Moonraker - Ofcom Licensing

Moonraker FM 

Local Radio comes home - to Swindon 

Moonraker FM (Swindon) Limited 

APPLICATION FOR THE 

LOCAL RADIO LICENCE 

Swindon 

June 2005

GENERAL INFORMATION Moonraker FM 

a) Name Of Applicant 

Moonraker FM (Swindon) Limited 

Address details same as main public contact: 

b) Main Contact (for public purposes) 

Name: Philip Bond 

Telephone: 01793 488007 

Mobile: 07778 639816 

Address: 16 Little Avenue 

Swindon 

SN2 1NL 

E-mail Address: philipbond@moonraker.fm 

c) Proposed Station Name 


Radio Licence 

Application 

d) Brief Description Of Proposed Programme Service 



Moonraker will be a broadly-based, music-led, information-rich service combining a wide 

variety of classic and contemporary music together with high quality locally-produced 

news, detailed weather reports, comprehensive traffic and travel and a distinctive range of 

speech and information features designed to capture the spirit of Swindon. 

Local Radio comes home - to Swindon General Information - Page 1

GENERAL INFORMATION Moonraker FM 

e) Main Contact (for Ofcom Purposes) 

Name: Paul Davis 

Telephone: 01373 823119 

Mobile: 07767 888291 

Fax: 01373 859967 

Address: 2A High Street 

Dilton Marsh 

Westbury 

Wiltshire 

BA13 4DS 

E-mail Address: pauldavis@moonraker.fm 

Local Radio comes home - to Swindon General Information - Page 2

ABILITY TO MAINTAIN SERVICE Moonraker FM 

(a) Board of Directors 

The Moonraker FM (Swindon) Limited Board currently comprises six members, of whom four are 

based in Wiltshire. 

Philip Bond 

Non-Executive Chairman 

Home 

Wiltshire 

Age 

48 

Occupation 

Company Director 

Senior Systems Engineer 

Other Media Interests: 

See below 

Other Directorships 

Bond Digital Ltd 

Philip feels that there is a desperate need for a truly locallydriven, 

music and information station and believes 

Moonraker FM will bring a much needed, innovative radio 

channel to the Swindon community, offering a unique 

platform for advertisers and local talent that has been 

missing for some time. Philip lives in Cheney Manor in 

Swindon where he has lived for twenty years and is married 

with two teenage boys. 

His working life began as an apprentice for Post Office 

telecommunications, where he gained a scholarship to study 

Electronic Engineering at Loughborough University. With his 

consuming fascination in broadcast technology, he decided 

to move to the BBC where he was trained as an engineer, 

working in the outside broadcast communications section 

and at the Television Centre in London. 

His heart lies in radio and he moved to join the fledgling 

Hereward Radio in 1980, which he found to be a massive 

change in culture at first. After further experience at Invicta 

and Capital Radio, he joined GWR as Assistant Chief 

Engineer gaining new skills in computer based broadcast 

technology. He became Chief Engineer at Melody Radio in 

1990 where he pioneered the development of radio 

broadcast technology and won two BT Radio Academy 

Innovation Awards for his work on RDS and DAB technology. 

More recently, Philip has run his own technical consultancy 

Bond Digital Ltd since 1998 and is currently employed as a 

Senior Systems Engineer at Broadcom Ltd where he is 

involved in the design and implementation of broadcast 

systems for radio studios and installations project 

management. 

He has worked on every aspect of radio engineering life and 

has done everything from outside broadcasts from hot air 

balloons through to designing state-of-art DAB receivers. 

His heart is in innovation – a key component in the evolution 

of commercial radio in the UK, and is driven to create new 

technology to bring life to ideas both behind and in front of 

the microphone. 

He is a Member of the Institute of Broadcast Sound and the 

IEE. He is an acknowledge specialist in digital radio 

broadcasting and audio coding technologies. He studied 

Digital Radio at BBC CBST Wood Norton and is fully 

conversant with programming in C and Basic, LAN Networks 

and applications programming software such as Delphi3, 

Pascal, Java, Streaming Technologies and Visual Basic. 

Local Radio comes home - to Swindon Section 105 (A) - Page 1



Paul Davis 

Executive Director 

Managing Director Designate 

Home 

Wiltshire 

Age 

50 

Occupation 



See below 


Paul Davis Broadcast Services 

Gulf Radio Services 

Medway Radio Ltd 

Paul Davis originally set out in life to become an engineer in 

the industrial electronics arena with American giant 

Westinghouse Break and Signal Company - Chippenham, 

where he obtained his BSc, however more by accident he 

started his radio career in the West Country with a BBC 

regional station and later progressed into the forces 

network BFBS, where he was the first voice on the second 

channel known as BFBS 2. 

Moving into the commercial sector in presentation and 

commercial production Paul soon found himself working a 

48 hour week in air shifts alone. He also made time each 

week to conduct a regular round of voice-over sessions for 

radio commercials or film narratives, besides following a 

number of computer courses which has since proved 

invaluable in the world of IT, particularly set in the concept 

of modern radio. 

Setting up his own company, offering broadcast production/ 

consultancy and voice-over experience, he became heavily 

involved with a number of clients, including Sunrise Radio 

Ltd in London, which led to him going to Sri Lanka in 1998, 

where he spent six months planning, designing, building and 

project over-seeing the completion of a five channel national 

radio network from its prestigious head quarters on the 35 th 

level of the World Trade Centre. This also included the 

installation of a series of transmitter and combined antenna 

installations. 

More recently Paul planned and co-wrote sections for 

inclusion at application stage of several digital projects in 

preparation for the first major revolution in UK radio for 

some twenty five years. 

He is now following an ambition to demonstrate a need for, 

and run a local radio service in the Swindon area, besides 

continuing to provide voice-overs for TV and radio 

commercials and a host of documentaries and training 

films. 




Jonathan Hewat 

Non-executive Director 

Home 

Wiltshire 

Age 

60 

Occupation 


Author & Broadcaster 

Qualified Designer 

Media Training Officer 


None 


46 Design 

Author & broadcaster, Jonathan Hewat, was born in Dublin 

and educated at Castle Park School and Shrewsbury 

School. Having completed the National Diploma in Design at 

the Central School of Arts & Crafts, London, he founded a 

Graphic Design Company which designed the current 

National Westminster Bank corporate identity. 

He then undertook a 153,000 km journey around the world 

in a VW microbus with his wife, Theresa, through 56 

countries over 3.5 years gaining them a place in the 

Guinness Book of World Records. 

In 1979 he began a new career in broadcasting on Local 

Radio, British Forces Radio, and BBC Radio 2 and 4. He 

worked briefly for BBC TV South before becoming Head of 

Radio at the University of the West of England, Bristol, 

where he also ran a post-graduate Diploma in Broadcast 

Journalism. 

In 1990 he became an Associate Tutor at Ashridge 

Management College, Berkhamsted, and has a personal 

Radio archive of 3,000 clips from over four decades of radio 

around the English-speaking world. 

His Company, 46 Design, currently offers Media 

Management and Management Development training 

courses in the UK and overseas, and has recently published 

an interactive CD ROM on ‘Handling the Media’. 

Jonathan is married with three children and lives in 

Bradford on Avon, West Wiltshire. 




Ian Pugh 

Non-executive Director 

Home 

Wiltshire & Cornwall 

Age 

53 

Occupation 



See below 


BW Limited 

A graduate of Cranfield Business College, Ian has a strong 

background in managerial skills; a success record in 

marketing; a superior knowledge of business commerce; an 

excellent record in analysis of business statistics and 

accounts; and is also a competent broadcaster and 

journalist with an insatiable appetite for current affairs and 

news. 

Ian owns homes in both Wiltshire and Cornwall and has 

done so for over thirty five years. During this time period he 

has worked in the food preparation industry and has held a 

managerial position for twenty eight of these culminating as 

General Manager, controlling Scot Beef with an annual 

turnover of over £40 million. 

Following his departure from the food industry, he went on 

in 1995 to establish an electrical business in Wiltshire which 

holds several contracts to service major national 

companies, having a strong foothold in the domestic market 

place it serves. 

His involvement with the Radio Industry started in 1991 

when he became involved in a community project to set up a 

small operation in the Market Town of Warminster. The 

project has grown beyond all belief and continues to 

embrace a loyal listenership today. 

Ian has worked for Bath FM and also BBC Wiltshire Sound 

and most recently as a Director in Moonraker FM overseeing 

the Restricted Service License Broadcasts which have 

profitably promoted major local events and shows. 




Neil Romain 

Non-executive 

Home 

London 

Age 

46 

Occupation 

Managing Director 

London Media Company Ltd 

Other Media Interests/ 

Directorships: 

Time FM (Ashford) Limited, 

Easy Radio London Limited 

Tide FM Limited 

Time FM 106.6 Limited 




Ingenu Limited 

Shammy Batra 

Non-executive 

Home 

London 

Age 

46 

Occupation 

Director of Corporate Services 

Sunrise Radio Group 

Other Media Interests/ 

Directorships: 

Sunrise Radio Ltd 

Hayes Gate House Ltd 

Heathrow Financial Services Ltd 

Neil Romain has a deep understanding of radio industry 

finance and strategy. His experience comes through thirteen 

years of service (1991-2003) with the Radio Authority as its 

Finance Director and latterly Deputy Chief Operating 

Officer, and previously as Radio Finance Officer with its 

predecessor body, the Independent Broadcasting Authority. 

During his time at the Radio Authority, Neil was actively 

involved in developing the policies and strategies that have 

shaped the present structure of the UK radio industry. He 

has in-depth knowledge of all the key players in the industry, 

and of the financial structuring and management of radio 

stations. 

Neil joined the Sunrise Radio Group in early 2004 as the 

managing director of its newly-established London Media 

Company subsidiary, in which role he has been involved in 

the acquisition and subsequent turnaround of the 

mainstream (English language) radio companies now owned 

by LMC. He is responsible for the financial and sales 

performance of these radio stations. 

Shammy is an experienced Management Consultant/ 

Business Analyst with substantial experience within both the 

private and public sectors. In 2001 he received an MSc in 

Information Systems from Brunel University having 

previously gained a Masters degree in Management from 

London University (1995) and a BA Hons degree in Politics & 

Philosophy from Kent University (1980). 

He has Board level experience in both the private and public 

sectors and has been a non-executive Director with Sunrise 

Radio Limited since its inception in 1989, becoming 

executive Director of Corporate Services in 2003. Previously 

he was a management consultant with LogicaCMG, he 

carried out a number of consultancy assignments for the 

DTI's RadioCommunications Agency. 

As non-executive Director with Sunrise Radio Limited 

between 1989 and 2003, Shammy carried out a number 

of projects for them including being a part of the team that 

set up the radio stations in Sri Lanka and Mauritius. 



(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 for any further changes. 

1. (b) Proposed Investors And Shareholding Structure 

(i) Full details of the proposed shareholding structure should be provided; 

Moonraker FM (Partnership) (60%) 

16 Little Avenue, Swindon SN2 1NL 

London Media Company Limited (40%) 

Sunrise House, Merrick Road, Southall UB2 4AU 

(ii) Total number, class/classes of shares and issue price of shares; 

600,000 ordinary voting shares of £1 issued at par 

(iii) All voting shareholders and holders of 5% or more of non-voting shares and loan 

stock. State the number, class/classes and price of shares; 

Moonraker FM (Partnership) 


London Media Company Limited 


(iv) Outline any shareholders agreements or arrangements which exist; 

It has been resolved by the Directors of Moonraker FM that it will subscribe for 60% 

360,000 shares of the Company and, therefore, make available sufficient funds to 

subscribe £360,000 for a 60% share of Moonraker FM (Swindon) Limited upon the 

successful grant of a radio licence. 

It has been agreed that Sunrise Radio Limited will provide funding to London Media 

Company Limited in order that it can subscribe for 40% (£240,000) of the £600,000 

equity required by Moonraker FM (Swindon) Limited in the event that its application to 

Ofcom is successful. 

LMC and Moonraker FM have agreed LMC holds pre emption rights over any 

Moonraker FM (Swindon) Ltd shares offered for sale by Moonraker FM. 



(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 

shareholder, and of its activities. 

LONDON MEDIA COMPANY LIMITED: LMC was established in January 2004 as a whollyowned 

subsidiary of Sunrise Radio Limited as the vehicle for its entry into mainstream 

English language broadcasting. LMC currently operates Time FM 106.8 in South East 

London, Time FM 107.3 covering the London boroughs of Lewisham and Southwark, Time 

FM 107.5 in Havering, and Star FM 106.6 serving Slough, Maidenhead and Windsor (shortly 

to be renamed Time FM 106.6) together with Easy Radio London on DAB. The company 

aims to extend its operations through successful application for new licences to be 

advertised by Ofcom in its own right and, in appropriate circumstances, in partnership with 

local groups as well as further acquisition of stations that fit the profile of the Time brand. 

SUNRISE RADIO LIMITED: Sunrise Group has operated as a successful and profitable 

ethnic broadcaster in the UK over 15 years. Its mainstay Sunrise Radio, broadcasting on 

the analogue 1458 AM frequency to Greater London, has also been available for much of its 

life on satellite (initially on the Astra satellite and latterly on the Sky platform). It has also 

recently launched its Kismat format in Greater London on the 1035 frequency. The 

company has made a substantial commitment to and investment in digital radio, and 

operates six DAB services with its Sunrise format in Edinburgh, Glasgow, London, 

Birmingham, Coventry and Wolverhampton; and four under its new Yarr (Young Asian 

Radio) format in Bradford, Coventry, Wolverhampton and London. Through its majority 

shareholder the company also operates radio stations in Sri Lanka and Mauritius. The 

company also has a number of non-radio interests. Sunrise Group is ultimately controlled 

by Avtar Lit and other family interests. LMC and Sunrise Group are both current licensees 

of Ofcom. Current company businesses can be grouped into three areas as follows: 

Asian Broadcasting 

Sunrise Radio London 

Kismat Radio London 

Sunrise Radio (DAB) 

Edinburgh 

Glasgow 

London 

Birmingham 

Coventry 

Wolverhampton 

Yarr Radio (DAB) 

Bradford 

Coventry 

London 

Wolverhampton 

Sunrise Radio Limited 

English Broadcasting 

Star FM 106.6 

Time FM 106.8 

Time FM 107.3 

Time FM 107.5 

Easy Radio (DAB) 

Non Broadcast 

Business 

Metra Club & Bar 

Hayes Gate House 

Heathrow Financial Services 

Himalaya Events & Exhibitions 

Asian Rich List 



Company Boards 

The Board members of Sunrise Radio Limited and London Media Company are shown 

below: 

MOONRAKER FM was set up in 1998 by a local group of investors and radio enthusiasts. It 

created the need for a fresh and competitive radio station in Wiltshire. The partnership was 

the first to run Restricted Services Licences (RSLs) in the area and produced the 

realisation that an alternative radio company could offer a sustained and competitive 

approach to the existing radio sector in the region. 

Since the RSLs and acceptance by the Radio Authority of a competitive licence in the 

Swindon area, the partnership has established a co-operation with LMC who will provide 

financial and administrative support while allowing the local Board to operate, broadcast 

and develop in the manner which has proved so successful for Moonraker so far. 

(vi) Additional Information 

LMC & SUNRISE COMPANY DIRECTORS 

LONDON MEDIA COMPANY LIMITED 

SUNRISE RADIO LIMITED 

Neil Romain 

Avtar Lit 

Shammy Batra 

Avtar Lit 

Surinderpal Singh (Tony) Lit 

Shammy Batra 

Ravi Jain 

The Directors of both LMC and Sunrise Group are well known to Ofcom. 

MOONRAKER FM - COMPANY DIRECTORS 

Ian Pugh (30%) 

Paul Davis (30%) 

Jonathan Hewat (30%) 

Philip Bond (10%) 

The shareholding arrangement between partners is shown in brackets 

Documentation confirming LMC’s ability to provide finance that it has committed is 

available to Ofcom in the event that this should be required. 

