for the home in Ashford, stressing the fact that ALR attracts an audience who are
rooted in the community.
Leisure Activities
87.3% of respondents normally participated in leisure activities in Ashford. Again, this figure was higher amongst those
who listened to ALR with 93.3%. 7.2% of respondents named London, and 6.8% gave Canterbury as their answer.
Town or Place Most Identified With
88.6% of respondents said that they most identified with Ashford, suggesting that it is a town with a strong community
atmosphere. Canterbury was next most popular with 5.9%, and then London with 2.5%.This is a strong factor in the
success of a local station, since listeners must identify with the area that the local station is designed to reflect.
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Current Radio Listening
Invicta FM is the dominant station in the area, with 44.3% of respondents saying unprompted that they listen to it, and a
total of 53.6% listening when prompted. Radio 1 also proved popular, with 27.4% of respondents unprompted listening to
it, and 36.3% when prompted. Unprompted, 10.5% of respondents said spontaneously that they listened to ALR, increasing
to 17.3% when respondents were prompted with a list of radio stations, taking over local station BBC Radio Kent’s figures
of 15.3%.The significance of Invicta FM and BBC Radio Kent in the listening repertoire suggests a desire to hear a service
with a ‘regional identity’, when neither in fact can deliver a truly ‘local’ service to the people of Ashford.
When respondents were asked which radio station they had listened to the most in the previous week, 5.1% said ALR,
but out of the current ALR listeners, almost a third had listened to it the most over the last week, suggesting it proved
popular with those that had heard it. In terms of other stations that had been listened to over the previous week, ALR
received 10.1%, around three times that of BBC Radio Kent’s 3.4%.This suggests it is more likely for ALR listeners to listen
to it in addition to other main stations.Therefore, it should be ALR’s aim to provide choice and variety in addition to the
existing radio stations.
Profile of Radio Listeners
Although Invicta FM and Radio 1 proved to be the most popular stations, whereas Invicta scored highly with all those
in the 16 to 54 age group, Radio 1 was most popular with those under 35. Since Invicta had the highest listening figures,
this suggests a large potential audience for ALR, as the two stations target similar audiences. When respondents were
specifically asked if they had listened to ALR, respondents in the male age group 30 to 34 were most likely to have
listened, (45.0%).
Local Focus
Although Radio 1 was the second most popular station, overall the research showed that local stations performed slightly
better in Ashford, with around 55% of respondents listing local stations when asked about their current listening habits.
This suggests a loyalty to localness in Ashford and that a new commercial service would find itself easier to launch in
terms of gaining new listeners.
The respondents were given 10 statements to choose from to describe which factors were important to them in a radio
station.The results showed that the relative importance of the factors listed differed between the users as a whole and
ALR listeners, suggesting that ALR’s audience have specialised needs. ALR listeners were in agreement with the
respondents’ overall view that ‘music that suits my tastes’ and ‘programmes that entertain me’ were the two most
important factors. But then ‘local’ factors such as ‘news and information about the local area’, ‘good for the local
community’ and ‘makes me feel part of life in the local area’ were the next priority for ALR listeners.
While Invicta FM was the most popular station chosen in all the factors, ALR received its highest number of votes in more
locally centred categories, suggesting its strength is its local focus. 40.7% of respondents who had heard ALR said
unprompted that they liked it because ‘it’s about Ashford and the Ashford area’. One quarter said they like that it ‘has local
news about Ashford and the surrounding area’. When prompted, these figures rose to 50.8% and 42.4% respectively.
19.5% were more likely to listen to ALR because it was ‘local’, and interestingly 17.1% of ALR listeners said they listened
because it was on at work.
Decision Making
Music and entertaining programmes were seen to be the main reasons for people selecting a station. But it has been seen
that the two most popular stations, Invicta FM and Radio 1, attract different audiences and have differing approaches, with
Radio 1 faring badly on local centred issues. Invicta scored highly in all factors, stressing that while music and entertaining
programmes are the most important factors to listeners, this does not mean that other, local centred factors, are not wellreceived.
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Music Tastes
Respondents were asked which types of music they listened to from a list of choices, and while the results of total
respondents and ALR listeners showed similar trends in rankings, in every category except R&B, ALR’s figures were
significantly higher, especially those referring to specific eras such as ‘hits from 90s’.This shows that ALR listeners enjoy a
wide range of music, every choice except ‘classical’ and ‘R&B’ scoring over 40%.The station’s focus on variety and
mainstream approach is therefore appropriate, as specialised music would not cater for the widespread enthusiasm that
the audience shows for a variety of music.
Likelihood of Listening to ALR
26.6% of respondents said that they had listened to ALR while it had been broadcasting over the previous 3 weeks.
However, this figure grows in significance when bearing in mind that 49.4% hadn’t heard about the station. Males aged
30 to 34 were most likely to have listened to ALR since it had been on air, with 45.0% of that group saying they had
listened. Only 12.2% of respondents had heard about it but were not interested in listening.This research indicates that
respondents in the Ashford area are open to trying a new local radio station.
When unprompted, 40.7% of the respondents who had listened to ALR said that they liked it because ‘it’s about Ashford
and for the Ashford area’, 30.4% liked that it ‘has local news about Ashford and the surrounding area’ and 30.4% said that
‘it has the right music for my taste.’These figures rose to 50.8%, 42.4% and 39.0% when respondents were prompted.This
suggests that ALR’s practice of combining local focus and mainstream music is proving successful in meeting its audience’s
needs. Over a third of respondents said there was nothing they disliked about the station.
When ALR was presented to all respondents, 19.8% said they would be very likely to listen if it were broadcast on a
permanent basis, and 32.9% quite likely to listen. Out of the respondents who had listened to the station before, 48.8%
said they would be very likely to listen if it were broadcast permanently. Of the respondents who showed a positive or
indifferent response to ALR’s proposal, 11.3% said they would listen to that station and no other, 32.7% would substitute
their usual station to listen to ALR, and 41.5% would listen to it in addition to their usual stations. 22% thought they would
listen to the radio in total more if ALR was broadcast on a permanent basis.
Target Market
The proposed station would have strongest appeal with the 30 to 34 age group, with 67.95% of 30 to 34-year-olds
saying they are either ‘very likely’ or ‘quite likely’ to listen to the proposed station. However, the proposed station was
received well by all age groups, suggesting a wide appeal of the station due to the common interest of the local focus
and mainstream music.
ALR Conclusions
After only four weeks on air ALR achieved a reach of 10.5%.The service achieved a high level of satisfaction showing
that 52.7% of respondents were either ‘likely’ or ‘very likely’ to listen.
Data tables for this research are included as Appendix 9. However due to the size of the research additional tables are
available in a hard copy if required.
