Ashford Local Radio - Ofcom Licensing

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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 33
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, <strong>Ashford</strong>.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. www.ashfordlocalradio.com 34
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 and 22: 2. Do you think that the existing r
Page 23 and 24: 2049 3589 Born in the UK 97023 Born
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: Method Three - Local Demand ALR car
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

Ashford Local Radio - Ofcom Licensing

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