Sunrise Radio Limited is an existing Ofcom licensee, and has a number of other successful 

businesses. It has consistently reported profits on its commercial activities, and has secure 

cash facilities through its bankers Allied Irish Bank Limited which are available to support 

its continued expansion plans, including the proposed investment in this licence. 

Documentation confirming Moonraker FM’s ability to provide finance that it has committed 

is available to Ofcom in the event that this should be required. 



1. (c) Involvement of the Applicant in Specified Activities 

Details are required of the involvement of 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. 

(i) Advertising agencies; 

Not Applicable 

(ii) Newspapers; 


SUNRISE GROUP UK INTERESTS 

Licence Holding TSA Broadcast Area Platform 

Sunrise Radio Limited Al-156 100% 10,435,000 Greater London AM Analogue 

Sunrise Radio Limited DP-006 100% 10,435,000 Greater London DAB Digital 

Sunrise Radio Birmingham DP-006 100% 2,006,000 Birmingham DAB Digital 

Sunrise Radio Coventry DP-006 100% 647,000 Coventry DAB Digital 

Sunrise Radio Edinburgh DP-006 100% 1,118,00 Edinburgh DAB Digital 

Sunrise Radio Glasgow DP-006 100% 1,834,000 Glasgow DAB Digital 

Sunrise Radio Wolverhampton DP-006 100% 1,279,000 Wolverhampton DAB Digital 

YARR Bradford DP-006 100% 776,000 Bradford / Huddersfield DAB Digital 

YARR Coventry DP-006 100% 647,000 Coventry DAB Digital 

YARR London DP-006 100% 10,435,000 London DAB Digital 

YARR Wolverhampton DP-006 100% 1,279,000 Wolverhampton DAB Digital 

Bradford City Radio Limited AL-037 33% 486,000 Bradford FM Analogue 

Bradford City Radio Limited DP-061 33% 776,000 Bradford & Huddersfield DAB Digital 

Tristar Broadcasting Limited AL-148 100% 220,000 Slough / Maidenhead FM Analogue 

Time FM 106.8 Limited AL-040 100% 484,000 Thamesmead FM Analogue 

Time FM 107.3 Limited AL-219 100% 302,000 Lewisham / SE London FM Analogue 

Time FM 107.5 Limited AL-216 100% 374,000 Havering FM Analogue 

Easy Radio London (now Kismat) AL-160 100% 10,435,000 Greater London AM Analogue 

Easy Radio London Limited DP-006 100% 10,435,000 Greater London DAB Digital 

Sunrise is also available on Sky Channel 883 and Telewest and NTL cable networks 

Kismat Radio is also available on Sky Channel 923; Yarr Radio is also available on Sky Channel 937 



(iv) Bodies whose objects are wholly or mainly of a religious nature; 


(v) Bodies whose objects are wholly or mainly of a political nature; 


vi) Local authorities; 


(vii) Other publicly funded bodies. 




(a) OVERVIEW 

FINANCIAL & BUSINESS PLAN 

Moonraker FM is long established within Wiltshire. Our name (drawn from Wiltshire legend) and 

our group's ambition to operate a permanent local radio station is fuelled by the success of the 

RSLs that we have operated profitably since 2003, and an ongoing presence at events across the 

county such as the North Wilts Show, West Wilts Show and Bath & West Show. 

In our early planning of this Swindon licence application, the members of the Moonraker group 

concluded that, while we are confident in our ability to develop a successful independent radio 

station in this market, the involvement of an established radio industry partner would add 

experience, expertise and practical support that would otherwise be out of our reach. 

We have been fortunate to team up with the London Media Company (LMC), the mainstream 

broadcasting subsidiary of the Sunrise Radio Group, which has agreed to take a 40% 

shareholding in Moonraker FM (Swindon) Ltd. 

Our relationship with Sunrise Radio goes back to the very earliest days of that company, when 

one of Moonraker's founders, Paul Davis, was the Operations Director of the-then fledgling 

Sunrise Radio while it was successfully establishing its original West London service for Asian 

listeners. Paul left Sunrise in 2000 when he moved to Wiltshire to pursue associated radio 

business activities. His undying interest in radio was maintained, in particular, through his 

involvement in Moonraker FM alongside Ian Pugh and Jonathan Hewat. 

LMC’s interest in this application carries through an agreement with Sunrise Radio Chairman, 

Avtar Lit, to support Moonraker's ambitions to build a successful and truly local radio station. As 

part of the agreement, LMC will provide administrative and traffic scheduling support to 

Moonraker in return for a small management fee. 

LMC has agreed to underwrite the entire equity investment in this application. LMC's experience 

in developing local revenue streams, when allied with the local knowledge of Moonraker FM, 

delivers an effective partnership. For LMC, this investment represents a logical extension of its 

interests along the M4 corridor to the west of London, having acquired Star 106.6 from UKRD in 

June of last year. 

Moonraker FM has a deep-seated belief that local radio should be genuinely local, and our FOUR 

local directors have each committed to take a significant and, between them, a controlling 

interest in Moonraker Swindon Ltd. We have our roots in Wiltshire, and a belief in the need for, 

and the potential of, a radio station focused upon serving Swindon. 

However, we recognise that the current business environment requires a modern cost-effective 

operation. LMC has developed the commercial side of its business in an impressive way, having 

turned previously loss-making stations into viable, profitable businesses by building a strong 

sales-based philosophy which Paul Davis recognises from his time at Sunrise Radio. This 

experience in optimising small local markets is available to Moonraker as part of the investment 

agreement with LMC. 

While ensuring that expenditure is carefully controlled, all of the investors understand and share 

the view that cutting costs to the bone is not the way to succeed. Our cost base represents a 

reasonable expectation of the costs that are necessary to operate what is essentially a standalone 

operation. 



Moonraker’s sales philosophy will be based on this. We will be the hardest working station in the 

market. Our Promotions vehicle will be at events daily, and our sales team will be trained well, to 

understand the station and its product. They will know how to ensure that the advertisers get the 

best possible results for their investment. As an example, a recent RSL in Trowbridge was 

supported by ASDA Stores Ltd to the tune of almost £10,000. Our focus from the beginning will 

be on developing the local market. National revenue is no longer a significant revenue source for 

new small stations such as this. Carrying a disproportionate inventory of national advertising 

sold at rock-bottom rates can undermine the local character of the station's sound to an extent 

which is not offset by the modest revenue that is generated. 

We do not believe that the national market place will change in the short term as the major 

groups consolidate further, and while Moonraker will subscribe to RAJAR from the outset and 

will appoint First Radio Sales to represent it nationally, it will not be part of the generic FRS sell, 

thereby allowing it to be selective in respect of the national advertisements that it takes. 

Although this policy will restrict the national revenue that the station will obtain, we believe that 

this downside will be more than offset by the additional local revenue that can be generated from 

its prime time spots, and by ensuring that its product is not undervalued in the market. 

History Of The Group 

The roots of Moonraker go back to 1998 when Paul Davis, then at Sunrise Radio, and Ian Pugh of 

Warminster Community Radio & Devizes Hospital Radio first met. It was this meeting that firmly 

established that both were totally committed to local radio in the Wiltshire area and the search 

for a third partner commenced. The following year Jonathan Hewat joined the project. Jonathan 

had cut his teeth in broadcasting with BBC and BFBS and his experience made him an ideal 

candidate to assist with researching opportunities to establish a market niche for the Moonraker 

brand. This task was achieved with further assistance from 46 Design who are probably best 

known for creating the NAT WEST logo and full Corporate Identity. 

By 2000, Moonraker had established firm links with chambers of commerce all over the County, 

creating interest and awareness in its brand and its future intentions for trial broadcasts. The 

partnerships that were established included the Wessex Chamber of Commerce and various 

local authorities such as Wiltshire County Council, West Wiltshire District Council, North 

Wiltshire District Council, Kennet District Council and also Wiltshire College. In 2002, media 

students at Wiltshire College assisted Moonraker in setting up a news room which is run as an 

ongoing project that feeds the Moonraker RSLs with local information content. 

These foundations were tested in 2003 when Moonraker ran its first trial broadcast in West 

Wiltshire which established the station as a firm favourite with listeners by producing a locally- 

focussed radio service. Such was the success that the group ran its second trial broadcast in 

October 2003 broadcasting, on this occasion, to North Wiltshire with another locally-focussed 

service with the assistance of the students from the Wiltshire College site. 

In 2004, following the success of its October broadcast, Moonraker joined forces with the North 

Wiltshire District Council and established a Festival Radio broadcast for four days to promote all 

that was excellent in North Wiltshire. The service delivered a series of rolling interviews 

interspersed with adult music and essential information for the show. 

Moonraker will again be joining forces with the West Wiltshire District Council during 2005, 

following the success of the North Wilts Festival to recreate the same initiative with a service 

that is entirely relevant to the show. This project poses several technical challenges which 

necessitated the recruitment of a local expert and has resulted in re-uniting with long-time 

Swindon-based colleague, Philip Bond, who has also been the most recent addition to the 

Moonraker FM (Swindon) Ltd Board as a result of his obvious interest in the advertisement of a 

local licence in his home town. 



The Story Behind The Name 

People from Wiltshire are often known as Moonrakers and the term is a source of great pride for 

many related to the county. There are numerous variations of the legend that spawned this name 

but it is generally thought to be about a band of smugglers. Lit by a beaming full moon, a group of 

Wiltshire smugglers were transporting some casks of contraband past a pond. Suddenly, the 

donkey carrying the casks was startled and the smuggled goods slipped into the pond. The 

smugglers grabbed some hay rakes they found nearby and tried to hook them onto the casks 

underneath the water to retrieve the valuable goods. An excise man passing by on his horse saw 

them raking the pond, with the full moon reflected in the water. When he questioned them about 

their strange behaviour, their quick-witted riposte was that they were raking out the cheese they 

could see in the water. The exciseman laughed himself silly and told everybody about the stupid 

country folk - but he never knew that, in fact, they were the ones who had fooled him. 

(b) FUNDING 

(i) Loan terms 


(ii) Assets Leased 

(i) Share capital £600,000 

(ii) Loan stock nil 

(iii) Leasing/HP facilities (capital value) nil (excluding value of TBC) 

(iv) Bank overdraft nil 

(v) Grants and donations nil 

(vi) Other (please specify) nil 




(c) FINANCIAL PROJECTIONS 

The applicant should provide financial projections on an annual basis for the licence. The 

projections must include: Profit and loss accounts; Balance sheets; & Cash-flow forecasts. 

About The Area 

Swindon's earliest settlers were a Stone Age community living on Swindon Hill. The location 

afforded an excellent defensive position against attack, with the added advantage of a water 

supply. The town's next occupants were the Romans who quarried the hill's Portland limestone 

and shipped it to their settlement below. When the Romans left, Saxons lived on the hill and 

established a farming community, giving Swindon its name. The town's name derives from the 

Saxons’ reference to its burgeoning livestock trade – 'swin dun' or swine down. And so Swindon 

remained for many years: a small market town of little significance and influence. 

In 1840 Brunel changed all that forever by choosing Swindon as the site of GWR's railway works. 

But by 1960, the town had built its last steam locomotive, 'The Evening Star', and the workforce 

had fallen to five thousand. The death-knell for the railway works finally rang on 27th March 1986 

to the bitter disappointment of a town shaped by them. Yet, their spirit lives on. In 2000, the site 

was redeveloped to house the shopping centre of the Great Western Outlet Designer Village. The 

GWR buildings and surrounds are perhaps Europe's finest historical railway showpiece and a 

potent monument to Swindon's contribution to the industrial revolution. 

Built on this long history of industrial success, Swindon has developed into a high tech centre of 

excellence. A wide range of international IT and telecommunications companies have chosen 

Swindon as their base, as have major automotive and financial services companies. Many large 

national and international businesses that are household names have already chosen Swindon 

as the base for their UK operations. 

Swindon is less than 1 hour from London and the high quality of life and low cost of living mean 

that Swindon is a very attractive place to live and work. As the recent relocation of the National 

Trust from London to Swindon and the relocation programme of government departments out of 

London have showed, significant efficiency and staff benefits can also be achieved. Being based 

directly on the M4 and on the main rail line between London and The West, Swindon is 

strategically located in central-southern England and offers an excellent position from which to 

access major commercial locations around the UK. Its proximity to Heathrow and Bristol airports 

and Southampton and Avonmouth docks also give Swindon excellent international links. 

In recent times, the local economic structure has shifted towards a service led economy with the 

service sector now accounting for nearly 80% of total employment. The top three industrial 

sectors in terms of employment in Swindon are Banking, Finance & Insurance (25.5%), 

Distribution, Hotels & Restaurants (24.3%), and Manufacturing (16.0%). However, the local 

Public Administration, Health and Education sector looks set to overtake Manufacturing as the 

third largest sector in the coming years. Swindon continues to attract new inward investment. 

Compared to previous years, recent investments have been of smaller scale and mostly 

relocations from within the region or the UK rather than international investment. 

The biggest recent growth in employment (above the national trend) is in the Distribution, Hotels 

and Restaurants industry. In 2002, the service sector accounted for nearly 80% of total 

employment in the local economy. Banking, Finance & Insurance was the largest employment 

industry providing 25.5% of all employment closely followed by The Hotels, Restaurants and 

Distribution industry which accounted for 24.3%. Average earnings for full-time employees in 

Swindon are 6% above the national level. 



Basis of Financial Projections 

A full set of financial forecasts and the assumptions underpinning them, covering the period of 

the licence, and including projected profit and loss accounts, balance sheets and cash-flow 

forecasts, are submitted as a separate Excel file. We request that these be kept confidential. A 

snapshot of these figures is provided below: 

MOONRAKER FM - TOP LINE FINANCIALS 

Profit & Loss Year 1 Year 2 Year 3 

TURNOVER 436,248 585,248 692,269 

DIRECT COSTS 45,609 47,961 49,593 

GROSS MARGIN 390,639 537,287 642,676 

TOTAL EXPENDITURE 551,208 546,179 557,760 

OPERATING PROFIT/(LOSS) (160,568) (8,892) 84,916 

Moonraker’s underlying philosophy has been to create a financial template for a permanent 

station which, while carrying forward the lessons learnt by the group from running a number of 

profitable events-based radio ventures, reflects the practical experience gained from its partner 

LMC’s operation of permanent stations in competitive markets. We are convinced that this mix of 

experience and enthusiasm has enabled us to construct a set of financial projections which 

address the reality of operating a small station in the Swindon marketplace. 

The founders of Moonraker have the commitment and ability to finance their long-held ambition 

to build a truly local radio station in Wiltshire. However, conscious of the importance that Ofcom 

attaches to a secure financial structure, we believe that this application is strengthened 

financially through LMC's fulfilling of a long-standing agreement by Sunrise Radio to support the 

funding of this venture, and although not necessary, LMC has further agreed to underwrite the 

entire equity requirement of Moonraker Swindon Ltd. 

The capitalisation of Moonraker has been set a level which is sufficient for the company to 

purchase its fixed assets outright. This has removed any need for debt funding at the outset, and 

provided enough working capital to finance around 110 days of costs. Our financing plans allow 

us to accommodate a 15% shortfall in revenues before any recourse to additional funding would 

become necessary. The financial projections assume that all fixed assets are purchased 

outright, and transmission facilities are financed on a TBC (Total Broadcast Contract) basis. 

We have included in our projections a significant initial and ongoing marketing budget, based on 

discussions with a major marketing agency, which reflects our view that establishing this station, 

and generating the awareness and market access necessary in this crowded marketplace, will 

require substantial promotional activity and resourcing. 

The cost base has been drawn up with an awareness that prospective operators of small-scale 

radio services have historically tended to be over-optimistic, both in the revenue they expect to 

generate and also in the level of costs that a full service local station can operate at while 

maintaining a credible quality of local radio service. 