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2. First Programming Qualitative Research
Objective
The principal objective was to investigate whether there was a need for an ALR-style radio service, focusing on the local
community’s needs and interests.
The Research Sought to Answer:
The type of music respondents wanted to hear
The style of presenter which was most appreciated
What makes a good breakfast show
The importance of local news and information
Focus Groups
The research was conducted at the Holiday Inn, Ashford Central on Tuesday 8 July 2003 – just after ALR’s latest RSL
broadcasts had ended.The research was carried out by Dipsticks Research Ltd.
Size and Composition
Seven respondents, four males and three females, took part in this study. Of these, three were in full-time employment;
two were students; one was a housewife and one was retired.
Summary of Original Market Research Finding – (Qualitative Research)
Target Audience
People living in Ashford who listen to local radio are likely to have similar expectations. Although it is a heterogeneous
group, generally speaking this target audience is mainstream. A local radio station would meet their needs by focusing on
broad interests which affect the whole community, such as local news and activities, with a focus on what is happening in
Ashford rather than Kent. Although some listeners displayed an interest in particular music genres, there was the general
expectation that local radio would play more mainstream music, although not limited to the charts.
ALR was perceived to be in-tune with the needs of Ashford listeners (actual and potential), owing to its focus on local
news and information. In this respect, ALR was compared with Invicta FM, and the latter was felt to offer more regional
coverage, with little, if any, focus on Ashford.The wide range of music played by ALR, encompassing old and new, could
position the station as both contemporary and nostalgic. A core playlist of music from the 80s to the present would meet
the needs of the target audience most sufficiently, and supplementing the playlist with music from earlier decades, e.g. 50s,
60s, 70s, would provide variety.
Despite the mainstream appeal of ALR, its target audience is still made up of individuals with specific interests, hence the
station would also pay attention to more specific interests such as local clubs, skateboard parks etc.The diversities within
the audience indicate that there is the potential for some minority programming on a more occasional basis. ‘Genre music’
could be included at specific times, as in the ‘Showcase slot’, already a feature of the station, providing a chance to focus
on local bands.
Listening Habits
The target audience was seen to listen to the radio more during the week than at weekends.The most popular listening
times were morning and late afternoon/early evening, when people are getting up and travelling to work, or when
travelling back home.
Presenters
While subjective responses emerged during the discussion about presenters, it was apparent that listeners desired a
combination of professionalism, warmth and humour. Jono Coleman of Heart Radio was often cited as a positive example,
as were many of the Radio 2 presenters – Terry Wogan, Steve Wright, Jonathan Ross.
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The ALR presenters were endorsed as professional and non-egotistical.They were praised for their tone and style and felt
to be clear and non-intrusive but still human.This was in contrast to some of the Invicta presenters who were sometimes
felt to talk too much and ‘get in the way’ of the programme. ALR anticipates providing a core schedule of programmes
playing mainstream music, with different presenters at different times of the day.This will cater for the mix of people that
make up the target audience, meeting the varying demand. Consistency is also an important factor, provided for by fixed
slots for certain presenters and programmes.
Breakfast Shows
People were seen to enjoy:
Interaction between presenters and other people in the studio or listeners
Wit, humour, friendly banter
Light, easy listening music
Local traffic information
ALR caters for these factors, and is keen to involve listeners and foster the spirit of the community with special interest
programmes, phone-ins (text/e-mail too), and quizzes/competitions.
People voiced a dislike of ‘rudeness’, ‘explicitness’ and ‘aggression’.These positive and negative factors could also apply to
late afternoon/early evening shows, although there might be an expectation of more emphasis on music.
Local News and Information
This aspect is ALR’s key strength, and was perceived as highlighting a strong difference between ALR and competing
stations. Other local radio stations were felt to be much more regional in their focus and subsequently did not speak
directly to the community in Ashford.
ALR’s coverage allows for both broad coverage and more in-depth information, serving as a ‘notice board’ for the
community by signalling local events, activities and places of interest. ALR can offer a forum for discussion on local issues,
e.g. via phone-ins. ALR will provide both local and regional traffic news, as people will be travelling outside the area.
Although news about Ashford is to be the starting point, the audience’s needs include information about problem areas
within the broader area - Kent, M30, Greater London. Weekly programmes such as a local news magazine programme or
a sports slot would provide in depth discussions on the area.
Summary
Ashford Local Radio commissioned Dipsticks Research to investigate the potential for a new local station. The results of
the research support the application for a licence in the Ashford area. The focus on local news and information meets a
need which is not currently being met and is likely to be welcomed by listeners of local radio in Ashford. Invicta FM and
Capital Gold will never be able to give the focused treatment to Ashford that the more specific ALR can give. Localness is
at the heart of the application and ALR is confident that it can deliver local listeners with a high-end product that mirrors
the demand found in the market research and caters well for local tastes and interest. Although ALR will play a wide
range of music, a large area of the focus will be on local information. Interaction with the public will be encouraged
through phone-ins, interviews and discussions.
ALR would target a wide age group of 30 to 54-year-olds and would be aiming to provide choice, with 41.5% of
respondents saying they would listen to ALR in addition to their main station if made available. 52.7% of respondents said
they would be ‘very likely’ or ‘quite likely’ to tune in if ALR was made available permanently, with 22% saying they would be
likely to listen to the radio in total more with the addition of ALR.
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Examples of findings include:
ALR Finding
Respondents would like to hear mainstream music, but with more variety than is available currently.The music played on
ALR’s RSL was well received:
“The first time you turned it (ALR) on, there was music I had forgotten about like 10CC, music like that. It really cheered
me up.”
“If you go from Canterbury to Medway and from Medway to Tunbridge Wells, you will hear the same playlist, the same
jingles, and very often the same presenter on all of those stations, whereas this one [ALR] was very individual and very
fresh listening to it.”
“There were about 10 or 12 songs that brought back memories…..It was the music that caught my eye.”
ALR Conclusion
ALR has continued to develop its broad music base. It will have a wide variety of music.
ALR Finding
Respondents all had their favourite presenters and the consensus was that a good presenter should be warm, lively, witty
and professional:
“Someone that is bubbly and you warm to them.”
“I think someone that can get the right balance between wit and seriousness.You can’t have someone who is just joking
around all the time and I don’t like people who are too serious.”
“A good sense of humour and good taste in music.”
ALR Conclusion
The style of presenter will be bright and friendly. Where possible local presenters will be used.
ALR Finding
The best received style of breakfast show should be personality-led and light in tone:
“I think in the morning it needs to be upbeat, bubbly; it has got to get you going, it has got to put you in the mood
for the day ahead.”
“It’s got to be fun, put a smile on your face to set you up for the day.”
“I would definitely say people having a laugh. A lot of banter going on.”
ALR Conclusion
Within the budgetary restrictions ALR plans to use a personality breakfast presenter.
