Ashford Local Radio - Ofcom Licensing

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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. www.ashfordlocalradio.com 59
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. www.ashfordlocalradio.com 60
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ASHFORD LOCAL RADIO www.ashfordloca
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> > > > > TABLE OF CONTENTS Section
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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 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: Music Tastes Respondents were asked
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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