While we believe that it would be possible to reduce some costs from within our forecasts, we 

consider that this would compromise the long-term position of the station, and that the costs 

included in our financial forecasts are set at the right level to deliver the viable radio service that 

we envisage. 



During the design of our cost base we carefully examined the question of digital broadcasting. 

We believe that participation in DAB in local markets from the outset incurs an unreasonable 

financial burden on any small radio company, and could not be justified initially. Whilst we are 

encouraged by the reported uptake of DAB nationally, we propose to periodically review its 

usage within the TSA for the first two years or until the business case for participation can be 

made. 

While Moonraker is committed to the growth of DAB, we also recognise that a small independent 

station cannot realistically expect to afford to broadcast on two platforms during its formative 

years. We will, however, review the situation after the end of the second financial year with a 

view to entering the digital arena - particular when the details of the next phase of roll-out 

become clear in 2007. 

The basis of our cost estimates is set out in the cost assumptions worksheet within the financial 

model. These estimates are derived from the experience that LMC has gained through operating 

its four existing small-scale analogue stations, coupled with the knowledge possessed by the 

founder members of Moonraker about the local factors specific to the Swindon market. In 

particular, this experience has been invaluable in setting what we believe are realistic staffing 

cost budgets, which should allow us to recruit staff of the calibre that Moonraker requires to 

produce the quality of local service proposed. 

Importantly, the involvement of LMC brings with it access to significant cost savings in 

administrative functions such as website development, billing and particularly commercial 

airtime scheduling, which LMC has agreed to provide for us in return for a nominal management 

fee. 

Our audience forecasts, which have been pitched at a conservative level, produce total listening 

hours for Moonraker of 277k hours per week in year 1, rising to 390k hours by year 3. Based on 

these audience projections, we have built revenue estimates from our knowledge of the yields 

that new stations can generate in the initial years on air, and our estimates of the current 

performance of a number of relevant radio stations. 

The revenue projections have taken both a bottom-up and top-down approach. They have been 

built from what the group considers to be realistic spot yields and levels of inventory sold, and 

sense-checked against our estimates of average yields per thousand listening hours of a range 

of comparator stations (using discounted MMS data for the year to December 2004 and audience 

data from Q4, 2004 RAJAR). 

Our market benchmarking has used data from stations of a similar size across the UK. From this 

analysis we have generated an average of revenue delivered for each thousand hours of 

measured listening (included in the Revenue Key Assumptions worksheet in our Confidential 

Financial Appendix). This data shows that the local revenue per thousand hours yield for stations 

with TSAs of a similar size to this Swindon licence is higher than the yield anticipated by 

Moonraker. 

We are of the view that the local revenue yield that we have projected is not only realistic and 

achievable, but represents a view of the local market that is formed from a thorough 

understanding of the drivers of the local Swindon market and the media competition, especially 

radio and press, that exists in this area. 

In particular, we undertook a study of the local newspapers and found the local advertising to be 

buoyant in The Evening Advertiser; The Swindon Star; and The Wiltshire Gazette & Herald. The 

first two charge approximately £1,100 per half page and the third approximately £2,300. Each 

paper publishes around 48 pages all of which contain significant amounts of advertising. This 

exercise suggests high annual yields for the owners, Newsquest, but we are equally aware that 

discounting is commonplace. 



For national revenue we have also been prudent. There is little doubt that the national market is 

particularly weak currently. More importantly, by next year, when this new station will be 

launched, we are of the view that the market dynamics will have evolved to an extent that will 

make the prospects for a small Swindon station in the national market even less auspicious. Over 

the past six months we have seen the yield generated from national sales by stations that are not 

part of the major groups significantly weaken, as a direct consequence of the market power that 

the larger groups command. 

In our financial forecasts we have therefore assumed a spot-rate equivalent for national sales 

well below the average for the benchmark stations. While we accept that there will be a place for 

national advertising for the foreseeable future, we are also very aware that if the market were to 

weaken much further, the arguments for taking this category of revenue at all are becoming 

difficult to sustain. 

The inventory that cheaply-sold national advertisements consume, and the difficulties they 

create for pricing structures in the local market, make them unattractive from a business 

perspective. Moreover, the broadcasting of a significant volume of national advertising, even if of 

a higher production quality, represents an important deterrent to listeners, as demonstrated by 

our, and others', market research. 

We have further sense-checked our assumed spot rate revenue yields by cross-referencing 

them to CPT delivery. Our audience projections deliver an average CPT rate of around £2.75 

using the local spot rate that we have assumed. This level is ahead of the range that is currently 

being achieved by the smaller national sales houses, but recognises the premium that can be 

generated by smaller stand-alone stations delivering to their local market. We believe this is 

wholly realistic in the current commercial climate. 

By intentionally setting cautious revenue projections, Moonraker is confident that it can access 

the existing local advertising market to the extent that we have forecast. We believe that at this 

level we can expand the local revenue market for radio by drawing revenue from other media, 

particularly the local press. 



AUDIENCE PROJECTIONS 

(i) The projected adult (aged 15+) population of the Total Survey Area (TSA) within which 

it is intended to measure the listenership of the service: 

For the purposes of our Business Plan, Moonraker has assumed an adult population of 

154,000 as calculated by NTL. This equates with Ofcom’s own assessment of coverage in 

its advertisement (150,000). 

(ii) Projections for listenership ratings over the first three years of the service, with 

detailed demographic breakdowns: 

Moonraker FM is a broad service targeting as wide an audience as possible across the 

Swindon area as practicable. However, it is recognised that the biggest potential market is 

centred between GWR FM and BBC Radio Wiltshire which represents an age group 

between 25 & 54 which is where we anticipate attracting our most significant audience. 

Our detailed audience projections for the first three years of the licence period are as 

provided below. 

MOONRAKER FM AUDIENCE PROJECTIONS 

ADULTS Men Women 15-24 25-34 35-44 45-54 55-64 65+ 

TSA POP. ('000) 154 74 80 22 31 32 24 18 26 

YEAR 1 

Reach (%) 18% 19% 17% 12% 16% 20% 24% 21% 18% 

Reach ('000) 28 14 14 3 5 6 6 4 5 

Ave. hours 10.0 10.0 10.0 7.0 8.0 12.0 11.0 10.5 8.0 

Total hours ('000) 277 141 136 18 40 76 65 40 38 

YEAR 2 

Reach (%) 20% 21% 19% 14% 18% 21% 25% 22% 19% 

Reach ('000) 31 16 15 3 6 7 6 4 5 

Ave. hours 10.5 10 11 7 8.5 12.5 14 11 8 

Total hours ('000) 323 156 167 22 48 83 86 44 40 

YEAR 3 

Reach (%) 23% 25% 23% 16% 21% 25% 27% 24% 21% 

Reach ('000) 35 19 19 4 7 8 7 4 6 

Ave. hours 11.0 10.0 11.0 7.5 9.0 13.5 14.5 13.0 8.0 

Total hours ('000) 390 186 204 26 59 107 96 57 44 

The projections are shown using standard RAJAR demographic classifications and 

definitions of weekly reach, average hours of listening, and total listening hours, with 

estimates of average hours rounded to the nearest 0.5 hours per week. 



(iii) The expected impact of the proposed service on existing services, in listenership terms: 

We anticipate that Moonraker FM’s audience will be created from a combination of the 

BBC’s national and regional services and GWR FM. The BBC’s cumulative losses are likely 

to be larger, as the Corporation’s overall market share is greater than that of GWR. 

Moonraker FM is also likely to attract a large part of its audience from the 25-54 age range 

inheriting the middle ground where competition is at its weakest. 

This hypothesis is explored in greater depth in our responses to questions in Section 105 

(D) - Evidence of Demand. 

(iv) The basis on which the listenership estimates have been calculated, and the 

assumptions taken into account: 

We have taken a number of factors into account in assessing Moonraker FM’s likely 

listening. One of the most encouraging indicators has come from the RadioWorks Research 

we conducted, which indicated that there is a very large propensity (89%) for listeners in 

Swindon to trial the new station across all ages, both males and females. 

CONCEPT OF NEW LOCAL RADIO STATION BY AGE, SEX & SOCIO-ECONOMIC GROUP 

15-24 25-34 35-44 45-54 55-64 65+ Male Female 

Definitely 25.5 14.8 11.5 19.8 15.4 18.2 18.4 15.9 

Very Likely 33.3 51.9 51.0 34.3 39.4 36.4 40.7 43.6 

Fairly Likely 34.4 26.6 29.3 34.4 29.5 30.0 29.1 31.7 

ALL LIKELY 93.2 93.3 91.8 88.5 84.3 84.6 88.2 91.2 

Fairly Unlikely 4.4 4.4 6.0 6.3 12.8 10.0 7.9 6.1 

Very Unlikely 1.2 0.8 2.2 3.1 2.9 4.5 2.6 2.2 

Definitely Not - 0.8 - 1.0 - - 0.3 0.3 

RadioWorks Research 2005 

Another factor in our consideration was the performance of Commercial Radio in the 

Swindon area shown in the RAJAR sub-area analysis we commissioned. This identified the 

BBC’s share to be 3% over the UK average (representing around half the total hours 

Moonraker projects in its first year). At the same time, it also highlights the unusually high 

popularity of BBC Radios 1 and Radio 5 in the area which was confirmed in the findings 

from our RadioWorks research. 

STATION UK SHARE SWINDON SHARE 

ALL BBC 54% 57% 

ALL COMM 44% 43% 

ALL COMM LOC 34% 39% 

ALL BBC LOC 11% 13% 

BBC R1 8% 19% 

BBC R2 16% 10% 

BBC R4 11% 10% 

BBC R5 4% 10% 

Ipsos/RAJAR Swindon sub-sample Q1 2005 



(i) Provide details of the transmission site, or sites, you propose to use, under the following 

headings: 

(a) Name and National Grid Reference of site; 

Blunsdon Tower NGR SU 143 900 

(b) Height of site above Ordnance datum (in metres); 

147 metres 

(c) Height of transmitting aerial above ground level (in metres); 

45 metres 

(d) Radiated power in either or both planes of polarisation, and aerial radiation pattern (if 

no aerial radiation pattern is submitted, it will be assumed without exception to be 

omni-directional). 

100 watts vertical + 100 watts horizontal 

TRANSMISSION PROPOSALS 



The applicant should confirm whether he believes that his intended mast aperture will be 

available, and whether, where required, planning permission can be obtained. Where 

appropriate, evidence to support this belief should be provided. Details of any negotiations 

which have been entered into with the site owner(s) should also be provided. 

NTL Broadcast has informed us they own Blunsdon and are able to offer a bespoke antenna 

solution for this licence, subject to planning permission, but NTL Broadcast does not believe 

there will be any planning issues for this established site. 

The information provided above must take into account any requirements set out in Section 

2 of this Notice. In the event of minor non-compliance, Ofcom may revisit an applicant's 

proposals with a view to modest adjustment following award and closer scrutiny. Significant 

non-compliance may render the application liable to disqualification. 

NTL Broadcast has noted the requirements set out in Section 2 of the notice and confirms that, in 

its opinion, the antenna system proposed meets the Ofcom requirements with the exception of 

the vrp specification where a dispensation will be required. 

(ii) Please provide a detailed computer predicted map (in colour) of the coverage anticipated 

using the transmission site(s) and parameters described above. 

An NTL Coverage Prediction for the area is shown at the end of this section and a high quality 

image file of this same map has been supplied as part of our Appendices. 

(iii) Describe proposed arrangements for transmission provision (installation, maintenance and 

repair). The transmission system and equipment must comply with the Engineering Code 

originally published by the Radio Authority, which represents Ofcom's current policy and is 

available at: www.ofcom.org.uk/codes_guidelines/broadcasting/radio/codes/engineering_code.pdf 

Our Transmission provider, NTL Broadcast is well resourced to install the complete system and 

subsequently maintain and monitor the Transmission parameters. Telemetry and remote 

monitoring systems provide information back to their control centre e.g. Carrier Power, lack of 

modulation etc on a 24 hr basis. NTL’s maintenance personnel are highly trained with the 

necessary spares and test equipment to resolve any problem quickly. 

(iv) What is the anticipated time-lapse between the award of licence and start of broadcasting? 

Applicants should note that failure to commence broadcasting the service within two years 

of the date on which the licence is awarded is likely to lead to the offer of a licence to the 

successful applicant being withdrawn. In these circumstances the licence would be 

advertised afresh and a new competition would be held to award the licence. 

Moonraker FM anticipates going ‘on-air’ approximately six months after the award of licence. 




CATERING FOR TASTES / BROADENING CHOICE Moonraker FM 

PROGRAMMING PHILOSOPHY 

Overview 

CATERING FOR TASTES 

Moonraker will be a broadly-based, music-led, information-rich service combining a wide variety 

of classic and contemporary music together with high quality locally-produced news, detailed 

weather reports, comprehensive traffic and travel and a distinctive range of speech and 

information features designed to capture the spirit of Swindon. Its mature authoritative 

presentation and melodic music will broadly appeal to 25-54s and to over 35's in particular 

recognising the gap in the weakest segment of the current market between GWR FM and BBC 

Radio Swindon/Wiltshire. 

Firmly rooted in the community, Moonraker FM will seek to establish a strong bond with its 

listeners and to become, in time, a trusted companion. Programming will embrace the area and 

provide a much needed 'community focus' in true ILR tradition. Overall the daytime output will 

comprise some 30% speech including news and community information specifically designed to 

appeal to the local audience. 

It is Moonraker FM’s experience and understanding of the area that has enabled us to 

understand the difference and distinct local relevance that our audience wants and appreciates. 

A difference that has been proven time and again by our past RSLs (all of which have been 

profitable). Our research has clearly indicated that respondents are very positive about the 

prospect of a new local radio service of the style we propose with an incredibly high 89% 

indicating that they would be likely to trial it. The combined research studies we have 

undertaken have identified the need for a service embracing the following core brand values: 

An overriding local focus; 

A broad-based local radio format; 

A wide variety of music; 

Trustworthy news from a well resourced newsroom & news partners; 

A more substantial service of speech, news output and comment; 

Engaging personalities; 

A service which, overall, demonstrably broadens listener choice; 

121 hours live, locally produced programming each week. 

Music will have a consistent, familiar and melodic feel - mixing current soft hits, classic oldies 

and easy listening favourites. Most programmes will have a magazine format, presented by 

versatile broadcasters able to cope with frequent live interviews on local and other issues, 

supplemented by a high level of listener participation. Non-news speech output will consist of 

short form features of engaging interviews and essential information. Experience has shown 

concise items of this kind mix best with music to provide a smooth programme flow. This 

approach, which contrasts with BBC local radio policy, has been adopted through an awareness 

of an increasing demand amongst the majority of mature adults for music-based rather than 

speech-based formats. 

Our experience of radio and in-depth knowledge of the area will further ensure Moonraker FM’s 

news service will be first class. Throughout daytime programmes regular 5 minute “home-mix” 

bulletins will be broadcast at the top of the hour, combining local news with national and world 

events prioritising local stories as appropriate. Additional headline summaries will be broadcast 

every half hour in drive times. Coverage will be completed by two magazine-style extended news 

programmes of around 15 minutes duration each weekday. Sky news bulletins will be carried 

hourly at other times. We will also maintain an internal call-out system to ensure that should 

anything serious develop our news team will return to provide coverage. 

Local Radio comes home - to Swindon Section 105 (B & C) - Page 1


MUSIC OUTPUT 

Music is the leading element of Moonraker FM’s programme output, accompanied by its locallyrich 

information content, and our approach to music is ‘inclusive’ rather than ‘exclusive. The 

target audience for Moonraker FM is 25-54 and, naturally, such a wide age span embraces a 

wide range of musical tastes. 