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ALR Finding
Local news and information about Ashford and the surrounding area was seen as a vital element of a local radio service
and ALR was praised spontaneously for its local focus. Respondents indicated that there is a high level of demand for
local information and they compared ALR’s news and information very favourably against that of other local radio
services. It was viewed as a major strength of the ALR offer:
“I have only listened to the radio station (ALR) twice……we learned that there was a skate park in Ashford. My son lives and
dies for his skateboard, he is 12…….and we didn’t know that until we listened to that new radio station.”
“I don’t think Radio Invicta is very good for local stuff anyway because it services such a huge area………..whereas Ashford
Local Radio, obviously they have to go out of their way to find stuff that is local to here.”
“I think they (ALR) was covering everything.They were even covering when there was a fire round the corner from me.Within
five minutes of the fire being there, it was on the programme.”
“Comparing Ashford with a lot of the other local radio stations, they don’t have it (local information) any more….they have
expanded to the extent that they reflect KM, that there is nothing really local about them any more.”
“It was nice to hear local news.”
ALR Conclusion
ALR will broadcast a minimum of 192 local news bulletins, 149 local traffic and travel bulletins, 188 local weather updates,
168 local community diaries, and 42 local entertainment guides per week.
ALR Finding
ALR’s coverage of the local music scene and local traffic news were highlighted as being particular examples of
information that was not available elsewhere:
“I used to listen to the showcase.They work in music and they support local bands and tell you where you can go to see
where they are going to play.They even play their music and I think they interview a few of them as well.”
“For gig guides and seeing local bands, it would be Ashford Local Radio.”
“I have a lot of hospital journeys and they can be quite terrible sometimes traffic-wise, and they was really good on the
traffic news.”
ALR Conclusion
ALR is committed to local information
ALR Finding
Respondents also appreciated ALR’s flexibility, citing it as an advantage the service had over others:
“……if a bit of local news came up, the morning presenter would try to get an interview with that person during his show,
whereas you wouldn’t get that - including BBC Radio 2 you wouldn’t get that, because they have a very set format, whereas
this format tended to be a little bit more flexible.”
ALR Conclusion
ALR will make it a policy to always incorporate local information into its daily schedule.
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3. Second Programming Qualitative Research
Objectives
The main objective of this study was to establish what residents of Ashford and the surrounding area would like to hear
on a new radio service designed specifically to serve their area.
The Research Sought to Answer:
The specific questions the discussion groups sought to answer were:
Which music format would be most popular
Whether respondents would like a say in the music played
Type of news respondents would like to hear on a new radio station
Other speech elements which should be included in the programmes
If there is a need for specialist programmes
Desirable levels of integration with the new radio station
Whether it would be better for the new station to be independent, or part of a group
Focus Groups
Discussion groups were conducted on the evenings of Monday 13 September and Tuesday 14 September 2004 at the
Elwick Club, Church Road, Ashford, Kent.The research was carried out by Marketing Practice.
Size and Composition
A total of 13 respondents took part in the discussion groups. As well as being residents of the Ashford area, the sample
comprised:
Males aged 31, 35, 37, 38, 39, 44, 47 and 54 years and Females aged 30, 32, 36, 37 and 38 years.
Main ALR Findings
The main ALR Findings of this research were that:
ALR Finding
People wanted to hear a broad range of music.The consensus view was that this would be similar to what
Radio 2 offers currently:
“Radio 2’s range of music” Female,38
“Radio 2 is very mass appeal….it wins for me because every hour you get 60s, 70s, 80s and today” Male, 44
ALR Conclusion
The ALR music policy will have a broad base covering a wide range of tastes.
ALR Finding
They would like a say in the music played:
“Everyone would like a say in the music.” Male, 35
“Phone in and request shows – they keep people listening.” Female, 38
“You could have voting for which song you want to hear next.” Female, 32
ALR Conclusion
ALR commits to on going music research through its website by inviting listeners to join The ALR music club.
www.ashfordlocalradio.com
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ALR Finding
The news should focus on Ashford, but should be flexible so that, if there was a major national story, that would
take precedence:
“You sometimes think Ashford isn’t on the map. Invicta is Canterbury and the Medway towns.” Male,44
“It should lead with Ashford news.” Male, 38
“I’d like Ashford local news and main reports from the news [nationally]” Male, 44
“You should have international news too – people want to know what’s going on.” Female, 37
“I’d want to hear two headlines, for example, the horrible thing in Russia and the American hurricane, followed by
more in-depth local news.” Male, 35
“You need judgment and balance, depending on what’s happening locally and nationally.” Female, 37
ALR Conclusion
ALR will try to always lead with a local news story. Its preference will be local-regional-national-international. However in
times of major national or international stories the order can change. Where possible a local angle will be found relating
to national and international stories.
ALR Finding
There was interest in a number of speech items, including traffic and travel information, local weather and, especially, local
‘what’s on’ information:
“If there’s jams on your way to work, you want to know.” Male, 37
“As a landscape gardener, it’s very important. Invicta is too broad – but I’m not sure how accurate the meteorologists are
in Ashford!” Male, 44
“Definitely. It’s so difficult to find out what’s going on.You only find out in the press after something happened at
the weekend.” Female, 30
“There’s many fantastic venues that people don’t know about.” Male, 35
“To me, the Julie Rose stadium. I pass it every day and think ‘what’s going on there?’” Male, 39
“…..information about the cinema. I took my kids up there on Sunday afternoon and there was nothing on
until the evening!” Male, 39
ALR Conclusion
ALR will broadcast a minimum of 149 local traffic and travel bulletins, 188 local weather updates, 168 local community
diaries, and 42 local entertainment guides per week.
www.ashfordlocalradio.com
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ALR Finding
Specialist music programmes were not considered important, apart from at the weekend, when respondents felt that the
music should change to reflect people’s lifestyles:
“I like the build-up to the weekend;Thursday and Friday should have Club music.” Male, 35
“Friday and Saturday evening, you’ve got to look at a club slot.” Female, 38
“There’s grounds for a club selection, like Invicta, at the time people are driving to clubs.” Male, 38
“And Sunday could be chill-out,‘go to bed’ tunes.” Male, 38
“In my personal opinion, if I don’t like a (specialist) show, I switch off.” Female, 38
“I don’t want to hear Jazz and Country & Western, but if it’s allocated a slot, OK.” Male, 54
“Saturday evening on Radio 1, all you get is rap. I switch off immediately.” Female, 32
“I don’t know.You could try taking votes for specific types of music, but if you have specialist shows they
need to be flagged up.” Male, 47
ALR Conclusion
ALR may offer in non-daytime specialist shows featuring music, which clearly compliments the main music mix. ALR’s
music schedule will slightly alter at different points of the weekend to reflect people’s lifestyles.
