The Breeze Warminster - Ofcom Licensing

General information
(a) Name of Applicant, Address, Telephone and Fax Nos., E-mail address
Note for new applicants: This must be a single legal entity: either a body corporate or a named individual
person. If the former, a copy of the certificate of incorporation must be included with the application.
Celador Radio (South West) Limited
Address: County Gates
Ashton Road
Bristol
BS3 2JH
Telephone: 0117 966 1065
Fax: 0117 953 1065
email: sjones@thebreeze.com
(b) Main Contact (For Public Purposes)
Please nominate at least one individual to deal with any press or public enquiries, stating:
Name: Steve Jones
Telephone (daytime): 0117 966 1065
Address: The Breeze, County Gates, Ashton Road, Bristol, BS3 2JH
E-mail address: sjones@celador.co.uk
(c) Station Name (if decided)
The Breeze
(d) Main Contact (For Ofcom Purposes)
Please nominate one individual to whom questions of clarification and/or amplification should be sent, stating:
Name: Richard Johnson
Address: Celador Radio, County Gates, Ashton Road, Bristol, BS3 2JH
E-mail address: rjohnson@celador.co.uk
This information may be submitted in confidence, separately from the other responses in this section.
1

Section 105(A): Ability to maintain proposed service
1. Ownership and control of company which will operate the licence
(a) Board of Directors
i) Provide the name, occupation, other directorships, other media interests, and, if not a director of an existing
Ofcom radio licensee, the relevant media experience, of each director (executive and non-executive), including
the proposed chairperson.
The Breeze is a popular, stable, local service.
This application is led by a board that is already delivering a local service for Warminster,
Frome and Westbury. The board has set out to ensure that stability has been brought to a
licence that has been through multiple ownership and programming changes in a relatively
short period of time.
The members of the board bring a wide range of relevant skills in creativity, management,
operational (in executive capacity) and business success, and recognise the challenges in
operating a local radio service in a small market under difficult trading conditions.
Our board is made up of the former Chief Operating Officer of Britain’s largest radio group;
the previous operator of the leading ILR services across the South West; a top media
accountant; a programmer with 30 years experience of small and medium markets and a
Chairman who, having built the world’s most successful television format and won
numerous international television and film awards, retains a lifelong passion for radio.
Furthermore, the directors of The Breeze are not just figureheads for the application but
are all committed to Celador Radio and are actively working for the company.
2

Non-Executive Chairman
Name: Paul Smith CBE
Occupation: Company Chairman
Other directorships:
Celador (Crawlspace) Ltd Celador Entertainment Ltd Lusam Music Ltd
Slumdog Films Ltd Celador Radio Broadcasting Ltd Celador Radio Ltd
Descent 2 Films Ltd Celador Radio (Southampton) Ltd Celador Radio (Portsmouth) Ltd
Scouting Book Films Ltd Celador Theatrical Productions Ltd Celador Films Ltd
Dirty Pretty Things Ltd Midwest Radio Ltd Celador (A Way Through the Woods) Ltd
Slumdog Distribution Ltd Rainy Puddles Ltd Descent 2 Distribution Ltd
Celador Radio (Andover) Ltd Celador Radio (Newbury) Ltd Centurion Films Ltd
Celador Radio (Bath) Ltd Celador Radio (Swindon) Ltd Delta Radio Ltd
Kestrel FM Ltd
As the founder and owner of Celador, Paul has an extraordinary track record in
entertainment. His creative and media business credentials are second-to-none and under
his leadership Celador has won BAFTA, Emmy, Golden Globe and Academy Awards. Having
achieved global success in television and film, Paul has now set his sights on replicating that
achievement through his lifelong passion for radio.
Paul entered the media world in 1966 when he joined BBC Television in London as a trainee
projectionist. Within seven years, he was directing children’s programming for BBC TV. As
a freelance entertainment TV producer in the 1970s, Paul introduced Jasper Carrott to
British TV audiences and created ‘It’ll Be Alright on the Night’, receiving a BAFTA
nomination and winning a Silver Rose of Montreux in the process.
In 1983, two years after establishing Complete Video as a leading television and broadcast
facilities company, Paul set up Celador Productions. Its TV successes include ‘Auntie’s
Bloomers’ (BBC1), ‘Carrott’s Commercial Breakdown’ (BBC1), ‘Talking Telephone Numbers’
(ITV1), ‘Winning Lines’ (BBC1), ‘Britain’s Brainiest’ (ITV1), ‘The Detectives’ (BBC1), ‘You Are
What You Eat’ (Channel 4), and ‘The Hypnotic World of Paul McKenna’ (ITV1).
Paul was also the brains behind Celador’s biggest success: ‘Who Wants to Be a Millionaire?’
A global phenomenon, ‘Millionaire’ would win a BAFTA and two Emmys for Paul, become a
TV sensation in over 100 countries around the world and is widely recognised as the most
successful television format ever.
Celador Films was created by Paul in 2002, and its first release, ‘Dirty Pretty Things’,
starring Audrey Tautou and Chiwetel Ejiofor, premiered at the Venice Film Festival that
year, garnering nine international film awards and an Oscar nomination.
‘Slumdog Millionaire’ – produced and financed by Celador and on which Paul was Executive
Producer – was the critical and box office motion picture hit of 2009, winning eight
Academy Awards (including Best Picture), seven BAFTAs (including Best Film), five Critics’
Choice Awards and four Golden Globes.
In 2012 Paul’s achievements were further recognised with the award of a CBE for services to
the Media Industry and with an honorary degree of Doctor of Science from the University of
Ulster for services to media and enterprise.
Despite his extraordinary success in television and film, Paul’s first love is radio. He now
spends his time actively leading the expansion of Celador Radio.
3