While the pace and content of Moonraker FM's output will vary during the day, the station will 

always have a strong, friendly identity. Our music will be bright, upbeat and familiar with a range 

and quality evoking the memories and emotions of our listeners, together with the most popular 

current and recent material. We will not be in the business of "breaking" songs yet will still be at 

the cutting edge of popular trends as they develop, providing an appealing music mix lying 

between the styles of GWR FM and Radio Two. The key to Moonraker FM's music policy will be 

familiar and popular songs but not predictable or duplicating other pop services in the area. Our 

guiding principles are: 

Familiar and popular music across a range of styles and eras; 

Music variety from the widest possible database; 

A spice category featuring specialist music genres & album tracks; 

Low rotation of core catalogue; 

Themed programmes to satisfy audience demand in non-daytime; 

Exposure of local talent; 

Adult presentation. 

Familiar and Popular Music 

Our selection will be based on tempo and familiarity, playing gold, classic and contemporary 

music which our audience will regard as stimulating and stylish. It will be a mix that listeners 

across a broad age spectrum will have enjoyed and experienced throughout their lifetime. The 

genres encompass chart and recent hits, Adult Contemporary, Classic Rock, familiar all-time 

classic hits and Soul. 

Each of the eras we tested in our research had a relatively even appeal amongst our target 25-54 

audience and we will, therefore, provide even rotation over the past 45 years. The emphasis of 

our style will be based on melody and low rotation and by avoiding the excesses of the esoteric. 

This format will satisfy the broad needs of our target group. At the same time, our style will also 

hold much appeal to both younger and older audiences who will be primarily tuned in to 

Moonraker for its local content. 

Combined Appealing and 2 nd Appealing Era by Age & Sex 

15-24 25-34 35-44 45-54 55-64 65+ Male Female 

Current 59.9 57.7 21.6 16.7 5.6 1.8 24.6 32.0 

00s 66.0 62.9 38.9 18.8 12.5 3.6 33.7 36.8 

90s 22.3 34.8 40.1 36.4 16.8 11.0 

26.5 29.7 

80s 19.7 19.3 37.3 40.7 31.1 22.8 30.4 26.6 

70s 10.8 7.4 24.5 37.5 64.8 53.6 33.3 

60s 14.4 6.8 15.8 28.1 52.2 62.7 30.1 26.1 


Local Radio comes home - to Swindon Section 105 (B & C) - Page 2 

28.1


Music Variety 

Variety is the key to our music policy which means that, in addition to playing well-known songs, 

we shall stimulate our listeners by playing an imaginative choice of singles from the past and the 

present but by featuring a wider range of tracks from enduring artists. Obvious current material 

would, therefore, typically be represented by the Scissor Sisters, Joss Stone, The Coral, Gwen 

Stefani and Jamie Cullum. This would be embellished with less frequently played but, 

nonetheless, appealing tracks from new albums by Olivia Newton-John, Bruce Springsteen, KT 

Tunstall and Turin Breaks. Current songs will not account for more than 25% of the output. 

Our core playlist will typically include songs like: Gabrielle – Dreams; Queen - Radio Ga Ga; 

Madonna – Vogue; Robbie Williams – Millennium; Genesis - Turn It On Again; Kylie Minogue – 

Can’t Get You Out of My Head; Soul II Soul - Back To Life; and Eurythmics – Sisters Are Doing It 

For Themselves. Older categories will include songs like the Supremes - Baby Love; Norman 

Greenbaum - Spirit In The Sky; Chic - Le Freak; Moody Blues - Nights in White Satin; and Dusty 

Springfield - Son Of A Preacher Man etc. Similarly our classics will be reinforced by a carefully 

chosen selection of album tracks and songs that never made it to the Top 50. 

Spice Songs 

Album tracks and other non-hit spice songs will account for up to a 20% maximum of output 

across all eras with albums accounting for three quarters of this total. The resultant fusion of 

music will be drawn from a substantial active database which will be significantly more varied 

than currently available elsewhere on Commercial Radio in Swindon. 

Our spice songs will include the better known elements of a range of more specific genres such 

as country, folk, rock ‘n’ roll and jazz and blues etc. 

Low Rotation 

Combined Appealing and 2 nd Appealing Genre by Age & Sex 

15-24 25-34 35-44 45-54 55-64 65+ Male Female 

AC 55.3 52.6 60.4 58.3 52.1 39.9 55.7 51.0 

Rock 56.2 41.7 51.4 61.6 50.8 30.0 56.2 39.9 

Easy Listening 22.0 34.1 43.8 35.3 47.7 45.5 34.6 41.6 

Soul 32.4 48.0 28.9 29.1 28.1 29.1 25.9 40.5 


As a contemporary radio station for Swindon, our current playlist songs will be rotated regularly 

around 3 times a day but this is still considerably less than the 5 to 6 airplays GWR FM rotates its 

playlist. Our selection of recurrent songs from the past 18 months will rotate approximately once 

every 2 to 3 days which is also less frequent. 

The core of our library will rotate much more slowly. Our Level 1 songs will be scheduled to 

rotate no faster than every other three days and, again, will be carefully slotted into different 

dayparts. Level 2 & 3 songs will represent “wow factor” selections drawing on the deepest part 

of our library and may only get aired two or three times a year. 



Themed Programmes 

Our research confirmed that there are many differences between the music tastes across age 

groups and that a large part of our audience is keen to hear some more specific types of music. 

Moonraker FM will be catering for these tastes with a range of programmes in non-daytime that 

cater for both younger and older audiences – clearly scheduled at times best suited to their likely 

listening. This includes a weekly night-time show, Moonraker Rocks, which aims to satisfy the 

hard-core rockers (62% of 45-54s, for example) in our area who are fed up with the usual diet of 

late night love songs. Our early evening programme, The Buzz, deliberately has younger appeal 

at a time when mum and dad are watching ‘Corrie’. Similarly, music later on a Saturday night is 

designed to attract the younger Party Animal. Conversely, Sunday night’s Moonraker Gold is a 

feast for ‘golden oldie’ fanatics. 

However, it should be stressed that these are themed rather than ‘specialist’ shows and a 

narrower music genre slant on our typical output, rather than a total departure into the unknown. 

Local Talent 

Moonraker FM also intends to bring back another old ILR tradition by supporting local talent 

where warranted. We have a commitment to live music, artists and performers and will 

encourage new local artists by playing their latest releases and inviting them into our studios to 

chat to us. This will not only take place in our themed programming but also in our regular 

peaktime guest slots. 

Adult Presentation 

Our style of presentation will largely be defined by our informative and mature approach. We will 

be friendly, informative, entertaining and personality driven. Generally our style will be to 

intersperse tracks with presenter input, but to discourage presenters from talking when they 

have nothing of value to say. We will aim to avoid inane links, irrelevant comment or forced jokes. 

Many presenter links will be information-based rather than making the music the subject. It is 

important, however, for our presenters to refer to the music which is an intrinsic part of the 

programme rather than an intrusion or interlude. We will expect our presenters to understand 

and enthuse about the music they play. 

Moonraker FM will only employ presenters with significant broadcasting experience who will 

have a clear understanding of local issues and social composition. Compared to similar sized 

stations, our presenters will be well remunerated - a policy which has been a conscious decision. 

Once again we are putting quality over quantity, employing a small team of multi-talented 

professionals rather than over-stretched beginners. We want to be able to hire the best local 

talent around who will be able to develop and build upon our carefully prepared plans for the 

station. 



SPEECH OUTPUT 

News 

Moonraker sees news as a key element in reaching the target audience. We are dedicated to 

creating the best local radio news team in Swindon, with each member of the team receiving prelaunch 

and continuing training as part of the station’s commitment to a personal development 

plan throughout the company. We will provide a strong local news service that is rooted in 

Wiltshire. Bulletins will be delivered 24 hours a day, with local news from 06.00 to 19.00 Monday 

to Friday; at weekends local news will be broadcast from 07.00 to 14.00. Local news bulletins will 

be five minutes in duration on average and be read in a no gimmick style with no sensationalism 

or music beds. All local news will be generated and produced in house. 

We have a clear philosophy: local stories from Swindon and Wiltshire will ordinarily have priority 

over national items. When there is a national or international story of significance, we will cover 

it and also add a "local" angle. Bulletins will be lively and energetic, neither read too fast nor too 

slow. Journalists will be taught how to enunciate clearly in their news reading and reporting. The 

style will be clear and concise, yet remaining conversational – news-telling as opposed to newsreading. 

There is a tendency on some services currently available to be breathless and rushed. 

When appropriate, our journalist may take two cuts from an interview to alternate in the bulletins 

and give the added value of freshness rather than repetition, much as was the way it used to be 

done on “ILR Original". No two successive bulletins should sound the same or have the same 

running order. Presently, across the region (and elsewhere), Commercial radio listeners hear 

the same script over and over again, and very often replicated running orders. 

Our journalists will maintain regular contact and relationships across the local community to 

gather input for our local news and information features. We already have an up-to-date 

database of news contacts through the group’s close links with key public, private and voluntary 

sector organisations in the region. Typical call-outs will include: 

Emergency services (fire, police, ambulance) 

Contact with Local Authority members and staff, Council reports & meetings 

Regular contact with local MPs & MEPs 

Local societies, voluntary groups and clubs 

Local Health Authority 

Chamber of Commerce 

Town Centre Initiative 

Federation of Small Businesses 

We will also deliver two 15 minute extended news bulletins, ‘Western Eye’, at 13.00 and 18.00 in 

a magazine style. These will be a daily round up of the day’s stories and current affairs including 

a balanced commentary from participants such as councillors, politicians, and news makers. 

Moonraker will utilise the services of Sky News for a full coverage of national and international 

news. Sky News will also provide audio and text input for our home-mix bulletins, as well as full 

national/international bulletins outside daytime. 

Moonraker FM also believes that it is of fundamental importance that presenters and news staff 

see themselves as equals and that they integrate totally. We want all “on-air” staff thinking as 

one set of broadcasters, rather than fragmented departments. Moonraker FM will use state-ofthe-art, 

reporter phones which offer quality news audio via mobile phone networks. These offer 

far greater coverage and flexibility than traditional radio cars or fixed links, and can be operated 

by the reporter. We also propose to use solid state recording technology which allow news items 

to be edited very quickly as no dubbing is involved. This will improve the speed of news 

production. 



Staffing, News Resources & Training 

Moonraker FM will employ its own dedicated team of three journalists and each member of the 

team will receive pre-launch and ongoing training via LMC resources as part of the station’s 

commitment to a personal development plan. 

We are also fortunate to be able to draw on the resources of the media students at Wiltshire 

College who have previously assisted Moonraker in setting up a news room and which has 

become an ongoing project that feeds the Moonraker RSLs with local information content. The 

arrangement is reciprocal in that we have assisted numerous students by giving them work 

experience. Wiltshire College is keen to expand on this arrangement should Moonraker be 

awarded a full-time licence. 

SPORT 

The people of Swindon enthuse about sport, both as participants and as spectators. Our sports 

output will be dealt with in punchy bulletins every weekday morning, lunchtime and evening. Our 

Saturday Special sport show will provide extra weekend coverage - with updates and reviews on 

Sunday mornings. The local football club, Swindon Town has experienced mixed fortunes over 

the years. And while the home match attendance is relatively modest, there is positive support 

for the team by many passive supporters within Moonraker FM's audience. Radio provides an 

obvious link between the local community and the local football club, and Moonraker will strive to 

revitalise the connection and strive to build on that supportive relationship within its football 

sport coverage. 

OTHER SPEECH ELEMENTS 

MOONRAKER FM SCHEDULED NEWS BULLETINS 

Times Monday to Friday Weekend (from 0700) 

0600 - 0900 5 minute Local News Mix 4 minute Local News Mix 

0630 - 0930 1 minute Headlines - 

1000 - 1200 5 minute Local News Mix 4 minute Local News Mix 

1300 15 minute Extended Bulletin 4 minute Local News Mix 

1400 – 1600 5 minute Local News Mix Sky News 

1630 - 1830 1 minute Headlines - 

1700 5 minute Local News Mix Sky News 

18.00 15 minute Extended Bulletin - 

1900 5 minute Local News Mix Sky News 

1930 1 minute Headlines - 

2000 - 05.00 Sky News Sky News 

Information is the unique defining point of difference for our service and an essential component 

of our output. The style and content of speech within our programmes is therefore extremely 

important to the sound and appeal of the radio station. Overall we are proposing a higher level of 

speech than existing services. 

As a service built around the creation of a local voice, we will reflect the concerns, interests, and 

hopes of our audience. It is inherent within our format that we will be catering for the information 

needs of individuals in the area by providing news, debate, advice and community information. 

Our research has demonstrated the voracious appetite the local audience has for local 

information and we will satisfy that ‘hunger’. 



We are convinced that the right mix of information, from news and issues based to lifestyle topics 

and event and entertainment information, presented in an interesting, knowledgeable and lively 

way can deliver audiences. More importantly our audience clearly demands it. Much of our 

speech content will be wrapped into produced items. Throughout our schedule we will cover 

community and consumer issues and will back this up with our web site information services. 

Examples of our features are listed below. 

Traffic and Travel 

Moonraker FM will provide an accurate, no nonsense travel service with updates twice an hour 

during breakfast and afternoon rush hours, and at regular or as required intervals during other 

times. Swindon is a commuter town for both incoming and outgoing travellers. There are timesensitive 

rail commuters travelling to London and Bristol, and with the new hospital sited about 

three miles from the town centre, news about cancellations, or availability will be essential. 

Travel information will also play an important part of our Saturday morning schedules, with 

information on local car park availability. As the area has some of the busiest routes in the 

country, which may become congested at anytime of the day, Moonraker will be committed to 

relaying important road information at off-peak times in the evenings and at weekends. 

Local Weather 

Moonraker’s local weather service will be broadcast immediately after the hourly news and 

include a synopsis for the next 48 hours. 

Whats Ons 

Moonraker will publicise non-commercial and charitable events and information of local 

entertainment and leisure activities throughout peak-time periods. This information will be 

presented in a lively manner with details of no more than three event items per feature. 

Crime Desk 

A feature which was greatly appreciated by many of our listeners during our trial broadcasts. 

The local police were delighted to be given the opportunity to communicate with our audience 

and pleased with the listener response they received. 

Action Line 

Moonraker Swindon FM will aim to increase local awareness of community action and social 

involvement in the area. A short feature each weekday will be devoted to items including 

education, unemployment, council matters, local arts, and business news. Community news will 

be presented in the form of interviews with local representatives or a short documentary feature 

on the work of an organisation. We have already contacted a large number of organisations who 

are willing to lend their support to community programming. 

Gig Guide 

This will be a regular feature on the station to promote the many live artists and venues in the 

Swindon area together with the many International celebrities who visit us. We believe that these 

features will create substantial PR and financial opportunities for the station and will act as a 

catalyst for imaginative ‘on-air’ promotional concepts. 



Competitions 

Moonraker will utilise competitions strategically to encourage audience participation, enhance 

entertainment value and promote station loyalty. We will ensure prizes are of a quality standard. 

Local Business News 

Broadcast twice each weekday. This feature focuses on local business developments, initiatives, 

senior appointments, financial movements and local share prices. A further weekly roundup will 

provide more detail on relevant topics. 

Entertainment News 

Twice each weekday peaktime, with an extended version in evening off-peak. This segment will 

feature the latest DVD/Video releases, plays and shows at local theatres. 

Interviews 

We have made provision in our programme plans for daily weekday peak time interviews about 

local issues, initiatives and developments. These might include an interview about the Unitary 

Authority, expansion of current housing stock, transport issues within the town and the survival 

of Swindon Town Football Club. We will also interview prominent local dignitaries or the many 

visiting celebrities. These features will normally be broadcast in two separate 4 minute blocks. 