ALR Finding
There was interest in local music being given exposure but whether it should be integrated into the programming or
given a dedicated slot was again debatable:
“There’s very few venues now where you can hear live music, so a regular slot would be good.” Female, 37
“Local bands perform at Homelands. People going to Rock nights there have gone from 100 to 300, and some are very, very
good. I’d like to hear it.” Male, 39
“I’d like to hear some, but don’t focus on it, but slot it in.” Male, 44
“Some local bands are good, but some aren’t so good. If it’s a good enough track, why not play it like any other, and if it
happens to be by a local artiste, that’s good – gives the DJ something interesting to talk about too.” Male, 31
ALR Conclusion
ALR believes that specialist local music programmes will not build an audience in daytime programming. However, there is
sufficient interest to support a weekly two-hour Sunday Evening programme.
www.ashfordlocalradio.com
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ALR Finding
A great deal of interest was expressed in being able to hear from local councillors and other local people:
“I’d like to hear from local councillors.You only hear from them in the local paper.” Male, 38
“I like some form of debate, a chance to put it to them – make them answerable.” Male, 31
“A debate would be fantastic! It gets me really involved. Should be a regular slot.” Female, 30
“Yeah, and you could have a vote.This percentage of listeners thinks ‘X’.” Male, 31
“I’d like to hear from local MPs. For example, Richard Bowden at Wye….and older people – characters from around
the area.” Male, 54
ALR Conclusion
ALR will run a thrice weekly phone-in debate, the 1-2-1 Hour, encouraging local people to use the station as a
soundboard.
ALR will provide a daily feedback feature entitled ‘The Ashford Issue’ where interaction and feedback will be presented
across the day and incorporated into programming and news.
ALR Finding
It was felt strongly that the new radio station should be accessible:
“ALR’s got to be approachable. My daughter’s got to be able to say to me ‘can I phone in’, and I want to say ‘yes’.” Male, 44
“For the younger audience, there’s text too. For example, text 1,2 or 3 for which band you’d like to hear.” Female, 38
“I’d like to e-mail the station too; e-mail or text.” Female, 30
Another ALR Finding was that competitions were a desirable element of the new service:
“(Competitions are) a part of radio. Quick ones – win a T-shirt, win a CD, or roll-over cash for ‘mystery voice’.” Male, 31
“Instant ones – ‘phone in and win.”
ALR Conclusion
ALR has a policy of flexibility where listeners are given the opportunity to phone-in at any given time to interact with a
guest or feature. Plus ALR will have a voting service through its website, telephone or text messages to ensure
Ashfordians have the facility available to have their voices heard.
ALR Finding
The new service should be seen as well as heard:
“Roadshows are good.You’ve got to try to bring the station to the people.” Male, 44
“It’s important when they [listeners] ‘phone up, they know who they’re talking to.” Male, 39
ALR Conclusion
ALR has reached draft agreement with local business Drake & Fletcher to supply a sponsored broadcast car.This vehicle
will be seen throughout the area. In addition ALR will use its small promotional budget to sponsor local events. Public
appearances will be part of the standard news and presenter staff contracts.
www.ashfordlocalradio.com
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ALR Finding
And respondents would prefer the new service to be independent:
“I don’t want another ‘same again’ station.” Female, 37
ALR Conclusion
ALR is fiercely independent with a strong commitment to locally produced programmes.
>
4. Music Research
Results for ALR’s Music Questionnaire from the Internet Broadcast Trials (streamed station).Voting was conducted via the
Ashford Local Radio website (asfordlocalradio.com). The broadcasts took place between Saturday 31st July – Friday 13th
August 2004 and Saturday 11th September – Friday 24th September 2004.
Question One
How long have you been listening to Ashford Local Radio Online?
0mins – 30mins: 5
31mins – 1hour: 1
1hour – 1.5hours: 0
1.5 hours +: 0
TOTAL: 6
Question Two
Having listened to ALR Online, do you like the variety and styles of music played?
YES: 3
NO: 2
DON’T KNOW: 1
TOTAL: 6
Question Three
Would you like to hear specialist music shows on ALR?
YES: 5
NO: 1
DON’T KNOW: 0
TOTAL: 6
Question Four
What music styles would you like to hear played on ALR?
POP: 5 ROCK: 5 REGGAE: 0
RAP: 2 HIP HOP: 2 CHILLED: 0
CLASSICAL: 2 JAZZ: 2 DANCE: 3
CHART: 4 COUNTRY: 4 LOCAL: 3
Summary
In summary to the online music trials, although the response was small (this was expected) it shows that for the majority
of people listening for up to 30 minutes the variation of music needed to be extended.This suggests that the rotation and
placement of songs needs to be reviewed to offer more choice and give the listener songs that they can recognise and
relate to instantly.
Question three and then question four show us that there is a clear demand for a wide musical base within the stations
output. On music types the more specialist music areas such as ‘Rock’, ‘Country’, ‘Local’ and ‘Dance’ have all scored well but
are not necessarily what the ALR format would be for the commercial day.
www.ashfordlocalradio.com
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Programming Research Conclusions
ALR 106.5FM will be positioned as THE independent local radio station that is dedicated to serving Ashford and the
surrounding area.The main target of the station will be the 30 to 54 age group in the Ashford area, although the station
will undoubtedly have appeal across the 16 plus age group, due to the local lifestyle focus of the radio station.The main
local stations currently available within the area are Invicta FM, BBC Radio Kent and Capital Gold Kent.. Ashford Local
Radio will provide a more focused radio station for the area, which these stations cannot provide.
Invicta FM is positioned as a radio station dedicated to serve Maidstone, Medway and East Kent, which encompass the
Ashford area.The station provides ‘Today’s best music for Kent, adult contemporary music, local news and information’.
Invicta FM is an independent local station and serves a potential audience of 1.098 million adults aged 15 plus. As a
countywide regional service, although Ashford is mentioned in broadcasts, the local focus is severely limited by such a huge
broadcast area. Invicta FM is based in Whitstable and is most popular with the 25 to 44 age group. Although it proves
successful with all people between the ages of 16 and 54, it is aimed at the county’s younger listeners, playing
predominantly current hits and those of the last 10 years. (Source: Dipsticks Research).
BBC Radio Kent covers a slightly larger area than Invicta FM with a potential audience of 1.293 million adults aged 15+.
This station, although having a more local emphasis than Invicta FM due to being a speech based station, is unable to
closely focus on Ashford with having to cover the whole of the county of Kent. BBC Radio Kent is mainly successful within
a slightly older audience; the 35 + age group (Source: Dipsticks Research).
Capital Gold Kent is licensed as ‘Great time music station – hits from the 60s, 70s and 80s, sport, local and national
news’. Music is mainly from past eras, from 15 to 40 years ago. It is based at Invicta Radio, but programming is largely
syndicated from outside the local area. Consequently, local content has been marginalised and the station does not
perform well in RAJAR. It has a potential audience of 1.098 million. It proves most popular with the 35-44 age bracket
(Source: Dipsticks Research).
