Radio Plymouth - Ofcom Licensing

RADIO 

PLYMOUTH 

An application to Ofcom for the new 

Independent Radio Licence for 

PLYMOUTH 

December 2005

GENERAL INFORMATION 

(a) Name of Applicant 

RADIO PLYMOUTH LTD 

RADIO PLYMOUTH 

(b) Main Contact (For Public Purposes) 

Paul Hussell - 01752 203500 

C/o Gill Akaster Solicitors, 25 Lockyer St, Plymouth PL1 2QW 

paul.hussell@gillakaster.com 

(c) Proposed Station Name 


(d) Brief Description of Programme Service 

A full service of music and information for the people of Plymouth, featuring 

a broad mix of music from the past 50 years with news, interviews and 

information about the world in general and Plymouth in particular. 

2


3


SECTION 105(A): ABILITY TO MAINTAIN PROPOSED SERVICE 

1. Ownership and control of company which will operate the licence. 

(a) Board of Directors 

DAVID RODGERS – Chair 

Occupation: Company Director 

Other Lets Go Travel Ltd (non-exec) 

Directorships: Peninsula Media Ltd (chair) 

Background: 

David Rodgers has worked in broadcasting in the Westcountry all his adult life, for both the 

BBC and commercial sector. 

In 1989 he became the founding managing director of Orchard FM in Somerset. Orchard 

was conceived in a boom but launched in a recession, tough lessons were learned the hard 

way and hungry predators were vigorously fought off! The company remained independent 

and was turned around, evolving into Orchard Media. It went on to become an important 

ingredient of the winning applicant groups for Lantern FM in North Devon and Wessex FM in 

Dorset. In 1993 Orchard Media was the driving force behind the successful Gemini Radio 

bid for the South & East Devon licences then held by DevonAir Radio. Orchard Media 

stations had some of the best audience figures and margins on the network and flourished 

as an independent company for ten years until it was sold in 1999. 

Since then David has concentrated on developing new businesses in his home patch, 

notably Lets Go Travel, which he has helped grow from a small North Devon travel agent 

into a serious regional player. The company employs over 200 staff with turnover exceeding 

£40 million per annum. Lets Go Travel continues to grow in the region and has won many 

industry awards for innovation. 

In 1999 David was asked to chair the Lloyds/TSB South West Olympic Appeal which raised 

funds to enable the British “Team 2000” to acclimatize and train in Africa before heading on 

to Sydney for the games themselves. 

Having lived in the city all his adult life, David is inspired by Plymouth’s unique history and 

passionate about its exciting future, the city is fast developing. He also believes that 

Plymouth should have a great local radio station, one that applauds the city’s successes but 

is not afraid to challenge its shortcomings. He is determined that, if awarded the licence, 

Radio Plymouth should be just such a station. 

4


PAUL HUSSELL - Company Secretary 

Occupation: Equity partner of Gill Akaster Solicitors 

Other Gill Akaster Solicitors 

Directorships: Peninsula Media Ltd. 

Clearwater Conveyancing Ltd. 

Peninsula Finance plc. 

Background: 

Paul is 42 and following school started off as a trainee journalist with West of England 

Newspapers before embarking on a law degree at Cardiff University. 

On graduation he started his legal career with Bond Pearce in their Plymouth office as a 

trainee solicitor. Upon qualifying he remained with the firm in their commercial department 

for two years before moving to New Zealand for 12 months to travel the country, working on 

sheep farms to pay his way. 

Upon his return he joined another local legal practice in Plymouth, handling both residential 

and commercial property, before joining Gill Akaster in 1996. In 1997 Paul was made a 

partner and in 2001 he was asked to become an equity partner having developed the 

residential conveyancing department into one of the largest operations south of Bristol. Paul 

is also one of the founder directors of Peninsula Finance plc. 

Paul’s family has long had an association with the media industry in Plymouth. His father, 

Bob Hussell, was the founder and managing director of Plymouth Sound until his untimely 

death. 

Paul joined the founding board of Radio Plymouth three years ago and has been delighted 

to contribute in a legal capacity over the intervening period. 

5


CHRISTINE GATEHOUSE – Non Executive 

Occupation: Company Director 

Other 

Directorships: Victoria Group Ltd 

Background: 

Christine Gatehouse is a real local girl, born and educated in Plymouth. On leaving 

Devonport High School Christine became a management trainee with Marks and Spencer. 

After a short break having her two children she joined the building industry. 

Well known to the business community across the South West as a high achieving business 

woman who headed up McAlpines in the region, she introduced them to the South West 

and oversaw their growth from one employee to approx 200. 