Non-Executive Director
Name: Mark Johnson
Occupation: Commercial Director, Celador Entertainment
Other directorships:
Celador Radio (Bath) Ltd Raising Angels Ltd
Celador Entertainment Ltd Lusam Music Ltd
Celador Radio Broadcasting Ltd Celador Radio Ltd
Celador Radio (Southampton) Ltd Celador Radio (Portsmouth) Ltd
Celador Theatrical Productions Ltd Celador Films Ltd
Celador Radio (Andover) Ltd Gunpowder Limited
Celador Radio (Newbury) Ltd Calmwater Yacht Management Ltd
Midwest Radio Ltd Celador Radio (Swindon) Ltd
Delta Radio Ltd Kestrel FM Ltd
Mark graduated from the University of Newcastle-upon-Tyne in 1992 and, after a spell as
systems accountant in the public sector at Yorkshire Forward, he moved into industry with
Total Office Group plc (TOG). He remained with the company for five years becoming a key
member of the senior management team and subsequently the Finance & IT Director for the
UK arm of the business.
TOG at the time was the largest supplier of office furniture and ancillary services in Europe.
Mark played a key role in the company's flotation and in the acquisition and integration of its
major competitor. Whilst at TOG Mark qualified as a chartered accountant with the
Chartered Institute of Management Accountants (CIMA 1995).
After TOG, Mark ran his own management consultancy for five years, winning and delivering
finance, IT and sales-based project contracts for several major clients such as De Boer, Lex
Vehicles and TCTi plc. During this time he also ran an event management and sales
company, running hospitality sales for sports events including the AXA Ball – the final event
at the old Wembley Stadium.
In May 2006 Mark joined Complete Communications Corporation Limited (CCCL) as
Interim Financial Controller to oversee the ongoing accounting for the group and assist in
the corporate restructure and the sell off of the intellectual property for the TV format ‘Who
Wants To Be A Millionaire?’ to 2waytraffic (now owned by Sony).
On the completion of the sell-off and restructuring in December 2006, Mark stayed with
Paul Smith as Head of Finance for Celador Entertainment. Mark was appointed to the board
as Commercial Director in June 2009.
Mark has played a major part in Celador Radio’s acquisitions and oversees financial
performance across the radio business.
4