Around Swindon In 7 Days 

This is an interactive show for our listeners. Each Sunday evening, selected prominent figures 

from the business, political, social and entertainment arenas within the area will be ‘live’ in the 

studio to discuss the important issues of the day which affect the area. Apart from the phone-in 

facility for questions and comment during the live programme, comments will be included from 

our 24 hours a day dedicated answer-phone, on which listeners can make observations about 

local issues. Text and e-mail messages will also be welcomed. 

Music 

Local Swindon news 

Traffic/Travel news 

Regional Wiltshire news 

National news 

International news 

Weather 

Local sport 

National sport 

Specialist music 

Phone-ins/debates 

Showbiz gossip 

What's on information 

Interviews with local people 

Job/employment information 

Important Speech Features 

21% 

20% 

19 % 

18 % 

15 % 

14 % 

13 % 

9% 

8% 

8% 

7% 

5% 

5% 

29% 

20% 

28% 

32% 


58% 

38% 

40% 

36% 

47% 

44% 

51% 

45% 

55% 

58% 

63% 

53% 

55% 

44% 

50% 

40% 

40% 

42% 

36% 

34% 

38% 

Very Important Important Not Important Not Important At All 

28% 

31% 

24% 

21% 

15 % 

16 % 

9% 

20% 

22% 

9% 

9% 

6% 

10 % 

13 % 

8% 

2%

CATERING PROGRAMME FOR SCHEDULE TASTES / BROADENING CHOICE Moonraker FM 

MONDAY TO FRIDAY 

MONDAY TO FRIDAY : SWINDON’S BIG BREAKFAST : 06.00 - 10.00 

Moonraker FM kicks off each and every morning with its broad mix of lively and popular 

songs. Our music sets the mood and our locally-rich speech tells our audience what is 

going on in the Swindon area. With news and weather on the hour and headlines (with 

Sport) at 7.30 and 8.30. Bulletins are approximately 5 minutes in duration. Travel News 

will also be of importance to our listeners and they will be furnished with comprehensive 

updates twice an hour during peak times - occasionally with assistance from our 

listeners and local cab network. Our locally produced Business News will keep the local 

work force up-to-speed with the world of finance. The latest word on the Showbiz scene 

will get an airing at 7.50 & 8.50. After 9, the first Job Spot of the day gets an airing but 

otherwise there is more emphasis on music including the music and events spanning the 

years 1970 to 2005. 

MONDAY TO FRIDAY : MIDDAY MAGAZINE : 10.00 - 14.00 

WITH LOOK WEST : 13.00 - 13.15 

After 10, the pace following breakfast drops back a notch. News and weather continues 

on the hour with headlines and sport at 12.30. The style is a topical programme reflecting 

the needs of those going about their daily business. Our Midday Magazine will include a 

daily magazine strand. Weekly spots include consumer issues, legal and financial advice, 

information, employment and career guidance and family health advice. Experts will be 

on hand each morning for listener interaction and contribution to the day’s topic with 

further support offered from our web site. Following our extended news, Look West, 

listeners can get a request in the Lunchtime Jukebox until 14.00. Travel continues to be 

important with a report every hour. What’s Ons will feature regularly together with our 

pre-produced Action Line and Crime Desk features as appropriate. 

MONDAY TO FRIDAY : SWINDON AFTERNOONS : 14.00 - 18.00 

The first two hours continue to place emphasis on music albeit remaining relatively 

relaxed with items such as our Famous 3 at 3 feature and local features and brief 

interviews with topical guests and celebrities when available. Our local news mixes 

continue on the hour as do our travel reports (twice an hour in peak) through to 19.00. 

The pace of the shows builds in line with the approach of Drive and News Headlines and 

Sports bulletins recommence at 16.30. Whether picking up the kids from school, or 

finishing off the day’s work ahead of the journey home, Moonraker FM has something for 

everyone. We have a light-hearted look at the world of entertainment in our Showbiz 

Gossip features between 17.00 & 18.00. Our What’s On Diary will be frequently visited 

throughout together with our pre-produced Action Line and Crime Desk features as 

appropriate. 

MONDAY TO FRIDAY : TRIPLE M SHOW : 18.00 - 19.00 

WITH LOOK WEST : 18.00 - 18.15 

Our extended news magazine, Look West, brings Swindon up-to-date with the days 

news in depth between 18.00 & 18.15. The sequence includes roundups of Sport, 

Business News, Political Wrap, Local Entertainment News and Showbiz. After 18.00 we 

let the music do most of the talking through until 19.00 with our nightly Triple M Show 

(Much More Music) playing the biggest songs around. 

MONDAY TO FRIDAY : THE BUZZ : 19.00 - 21.00 

A weekday evening programme with a slightly younger slant. This show is about music 

and having fun! Each night we will be looking at what’s selling in the local singles and 

albums charts together with some of the latest releases. There’ll be plenty of 

competitions and opportunities for listener interaction and lots of information about the 

local entertainment scene together with a comprehensive gig guide. Local pop 

celebrities, and famous names from out of town will be invited in when they’re passing 

our studios. The programme features the last local home mix news bulletin at 19.00 and 

thereafter we revert to Sky News. 

Weather 

On The Hour 

News 

Local Mix On The Hour 

Headlines/Sport 6.30 7.30 8.30 

Travel Bulletins 

Once an hour (Twice in peak) 

Features 

Business News 7.03 & 8.03 

Showbiz 7.50 & 8.50, Job Spot 09.20 

Action Line, What’s Ons & Crime Desk 

Weather 

On The Hour 

News 


Look West : 15 min News @ 13.00 

Headlines & Sport @ 12.30 

Travel Bulletins Once an hour 

Features 

Lunchtime Jukebox 13.15 

Occasional Guests 

Action Line, What's Happening 

& Crime Desk throughout 

Weather 

On The Hour 

News 


Headlines & Sport 16.30 & 17.30 


Once an hour (twice in peak) 

Features 

Famous 3 at 3, Occasional Guests 

Showbiz 17.50 

Action Line, What's On & Crime Desk 

Music / Speech Ratio 

70% / 30% 

Weather 

On The Hour 

Music : 70% 

Speech : 30% 

Music : 70% 

Speech : 30% 

Music : 70% 

Speech : 30% 

Music : 75% 

Speech : 25% 

News 

Look West : 15 min News @ 18.00 

Headlines @ 18.30 

Travel Bulletins Once an hour 

Weather 

On The Hour 

News 

Local Mix @ 19.00 

Then Sky News on the hour 

Music : 80% 

Speech : 20% 

Competitions & Occasional Features 

Travel Bulletins As necessary 


PROGRAMME SCHEDULE Moonraker FM 

MONDAY TO FRIDAY (continued) 

MONDAY TO FRIDAY : MOONRAKER ROCKS : 21.00 - 24.00 

Our research showed that Classic Rock is one of the most popular music genres in the 

Swindon area. We’re not surprised - we’ve run this programme during our RSL 

broadcasts and it has always proved to be extremely popular. Local listeners appreciate 

this lively programme as an alternative to the late night love style of show available from 

the other commercial operator. The programme is a musical journey through the best 

rock tracks of the last forty years with music from rock legends such as Cream, Led 

Zepellin, Deep Purple, Queen, Pink Floyd and many others together with contributions 

from aspiring local musicians and related Gig Guides. 

MONDAY TO FRIDAY : THE MOONRAKER : 00.00 - 06.00 

(07.00 Weekends) 

As legend has it, local Wiltshire folk go out after dark and mine the moon cheese from 

the reflections in local watering holes. As a station we mine some of the greatest music 

from our database and keep the feel of the station vibrant overnight. Whilst this slot 

represents one of our few automated sequences on the station, we take care to ensure 

that Robojock is kept working hard. Sky news features on the hour every hour 

throughout the night and our pre-packaged features also get another airing including the 

best of the day’s features, Whats Ons, Action Line and Crime Desk. 

SATURDAY : SATURDAY BREAKFAST : 07.00 - 11.00 

Weekend version of our weekday programme presented in a slightly more laid-back 

fashion as appropriate for the weekend off for many, and aimed at the entire family, with 

emphasis on useful leisure information . With news and weather on the hour and Sport 

at 07.30 and 08.30. News Bulletins are approximately 5 minutes duration. Travel News 

features once an hour with a particular slant on how the local car parks are filling up with 

weekend shoppers. Our What’s On Diary will be frequently visited throughout, 

concentrating on events scheduled later in the day together with our pre-produced 

Action Line and Crime Desk features as appropriate. 

SATURDAY : OUT TO LUNCH : 11.00 - 14.00 

SATURDAY 

Weighed down with the weekend shopping and DIY? Moonraker FM jumps to the rescue 

with a fast moving programme a lively music mix, together with information relevant to 

Saturday morning, including travel news and town car parking availability. Family 

oriented there will be requests, fun and competitions - often with a weekend theme. 

During this programme, we will also frequently broadcast “live” from a variety of 

locations, giving listeners the opportunity to meet presenters and interesting guests. We 

also preview the afternoon’s local and regional sporting fixtures. Our local home-mix 

News Bulletins continue through to (and including) 14.00. Our What’s On Diary will be 

frequently visited throughout, together with our other pre-produced community features 

such as Action Line.. 

SATURDAY : SATURDAY SPECIAL : 14.00 - 18.00 

An action packed music led programme with high energy fun to keep you entertained 

throughout your busy Saturday Afternoon. We keep the songs coming interspersed with 

live sports reports and commentary on the all-important local and regional sporting 

events. There will be a sports themed competition plus a round up of the day’s football 

results from national and local games. Sport is important to many Swindon listeners (as 

indicated by the popularity of Radio 5 in the area), so we will strive to get live reports 

from as many local matches as possible and our OB vehicle will be kept busy! Our 

What’s On Diary will concentrate on events scheduled later in the day. 

Weather 

On The Hour 

News 

Sky News On The Hour 


Once As necessary 

Features 

Rock Music Features, 

Gig Guides & Local Bands 

Weather 

On The Hour 

News 


Features 

Repeated Features 

Highlights from previous day 

Weather 

On The Hour 

News 

Local Mix hourly from 07.00 

Travel Bulletins Once An Hour 

Features 

Weekend variance of features 

Sport 7.30 & 8.30, Action Line, 

What's On & Crime Desk 

Weather 

On The Hour 

News 

Local Mix hourly throughout 

Music : 80% 

Speech : 20% 

Music : 75% 

Speech : 25% 

Music : 70% 

Speech : 30% 


Features 

Live OBs, Listener Interaction 

Requests & Competitions 

Action Line, What's Happening 

& Crime Desk throughout 

Weather 

On The Hour 

News 

Sky News on the hour 

Competitions 

& Sports Features 


As necessary 

Music : 90% 

Speech : 10% 

Music : 80% 

Speech : 20% 


PROGRAMME SCHEDULE Moonraker FM 

SATURDAY : THE PARTY ANIMAL : 18.00 - 01.00 

SATURDAY (continued) 

It’s a monster of a Party Animal every Saturday night on Moonraker FM with seven 

hours of the best feel-good factor music around. The show starts off with more memories 

than the latter part of the programme including classic soul, Tamla, Motown and Stax. As 

the show progresses it becomes more contemporary - marked particularly by a 

presenter change at 21.00. There’s interaction with our audience through competitions, 

requests and dedications. Fun features such as the ‘Cheese King’ will be scheduled 

amidst information about local music venues. 

SATURDAY : THE MOONRAKER : 01.00 - 07.00 

Saturday version of our weekday programme 

SUNDAY : SUNDAY BREAKFAST : 07.00 - 11.00 

As per Saturday programme 

SUNDAY : SUNDAY LUNCH : 11.00 - 14.00 

SUNDAY 

Music : 90% 

Speech : 10% 

Music : 75% 

Speech : 25% 

Moonraker FM brings you an easy Sunday at its best in the finest ILR tradition. Our local 

home-mix News Bulletins continue through to (and include) 14.00. Whether you're 

slaving over a hot stove, attempting DIY, fixing your car or doing the gardening - there's 

something for you! Features will be in keeping with the weekend looking at items such 

as Green issues, motoring news and the latest high-tech gear. On occasion, we will also 

broadcast live from major local events. Our What’s Ons will be frequently visited 

throughout concentrating on events scheduled later in the day. 

SUNDAY : AFTER LUNCH : 14.00 - 16.00 

Moonraker FM’s very own Jonathan Hewat digs into his world famous archives of the 

curious and the humorous. Jonathan is well-known as a broadcaster in the area and this 

witty show is highly popular. The perfect show to settle down to after Sunday lunch. 

SUNDAY : MOONRAKER POP MASTERMIND : 16.00 - 18.00 

Music from the 70’s to the 90’s. Greatest hits with a rolling quiz testing listeners’ 

knowledge of music with an attractive prize awarded to the Pop Mastermind of the week. 

Will you be shouting the answer at your radio or glad you didn’t get that question? 

SUNDAY : AROUND SWINDON IN 7 DAYS : 18.00 - 20.00 

A programme for our numerous listeners who care passionately and are interested in 

exactly what is going on in and around Swindon. A programme for the shakers and 

movers in the business, political and social areas of Swindon which delves into the 

policies made by local decision makers. Each Sunday there'll be a roundup of the big local 

stories that have made the news that week and we will not shy away from controversial 

topics. Presentation and discussion will be sharp, in-depth, investigative and informative. 

Occasional guests will comment on the news and play their 3 favourite songs. 

SUNDAY : MOONRAKER GOLD : 20.00 - 24.00 

Golden Oldies are always popular on Moonraker FM and we round up the week with the 

cream of the crop. Voice-tracked with lots of music information and history bites, 

Moonraker Gold is a heavenly, fast-moving rollercoaster of memories. 

Weather 

On The Hour 

News 



As necessary 

Music : 80% 

Speech : 20% 

Features 

Party Music Features & Gig Guides 

Weather & Sky News 

On The Hour 

Features 

Repeated Features 

Highlights from previous day 

News & Weather Local Mix from 07.00 

Travel Bulletins Once An Hour 

Features Sport 7.30 & 8.30 

Action Line, What's On & Crime Desk 

Weather 

On The Hour 

Music : 70% 

Speech : 30% 

News 

Local Mix hourly throughout 


Features 

Live OBs, Requests & Competitions 

Action Line, What's Ons & Crime Desk 

News & Weather 


Comedy Features 


Music : 75% Speech : 25% 



Pop Quiz Feature 



Weather 

On The Hour 

News 


Music : 70% 

Speech : 30% 

Features 

News features & Occasional Guests 




Gold Music & Information Feature 





Overview 

The short case for Moonraker FM broadening choice is straightforward. The existing two 

Commercial stations try to cover a young and an old audience between them. As a result, there 

is a local weakness in the market gap between the two stations, where middle ground listening 

can largely be assumed to be default. In truth, BBC Local Radio is actually more effective at 

picking up the older end of the market. Consequently, a market gap exists for a local station that 

sits in the centre. Moreover, both existing Commercial stations are substantially music-led and 

there is local demand for a station which carries more substantial speech and information. This 

is a remit which Moonraker FM is ready to fulfil. 

1 SUMMARY OF THE CURRENT POSITION 

Existing Local Commercial Radio Licences 

BROADENING CHOICE 

At present there are two such licences (one on FM and one on Medium Wave-AM). Whilst these 

licences have local Formats, they are each rather more accurately components of somewhat 

larger networks. 

GWR Swindon can be rather more accurately described as a part of the Swindon/Bristol combo 

and even reports its RAJAR for both areas together. It was largely for this reason that we had to 

commission Ipsos for a Swindon sub-area analysis. Meanwhile Classic Gold is part of a quasi 

national network which broadcasts minimal amounts of local programming. 

Existing Formats for Local Commercial Radio Licences 

GWR FM FORMAT DESCRIPTION 

A CONTEMPORARY AND CHART MUSIC AND INFORMATION STATION 

FOR UNDER 40s IN THE SWINDON AND WEST WILTSHIRE AREA. 