A number of prestigious projects in the area are testament to her drive and enthusiasm. 

Projects such as Treliske Hospital, Sutton Harbour Fish Market, Sherwell Church and 

Pembroke Street among them. 

The past 10 years have seen her working alongside her husband Mark in developing 

waterside sites around the UK for the port and shipping industry, as such she has a keen 

interest in Plymouth’s own waterfront development. 

During the past decade Victoria Group has grown from owning one small port in Plymouth to 

now owning five, in Plymouth, Bristol, County Durham, Boston and Liverpool. The company 

is known for its imaginative vision and its ability to work in harmony with local authorities, 

residents and businesses. 

Christine remains passionate about the city in which she was born and has worked all her 

life. Her commitment to its future is unwavering and, as Plymouth moves from a dockyard 

and navy based economy to retail, education, leisure and tourism, she will ensure that 

Radio Plymouth has a strong voice in the quality of that change. 

6


RICHARD BATH – Non-Executive 

Occupation: Journalist & Presenter 

Other 

Directorships: Bars & Tone Ltd 

Background: 

Richard has worked as a journalist and presenter in Canada, Hong Kong, Birmingham, 

London and Plymouth. 

He spent 23 years in London working in radio news for LBC, Capital Radio and BBC Radio 

4 (World at One, PM, World this Weekend). Richard travelled extensively reporting on 

events all over the world, covering political summits, and has also worked as a political 

reporter at Westminster for four years. He then moved to BBC Television as a reporter for 

the London news programme, London Plus, going on to present the programme. 

After eight years at BBC Radio and TV Richard joined ITN presenting bulletins and rolling 

news programmes. He also presented business news at Sky as well as fronting many 

corporate videos and events. For the past seven years Richard has been the main anchor 

for the ITV news programme, Westcountry Live, based in Plymouth. He has also fronted a 

number of other Westcountry-focused programmes for the local ITV audience. 

As a well known local journalist Richard has chaired events at the university and public 

debates on the rapid changing economy in the city, in particular the local 20/20 initiative 

concerning the development of a strategic plan for Plymouth’s future. He has daily contact 

with the issues surrounding the changes taking place in the city and frequently interviews 

the local MPs and key movers and shakers in the region. 

Richard is ideally placed to contribute to the development of a second radio licence in 

Plymouth which plans to draw in listeners not yet served musically by any other service 

focused on the city, who are also likely to be interested in the speech plans for the station. 

The age group targeted by Radio Plymouth is the group most likely to be involved in 

shaping Plymouth’s future as we embark on one of the most dynamic periods in the city’s 

long history. 

As a well known personality in the Westcountry, Richard has also chaired a number of 

events and conferences focusing on regional development and, specifically, the economic 

regeneration of Plymouth. 

7


KAREN STOCKDALE – Non-Executive 

Occupation: Development Director for Third Man Productions 

Other Plymouth Media-Partnership Ltd 

Directorships: Cornwall Film AVIS-D Ltd 

Background: 

Karen Stockdale has over 25 years experience working in broadcasting and media 

production. She began her career in the mid 70s, working at one of the first commercial 

radio stations to be launched in the UK. Her responsibilities included running the music 

library, answering listener’s queries and helping with sales and promotions. 

In the 80’s and 90’s Karen had a range of jobs in commercial television, rising through the 

ranks to senior management positions. Promoted to head of regional programmes and then 

to controller of features, she was the executive producer for over 100 hours of programming 

each year in a wide range of genres, from documentary to entertainment, and from religion 

to children’s programmes. 

In 1999 Karen became development director of The Third Man Productions, a broadcast 

and corporate multimedia company based in Plymouth. Appointed as the director of the 

Celtic Film and Television Festival in 2001, she was successful in bidding for funding from 

Objective One, the Rural Development Programme, and a range of commercial sponsors. 

The festival ran a number of awards for radio production. 

Karen is also the company secretary and coordinator for Plymouth Media-Partnership Ltd., 

the organisation supports and develops companies and individuals working in the media in 

Plymouth and the surrounding area. Her role involves working closely with the South West 

of England Regional Development Agency through South West Screen, Plymouth City 

Council and a range of commercial organisations and education providers. 

She represents the creative industries on the implementation group for Plymouth Business 

Growth, and is involved in a range of initiatives such as the Plymouth Creative Training- 

Partnership. Karen is also a director of Cornwall Film AVIS-D Ltd., the organisation 

responsible for the development and support of the media and new media sectors in 

Cornwall. 