Non-Executive Director
Name: Richard Johnson
Occupation: Group Creative Director, Celador Radio Ltd
Other directorships: Celador Radio Broadcasting Ltd
Celador Radio (Bath) Ltd
Richard Johnson’s entire career has been devoted to radio. He started in BBC Local Radio as
a presenter, before training as a journalist and producer. He went on to become General
Producer Channel Islands, responsible for all programmes on BBC Radio Jersey and
Guernsey. The stations were, at the time, the two most successful radio stations in the BBC
local radio network with a weekly reach in excess of 70%.
In 1992 Richard left the BBC to set up Channel 103fm, the ILR station for Jersey. He was a
founder shareholder and Managing Director from the outset. Under his leadership the
station was profitable from day one, had the second highest average revenue per head in the
ILR industry and had amongst the highest audience reach figures in all ILR at the time.
In 1996 Richard founded 2 Air Ltd., an offshoot of Channel 103fm that invested in UK
Independent Local Radio, including stations in Canterbury, Bath, Portsmouth, Liverpool and
Fife.
When Channel 103fm was sold to Tindle Radio in 1998, Richard remained as Managing
Director and was appointed to the main Tindle Radio board as Development Director. In
this role he wrote and managed Tindle’s first successful licence application for North
Norfolk. He also joined the board of Guernsey’s Island FM.
In February 2004 Richard left Channel 103fm and Tindle Radio to form Seven Broadcast
with his long time radio partner Jonathan Arendt. The company was established to develop
new radio opportunities and in its first year was awarded the new commercial radio licence
for the Isle of Man.
In August 2004, Seven Broadcast agreed to work jointly with CanWest on UK radio
opportunities and successfully applied for licences in the Solent, Bristol and Aberdeen. After
CanWest decided to exit the UK, Seven Broadcast purchased Original Bristol and
subsequently Star Bristol. Original Bristol was successfully re-launched as 106 JACK fm in
December 2009 before both stations were sold to Celador Radio in August 2010.
In June 2011 Richard was appointed as Group Creative Director of Celador Radio and whilst
spending his early mornings broadcasting on Jack Bristol, he devotes the rest of his time to
working with the Celador board and management team on the output of The Breeze and
JACK fm networks.
5

Executive Director
Name: Steve Jones
Occupation: Managing Director, Celador Radio South West
Other directorships: Celador Radio (Bath) Ltd
Steve Jones has spent most of his working life in commercial radio and has risen from a
Sales Executive to be one of the industry’s most successful senior managers.
Having started out in press sales and exhibition management, Steve began his radio career as
a sales executive almost 20 years ago as part of the launch team of Fortune 1458 in
Manchester.
In 1994 he joined the GWR group as a Senior Sales Executive in Swindon, before being
promoted the following year to Sales Manager, with responsibility for Swindon and
Wiltshire. Four years later he was promoted to Sales Director of the GWR Wiltshire Region
and charged with developing commercial activity across Swindon, Bath and the greater
Wiltshire area. In 2002 Steve became GWR’s Regional Sales Director for the M4/M5 Region
leading a commercial team of over 120 across the south of England. He oversaw the sales
operation of what was then GWR’s biggest region comprising of 12 stations including 210FM
in Reading, Plymouth Sound, and GWR Bristol and Bath.
When GWR and Capital agreed to merge in 2004, he was co-opted to the leadership team
that integrated the commercial operations of the two companies. At this time he also took on
responsibility for the Group Creative Production team and Group Recruitment team as well
as adding Red Dragon to his portfolio of stations. Following restructuring in 2007 Steve, in
addition to his role as Sales Director of the M4/M5 region, took on the role of Managing
Director of GWR in the South West (including Wiltshire).
In 2008 GCap was sold to Global Radio and Steve again was part of the Senior Management
team that helped integrate the two organisations. He also oversaw the successful re-branding
and re-launch of Heart Bristol and Heart Bath in 2009.
After a restructuring of Global Radio, Steve left the company to join Celador Radio in 2010 as
Managing Director of the South West Region. He currently runs The Breeze and JACK fm in
Bristol, JACK fm in Swindon and over the past 18 months has overseen the re-brand of the
Warminster, Bridgwater, Yeovil and Shaftesbury licences to The Breeze, along with the
launch of the new Breeze service for Bath.
6

Non-Executive Director
Name: Don Thomson
Occupation: Director, Media Diagnostics Ltd
Other directorships: JICRIT Ltd
Celador Radio Ltd
Celador Radio Broadcasting Ltd
Celador Radio (Bath) Ltd
Don Thomson has over 30 years experience in the broadcast media business, building highly
successful businesses from scratch and turning around ailing ones.
He started as a Sales Executive at Piccadilly Radio in Manchester in 1979, before moving on
to LWT as Regional Sales Manager from 1981 to 1988. He then returned to Piccadilly Radio
as Sales and Marketing Director before moving to London in 1990 to set up The Radio Sales
Company.
In 1994 Don became the founder Sales Director at Chrysalis Radio’s first radio station, Heart
fm, in the West Midlands. Over the following 13 years Chrysalis Radio grew to become the
UK’s third largest radio group, developing a stable of leading commercial radio brands:
Heart, Galaxy and LBC. Don took on the role of Commercial and Operations director in
2002.
In 2007 Chrysalis Radio was sold to Global Radio and Don became the Chief Operating
Officer of the new group. He subsequently played a leading role in the acquisition of GCap
Media plc, including preparing the merger case for the OFT hearing. The outcome created
the largest radio group in the UK. After overseeing a substantial part of the integration of
the two businesses, he left the group in September 2009.
Don has served on a number of industry boards during his career including Chairman of the
Manchester Publicity Association, Chairman of Hit40UK Ltd, Radio Advertising Bureau,
Digital Radio Development Bureau and BCAP. He is the current Chairman of JICRIT, and is
President of The Solus Club.
In October 2009 Don created the Media Diagnostics business consultancy and he now
advises a number of media companies, including Celador Radio, on corporate strategy,
acquisition and mergers, organisation, integration and new business start-ups.
ii) If there are firm plans to appoint any further directors, provide information (with details of any specific
individuals in mind). This information may be submitted in confidence.
There are no plans to appoint any further directors.
7