Music programming will be current chart hits, new releases or hits up to ten years old. Up to 25% may be hits over 10 years old. Specialist 

music programmes for the target audience, which complement the main music mix, may be broadcast for up to 30 hours a week, mostly in 

non daytime. 

The station will be music-led, but information and/or features of particular local relevance will be in evidence via at least three 

informational inserts/drop-ins during each hour of non locally produced programming (except for occasional syndicated shows such as the 

Network Chart), with hourly bulletins containing local news run at least during peak-time. National news will feature at other times. Speech 

should account for at least 10% of daytime output. 

Classic Gold 931/1161 FORMAT DESCRIPTION 

A CLASSIC POP HIT-LED SERVICE TARGETED PRIMARILY AT OVER 40’s 

IN THE SWINDON AND WEST WILTSHIRE AREA. 

The programming will feature classic pop hits (ex top 40) selected predominantly from the period 15-40 years prior to broadcast. Hits less 

than 15 years old will never account for more than 25% of the music output. 

Speech should never exceed 25% of daytime output or 50% non-daytime (apart from sports coverage weekday evenings or weekend 

afternoons), but a reasonable balance of information from across the area must be maintained within each day. During non-locally 

produced/presented time there must be at least 40 separate local informational inserts/drop-ins spread through weekday daytime, 20 

through weekend daytime and 20 through all non daytime. Hourly bulletins containing local news will be aired at least during peaktime. 

National news will feature at other times. Any particular news arrangements agreed for Classic Gold’s ‘sister’ FM station (covering the same 

area) may, if desired, be adopted for Classic Gold itself. 

Themed music focusing on a genre from the main mix (ie 60s, 70s, 80s etc) may be broadcast during non daytime and weekends. 

Local Radio comes home - to Swindon Section 105 (B) - Page 12


2. Opportunities To Broaden Local Commercial Radio Listener Choice 

This comprises two main cross-related elements: 

Opportunities presented through study of the market and existing radio station listening 

patterns; 

Opportunities to complement current programming choice by satisfying under-served 

audience needs (with regard to existing local commercial radio provision). 

We begin by describing the current audience profile and radio listening habits of people in 

Swindon, as identified through our specially commissioned RAJAR sub-area analysis (to which 

considerable further colour as to listener needs and preferences was added through our own 

special research, summarised in Section 5 ‘Evidence of Demand’ below). To highlight ways 

Moonraker FM can broaden local programming choice, we will profile the main elements of our 

plans against the actual output of the existing commercial local stations, having carefully 

monitored them. 

RAJAR Profiles of Existing Commercial broadcasters 

35% 

30% 

25% 

20% 

15% 

10% 

5% 

0% 

GWR FM 

Classic Gold 

Share Comparison (RAJAR v RadioWorks) 

Radio 1 

Radio 2 

We started by looking at the published RAJAR for GWR Swindon/Bristol and comparing it to the 

findings of our own research we commissioned from RadioWorks. This indicated an anomalous 

result where both BBC Radio 1 and GWR appeared to have much higher penetration in the local 

Swindon market (154,00) than in the larger Swindon/Bristol TSA of 1.3M (where Radio 2 is the 

market leader). While our RadioWorks sample 635 face-to-face interviews was likely to be more 

robust than the RAJAR sample for the smaller area, we felt that we needed to commission a subarea 

analysis for the purposes of validating the results of our survey. 

% Share 

30.00% 

25.00% 

20.00% 

15.00% 

10.00% 

5.00% 

0.00% 

Local Radio comes home - to Swindon Section 105 (B) - Page 13 

Radio 4 

Radio 5 

RAJAR Sub Sample Q1 2005 

GWR FM 

Classic Gold 

Radio 1 

Radio 2 

Radio 4 

Radio 5 

BBC Local 

Classic FM 

Local BBC 

Share 

Classic FM 

RAJAR (Share) 

RW (Most Often) 

Virgin


Our sub-area analysis does, indeed, show that BBC Radio 1 is more popular in the Swindon 

marketplace, and that Radio 2 listening is diminished by the greater popularity of BBC Swindon/ 

Wiltshire in its home town. It also shows GWR to be stronger in its core market place. BBC Radio 

5 also has an unusually high reach in the sub area but some of the results have to be used with a 

little caution as sub analysis is based on a sample of just 51. Nonetheless, we felt that the 

exercise was worthwhile in that the top lines indicated the validity of our RadioWorks research. 

The exercise also enabled a Swindon versus UK Market Share Analysis: 

STATION UK SHARE SWINDON SHARE 

ALL BBC 54% 57% 

ALL COMM 44% 43% 

ALL BBC LOC 11% 13% 

ALL COMM LOC 34% 39% 

CLASSIC FM 4% 3% 

VIRGIN 1% 1% 

BBC R1 8% 19% 

BBC R2 16% 10% 

BBC R4 11% 10% 

BBC R5 4% 10% 

CLASSIC GOLD 1% 10% 

The sub area analysis is based on such a small sample, it is clearly not suitable to break it down 

into demographic analysis. Its validation of trends in our RadioWorks research has enabled us to 

use our larger sample with greater confidence as shown in more detail in ’Evidence of Demand’. 

However, It is briefly worth looking at the sub samples top line share: 

% Share 

100.00% 

80.00% 

60.00% 

40.00% 

20.00% 

0.00% 

ipsos/RAJAR Swindon sub sample Q1 2005 

Swindon Sub Sample Share 

15-24 25-34 35-44 45-54 55-64 65+ 

This top line result shows how existing Commercial Radio in the Swindon area fares better (by 

default) where BBC pressure is weakest. The result further vindicates Moonraker’s decision to 

target the demographic where most headway can be gained - 25-54. 

Local Radio comes home - to Swindon Section 105 (B) - Page 14 

BBC 

COMM 

By occupying the middle ground in terms of music and presentation style - and by 

including a much higher proportion of local news, plus useful and interesting Swindonspecific 

community information, Moonraker FM will take the battle for listeners’ attention 

back from the BBC and, in doing so, considerably expand commercial radio audiences as a 

direct result of broadening choice.


Although far from being an ‘old’ sounding station, with its main daytime ‘sound’ broadly 

centred on the 25-54 sector, Moonraker FM is also likely to interest those above 55, 

certainly 55-64’s, through a compelling mix of local news and chat combined with a much 

broader music-era base than GWR FM, featuring hits and carefully selected tracks from 

key albums from the 1960’s next to melodic songs from the 21 st century, together with a 

selection of everything worth playing from the period in-between. In this way it will truly 

complement the CHR format of GWR FM for people (mainly) aged 25-54, as well as 

adopting the role of commercial local radio ‘flag bearer’ through the 55 barrier which the 

existing stations simply do not penetrate effectively. 

Monitoring of Existing Commercial stations 

Below is a summary of our monitoring results for the two existing local commercial licensees. 

MOONRAKER FM MONITORING – OVERALL TOTALS SUMMARY GWR FM Classic Gold 

Total News 6.6% 3.8%% 

Total Music 52.7% 56.7% 

Total Other Speech Excluding Ads & Sponsorship 15.0% 16.1% 

Jingles & Promos 4.9% 4.6% 

Total Ads & Sponsor 19.1% 18.8% 

% Weekday Daytime Broadcast Output (0600-1900) 

MOONRAKER FM MONITORING – % OF PROGRAMME OUTPUT GWR FM Classic Gold 

News 8.8% 5.0% 

Music 71.0% 74.0% 

Speech 20.1% 21.0% 

Weekday Output (0600-1900) 

MOONRAKER FM MONITORING – % NEWS BULLETIN CONTENT GWR FM Classic Gold 

Local News 73.6% 37.4% 

Regional News 11.6% 11.5% 

National/World News 14.8% 51.1% 


MOONRAKER FM MONITORING - % MUSIC FROM EACH DECADE GWR FM Classic Gold 

1960's 0% 30.9% 

1970's 0% 29.4% 

1980's 13.8% 29.7% 

1990's 22.4% 8.4% 

2000 + 63.8% 1.6% 


Local Radio comes home - to Swindon Section 105 (B) - Page 15


GWR FM is clearly a music-intensive station as total non-commercial speech comprises only 20% 

of all programme output on an average weekday, and similarly Classic Gold accounted for 20.1. 

News accounted for 6.6% (an average of just over 3½ minutes per hour) on GWR and 3.8% on 

Classic Gold (an average of around 2½ minutes per hour). Local news content on GWR’s home 

station was higher than on some of their network stations, but this was still largely as a result of 

local angles on national stories. 

As befits its Format, some 54% of GWR FM’s music output was from the current decade, with the 

bulk of it’s ‘oldies’ coming from the 1990’s. In this way it clearly hopes to retain the interest of 

people up to age 40 whilst mainly pursuing a younger audience. By contrast the music played by 

Classic Gold centres on the 1960’s through to the end of the 1980’s with virtually nothing from 

the current decade. Whilst music from the 1980’s back to the 1960’s should, in theory, appeal to 

40-60 year olds the lack of compatible contemporary songs seems to require the audience to be 

living in some kind of time-warp. 

Moonraker FM’s daytime music will contain a carefully balanced and even rotation 

comprising around 20% of songs from each of the five decades from the 1960’s to the 

present day, making our output quite distinct from the existing Commercial operators. 

Moonraker FM’s daytime news output will differ in that average bulletins will be 5 

minutes in duration - some 1½ minutes longer than GWR and 2½ minutes longer than 

Classic Gold. 

Moonraker FM’s daytime speech content, at an average of 30%, will be some 10% more 

speech intensive than either GWR FM or Classic Gold. 

Conclusion 

GWR FM is a well-respected local station in Swindon and has broad appeal particularly amongst 

females. However, it loses out to BBC Radio 1 on integral programming elements, especially 

amongst 15-34s. Although its highest audience is amongst 15-34s, many 35-64s also listen to 

GWR FM apparently out of habit and because it is the only station providing any local news and 

information. 

While GWR is considered strong on local news and information provision, there is currently no 

local competition for the young and middle-aged. BBC Local Radio takes over appeal for 

information amongst older age groups. The station is also behind the Swindon Evening 

Advertiser as a perceived local news source by some 22%. 

Swindon Evening Advertiser 

GWR FM 

BBC Points West TV 

HTV 

BBC Radio Wiltshire 

Wiltshire Gazzette & Herald 

BBC Radio Swindon 

Swindon Star 

Best Source of Local News & Information 

2% 

1% 

4% 

7% 

6% 


8% 

19% 

41%


However, there is considerable support for a new local radio station for Swindon from all radio 

listeners (89% likely to trial the new local station) and the substantial audience of GWR FM is 

testimony to the attraction of local radio in the area. 

Despite the success of GWR FM and Radio 1, it is clear that further local choice targeted outside 

of the 15-34 core audience of these two stations will be greeted warmly, and gain a substantial 

35+ audience and consequently broaden choice. 

THE MOONRAKER DIFFERENCE 

LOCAL FOCUS: Moonraker FM will focus exclusively on Swindon and the surrounding area with a 

local USP than no existing Commercial service provides. Output will be clearly distinct from that 

of GWR FM which has an under 35 focus and from Classic Gold which has an over 45 focus 

DEMOGRAPHIC APPEAL: The majority of Moonraker FM’s audience will be drawn from 25-54s 

which our Ipsos RAJAR profile data shows is the weakest segment in the current market. 

MUSIC VARIETY: Listeners targeted by Moonraker FM clearly wish to hear a greater variety of 

music on the radio, with less repetition than found on existing services. Music variety is an 

essential feature of Moonraker FM, achieved through: a large library of songs with a wide 

selection of tracks; a broad, balanced mix of popular and familiar songs from the 60s to today; a 

low rotation and repetition of core library tracks; and themed programmes catering for genre 

preferences of our target audience; 

NEWS: Moonraker FM will provide regular and high-quality news with local focus, backed by its 

own in-house newsroom resources of dedicated journalists. Our national and international news 

provider, Sky News, provides a further point of difference to the existing services which utilise 

IRN. 

SPEECH: In addition to its news commitment, Moonraker FM will include a locally-rich range of 

information, features and speech, designed to be distinctive, useful and reliable. 

The provision of local material, if any; 

Moonraker FM has been developed exclusively for Swindon and the surrounding area. It will 

broadcast 24-hours a day with a minimum 121 hours of locally produced, live programming every 

week. 

The proportion of locally-made programming, if any. 

All daytime programming will be locally-produced from our studios based in Swindon. Monday to 

Saturday local output will be provided from 06.00 to 24.00 and from 07.00 to 20.00 on Sundays. 

Locally produced news bulletins will be featured from 06.00-19.00 Monday to Friday and from 

07.00 to 14.00 at weekends. We may occasionally consider the use of syndicated or special 

programmes that are consistent with the station's output and that may enhance Swindon 

listeners’ appreciation of our service. 


MOONRAKER FM - STATION FORMAT Moonraker FM 

Licence Outline 

Station Name MOONRAKER FM 

Licence Area Swindon area (as defined in Ofcom’s Measured Coverage Area map) 

Frequency To Be Confirmed 

Service Duration 

Definitions 

Speech “Speech” excludes advertising, programme/promotional trails & sponsor credits, 

and may be calculated across daytime or non-daytime. 

Music Percentages Any music percentages are calculated as a percentage of the total tracks broadcast 

in the period specified. 

Peaktime(s) “Peaktime(s)” refers to Weekday Breakfast and Afternoon Drivetime output, and 

Weekend Late Breakfast. 

Daytime “Daytime” refers to 0600 to 1900 weekdays, and weekend output from 0800 to 

1400. 

Locally produced/presented Production and presentation from within the licence area. All requirements for 

locally produced/presented output must include peaktime. 

Character of Service 

Moonraker FM will be a broadly-based, music-led, information-rich service combining a wide 

variety of classic and contemporary music together with high quality locally-produced news, 

detailed weather reports, comprehensive traffic and travel and a distinctive range of speech 

and information features designed to capture the spirit of Swindon.. 

Detail 

24 hours a day, with a minimum of 121 hours a week live, locally produced and 

presented (save for occasional externally-sourced programmes). 

Moonraker FM is committed to a minimum of 18 hours locally-produced, live programming Monday to 

Saturday and 14 hours on Sunday (121 hours per week in total). Programmes will have broad appeal and 

will play a wide variety of classic and contemporary tracks with relatively low repetition in a popular and 

familiar mix spread across the last forty-five years with no era dominating output. Current hits will not 

account for more than 25% of the output. A range of thematic music-based programmes relevant to more 

specific targets within our audience will be broadcast on weekday evenings and at weekends. 

Speech is an essential element and will account for around 30% of daytime output and, at least, 10% in 

non-daytime. Locally-produced news bulletins, combining local, national and international stories, will be 

broadcast at least hourly from 0600 to 1900 on weekdays and from 0700 to 1400 at weekends, with 

additional headlines, sport and extended news segments during daytime as appropriate. At other times 

externally-sourced news bulletins will be broadcast hourly. On weekdays, there will be extended 

lunchtime and evening bulletins of around 15 minutes. A weekly round-up of news and features, 

interspersed with music, will be broadcast at the weekend. 

Other speech will include weather, local traffic & travel, "what's ons", community information, guest 

interviews and discussion, listener participation and other items with local focus relevant to Swindon. 

Local Radio comes home - to Swindon Station Format - Page 18

EVIDENCE OF DEMAND Moonraker FM 

This section should provide an analysis of the reasons as to why it is considered that there is 

a demand for the type of service proposed, with reference to the size and nature of the 

proposed target audience. 

GATHERING THE EVIDENCE 

Throughout the years our campaign to provide a local radio station, we have received a great 

deal of support for the idea from local residents from all walks of life. This section summarises a 

cross section of the evidence we have gathered from research and other public feedback. Our 

initiatives have both guided and endorsed our plan to increase listener choice in Swindon by 

providing entertainment for a broad audience that will focus on providing credible and undiluted 

local news/information coverage (which will challenge the BBC) complimented by themed offpeak 

programming targeting both the younger and the older at appropriate times. 

