Ashford Local Radio - Ofcom Licensing

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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 63
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 64
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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
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(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 and 60: Music Tastes Respondents were asked
Page 61 and 62: The ALR presenters were endorsed as
Page 63: ALR Finding Local news and informat
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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