(b) Investors and Shareholding Structure
Full details of the shareholding structure should be provided, including:
i) Names and addresses (the latter may be submitted in confidence) of all existing or proposed shareholders.
Celador Radio (South West) Limited is a 100% subsidiary of Celador Radio Limited. The
ultimate parent company is Celador Entertainment Limited. All subsidiaries are 100%
owned with the exception of Delta Radio Limited which is 99.524% owned
The shareholders of Celador Entertainment Limited are Paul Smith (51%) and Sarah King
(49%). Their address is supplied in confidence.
ii) Total number, class/classes of shares and issue price of shares (specify voting, non-voting, preference, other
etc.).
1,000,000 ordinary shares of 1p each are in issue to Celador Radio Limited.
iii) All voting shareholders and holders of 5% or more of non-voting shares and loan stock should be named.
State the number, class/classes and price of shares to be issued to each investor.
Not applicable.
iv) Outline any shareholders agreements or arrangements which exist.
Not applicable.
v) Where a corporate body other than a current Ofcom licensee will be providing 30% or more of the required
funding, details should be given of its directors and main shareholders, and of its activities.
Celador Radio Ltd is a current Ofcom licensee.
8

(c) Involvement of the Applicant in Specified Activities
Details are required of the involvement by the applicant and its participants (including shareholders or other
subscribers of more than 5% of the applicant's total funding requirements) in any of the activities listed below,
and the extent of the interest. For these purposes, the applicant includes associates of the applicant (i.e.
directors and their associates and other group companies).
i) Advertising agencies;
None.
ii) Newspapers;
None.
iii) Other broadcasting interests;
Celador Entertainment Ltd is the ultimate parent company for the following Ofcom licence
holders:
Celador Radio Limited - AL302
Celador Radio (Southampton) Limited – AL241 and AL239
Celador Radio (Portsmouth) Limited – AL238
Celador Radio (South West) Limited – AL319 and AL260 and AL268 and AL247
Celador Radio (Bath) Limited – AL248
Celador Radio (Swindon) Limited – AL304
Celador Radio (Andover) Limited – AL317
Celador Radio (Newbury) Limited – AL256
Midwest Radio Limited – AL281 and AL179
Kestrel FM Limited – AL146
Delta Radio Limited - AL212
Richard Johnson is a shareholder in:
Kingdom FM
iv) Bodies whose objects are wholly or mainly of a religious nature;
None.
v) Bodies whose objects are wholly or mainly of a political nature;
None.
vi) Local authorities;
None.
vii) Other publicly-funded bodies.
None.
9

2. Financial and business plan
(a) Overall Financial Strategy
Provide a concise (maximum 500 words) summary of how the applicant considers it is able to establish and
maintain, throughout the licence period, its proposed service, and how this licence fits in with the investors'
strategy.
A stable and sustainable local service for Warminster, Frome and Westbury
The Warminster licence has three distinct challenges for a local radio station:- the smallest
MCA in the country, a TSA that covers three large towns across two counties and a licence
that has seen eight operators and four different names in the past four years – with the
inevitable confusion and churn for listeners and advertisers alike.
Since launch this licence has never made a profit. After running up over £500,000 of losses
the station was sold by TLRC in June 2008 and then underwent a succession of name and
ownership changes (including periods in administration) whilst all the time haemorrhaging
revenue (and, most likely, audience).
When Celador purchased the licence 15 months ago it was in dire straits. The business, which
had been perhaps kindly described in the press as “troubled”, was broadcasting a combined
output with Swindon and revenues (which had been £30K+ per month in 2008) were down
to as low as £2K per month. Not surprisingly advertisers had no trust in the service and
response from listeners was non-existent.
Although revenues have now climbed to an £8/9K per month we recognise that rebuilding
trust in this licence is a long process and a patient approach is required.
The key to this licence is attracting an audience by offering a differentiated, local service –
yet doing so in such a way that it is sustainable across the licence period. Using networking
and technology we are able to provide a tailored, cost-effective local service for Warminster,
Westbury and Frome that will drive local listenership and deliver a viable and stable local
radio service for the licence period.
We have broken our total station output down into two categories – generic and local.
Generic is all content that can be delivered from Centre – that is music, generic links, and
national and international news (including sport and entertainment). Local content is local
news, weather, traffic and travel, non-generic local links, what’s ons, local idents and jingles
and local advertisements. These components are seamlessly integrated in the playout system
allowing us to produce a truly local sound without the previously associated overheads of
premises and presenters in the marketplace.
Whilst we do benefit from shared resource with our Bristol broadcast centre we have a
journalist dedicated to the TSA and sales staff based in the market (including the former
Station Manager of 3TR).
10