Targeting and Format of Existing ILR Services
The existing ILR services in Kent offer an identifiable market gap. While Invicta FM pitch their audience at 15 to 44-yearolds,
BBC Radio Kent and Capital Gold Kent both target a 35+ audience.The achieved audiences reflect this, with Invicta
performing best among 16 to 34 females and 35 to 44 males, BBC Radio Kent performing best among 55+ women and
45+ men and Capital Gold Kent performing best among 55 to 65-year-old women and 65+ men (Source: Dipsticks
Research).This targeting effectively polarises the market into younger listeners whose music tastes are assumed to be
contemporary, and older listeners whose tastes are assumed to be mainly nostalgic and focused on the music of their
youth.This approach leaves a substantial middle-market – particularly people in their 30s and 40s – whose tastes are not
currently addressed by any of the three services, and whose music tastes are not met by the focus on either current music
or oldies.
Localness
None of the above stations can claim to be a local station for Ashford as they are countywide services with increasing
amounts of local content being sourced from outside the TSA. Invicta’s TSA has expanded over the years through a series
of localised breakfast programmes which have now disappeared, resulting in a regional radio service.This has left a huge
hole for a more localised music based information rich service.
Music Mix
Whereas Invicta FM focuses on contemporary hits and BBC Radio Kent and Capital Gold Kent concentrate on oldies, our
research showed that the people of Ashford have varied musical tastes, with more specialised types of music faring more
badly than general headings such as ‘pop’ and ‘current hits’. Hits from different eras received roughly equal proportions,
suggesting that a mainstream mix of music from across the board is called for, to reflect the tastes of the target 25 to 55
age group.
News and Information
Local focus is the main strength of ALR. While Invicta FM, BBC Radio Kent and Capital Gold Kent provide locally-produced
news and information during the day, the area covered is a large region rather than the specific locality of Ashford.This
results in a limited depth of coverage of the town.
www.ashfordlocalradio.com
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Summary Differences
ALR’s core target audience will be 30 to 54, complementing the polarised under-40/over-40 approach of
existing stations.
ALR will super-serve local listening needs and local tastes in Ashford.
ALR’s varied music mix and larger playlist complements the segregating approach of playing either current hits or
oldies that the current three local stations adopt.
ALR’s news bulletins provide a focus on Ashford, with a wholly distinctive approach in both style and content exploring
local issues in depth. ALR will try to always lead with a local news story. Its preference will be local-regional-nationalinternational.
However in times of major national or international stories the order can change. Where possible a local
angle will be found relating to national and international stories.
ALR’s local travel information will be relevant to the local area. Agreement has been reached with local taxi firm, Swift
Taxi’s to supply regular information. (A copy of the letter is included as Appendix 10)
ALR will provide exposure for local charities with one charity chosen each month for in depth coverage.
Local advertising will inform people of the facilities in the area, while local sport, local causes and local music will all
play a key part in the station’s output, allowing people to learn more about their community.
Phone-ins will give the people of Ashford a chance to have their say.
The radio studios are situated in Ashford town centre.
News and programming teams are based in Ashford.
The style of presenter will be bright and friendly. Where possible local presenters will be used
ALR commits to on-going music research through its website.
ALR has a policy of flexibility where listeners are given the opportunity to phone-in at any given time to interact with
a guest or feature. Plus ALR will have a voting service through its website, telephone or text messages to ensure
Ashfordians have the facility available to have their voices heard.
ALR will have a policy to be out and about within its area. It has reached a provisional agreement with local garage
Drake and Fletcher to supply a sponsored news car (A copy of the outline discussions is included as Appendix 11).
This vehicle will be seen throughout the area. In addition ALR will use its small promotional budget to sponsor local
events. Public appearances will be part of the standard news and presenter staff contracts.
ALR is fiercely independent with a strong commitment to locally produced programmes.
www.ashfordlocalradio.com
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5. Sales Qualitative Research
Objectives
The key objective of this research was to assess the new service’s potential commercial viability.
The Research Sought to Answer
How likely would they be to advertise on the new service?
Did they believe there would be a sufficient number of other businesses in the Ashford area willing to advertise on the
new service?
Would £1,100 be a ‘fair price’ for a four-week campaign of 35 x 30-second commercials per week?
Whether it would be preferable for the licence to be awarded to an independent group
Interviews
These interviews were held on 13, 14 and 16 September 2004.The research was carried out by
Marketing in Practice
Size and Composition
Face-to-face interviews were conducted with six local business people – five representing different types of business which
could be potential advertisers on the new radio station, and one from a local advertising agency.
Main ALR Findings
ALR Finding
When the new station begins broadcasting, these respondents indicated that they would be interested in using it for
advertising:
“Yes definitely. I’ve used the KM station in Shepway, and that worked.”
Chris West, Ashford Town Centre Partnership
“I’d like to use it. I’ve used it [ALR] twice already; once for the Internet and once on the station.”
Martin Rose King, Bounty Pest Control
“We’d consider using it for specific offers – 0% finance, that kind of thing.”
Geoffrey Fletcher, Drake & Fletcher
ALR Conclusion
There is a broad base of potential local advertisers.
ALR Finding
The consensus view was that there would also be sufficient demand for advertising campaigns from other businesses in
the Ashford area to make a radio station for the area commercially viable:
“I would think there’s sufficient clients in Ashford and the surrounding areas.”
Nick Randolph, Mill House Media
“Possibly there’s sufficient businesses to support the station.There seems to be people prepared to use it.”
Geoffrey Fletcher, Drake & Fletcher
“A local radio station could work as you get a buzz if you hear yourself on the radio…...(on hearing his commercial on the
RSL while sitting in traffic, he thought) “That’s me! I wonder how many other people in this jam are listening to this?”
Clive Gawler, Red Alert
ALR Conclusion
There is a clear demand from local advertisers to support a station of this type.
www.ashfordlocalradio.com
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ALR Finding
On the issue of whether £1,100 would be a ‘fair price’ for a ‘typical’ campaign of 35 X 30-second commercials per week
for a month, the response was more mixed for respondents personally, although they all indicated that there were
sufficient businesses in the Ashford area which would be willing and able to make this sort of investment:
“£1,100 certainly sounds pretty reasonable. On KM-FM we paid about £350 for a week of about 30 commercials.”
Chris West, Ashford Town Centre Partnership
“We don’t have £1,100. It would be better if they could offer a mini-package as ‘half of something is better than the whole
of nothing’…..”then we’d find a budget, as we always do if the right opportunity comes along.”