Although these plans have been carefully formulated over a number of years through our 

intimate knowledge of the Wiltshire marketplace and useful audience feedback, it has been 

rewarding to see them clearly endorsed through the results from our recent research survey, 

giving us increased confidence that we can deliver a new and distinctive service that will 

significantly increase the impact of commercial local radio in the Swindon area. 

RSLs 

Our intentions were highlighted in the public arena most of all by the four successful and 

profitable RSL broadcasts we have made since our group formed in 1998. 

Research Background 

EVIDENCE OF DEMAND 

Building on the knowledge gained from our RSLs we designed a quantitative research 

questionnaire in consultation with RadioWorks (Associates) Ltd who conducted the survey 

supervised on-site by Lesley Shields, an MRS trained supervisor. This provided valuable insight 

into the current marketplace and details are highlighted later in this section. 

Our initial proposals were formulated from this data which highlighted that neither the GWR or 

Classic Gold services focussed on serving the 25-54 demographic in the Swindon area. Much of 

this data has been discussed in earlier sections and how it confirmed our belief that there was no 

plausible case for the establishment of a local commercial service directed at either a young or 

older biased station or a viable argument for a specialist or niche service. 

However, the listening patterns that came back from our RadioWorks survey were at odds with 

the RAJAR for the larger GWR Swindon/Bristol TSA of 1.2M. Consequently, we also specially 

commissioned a sub-area analysis of Swindon from Ipsos to check the validity of the RadioWorks 

results - albeit that our own survey was considerably more robust in size. As discussed earlier in 

this document, the smaller sub-area Ipsos sample did, indeed, broadly match the RadioWorks 

survey. 

This exercise was useful in ratifying that it is Radio 1 rather than Radio 2 that gives GWR the 

most competition in the Swindon marketplace. It also confirmed that BBC Swindon/Wiltshire 

seems to be attracting Swindon listeners rather better than Radio 2. The sub-sample also 

indicated that Radio 5 does especially well in the area - although this was less marked in our 

RadioWorks survey. Some caution is noted in this latter result as the Ipsos sub sample was very 

small and the consequent RAJAR weighting is likely to have skewed all but the top lines. 

Local Radio comes home - to Swindon Section 105 (D) - Page 1


MOONRAKER FM ORIGINAL RESEARCH 

Survey Name Quantitative Survey : RadioWorks (Associates) Limited 

(i) 

Key Objectives 

(ii) 

Specific 

Questions on 

(iii) 

Methodology: 

(iv) 

Sample Size: 

The objective of this survey was to confirm listenership and attitudes towards 

the existing radio stations audible in Swindon, and to explore whether these 

stations were adequately catering for the tastes and interests of residents in 

the area. In addition, opinions on music and speech features were sought to 

assist with building the ideal local radio station for the area. Finally, the 

survey sought to quantify the propensity of local adult radio listeners in 

Swindon to listen to the new station and the likely effect that would have on 

the existing market place. 

Radio listening frequency, daypart listening, Regular radio listening habits and 

locations 7 day listening, most often listened stations, Station which is 'best 

for music'/has the best presenters/is your favourite/is best for local news/best 

for whats-ons. Reasons for radio Listening. Best source of local news and info 

Tastes and interests - important features (speech)/preferred news format/ 

presenters/ music tastes. Propensity to listen to a new Swindon local station / 

effect on current listening habits / what stations would lose / Travel to work / 

listen at work 

RadioWorks conducted face-to-face interviews with residents in and around 

Swindon. Age and sex demographics were representative of those in the area. 

Fieldworkers were recruited, briefed and supervised on-site by Lesley Shields, 

an MRS trained supervisor. The questionnaire was designed by RadioWorks 

and reviewed by Moonraker FM. A copy of the questionnaire and showcards, 

full data tables and written report are appended to this application. 

Composition: All adult (15+) age ranges 

(v) 

Fieldwork Dates: 

Local Radio comes home - to Swindon Section 105 (D) - Page 2 

635 

The interviews were conducted during daytime hours, between Monday 11th 

April and Saturday 16th April 2005.


Quantitative Research Study – RadioWorks (Associates) Limited 

This recently completed independent survey is the cornerstone of our research initiatives and 

represents the views of over 635 radio listening residents in and around Swindon. Of particular 

relevance to this application are the findings that: 

Swindon is a very self-contained town, retaining high proportions (62%) of the population 

movements for work/college/school, that represents 77% of those that do work 

32% listen to radio each day of the week and 34% listen 5/6 days a week 

GWR FM is the most popular station (59%), ahead of BBC Radio 1 (52%) 

BBC Radio 1, BBC Radio 2, BBC Radio Wiltshire and BBC Radio 5 LIVE all achieve higher 

ratings than the next most popular commercial station, Classic Gold. 

GWR FM has strong competition from BBC Radio 1 amongst 15-34 listeners and also from 

BBC Radio 1 and BBC Radio 2 amongst 35-54s and from BBC Radio 2 and BBC Radio 

Wiltshire amongst 55+s. 

Music, local Swindon news, national news, international news, regional Wiltshire news, 

traffic & travel and weather are all considered most important to 15+ radio listeners. 

89% of residents in Swindon said they would either ‘definitely listen’, or be ‘very’ or ‘fairly likely’ 

to listen to the new station. 

The propensity to listen was consistent between sexes and ages. 

The majority of listeners to the new station will either listen less to some stations (42%) or 

listen to the radio for longer (41%). 

In total, BBC Radio will lose more listening hours to a new FM commercial station for the 

town than Commercial Radio. 



SELECTION OF DETAILED FINDINGS – RADIOWORKS RESEARCH 

Propensity to Listen to New Station for Swindon 

Respondents were asked how likely they would be to listen to a new radio station that played the 

music they wanted to hear with regular local news and information: 

89% of respondents stated they will ‘definitely’ or are ‘very likely’ or ‘fairly likely’ to try a 

new station for Swindon which demonstrates exceptionally high interest. 

WILLINGNESS TO TRY NEW LOCAL RADIO STATION BY AGE, SEX & SOCIO-ECONOMIC GROUP 

This propensity to try a new station is relatively consistent across all ages and both male 

and female. 

Effect on Current Listening Habits 

15-24 25-34 35-44 45-54 55-64 65+ Male Female ABC1 C2DE 

Definitely 25.5 14.8 11.5 19.8 15.4 18.2 18.4 15.9 16.6 17.3 

Very Likely 33.3 51.9 51.0 34.3 39.4 36.4 40.7 43.6 42.0 42.2 

Fairly Likely 34.4 26.6 29.3 34.4 29.5 30.0 29.1 31.7 30.3 30.5 

Fairly Unlikely 4.4 4.4 6.0 6.3 12.8 10.0 7.9 6.1 6.8 7.1 

Very Unlikely 1.2 0.8 2.2 3.1 2.9 4.5 2.6 2.2 3.2 2.0 

Definitely Not - 0.8 - 1.0 - - 0.3 0.3 - 0.5 

Respondents were asked how listening to the new station might affect their current listening 

habits: 

45% 

40% 

35% 

30% 

25% 

20% 

15% 

10% 

5% 

0% 

I would stop listening to 

my current station(s) 

I would listen less to my 

current station(s) 

I would listen to the radio 

for longer 

Don't know 

The majority of respondents (42%) would accommodate a new broadcaster by listening less 

to their current station. 

41% stated they would continue to listen to the current station but would listen to the radio 

for longer to accommodate this new station for Swindon. 



What station(s) would lose listening 

If they liked the new local Swindon station, respondents were asked to name the station(s) that 

they would be likely to stop listening to or listen less to. 

GWR FM 

BBC Radio 1 

BBC Radio Swindon 

BBC Radio 2 

Classic Gold 

BBC Radio Wiltshire 

5% 22% 

5% 

7% 

Station(s) That Could Lose Listeners 

12 % 33% 

GWR FM is the most likely station to lose out to a new Swindon station followed by BBC 

Radio 1. 

BBC Radio stations will cumulatively lose more listeners as BBC Radio 1, BBC Radio 2, BBC 

Radio Swindon, BBC Radio Wiltshire will all suffer loss of audience. 

15-54s are more likely to stop or listen less to GWR FM. 

55-64s are more likely to stop or listen less to BBC Radio Swindon. 

65+s are more likely to stop or listen less to BBC Radio 2. 

9% 

13 % 

Stop Listening 

Listen Less 

COMBINED STOP & LISTEN LESS TO A NEW LOCAL RADIO STATION BY AGE, SEX & SOCIO-ECONOMIC GROUP 


GWR FM 53.4 49.2 58.2 41.8 25.0 19.5 42.9 45.4 46.9 43.1 

BBC Radio 1 35.6 41.6 22.2 32.0 6.1 2.5 19.7 31.2 26.6 25.3 

BBC Swindon 1.9 3.0 11.4 17.9 28.1 22.0 11.7 13.2 13.0 12.3 

BBC Radio 2 9.9 9.9 11.2 15.9 19.0 29.3 13.6 15.4 14.5 14.5 

BBC Wiltshire - 3.0 6.7 8.0 15.6 24.3 9.4 7.4 8.3 8.4 

Classic Gold - 6.0 4.1 6.0 12.5 12.2 6.0 6.2 4.8 6.7 



Best Source of Local News & Information 

As briefly mentioned in Section 105C, respondents were asked what was their best source of 

local news and information regarding their area. The table below provides greater demographic 

insight: 

The Swindon Evening Advertisers is considered the best source of local news and 

information across all ages. 

GWR FM is considered second best amongst males and females as the provider of local 

news and information for Swindon. 

No other source of local news and information comes close to competing with the leading 

two. 

45-54s and 65+s are less opinionated concerning the best source of local news and 

information. 

News Formats 

BEST SOURCE OF LOCAL NEWS & INFORMATION BY AGE, SEX & SOCIO-ECONOMIC GROUP 


Advertiser 47.3 40.8 42.3 39.6 52.3 36.4 43.6 41.3 38.2 44.2 

GWR FM 17.4 26.7 24.4 18.7 9.8 5.5 16.9 19.0 16.6 18.5 

HTV 6.6 8.8 6.7 7.3 7.1 6.3 7.9 6.6 7.3 7.2 

BBC Wiltshire - 2.2 8.5 6.3 11.3 14.6 7.6 6.5 9.1 6.1 

BBC West TV 11.0 7.4 3.7 10.4 2.8 9.1 6.5 8.2 7.8 7.2 

Swindon Star 3.4 0.8 2.2 1.1 1.4 1.8 2.3 1.2 1.6 1.8 

BBC Swindon - 2.2 2.2 1.0 4.2 0.9 1.3 2.2 3.2 1.1 

Respondents were asked which news format they would prefer on a new local radio station. 

News at certain 

times of day 

News every hour 

on the hour 

Hourly news plus 

headlines 

NEWS FORMAT BY AGE, SEX & SOCIO-ECONOMIC GROUP 


60.0 51.0 36.3 33.4 26.6 28.3 35.9 43.4 33.6 42.3 

26.5 31.1 44.8 45.7 56.7 49.9 44.6 39.2 45.7 40.2 

10.1 16.3 18.1 20.9 16.7 19.1 18.5 15.6 19.7 15.9 

The most popular choice amongst our target audience was for news on the hour. 

Younger listeners prefer news at certain times of the day. 



Important Features 

As briefly mentioned in Section 105C, respondents were asked what features they felt were 

important on a new local radio station serving the area. The table below provides greater 

demographic insight: 

COMBINED VERY IMPORTANT & IMPORTANT FEATURES BY AGE, SEX & SOCIO-ECONOMIC GROUP 


Music 98.9 95.5 95.5 95.8 91.5 86.4 93.2 94.8 92.0 94.9 

Local news 64.8 77.8 89.1 84.4 94.4 92.7 81.7 85.9 86.5 82.7 

National news 68.1 81.4 87.8 81.2 87.3 87.3 80.0 84.8 86.2 80.9 

National sport 57.5 62.4 61.6 59.6 49.6 47.9 75.3 39.3 54.2 58.3 

Inter’l news 61.5 74.1 83.7 77.0 76.1 70.0 74.5 77.4 760 76.0 

Wiltshire news 50.4 67.3 81.1 75.0 88.7 86.3 73.0 76.5 76.9 73.9 

Traffic/travel 49.6 70.3 75.4 77.0 64.9 51.8 67.2 64.1 75.1 61.6 

Local sport 48.0 52.0 56.0 50.2 49.5 44.4 63.5 37.5 50.9 50.2 

Weather 58.0 61.4 69.7 73.8 67.5 64.6 62.2 69.5 67.2 65.3 

Phone-ins 36.4 40.7 52.3 38.5 59.3 61.8 48.4 47.6 46.8 48.5 

What’s ons 40.7 51.7 54.2 51.0 56.2 64.7 48.0 58.5 54.3 52.8 

Specialist music 55.2 50.4 44.0 41.6 53.7 40.9 48.0 46.2 54.5 43.9 

Interviews 25.2 24.2 34.8 25.0 51.8 61.8 31.3 41.4 40.3 34.7 

Job info 20.0 25.9 28.8 24.0 18.2 27.2 24.1 25.1 25.7 24.2 

Showbiz gossip 45.1 39.0 39.4 32.2 26.5 23.7 23.2 46.2 30.2 36.7 

Music is definitely the most important feature of a radio station. 

Local Swindon news ranks second most important feature, followed by national news, 

international news and regional Wiltshire news. 

Other features such as traffic/travel news, weather, national sport and what's on 

information score over 50%. 

Males and females both consider music to be the most important feature of a radio station 

with a score of over 90%. 

Both males and females consider local Swindon news to be their second most important 

feature with a score of over 80%. 

Showbiz gossip was more favourable amongst females than males, as were interviews with 

local people, what's ons and weather. 

Males rather than females prefer both national sport and local sport as well as traffic & 

travel and specialist music. 

Local news is ranked second as important for 15-54s. 

Local news, national news, phone-ins, what's ons and interviews with local people become 

more important the older the respondent. 



Best for Music 

Respondents were asked which radio station they would say played the BEST music for them. 

Respondents overwhelmingly stated BBC Radio 1 was best for music by a margin of 8%. 

GWR FM ranks second with BBC Radio 2 third. 

Both males and females rate BBC Radio 1 as their best music station 

Females prefer GWR FM's music more than males. 

Young respondents (15-34) are clear that BBC Radio 1 is the best music station. 

65+s prefer BBC Radio 2. 

BEST MUSIC STATION BY AGE, SEX & SOCIO-ECONOMIC GROUP 


Radio 1 70.2 59.3 24.8 16.7 11.3 - 31.8 30.5 28.3 32.3 

GWR FM 14.1 25.9 36.3 33.3 22.3 6.3 21.9 25.6 20.2 25.3 

Radio 2 5.3 3.6 19.8 16.6 18.5 24.5 15.5 13.8 18.0 13.2 

Radio Wiltshire - - 2.3 4.2 11.2 13.6 4.9 4.7 6.0 4.3 

Classic Gold - - 0.7 3.1 4.3 20.0 3.9 5.3 3.7 4.9 

Radio Swindon - 1.5 3.8 5.2 8.5 5.4 4.0 3.8 5.4 3.2 

Classic FM - - 1.4 8.3 4.2 11.0 1.7 6.3 4.3 3.9 

Females rather than males prefer the music of GWR FM. 

Classic Gold gains as the respondent gets older. 

BBC Radio Wiltshire's music is preferred to BBC Radio Swindon. 



Existing Reasons for Listening to the Radio 

Respondents were then asked what were their existing reasons for listening to radio? 