Our (relatively short) experience of operating in this market has given us strong insight into
the importance this service has to an area that is generally poorly served by local media,
along with a stark reminder of how difficult it is to secure commercial revenue.
After just over a year of building bridges in the community with both listeners and
advertisers alike, our audience and revenue figures both show that we’ve turned a corner,
stopped the relentless decline and are now building towards a sustainable and popular
business.
[Word count: 488/500]
11

(b) Funding
Detail the sources of finance that will be used to fund the licence, under the following headings:
100% of the required funding through to break even will be in the form of an interest-free
loan from the ultimate parent company Celador Entertainment Limited.
The loan is repayable only from profits generated by the applicant.
(c) Financial Projections
The purpose of this question is to allow the applicant to demonstrate its understanding of the market. The
forecasts should be based on reasonable assumptions, that are logically applied and justifiable.
The applicant should provide financial projections on an annual basis for the licence. The projections must
include:
i) Profit and loss accounts
ii) Balance sheets
iii) Cash-flow forecasts
The period covered is at the discretion of the applicant, but should be justified. The forecasts should be supplied
on an Excel spreadsheet or similar, with any accompanying guidance notes. The applicant must also complete
and submit the spreadsheet entitled “Financial Template” located at: http://licensing.ofcom.org.uk/radiobroadcastlicensing/analogue-radio/apply-for-licence/re-advertisement/template/
using information from its
business model.
This section must include a full listing of the underlying assumptions on which the financial projections are
based, relating such assumptions clearly to other parts of the application (e.g. proposed format, extent of
coverage area).
The applicant should detail how revenue figures were derived, distinguishing between local, national and
sponsorship revenue.
The response to this question may be submitted in confidence.
We have submitted three-year forecasts, with underlying assumptions, in confidence.
12

(d) Audience Projections
The existing licensee only should answer the following questions:
i) If you propose to continue, in the new licence period, the same type of programme service as currently
broadcast, provide evidence of the listenership attracted by the present service (e.g. from RAJAR);
We propose to operate the same type of programme service as is currently broadcast. This
service was acquired and launched in November 2011 and therefore missed the deadline for
inclusion in RAJAR from Q1 2012. The service entered RAJAR in Q3 2012 but has yet to
publish.
Our market research survey carried out across the area in November 2012 shows that The
Breeze currently has a weekly reach of 20% amongst 25-64 year olds. Feedback in the market
would suggest that this is a robust estimate. We would expect weekly reach amongst 15-24s
and 65+s to be lower than this (at c. 10%) giving a current all adults 15+ reach of 16%.
CACI estimate the current (15+) population in the area as 60,685 – slightly less than the
66,000 TSA that was previously claimed by the service in its last RAJAR (Q4, 2009). As
RAJAR only allows entire postcode selection the reporting TSA will cover BA11 (Frome),
BA12 (Warminster) and BA13 (Westbury) - a total 15+ population of 67,657.
ii) To what extent do you believe that the potential maximum listenership for your present programme service
is already being achieved? Indicate any audience objectives for the new licence period. ;
The Breeze is still at an early stage of its life. Whilst it has performed very well in its first year
it is still “work in progress” and there is more to do in marketing and growing the brand.
We do expect growth to continue and would predict a year 3 weekly reach of 25% with an
average 8.0 hours.
13

3. Transmission proposals
The existing licensee only should answer the following questions:
a) Provide details of any substantial alteration you propose to make to your existing transmission
arrangements (e.g. proposed relocation of transmission site) for the new licence period.
We do not propose to make any substantial alterations to our existing transmission
arrangements.
14