Clive Gawler, Red Alert
“£1,100 per month is beyond our budget.” However,“there are plenty of larger businesses who could afford” that sort of
spend.“For our type of business – services – we use Yellow Pages, because that’s where people look when they have problems,
but we’d like to use radio and link the two in.”
Martin Rose King, Bounty Pest Control
“(£1,100) seems cheap.”
Nick Randolph, Mill House Media
ALR Conclusion
ALR has taken this information and used it in its financial calculations. It is working on a monthly rate of £900 although
packages will start at £400.
ALR Finding
Finally, on the point of who should win the licence, there was unanimous support for it being awarded to an
independent group:
“It should go to ALR.They’re the only ones who have made us aware and pushed for it.”
Martin Rose King, Bounty Pest Control
“There’s an advantage of complete independence. If not, it would be another ‘same again’ station – and I wouldn’t like to see
(Edwin Boorman) become too powerful.”
Geoffrey Fletcher, Drake & Fletcher
“There are advantages if it’s a bigger group, perhaps it’s better financed and has more skills and experience, but it can only
be better if it’s independent – it doesn’t have any hidden agenda.”
Clive Gawler, Red Alert
ALR Conclusion
ALR is fiercely independent. It is totally convinced local advertisers are looking for an alternative advertising medium.
>
Sales Conclusion
1. There is a broad base of potential local advertisers.
2. There is a clear demand from local advertisers to support a station of this type.
3. ALR has taken this information and used it in its financial calculations. It is working on a monthly rate of £900 although
packages will start at £400.
4. ALR is fiercely independent. It is totally convinced local advertisers are looking for an alternative advertising medium
www.ashfordlocalradio.com
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EVIDENCE OF SUPPORT
ALR believes that to be successful it must have total community integration.
ALR has developed a strategy to achieve this.The strategy includes:
1. Permanent Project Manager
A project manager was appointed 18 months ago with a brief to integrate ALR into the local community. During this
time, she has attended Earlybird Rotary and Chamber of Commerce meetings with the chairman, Dr Brook.
Organised the sponsorship of various charities and events and attended the events in order to meet as many people
as possible face to face. She arranged for free publicity for voluntary groups on our website and took the Young Carers
on a day trip to the Rare Breeds centre. She has hosted a series of lunches for various sections of the local community
in order to ascertain the kind of service they would like a local radio station to provide. She is also responsible for the
office, to ensure that all calls are returned and correspondence answered. She organised a reception and presentation
where representatives of local organisations, charities and businesses were invited to hear our plans and given a chance
to put forward their opinions. Martin Rose-King of Bounty Pest Control said: “We never hear from the others, we only
ever hear from Ashford Local Radio.”
2. Permanent Offices
We took offices in Ashford town centre to establish a base that local people could relate to and it has proved to be of
great benefit. We have received letters from youngsters requiring work experience, suggestions for programming and
offers from potential presenters. All replies to our questionnaire were sent to the office and collated. We have been
able to respond to all calls, which have ranged from requests for songs to offers of support.
3. Consulted with the Potential Audience and Advertisers
Held one to one discussions with over 750 local people between June 2003 and September 2004 while also receiving
hundreds of letters supporting the bid. A selection of the quotes received are below:
“Following on from our discussions during our trip last week I am writing to offer you my support…..I think your idea of
concentrating on local issues rather than the easy option of music bias, however good the quality might be, is exactly what
local radio is all about.”
Scott Balcomb, Lydd Golf Club & Driving Range
“We know how proactive they are in the local community and how involved they are in supporting charities. As members
of the Ashford and District Branch of the Leukaemia Research Fund we would like to offer our wholehearted support.”
Jennifer Wilkes, Chairman
“Further to our conversation earlier today, I thought I would drop you a line of support….Having a supportive permanent
local radio station is essential to any local community and we wish you well in your endeavours.”
Alan Porter, ICT, MI & Tracking Co-ordinator, Kent Guidance Consortium
“I was pleased to be able to talk with you the other day regarding your plans to run a local radio station for the Ashford
area…. it is obvious you have a first class group to do the job very professionally and with a serious local bias. I agree with
you I think the local aspect is very important.”
Grant Kay, Great Chart Golf & Leisure
“It is clear that the planning stages are well advanced having been carefully thought through to provide a real local service.
..I am especially impressed by the commitment to cater particularly for local advertisers.”
DA Phillips, D.A. Phillips and Co Ltd, Pensioner Trustees
“I am writing to say that I am totally in favour of Ashford Local Radio…It is crucial that the licence is secured by you, as
then the provision would be truly local, employing local people to deliver a local service.”
Johnathan Callister, 25 Raleigh Close, Willesborough,TN24 0UT
“I very much want to reach the local community.....and would welcome cost-effective advertising and sponsorship
opportunities a local independent station will offer compared with the currect offering from Invictaa or indeed the
local press.”
Lindi Harman, Bookseller
“I believe the experienced people you have on board can make this station sucessful. It is also a good opportunity to
challenge some of the other established media forms in the locality.”
David G Brown, West Cottage, Lambden Road, Pluckley TN27 0RB
www.ashfordlocalradio.com
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“… thank you for your support with our charity horse show and gymkhana. On a serious note, we, with your help have
managed to raise a fantastic £612.52 for the Pilgrims Hospices of East Kent.”
Sam Swift & Vicky Alford, Organisers
“Many thanks for your help in publicising the Music Festival recently.”
Graham Saunders, Chairman, Smarden Music Festival Committee
“It’s particularly pleasing for us in the village to receive support from local business and your own sponsorship helped
make the Festival concert and champagne buffet such a success.”
Mike Barkway, Chairman, Smarden New Village Hall Committee
“In conjunction with local organisations they (ALR) can fill a gap and a need for the people of Ashford. I fully support
Ashford Local Radio in its bid for a full time broadcasting licence”
“… and hopefully get more involved when you get the licence!!!”
Alan Castle, Organiser Tenterden Folk Festival
“I wanted to thank you on behalf of myself and all the Young Carers who attended the day out at the Rare Breeds Centre
for organising the day out for us… Thank you for all your hard work, it was much appreciated.”
Angie Hollingsworth,Young Carers Support Group Organiser and Facilitator.
“I would like to take this opportunity of giving my whole hearted support for ALR. ALR gave us unstinting
support…………….and it is excellent for a radio station to take such an interest in local events like this. I wish you every
success in your application and look forward to working with you all again in the not-too-distant future.”