WHY LISTEN TO THE RADIO BY AGE, SEX & SOCIO-ECONOMIC GROUP 


Music 77.9 76.2 63.1 68.7 60.5 61.9 66.3 70.1 61.6 71.1 

Variety of music 62.6 54.8 59.4 55.2 50.8 47.2 56.3 53.9 57.2 54.2 

Entertainment 59.3 56.1 54.5 53.2 42.1 44.6 48.5 55.7 46.1 54.7 

Local news 25.4 38.5 51.4 52.0 59.0 65.5 45.4 51.5 53.0 46.6 

New music 71.4 72.5 47.6 40.6 22.4 15.5 44.0 48.8 40.6 48.9 

National news 26.5 36.3 48.8 51.1 56.5 50.9 46.3 43.1 54.3 40.7 

Traffic & travel 26.4 32.6 50.5 41.6 32.5 22.7 36.5 33.7 44.8 31.0 

Sports 35.3 34.3 36.5 41.8 39.8 28.0 53.5 17.8 36.1 35.2 

Weather 25.0 28.1 39.7 36.7 32.4 35.5 31.5 34.7 38.5 30.8 

Regional news 16.9 27.3 28.4 32.3 36.6 53.6 34.0 31.0 38.4 29.9 

Company 14.4 22.8 25.1 28.1 35.0 55.6 22.6 37.2 28.3 30.6 

Presenters 36.8 43.5 25.2 22.9 21.2 23.6 26.4 32.5 25.0 31.4 

Local info 15.7 21.4 26.7 35.3 35.0 31.9 23.3 31.2 33.6 24.6 

Interviews 21.0 19.1 22.8 15.6 32.4 49.1 24.5 28.1 28.1 25.5 

Environmental 4.6 7.4 9.8 9.3 17.0 31.8 12.3 13.9 14.5 12.8 

Respondents mainly listen to the radio for music that suits their taste (68%). 

Over 70% of females listen to the radio for the music. 

Females are generally more enthusiastic about listening to the radio for a wider number of 

reasons than males. 

Males clearly steal the way with listening for sports coverage (53%) by some 35%. 

Over 50% of respondents also rank variety of music and general entertainment as reasons 

why they listen to the radio. 

News about their town or area (local news) and national and world news are also 

considered main reasons to listen to the radio. 

Traffic & travel, sports coverage, weather and regional news all score around 30%. 

25-54s listen to the radio for music and entertainment. 

As the respondent gets older news becomes more important than music. 



7 Day Listening 

Respondents were asked ‘which radio station(s) they had listened to for at least 15 minutes in 

the last 7 days?’ This was useful to compare data to our Ipsos sub-sample - albeit that our 

RadioWorks survey consisted of a more robust sample size. 

7 DAY LISTENING BY AGE, SEX & SOCIO-ECONOMIC GROUP 


GWR FM 69.2 72.6 69.6 59.4 49.2 26.3 58.5 58.8 55.2 60.2 

Radio 1 84.2 79.3 53.2 51.0 31.0 7.3 52.3 51.8 49.5 53.1 

Radio 2 28.6 23.0 38.8 39.5 46.7 44.4 39.4 33.0 41.5 33.9 

Radio 5 LIVE 13.5 9.7 16.5 18.9 24.2 17.2 25.1 7.3 19.6 14.6 

Radio Wiltshire 2.1 7.4 20.4 27.1 39.3 52.7 22.2 25.8 29.3 21.8 

Classic Gold 4.5 4.5 9.7 15.6 22.5 36.4 14.0 15.9 17.0 14.1 

Radio Swindon 7.5 4.5 13.7 17.7 25.3 24.5 13.8 15.8 16.5 14.1 

Classic FM 2.3 0.8 2.9 9.3 14.0 34.6 7.4 12.9 10.1 10.2 

Radio 4 4.5 5.9 8.9 6.3 19.9 31.9 11.5 13.5 15.2 11.3 

GWR FM is the most popular station in Swindon and is the only local FM Commercial Radio 

station covering the area. 

BBC Radio 1, BBC Radio 2, BBC Radio Wiltshire follow GWR FM respectively. 

Four of the top 5 stations in the area are BBC. 

BBC Radio 2 is ranked third for both males and females, preferred by males by 6%. 

Classic FM and BBC Radio 4 are favoured by females. 

15-34 year olds prefer BBC Radio 1, 84% of 15-24s, ahead of GWR FM. 

BBC Radio Wiltshire is rated over BBC Radio Swindon. 

65+s rank BBC Radio Wiltshire as their top 7 day listening choice. 

Females rather than males prefer BBC Radio Wiltshire. 

Classic Gold is preferred as the respondent gets older as is BBC Radio Swindon, BBC 

Radio 4 and Classic FM. 

BBC Radio 5 LIVE has a significant following amongst males rather than females being 

rated highest amongst 55-64s. 



Evidence Of Support 

In addition to carrying out quantitative audience research amongst a representative sample of 

prospective listeners to Moonraker FM and commissioning post-coded RAJAR data for the area, 

our group has also sought the views of a selection of many Swindon individuals in the 

preparation of our proposals with a view to obtaining feedback upon our planned service and 

assessing the degree of support for it. 

There has been much encouragement expressed for the general approach proposed by 

Moonraker FM and its locally focussed proposals. In particular, we have received praise for the 

high level of live, local programmes we plan. Another frequent comment has been that it would 

be good to have a new station for Swindon that is different from GWR. Many people have 

expressed the view that GWR (Swindon) is perceived as a regional service rather than a 

genuinely local service 

Promotional And Consultative Activity 

EVIDENCE OF SUPPORT 

The highest profile promotional activity has, of course, been the four successful RSL broadcasts 

that we have carried out. In themselves these have generated huge interest in the Moonraker 

Project and led on to many associated activities. A list of just some of these is provided below: 

The British Wireless for the Blind Fund - Radios for Blind People is a small charity dear to 

many broadcasters – especially BFBS. Moonraker decided to offer them considerable 

support during several RSL transmissions, including advertising and interviews. Purposemade 

28-day Ad (two 28-day RSL occasions) 

Cancer Care UK - Touching many families, this Charity was selected by Moonraker to offer 

promotional support, including advertising and interviews, in an attempt draw to the public 

attention the considerable local support available in the area. 

Voluntary Action West Wilts - A local organisation whose aim is to assist a considerable 

number of individual Charities by directing voluntary labour towards specific projects. 

Their problem remains in publicising their operations. Moonraker FM was delighted to 

assist raising awareness of this Charity. 

On-air support & publicity for (Bridge House) - A centre for over 700 local Charities, 

needing considerably more profiling of their activities for potential donors and recipients. 

Regular interview spots were made available in the form of interviews to highlight Charities 

in immediate need and the work of The Centre itself. 

Crime Stoppers - Regular weekly interviews with representatives permitted them to 

broadcast appeals for assistance with individual crimes and to promote their own 

fundraising activities. Several of these broadcasts achieved considerable success. 

Wiltshire Adult Survivors of Childhood Sexual Abuse - It emerged that this sensitive 

problem in rural areas such as that covered by Moonraker FM required carefully handled 

public information plus general awareness that assistance for both victims and their 

families is available. 



Attention Deficit Hyperactivity Disorder - A genuine Syndrome that has relatively recently 

been acknowledged, it was felt that this aspect of childhood development should be given a 

higher profile and greater publicity. Interviews (etc) applied both to child carers and 

families. 

District Council Events - A partnership was established between Moonraker FM and several 

District Councils to publicise a wide variety of Town activities and events. Many local 

organisers subsequently wrote letters of thanks for increased attendance and wider 

publicity than they would have otherwise achieved. 

Busines Shows - Moonraker FM views local business activities such as Shows, Exhibitions, 

and Award Ceremonies (for example Business Person of the Year and the Annual Young 

Person's Initiative) as a vital part of community life. Moonraker attended such events and 

aired mini-documentary packages covering such events. 

Local Carnivals - Helping to bond the local community, whether for a charitable 'Duck Race' 

or 'Town Parades', Moonraker FM made it a point to cover such events extensively through 

pre-event promotion and a presence at such activities. 

Local Talent - Central to Moonraker's evening programme is the promotion of aspiring local 

bands and performers. One such band, Black Bud, enjoyed their first broadcast on 

Moonraker and have subsequently signed a recording contact, and have headlined at 

Glastonbury Festival. 

Training - Experience and training for individuals in radio production at Wiltshire College. 

Providing free news-training for groups of Media Studies students (3 x 28-day licences). 

Providing free broadcasting-training for several Media & Marketing students (3 x 28 days). 



Letters Of Support 

Below we have listed some highlights from typical letters of support we have received. These 

and many other letters are available in full, upon request 

“A breath of fresh air – Go GET THE LICENCE, YOU 

DESERVE IT. Our gig was a sell out after you gave us 

publicity on your station.” 

Mark Green – Mount Pleasant Social Club. 

“You have our FULL support, and look forward to 

working with you again, well done Moonraker.” 

Robbie Spears – Chair, Chippenham Rugby Club 

“Moonraker is the best radio service by far. Rock Show 

is amazing, the station deserves a full licence.” 

Leon Millard – Listener Wootton Bassett 

“Congratulations I am sure you will continue to be a 

great success, I will look forward to contributing 

whenever possible.” 

Dr Andrew Murrisson MP – House of Commons. 

“Listened to breakfast, really good, none of this silly 

nonsense with lots of people shouting and giggling like 

so many other stations.” 

Stuart Drummond – Calne 

“As both a local resident in Swindon and as an owner 

of a local business, I believe Swindon needs more 

independent choice from a radio provider.” 

Gareth Taylor, MD Inception, Swindon 

At last, a radio station that is aimed at music lovers of 

all ages and does not pander to the teens (GWR) or the 

over sixties (BBC Wiltshire Sound). 

Trudy Nicholas – Listener, Covingham 

“We wish you every possible success to become the 

local broadcaster, great format, great station.” 

Geoff Gibbons - Chippenham Arts Festival 

“Without a doubt, the best radio station in the universe, 

Jonathan Hewat is a genius, the show is so unique. 

Local news is done in a very different way, and so much 

more interesting. A bobydazzler of a station, Get it a 

licence NOW!!!” 

Spencer Penny – West Lea 

“I enjoyed Moonraker so much, I set up a petition to 

keep your station on air.” 

Phil – Website provider and designer 

“I write in appreciation for Moonraker FM, it has been 

so useful in fund raising, I hope you will be able to 

continue, this is so valuable to the community.” 

Mel Hemming, Dorothy House Fundraiser, 

Wiltshire 

“Moonraker has to go on, they have promoted so much, 

in such a short space of time, they are always looking 

for local news and are the best radio service in the 

area.” 

Alan Green – Calne Listener 

“I was having a bad day, but you have all cheered me 

up, looking forward to meeting all of you.” 

Mary Anne Jones - Rotary Club, Calne. 

“Please bring back Moonraker FM, a quality station 

that talks TO us, LOCALLY.” 

Peter Dodd – Listener, Lyneham 

“I have been listening all day, the shows are brilliant, 

as per the music, keep up the good work.” 

Geoff Hawkins – Chippenham Guide 

“Hope you become a permanent station, keepup the 

good music and local news, too many stations forget to 

mention Calne.” 

Teresa Prout – Calne Listener 

“Thank you for mentioning the Monckton Farleigh 

School Fete it was a massive success with not only 

parents, but an enormous number of other people 

attending who heard you mention it.” 

Helen Peacock 

Events Organiser 

“We feel, as you are a local company, you will benefit 

the local area and be able to serve us as a local 

community much better . . . Good Luck” 

Sarah Richards & Alexander Swan 

Alexander Swan Insurance Agents, Swindon 

“Really useful to have a local station that provides 

local information about whats going on in my area, it 

would be great if it was full time.” 

Chris Ritson – Minety 

“The music has been superb, some of the songs you 

have played and not been heard for years, we really 

hope you are successful in getting a broadcast licence, 

you really give that local feel.” 

Neil Hudd – Listener, Nine Elms 

“I feel that Moonraker offers an exciting and credible 

prospect of bringing radio advertising within the reach 

of small and medium sized companies in the Swindon 

area.” 

Mr Godfrey S Room 

Xpress Train 



Letters Of Support (continued) 

“The exposure possible for local bands is limited, keep 

Moonraker on air, and continue to provide an 

important outlet to showcase local talent.” 

John Beven – St Margarettes 

“Great radio - just what is needed in Chippenham.” 

Your Guide To Chippenham 

“Moonraker is the best, great music all day, and nice 

people who know who they are talking to.” 

Georgie – Yatton Keynell 

“You have my utmost support for this endeavour. Best 

of luck in your drive to make the station a permanent 

addition to the airwaves.” 

Chair, Derry Hill Boys Football Club 

Have enjoyed listening over the last few weeks, we need 

rock and you are the guys to do it. 

Mike & Judith Hamlyn – Listeners, Old Town 

“I would like to register my support for Moonraker FM 

and its bid” 

G.H. Gilder, Smart Cartridge, Swindon 

It has been so good to hear you… LOCAL, LOCAL 

LOCAL, I wish you every success with a licence, I want 

to hear you again. 

Sheila Lunn – New Town 

“Congratulations on your new radio station.” 

Emma King, Events Officer, 

Chippenham Town Council 

“A truly local radio station, you have my whole hearted 

support, the music was of the best quality, and 

presenters and news readers doing a fantastic job, well 

done.” 

Steve Ledbury – Listener, Shaw 

“We wish you the best of success with this venture” 

Bradford on Avon Tourism Association 

“We have been very excited about the four week 

broadcast by Moonraker . . . refreshing to hear a 

varied programme of music supported by news, local 

issues . . . we are delighted to support an application 

for a permanent licence” 

Derek Newland, Theatre Director & 

Adrian Lesurf, Marketing Manager, Arc Theatre 

What excellent shows we will miss you after tomorrow 

when you go off the air, good luck. 

Michelle Rowlands – Listener, Chippenham 

“Quality radio stations are rare. If the feedback we got 

is representative . . . you are valued enormously” 

Voluntary Action, Wiltshire 

“I strongly feel that Moonraker has become an 

important asset to the community, the eclectic and 

varied selection of music played, is an absolute joy to 

listen to.” 

Sandy Morant - Listener, Fresh Brook 

“Professionalism has been shown far in excess of what 

would be expected on such a limited budget. You are 

helping to satisfy the needs of the local community in 

providing news, information and entertainment.” 

Robert Quartley, Chartered Surveyor 

“I am absolutely amazed at the professionalism . . I 

find it hard to differentiate from this so-called amateur 

station and the professional ones - including the BBC!” 

Scott Whitlock, Listener - Oldford 

“We have been impressed with Moonraker’s local 

involvement in issues, and on three occasions, the 

speed you responded to telephone calls with traffic 

information . . .we’ve tuned all our company vehicles to 

receive Moonraker.” 

Mike Prior, BML Print Management 

“Moonraker provides a service which is badly needed 

in our area, current commercial and public sector 

broadcasting does not cater for us.” 

Paul Barnette – Wroughton 

“At a meeting of the Town Council, Councillors agreed 

to lend their full support to the Moonraker venture, and 

asked me to write accordingly.” 

Diane Holmes, Town Clerk, Bradford on Avon 

“The best music mix, the best presenters, what a lovely 

station.” 

Trudy Wilkcox – Liden Listener 

“I am writing a note of appreciation to the Moonraker 

Team for a really professional effort during your 28 

days on air. We are certainly seeing a steady and 

continuing uplift in our business.” 

Peter Eveleigh, The Riverside Inn 




Declaration 

Moonraker FM Limited confirms, to the best of its knowledge and belief : 

(i) 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); 

(ii) 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; 

(iii) 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 on it, or the operation of a radio 

station if the applicant is granted a licence and; 

(iv) any matters which might influence Ofcom’ 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 known to Ofcom. 

Signed…………………………………………….…………………………….. 

Chairman 

May 31st 2005 

Date………………………………………………………………………………

Moonraker - Ofcom Licensing

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