Section 105(B) and (C): Catering for tastes and interests/broadening
choice
4. Format
Licence number
Licensed area
MCA population
Frequency/ies
AL268
Warminster area
18,410
Character of Service
107.7 MHz
THE BREEZE (Warminster)
A LOCALLY ORIENTED, BROAD MUSIC AND INFORMATION STATION FOR THE
WARMINSTER AREA.
Service duration
Locally-made
programming
Local news
24 hours
Studio location:
Locally-made programming must be produced within the licensed areas of
Warminster (AL268), Bristol (AL260) or Bath (AL248).
Locally-made hours:
At least 7 hours a day during daytime weekdays (must include breakfast).
At least 4 hours daytime Saturdays and Sundays.
Programme sharing:
All programmes may be shared between the Warminster licence (AL268), the
Bristol licence (AL260), the Bridgwater & West Somerset licence (AL260) or the
Bath licence (AL248), subject to satisfying the Character of Service requirements
above.
At least hourly during daytime weekdays and peak-time weekends.
At other times UK-wide, national and international news should feature.
Definitions
Speech Excludes advertising, programme/promotional trails & sponsor credits
Peak-time Weekday breakfast and drive-time, and weekend late breakfast
Daytime 06.00 to 19.00 weekdays and weekends
15

5. Programming Philosophy
a) Explain (in no more than 500 words) how your proposed Format will cater for the tastes and interests,
general or particular, of persons living in this local area;
The Breeze sets out to provide a popular, distinctive local service with broad
appeal to residents of Warminster, Frome and Westbury.
Popular – With a solid focus on local news and information – the most important content
demanded in research – and a music mix that has broad appeal, The Breeze is already a
popular local service.
In a market that is understandably generally ignored by ILR, The Breeze provides a unique
offering of local news and information specifically targeted at Warminster, Frome and
Westbury. By taking the generic content from Bristol, we are able to provide the area with a
high quality product that the market would not ordinarily sustain.
Our research into The Breeze’s musical output has allowed us to hone the original
proposition to a music mix that has broad popular appeal, particularly to 35+ listeners.
Listeners surveyed wanted a station playing “a broad variety of songs from a mix of decades”
– a brief against which The Breeze squarely delivers. Furthermore (a very high) four out of
five respondents (80%) stated that The Breeze was “in tune with their musical tastes”.
Distinctive – This is a service that is demonstrably different from the current ILR services
available in the area. Whilst there is a Catch 22 situation in satisfying the twin requirements
of being distinctive compared to current ILR provision whilst at the same time being as
popular as possible, The Breeze definitely broadens listening choice in the area.
Traditionally small stations have played a relatively unfocused music selection in an attempt
to be a “catch all” service. However, we strongly believe the “something for everyone”
approach is flawed and a more targeted music mix coupled with strong local news and
information content delivers truly distinctive output that has broad appeal to local listeners
and specific (musical) appeal to 35+ listeners.
Local – Small local stations have generally outperformed their larger competitors in both
reach and average hours measurements by the very fact that they are local. In this market, as
in every other small market we have researched, there is a strong demand for local news and
information. The Breeze provides local news, weather, what’s ons, coverage of major local
events and local traffic and travel bulletins at breakfast and drive (and at other times should
the need arise).
We know how important this local content is for listeners. We recognise the importance in
providing this content to grow and retain an audience. With The Breeze network almost
doubling in size in the past year to 13 stations, we are able to spread central costs over the
collective businesses and provide a service that this market would not ordinarily be able to
sustain.
We have already developed custom software to allow us to better deliver local content in a
sophisticated, efficient and seamless way and are looking at building more products to
further enhance our local offering.
[Word count: 475/500]
16