Karen is active in several media training initiatives and will make sure the company is aware 

of the latest training opportunities, working with management and staff to identify any 

weaknesses where training would enhance performance. 

8

NEIL ROMAIN – Non-Executive 


Occupation: Managing Director, LMC Ltd 

Other 

Directorships: London Media Co Ltd 

Time FM 107.5 Ltd 

Tristar Broadcasting Ltd 

Tide FM Ltd 

Time FM 106.8 Ltd 

Time FM 107. Ltd 

Palm FM Ltd 

Orwell FM Ltd 

Estuary FM Ltd 

Ingenu Ltd 

Background: 

Neil Romain joined Sunrise Group in January 2004 as managing director of its newlyestablished 

London Media Company (LMC) subsidiary, responsible for the group’s 

mainstream (English language) radio services. He led the team negotiating the acquisition 

of the stations in Romford and Slough which brought the number of station within the LMC 

stable up to five. 

As well as taking responsibility for the overall financial and programming performance of the 

LMC services, Neil represents the Sunrise Group in its dealings with Ofcom, the trade 

association and other radio industry projects, both in the UK and overseas. He has been 

actively involved in the group’s non-broadcasting commercial activities, including the 

relaunch of its night club in London’s West End. 

Neil has acquired a deep understanding of radio industry finance and operations, both as a 

practitioner and previously as a regulator. Prior to joining Sunrise, he served for 13 years 

with the Radio Authority as its director of finance and personnel and latterly as 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 is a qualified Company Secretary. 

9

HUGH SCULLY – Non-Executive 


Occupation: Chair (Fine Art Productions Ltd) 

Other Fine Art Productions Ltd. 

Directorships: Peninsula Media Ltd. 

Background: 

Hugh Scully has been in broadcasting for more than forty years, born in Wiltshire, and 

educated in Somerset he has spent virtually the whole of his adult life in the Westcountry. 

Hugh’s career began in the West Region of the BBC in 1963 where he was a roving reporter 

for BBC radio and television based in Plymouth. In 1967 he became the main presenter of 

the nightly news programme “Spotlight South West”. In 1977 he was invited to London to 

join the London based presenting team of “Nationwide”, the popular early evening current 

affairs programme. 

In tandem with his role as a radio and television journalist Hugh Scully also became widely 

known as the presenter of the enormously successful “Antiques Roadshow” which he 

fronted for twenty years. 

His passion for music was shared with listeners across the UK when he presented Radio 2’s 

“Melodies for You”. 

Hugh honed his business skills in the 1980’s by forming the independent television film 

company Fine Art Productions. He rapidly built it into an organization with a turnover in 

excess of £2 million a year, with a string of major award winning documentaries including, 

“The Falklands War” – “The Wasted Windfall” “Primo Levi” – “The Wilderness Years” – “The 

Gulf War” and, most notably, “Thatcher – The Downing Street Years”, made with the full cooperation 

of the former prime minister and winning huge critical acclaim. 

In his 40 years as a presenter and producer, Hugh Scully has worked for BBC 1, BBC 2, 

ITV, Channel 4, Channel 5 and Radio’s 2, 3 and 4. 

He is one of Britain’s most experienced broadcasters and has a long association with 

Plymouth. 

10


(b) Proposed Investing and Shareholding Structure 

The company will issue 548,500 shares valued at £1 each. This represents the £48,500 seedcorn 

already provided by investors to support our two trial broadcasts and the application costs, and a 

further £500,000 should we win the licence. 

Shareholder profile is as follows: 

Name No. of Shares Cost (£) Percentage 

Christine Gatehouse, Plymouth 10,970 10,970 2.0% 

Charles Howeson, Plymouth 10,970 10,970 2.0% 

Karen Stockdale, Plymouth 10,970 10,970 2.0% 

Phillip Schofield, Henley 27,425 27,425 5.0% 

Hugh Michelmore, Plymouth 27,425 27,425 5.0% 

Hugh Scully, Cornwall 54,850 54,850 10.0% 

Richard Bath, Plymouth 82,275 82,275 15.0% 

Paul Hussell, Totnes 93,245 93,245 17.0% 

David Rodgers, Plymouth 93,794 93,794 17.1% 

London Media Company 136,576 136,576 24.9% 

Full addresses have been supplied to Ofcom in confidence as have all shareholders ability to fund 

the above. 

There will be only one class of share, all equal and issued at the same price. A shareholders 

agreement is in place which includes pre-emption rights and a moratorium on the sale of shares, 

this is available for Ofcom should a copy be required. 