Sebastian Barrow, Hamstreet and District Sports and Leisure Association.
www.ashfordlocalradio.com
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4. Consultation Lunches
Held a series of consultation lunches where guests we asked what they wanted from their local radio station.The
guests included:
The Local Business Community
Geoffrey Fletcher, Drake and Fletcher
Clive Gawler, Red Alert
Blue Fish, Andy Harrison
Barrow Hill Vets, Antony Hinge
Swift Taxis, Richard Dudridge
Printing.com, Danny Clements
Ashford Town Centre Partnership, Chris West
Local Charities
Kent Air Ambulance, David Philpot
The Samaritans, Charlie Philipson
RSPCA, Glynis Stewart
Shelter, Chris Browning
Centre for Voluntary Services, Gemma Barrier
Pilgrims Hospice, Lindsay Goode
Volunteer Bureau, Sue Sawyer
Paula Carr Trust, Michael Collins
Shopmobility, Bryan Strange
Local Councillors and Councils
Mayor of Ashford, Bob Davidson
Major Elect of Ashford, Allen Wells
Mayor Elect of Tenterton, Michael Hickmott and Mrs Hickmott
Councillor Melvyn Elliff
Councillor Malcolm Eke
Councillor John Holland
Leader of Ashford Borough Council, Councillor Paul Clokie
Ashford Borough Council Press Office, Ian Hill
Ashford Borough Council, Ian Cooling
Wye Parish Council Clerk, Colin List
Community Safety Officer, David Lloyd
Local Education
Ashford College, Audrey Wisbey
Wyvern School Foundation, Nichola Rutherford
South Kent College, Lisa Swallow
www.ashfordlocalradio.com
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Quotes from these lunches include the following:
“ I just wanted to thank you for the kind hospitality at lunch yesterday. It was very nice to get together with the team as well as
a few local people.”
Geoffrey Fletcher, Drake & Fletcher
“It was most useful to be able to explain how I feel a local radio station can help our cause.”
Lindsay Goode, Pilgrims Hospice East Kent
“I found the information about the local radio in general most interesting and especially the exchange of views about Ashford. All
the guests had some input.”
Charlie Philipson, Ashford & Tenterden Samaritans
“As a charity I know that we will greatly benefit from having a community based local radio station in Ashford especially if you
make airtime available to community and volunteer groups in the way that you are proposing.”
David Philpott, Chief Executive Kent Air Ambulance Trust
“Thanks for lunch today, I found the discussion very interesting. As promised I have e-mailed the CEO with my
personal thoughts.”
Councillor Allen Wells, Mayor Elect of Ashford
“I would be very interested in having a regular slot on air and could perhaps incorporate it into my budget, It would be very
useful to get our message across.”
David Lloyd, Community Safety Officer, Ashford Borough Council
“Thank you for lunch today, it was very helpful to talk to other people about fundraising as I am quite new to the job. I think
local radio supporting charities is a good idea.Thank you for your offer to put an article about us on your website.”
Nicola Rutherford,Wyvern School Foundation
www.ashfordlocalradio.com
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5. Lunchtime Consultation Event
Held a lunchtime meeting for over 50 guests to enable ALR to consult with distinct mixture of local organisations to
establish what they wanted from a local radio station.The guest were:
NAME ORGANISATION
Harry A Alcoholics Anonymous
Bills S Alcoholics Anonymous
M.J Hickmott Deputy Mayor,Tenterden
Mrs Hickmott Deputy Mayoress,Tenterden
Stacey Daly Kent Air Ambulance
Cllr Nathan St Vincent Jones Ashford Borough Council
Cllr Melvin Ellif Ashford Borough Council
Cllr John Holland Ashford Independents
Sheila Spier Great Chart Road Safety
Joan Foxon Secretary Great Chart W.I
Margaret Pryke Ashford Independents
Diana Nelson Swan Community Group
Alan Porter Kent Guidance Consortium
Richard Burgess Ashford Community Church
Nick Randolph KW Media
Robin Bristow Aquarius Press
Hazel Bristow Aquarius Press
Conrad Blakey Kentstone Properties
Dawn Walton Kings Consultancy
Hugh Summerfield Finn Kelcey & Chapman
Lindsay Goode Pilgrims Hospice
Rosalie Horn Working English
Andrew Aves Experience Corps
Shafi Khan Ashford Asian society
Tony Boud CROP
Debbie Smith CROP
David Jones Scott Wilson, Ashford
Caroline Sutton Scott Wilson, Ashford
Peter Davison Ashford Borough Council
www.ashfordlocalradio.com
NAME ORGANISATION
Brian Beecroft Samaritans, Ashford
Peter Watson Beacon Circle if Healing
B White Beacon Circle if Healing
Peter Young Ashford Town Football Club
S Bird Ashford Town Football Club
Andrew Frisby Dor2dor (Weald)
Leslie Frisby Dor2dor (Weald)
Bryan Strange Shopmobility
Christine Strange Shopmobility
Paul Millen
R Batt
Downland Housing Group
D J Tanner Hallet & Co, Solicitors
Glyniss Stewart RSPCA, Ashford Branch Treasurer
Adam Parker Berg Photographer & Artist
Geoffrey Bishop Bishop PLC, Insurance Brokers
Tom Bishop
Julie Rose Stadium
Bishop PLC, Insurance Brokers
Bernard Mounier BM Wines
Nigel Lelew Writer
Graham Sutherland CJS Cleaning
Beryl Sutherland CJS Cleaning
Amanda Mckean Canterbury Festival
Rosie Turner Director, Canterbury Festival
Margaret Brinsden Training
Adrian Bryant ADM Computing
Gregory Dumont IC Manager
Fay Merrick The Inkerman Group
Gerald Moor The Inkerman Group
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Quotes received in relation to the previous page include:
“Having explored their rivals bids I consider that Ashford Local Radio is the only truly local radio station bidding as the other
stations have national backers and I don’t feel that they have the needs of local people at heart.”
“I am totally confident from my investigations of the top runners that Ashford Local Radio fulfil all the criteria that a successful
and popular local radio station should have with their enthusiasm and dedication to Ashford and its community.”
Danny Clements, Printing .com.
“Ashford Local Radio have, through much hard work, already successfully proved the need and advantages of a local station run
by local people, with knowledge of local needs.”
“You have already demonstrated how this essential and vibrant part of our community life can be included as part of a
thoughtful, well balance programme schedule.You have my complete support for the licence bid.”
Michael Collins, Paula Carr Diabetes Trust
“I would be more than happy to lend my support for ALR, a truly local radio service that I have had the pleasure to visit on
more than one occasion. During its trial broadcast it proved to be a tremendous asset to the town and I hope very much that a
permanent licence can be obtained.”
Cllr Bob Davidson, Mayor of Ashford
>
6. Website
ALR launched its own website in early 2003. Not only has the website been used to update the local community
about our progress, it has also been used to promote local events. Over 40 ‘What’s Ons’ have been promoted on
the site. However it has had one further use. ALR has received feedback from the local community. Examples include:
“I have listened to all three stations … I was unimpressed with Ashford FM as they were flat and bland. Lark FM have been
very good and play a good range of music, I would welcome them on the air.