The existing licensee only should answer the following question:
c) Explain (in no more than 400 words) how your proposed Format will cater for tastes and interests
different from those catered for by other existing local commercial and community radio services available in
this local area.
The Breeze provides a service that is distinctly different from both the ILR and community
radio stations available in the area in music content, speech output and focus.
Music
As music forms the majority of our output (and of the other ILR stations here), it is obviously
the most important differentiator in demonstrating the broadening of ILR choice.
Whilst many smaller stations have historically offered a full service format (the “we play
everything” approach), this can end up having no particular appeal to any demographic. At
The Breeze, whilst we provide broad demographic appeal through local news and
information, musically we play a focused blend of melodic songs targeted at listeners aged
35+. The station has a female bias.
We have carried out detailed music monitoring of all other stations and it clearly shows that
The Breeze provides a markedly different musical mix to any other ILR service.
Data from Radiomonitor across the seven days commencing January 7 th 2013 (0600-1900)
shows that The Breeze is a distinctive service in this market. In summary:
• The Breeze plays a distinctive blend of music that has minimum overlap with other
ILR stations – just 33% of tracks with Heart, and 1% with Kiss.
• The Breeze plays 266 different artists, half (48%) of which are unique to The Breeze
vs Heart, and almost all (97%) unique to The Breeze vs Kiss.
• The Breeze has a wide playlist (1028 songs), of which 430 are unique to the station.
Both Community Radio stations in the TSA have distinctly different musical offerings to The
Breeze. WCR’s music “reflects the local culture of Warminster” featuring “local artists, new
unsigned bands, popular music, classical, jazz, country, soul, world music, church music and
others”. FromeFM’s music “promotes niche musical genres” and promotes “local performers,
artists and writers”.
News and Speech
The other existing ILR services that cover our TSA necessarily have their focus elsewhere.
Heart’s Wiltshire operation has its focus squarely on Swindon, and Kiss, with its national
output and TSA of almost 2.5 million, does not carry local content.
As local news and local traffic and travel were identified as the most important content in our
research we will not only be providing a much-demanded service but one that is clearly
unavailable from other existing ILR operators.
[Word count: 377/400]
17

d) In what ways, if any, are your programme proposals for the new licence period substantially different from
the programme service you currently broadcast? Outline the reasons for any such differences from the current
service.
Our programming proposals for the new licence period do not differ substantially from the
programme service we currently broadcast.
That said, we continue to monitor and evaluate our output on a regular basis in an effort to
offer the best possible product.
18