(c) Involvement of the Applicant in Specified Activities 

(a) Advertising agencies: None 

(b) Newspapers None : 

(c) Other broadcasting interests: 

London Media Company Ltd. (LMC) and its parent Sunrise Radio Limited are both existing 

Ofcom licensees. The following summarises the activities of these companies; further details 

can be provided if required. 

11


LONDON MEDIA COMPANY LIMITED 

• LMC was established in January 2004 as a wholly-owned 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 Romford, and Star FM 

106.6 serving Slough, Maidenhead and Windsor, together with Easy Radio London on DAB. 

• The company aims to extend its operations through successful applications for new licences 

and further acquisition. LMC is the controlling shareholder (alongside local shareholders) in 

the recently awarded Torbay licence which will launch in mid 2006 . 

• The directors of LMC are Neil Romain and Avtar Lit. 

SUNRISE RADIO LIMITED 

• Sunrise Group has operated as a successful and profitable ethnic broadcaster in the UK for 

over 15 years. Its mainstay Sunrise Radio, broadcasting on the analogue 1458 kHz 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 kHz 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. It also has a number of non-radio interests. 

• Sunrise Group is ultimately controlled by Avtar Lit and other family interests. The directors of 

the company are Avtar Lit, Tony Lit, Shammy Batra and Ravi Jain. 

12


SUNRISE GROUP UK BROADCASTING 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% 1,118,000 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 

Kismat Radio London AL-160 100% 10,435,000 Greater London AM Analogue 

YARR Bradford DP-006 100% 776,000 

13 

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 

Tristar Broadcasting Limited AL-148 100% 220,000 

Bradford & 

Huddersfield 

Slough/ 

Maidenhead 

DAB Digital 

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

Palm FM Limited 

not onair 

60% 200,000 Torbay FM Analogue 

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


The following are shareholders in Peninsula Media Ltd: 

David Rodgers 24% 

Paul Hussell 24% 

Richard Bath 21% 

Hugh Scully 15% 

Hugh Michelmore 5% 

Phillip Schofield 5% 

Christine Gatehouse 2% 

Charles Howeson 2% 

Karen Stockdale 2% 

Peninsula Media has been set up to invest in new media opportunities that arise in the South 

West and which may have broadcast or business synergies with Radio Plymouth. 

Hugh Scully is chairman and owner of 51% of the independent television production 

company, Fine Art Productions. 

Karen Stockdale owns 50% of the Third Man Productions Ltd. 

(d) Bodies whose objects are wholly or mainly of a religious nature: None 

(e) Bodies whose objects are wholly or mainly of a political nature: None 

(f) Local authorities: None 

(g) Other publicly-funded bodies: None 

14


2. Financial and business plan 

BACKGROUND INFORMATION: 

David Rodgers first became interested in a new radio licence for his home city back in 1995 whilst 

chief executive of Orchard Media. Accordingly he helped establish the Armada Broadcasting 

Company applying for the re-advertised AM & FM licences operated by Plymouth Sound. 

There was a feeling then that much of the adult audience was not being offered the sort of local 

radio that really appealed to them and research at that time confirmed this. As in the overwhelming 

majority of cases however, The Radio Authority re-awarded the licences to the incumbent. Things 

went quiet for a few years until Ofcom decided that some markets with available spectrum would 

now be robust enough to support an additional local service. 

In early 2003 Radio Plymouth was formed and the founding shareholders decided to support two 

trial broadcasts and lobby Ofcom for an additional station in Plymouth. A station which we believed 

would complement Plymouth Sound by appealing to a different audience, featuring a more mature 

style of presentation with a greater emphasis on the quality of speech and a broad spectrum of 

music that would engage our target audience. 

Following RSLs in 2003 and 2004 we now felt that we understood the local market place much more 

comprehensively so set out to test and develop our assumptions with robust and detailed research. 

During the trials, extensive advertising and marketing attracted a high level of interest from other 

potential local investors. We wanted a tightly controlled, well funded company with a range of media, 

business and community skills and resolved to limit the number of shareholders to a maximum of 

ten and by early 2004 we were fully subscribed. 

More recently, the board also decided that we may consider a corporate partner but for one reason 

only: to forge a link with neighbouring Devon stations so that regional and national sales could be 

maximised and some non on-air services combined, whilst protecting the dedicated output of our 

station for Plymouth. 

Three existing radio groups approached us but only LMC, as the major shareholder in Palm FM in 

Torbay, ticked the right box for Radio Plymouth. Diluting one’s shareholding is never an easy thing 

to consider. Our consortium, however, took the strategic decision that a qualified partner with 

current radio operating experience would enhance the potential success of the station. 

