Ashford Local Radio - Ofcom Licensing

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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 69
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 70
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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
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NIGEL REEVE Position: Non Executive
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PAUL TORY Position: Non Executive D
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(ii) If there are firm plans to app
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(v) Where a corporate body other th
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SECTION 2 FINANCIAL AND BUSINESS PL
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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 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: Programming Research Conclusions AL
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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