Section 105(D): Evidence of local demand or support
6. Evidence of Demand
The existing licensee only should answer the following question:
If you propose to alter your existing programme service in the new licence period, outline any way in which
findings from any original market research undertaken, or analysis of existing audience research information,
have influenced this decision.
We do not intend to alter the existing programme service. We have undertaken market
research that shows strong approval for the service The Breeze provides.
a)
b)
c)
d)
e)
LISTENER RESEARCH
Objective:
To explore reactions to, and the demand for, The Breeze in Warminster, Frome and
Westbury.
Questions:
Current radio listening behaviour
Rating of station by music choice
Rating of station by local news and speech content
Most listened to station
Rating of music mix by station
Rating of The Breeze speech content
Rating of The Breeze music mix
Preferred station format
Preferred music mix
Importance of local content
Methodology:
On street interviews
Hallett Arendt undertook the fieldwork and tabulation of data
Sample Size:
515 adults aged 25-64
Fieldwork:
5-14 November 2012
Survey Area:
Warminster, Westbury and Frome
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a)
b)
c)
d)
MUSIC MONITORING
Objective:
To obtain and analyse data on the actual output of the existing local commercial
radio services in the area in order to establish the extent to which The Breeze would
broaden listening
Data sought:
Analysis was conducted of music tracks played by Heart and Kiss, as well as The
Breeze’s music output
Methodology:
Analysis was conducted to determine levels of overlap between stations in terms of
tracks played, music airplay and rotation, and era of music tracks
Monitoring was by Radiomonitor, with analysis conducted in house
Monitoring periods:
Music output data was gathered for the period January 7 – 14, 2013
f. Summary of the main findings of the research
The Breeze is a popular service
Even though a service has been operating in this area for almost twelve years, in reality this
is a licence that had burnt its bridges with many listeners and advertisers and we regard The
Breeze in Warminster as being a station in its infancy.
We launched The Breeze in November 2011 and surveyed the service exactly a year after
launch. 20% of respondents (25-64s) said that they had listened to The Breeze in the
previous seven days. This makes it more popular than Kiss (18%), BBC Radio Wiltshire (9%)
and Gold (5%). It is also significantly stronger than WCR (3%) and FromeFM (5%), although
they have significantly smaller TSA’s. The market leading station in the area is BBC Radio 2
(40%) with Heart the strongest commercial service (29%).
Importantly, The Breeze was the number one choice for listeners wanting local news and
information, with 19% choosing our service compared to BBC Radio Wiltshire (14%) and
Heart (13%).
17% of respondents said that The Breeze was their first or second choice radio station.
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The Breeze is a highly rated for news and speech
As well as being the station that listeners would tune into for local news and information, the
majority of respondents (75%) rated the news and speech content on the station as “Very
Good” or “Fairly Good”.
The Breeze plays a popular mix of music
24% of listeners said that The Breeze was ‘very much in tune’ with their musical tastes. A
(high) 80% of respondents felt that The Breeze was ‘very much’ or ‘fairly’ in tune with their
musical tastes.
The format of The Breeze playing ‘a broad variety of songs from a mix of decades’ was (at
62%) significantly more highly rated than more niche formats focusing on one or two
decades.
The Breeze provides much wanted local content
Respondents were asked to rate the importance of local news and information content on
local stations, scoring each feature out of ten.
Local news scored a (high) 7.4 amongst all adults 25+, with 7+ appeal in all demographics.
Similarly high (7.2) was local weather, and travel (6.5) and what’s on (6.3) both had broad
popular appeal. All of these items feature strongly on The Breeze.
Local sports news at 4.1 was the least popular feature and for this reason is only included on
The Breeze in news bulletins (when merited).
g. Full data tables have been submitted in confidence.
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7. Evidence of Support
Summarise (in no more than 500 words) any evidence of support for your application from your potential
audience or from prospective local advertisers.
Whilst The Breeze has only been broadcasting for just over a year, response has already been
very positive. Perhaps the purest illustration of the support the service has received is the
growing number of clients that are prepared to commit to investing money in advertising on
the station.
Advertiser Melvin Davies, a director of Davies & Latcham Estate Agents in Warminster,
underpins our market research stating that “advertising on The Breeze has proved a very
effective means of generating fresh business” and pointing out that the service “is proving a
great asset locally…a truly locally focussed and professional radio station.”
James Baber, Director of Premiere Installations, Warminster, gave us a vote of confidence
saying “Celador have given the stability that our local radio station has needed. The Breeze
is clearly a professionally run operation that truly reflects what’s happening in our local
community. As a local business it is reassuring to know that the station is now being
managed well.”
Colonel Peter Merriman MBE, Commandant of the Warminster Garrison, partnered with
The Breeze for the primary Garrison Community Engagement event - the Warminster
Fireworks. He says “the publicity you provided undoubtedly made a significant contribution
to this success.”
Ian Pearce is Club Secretary for Frome Town FC – “As a community based football club we
believe it important for a local radio station to be focussing on events and news from the
local areas – and that’s exactly what The Breeze have done since launching in the Frome
and West Wilts area. Losing The Breeze would not be in the best interests of the local
community – especially with the work they have already done to engage the local
population to give them back a radio station they can be proud of.”
Paul Batchelor, the Deputy Mayor of Warminster wrote to support our application stating
that our news had “a sincere commitment to professionalism” and that “involvement with
the town Fireworks and other events has been welcomed, delivering and promoting these
to a wider audience.”
“It has been a relief to get a station that has hung around for more than a few months! I
like the music and the news service is first class” praised Jude McCallin of The Corn Flower
Florists in Warminster.
Frome carpet retailer Kevin Corcoran felt that “Celador has bought some much needed
professionalism to a radio station that had, quite clearly been suffering from a lack of
investment for some time.”
Colin Doolan of Dimensions Tiles and Bathrooms (Frome and Trowbridge) told us “the news
service is very good and during the bad weather The Breeze was a great source of
information”.
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Martin Bradbury of Northwood UK (Warminster and Trowbridge) said “In these challenging
times The Breeze is providing a good value way of reaching new customers.”
Claire Ellis of Renrod summed up The Breeze saying “All the news is local to us, all the
music is up beat and easy listening. Since being bought by Celador the station has gone
from strength to strength”.
[Word count: 498/500]
Declaration
Applicants are required to conclude their submission by responding to the following question:
Do you confirm that, to the best of your knowledge and belief:
a) the applicant is not a disqualified person in relation to the licence by virtue of the provisions of section 143(5)
of the Broadcasting Act 1996 (relating to political objects);
b) no director or person concerned directly or indirectly in the management of the company or the applicant
group is the subject of a disqualification order as defined by section 145(1) of the Broadcasting Act 1996;
c) no person involved in the application has been convicted within the past five years of an unlicensed
broadcasting offence and that the applicant will do all it can to ensure that no person so convicted will be
concerned in the provision of the service, the making of programmes included in it, or the operation of a radio
station if the applicant is granted a licence; and
d) any matters which might influence Ofcom's judgement as to whether the directors and substantial
shareholders involved in the application are fit and proper persons to participate in a radio licence have been
made known to Ofcom?
Yes.
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