Ashford Local Radio however matches Lark for freshness and variety in its music play but also seemed to focus more on local
information, especially human-interest news about the community and some of the groups and charities, which operate in the
area.This is all great and puts them a touch ahead in my opinion.”
Clive Hadfield,Taxi Driver, clive@hadfield.org.uk
“I pledge my support to this station in its mission to broadcast to Ashford as I feel it would benefit Ashford greatly.”
Jamie Bullen jdbull81@hotmail.com
“I would just like to add my support for Ashford Local Radio – I enjoyed their last time on air, especially the interviews and
information about local people and I missed it when it went off air. I would like to see it back again soon.”
Colleen Foster, ashford@stagecoach.co.uk
“A great service, easy to listen to and supportive of local clubs and businesses. Friendly and helpful staff who are interested in
Ashford and are keen to see Ashford shake off its negative publicity.”
Howard Givney, Ashford Aikido, printing4@aol.com
“I would like to register my support for Ashford Local Radio. It would be great to have a local radio station to give us all the local
news, sport and to give a more personal service than any other station.”
Ian Watts, Collectors Heaven, collectorsheaven@dsl.pipex.com
“We hope you get the go ahead for later in the year – you deserve it!”
Cliff Cleave and Claire Benson cliffcleave@btopenworld.com
www.ashfordlocalradio.com
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7. Supported local Charities and Events
We supported local events and various charities to confirm our place as a part of the local community. Support
ranged from attending the event, with balloons and lollipops to add to the festivities, to free publicity or financial
sponsorship. We have given £3,000 to local charities and groups, either in cash, prizes or sponsorship
Meningitis Trust Golf Day
SureStart Teddy Bears Picnic
On-air Charity Auction in aid of the Pilgrims Hospice and The William Harvey Hospital
Ashford Valley Pony Club Open Horse Show
William Harvey Hospital 999 Fete
Ashford Carnival
Ashford Town Football Club
Charity Horse Show in aid of William Harvey Hospital and Pilgrims Hospice
Smarden Music Festival
Weald of Kent Ploughing Match
Balloon Race in aid of Mayor’s Charities
Sponsored ‘Show Report’ in Local Rider Magazine
Tenterden Folk Festival
Mayor’s Charity Concerts
Earlybird Rotary Charity Auction
Mayor’s Charity Dinner
Stroke Awareness Day
Easter Family Fun Day
Ashford Young Carers Day Out
Wyvern Foundation
Beechbrook Project
Archbishop’s Palace Appeal
Run for Hope
www.ashfordlocalradio.com
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8. Newspaper and Leaflets
ALR produced its own newspaper with 10,000 copies distributed throughout the area. In addition ALR produced a
5,000 copy mailer that was inserted in Kentish Ways Magazine.Typical examples of the feedback received to these
promotions includes:
“Hi, just writing with my support for ALR, its great, just what Ashford needs and it must continue!”
Tim Arnold 14 Simons Avenue Ashford TN23 5BH
“I noticed your ad in the local paper and fully support local radio.”
Mrs R. Alder, 38 Haymakers Lane Ashford TN23 4GN
“You are doing a great job, good luck with your application for the permanent licence.”
Bob Morton, Administrator, Stanhope Website
“We have been enjoying the Radio Station tremendously.We like to hear our local news and road reports.We hear about local
news and topics.We do think you should have a permanent licence.”
The Smith Family, 27 Aylesbury Road, Kennington TN25 4QH
“I want Ashford Local Radio to be given a licence”
Mr. A.J. Boreham, 60 Mabledon Avenue, Ashford TN24 8BN
“Please, please supply the station with a permanent licence as we know the sot is vacant anyway and we want Ashford Local
Radio to fill it.”
Mrs Sandra Hunter & Family, 14 Antonius Court, Knights Way, Ashford
“I think that you should get the licence because you’ve done a really good job.”
Ben Smith (Age 14) 32 Kent Avenue, Ashford TN24 8U
>
9. Joined Chamber of Commerce
ALR joined the Ashford Chamber of Commerce to ensure that we remain up to date with local business
developments and its 578 members. Since joining, we have attended Networking events, taken a stand at the Ashford
Chamber Business Exhibition, been invited to their 10th Anniversary celebration and attended the University of Kent
HEIF 2 launch. A typical mailer sent to the Chamber members is included as Appendix 12.
www.ashfordlocalradio.com
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SECTION 6
DECLARATION
www.ashfordlocalradio.com
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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:
(i) 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);
Yes
(ii) 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;
Yes
(iii) 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;
Yes
(iv) 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?
Yes
www.ashfordlocalradio.com
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APPENDIX 8
Appendix 8 – Promise of Performance
ASHFORD LOCAL RADIO STATION FORMAT– Licence Outline
Station Name: ALR 106.7 FM
Licence Area: Ashford, Kent and the surrounding areas
(as defined in Ofcom’s Measured Coverage Area Map)
Frequency: 106.7 MHz
Service Duration: 24 hours a day
(at least 18.5 hrs locally produced/presented weekdays, 12 hrs weekends)
DEFINITIONS
Speech “Speech” excludes advertising, programme/promotional trails & sponsor
credits, and may be calculated over any twenty-four hours.
Music Percentages Any music percentages are calculated as a percentage of the total tracks
broadcast in the period specified.
Peaktime(s) “Peaktime(s)” refers to Weekday Breakfast and Afternoon Drivetime
output, and Weekend Late Breakfast.
Daytime “Daytime” refers to 0600 to 1900 weekdays, and weekend output from
0800 to 1400.
Locally produced/presented Production and presentation from within the licence area. All requirements
for locally produced/presented output must include peaktime.
Character of Service
Popular hit music from the past 35 years plus relevant information for the people of Ashford that will
inform and entertain.
Detail
All of ALR’s daytime programming is produced and presented locally from studios in the broadcast area. All
programming features, local news, and information will be derived through an aggressive policy of listener
interaction through interviews, live-reports, talkback, and feedback. Local news and information is locally sourced,
produced, and presented from an independent newsroom. All on-air staff contribute to the amassing of local
news and information. . Hourly local produced news bulletins are aired weekdays 0600 – 23:00 and on Saturdays
07:00 – 23:00. National news bulletins are featured at other times. ALR subscribes to Independent Radio News
for national and international news. ALR is led by the popular hit music of the past 35 years, with no more than
25% of daytime music from the current chart (released 1 year prior to broadcast). Specialist music clearly
compliments ALR’s normal music mix and a once weekly non-daytime local music showcase may be featured.
Local news, information, sport and features figure prominently throughout the daytime programming with speech
not normally falling below 25% of daytime and 15% weekends output.There is a weekly minimum commitment to
phone-in/talkback programming of 5 hours.
www.ashfordlocalradio.com