Ashford Local Radio - Ofcom Licensing

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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 <strong>Ashford</strong> 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
Page 1 and 2: ASHFORD LOCAL RADIO www.ashfordloca
Page 3 and 4: > > > > > TABLE OF CONTENTS Section
Page 5 and 6: SECTION 105(A): ABILITY TO MAINTAIN
Page 7 and 8: NIGEL REEVE Position: Non Executive
Page 9 and 10: PAUL TORY Position: Non Executive D
Page 11 and 12: (ii) If there are firm plans to app
Page 13 and 14: (v) Where a corporate body other th
Page 15 and 16: SECTION 2 FINANCIAL AND BUSINESS PL
Page 17 and 18: 1. Broadcast Area To help define th
Page 19 and 20: 2.The Current Population The curren
Page 21: 2. Do you think that the existing r
Page 25 and 26: 7. Local Advertising Revenue ALR is
Page 27 and 28: (e) Funding Detail the sources of f
Page 29 and 30: (iv) Bank overdraft Not applicable
Page 31 and 32: Advertising Revenue The applicant s
Page 33 and 34: Method Three - Local Demand ALR car
Page 35 and 36: ALR Salary Structure Department Rol
Page 37 and 38: Financial Projections The applicant
Page 39 and 40: TRANSMISSION PROPOSALS (g) Transmis
Page 41 and 42: 32dB Overspill Map (iii) Transmissi
Page 43 and 44: SECTION 105 (B) AND (C): CATERING F
Page 45 and 46: 2. Do you think that the existing r
Page 47 and 48: Putting Local Information First Alt
Page 49 and 50: > Local Sport www.ashfordlocalradio
Page 51 and 52: Programming Staff Schedule And Resp
Page 53 and 54: Catering for the Tastes of the Area
Page 55 and 56: SECTION 5 RESEARCH, DEMAND AND SUPP
Page 57 and 58: 1.The Quantitative Research Objecti
Page 59 and 60: Music Tastes Respondents were asked
Page 61 and 62: The ALR presenters were endorsed as
Page 63 and 64: ALR Finding Local news and informat
Page 65 and 66: ALR Finding The news should focus o
Page 67 and 68: ALR Finding A great deal of interes
Page 69 and 70: Programming Research Conclusions AL
Page 71 and 72: 5. Sales Qualitative Research Objec
Page 73 and 74:
EVIDENCE OF SUPPORT ALR believes th
Page 75 and 76:
4. Consultation Lunches Held a seri
Page 77 and 78:
5. Lunchtime Consultation Event Hel
Page 79 and 80:
7. Supported local Charities and Ev
Page 81 and 82:
SECTION 6 DECLARATION www.ashfordlo
Page 83:
APPENDIX 8 Appendix 8 - Promise of
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Ashford Local Radio - Ofcom Licensing

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