15

(a) Overall Financial Strategy 


Radio Plymouth considers it essential to establish itself quickly in the marketplace as a broadcaster 

of ability, style and integrity. We must ensure our output is consistent, enjoyable and relevant to our 

audience and of a constantly high standard. 

Marketing is crucial. We will be innovative in the way we win listeners and attract new advertisers, 

offering something that cannot be found on the dial now – a great local service that recognizes that 

we live in Plymouth but are all citizens of a global village. We have allocated substantial funds for 

advertising ourselves in the existing media and intend to continue to do so on a regular basis. There 

will be a carefully crafted advertising and PR campaign building up to our on-air date; including a full 

colour newspaper delivered to all households within a few days of the start of broadcasting with 

competitions, incentives and details of programme specials to hook listeners in; mail shots to 

potential advertisers; a business launch party and plenty of creative editorial opportunities for the 

local press and TV. 

Training across all the commercial radio skills, from broadcasting to sales, will be an important part 

of our strategy. There is some great talent in our group and we must ensure that we impart their 

knowledge to the next generation of management, journalists, broadcasters and revenue 

generators; their ideas and energy are the future of our industry. This is not something we say 

lightly, it is something we actively encouraged during our trial broadcasts. 

“Thank you for the valuable and enjoyable six weeks of work placement we received 

at Radio Plymouth...to find ourselves trained up to drive the on-air desk, help produce 

commercials and work alongside the journalists and presenters was an incredibly rich 

experience, not just for our course work but also for our future careers”. 

Eddie Howell, Paul Anderson and Leon Downer 

Students at Deep Blue Sound 

With tight financial controls, imaginative sales training and opportunities, and output that is relevant 

to our listeners, we intend to build a substantial, loyal audience that will be attractive to potential 

advertisers and offer them a focused and cost effective route to customers. There is new and 

aggressive competition for revenue on all sorts of media platforms, the only way we will survive and 

flourish is to understand that for listeners to choose us above others, we have to be professional, 

local and relevant. We will have to fight hard for our audience and revenue otherwise we will simply 

disappear in a crowded marketplace. 

We have carefully examined the costs and benefits of Digital Broadcasting and, at the moment, 

have ruled it out. There is no doubt, however, that digital, and possibly DRM, is the future of the 

radio industry and that analogue transmissions will be turned off at some stage. We are fully 

committed to the digital switchover and will fund it, either from cash flow, or by a rights issue, at the 

appropriate time. 

16


We intend to stream our output on-line from day one. More and more listening is done at the 

computer whilst people are working or surfing, it is important that we tap into this audience and use 

the website as a way of enhancing the sell for Radio Plymouth to advertisers. Our output will include 

regular reminders to visit our own website where listeners will be able to key into classified 

advertising, small ads, listeners’ restaurant reviews and advertisers’ information and special offers. 

Our spring monitoring showed that Plymouth Sound, Pirate FM and Classic Gold were all running 

well over fifteen minutes an hour of adverts and sponsorship announcements in their breakfast 

shows. This was cited again and again in our focus groups as an irritant and we have decided to 

restrict our commercial airtime to a maximum of nine minutes an hour. This means we must price 

our packages very carefully, cost effective enough to tempt existing and new advertisers to the 

station but not so cheap that it would be impossible to get the rates up to a decent level in the future. 

It is important for us to build market share in the early days of the business and to this end we have 

ensured that we have enough working capital to support this strategy. 

We recognise that the track record of independents within the radio industry is poor. There seem to 

be a number of reasons why this has been the case. Our financial structure should ensure that 

Radio Plymouth bucks the trend. Firstly our local investors are committed to a long term investment 

in the radio station; we have included provisions within our shareholders agreement ensuring that 

our shareholders are unable to sell out just for a quick profit. Second, the involvement of LMC 

ensures that the often underestimated areas of sales and admin support can be delivered in a cost 

effective way. We have reached agreement with LMC to contract out advertising scheduling and 

some commercial production. We have also agreed that we will provide reciprocal access to 

local/regional news stories and offer advertisers regional sales opportunities with Torbay’s Palm FM. 

With his experience in successfully setting up and launching both Orchard FM and Gemini Radio, 

David Rodgers will play the same role, as launch director, at Radio Plymouth. He will oversee all the 

initial contracts, fit out and staffing of the station from licence award to the end of the first half-year 

of broadcasting. This will allow the company to start work immediately on award of the licence whilst 

placing key management positions and getting essential work started. 

Charles Howeson is a distinguished community leader in Plymouth currently serving as a Vice chair 

of the Local strategic Partnership. He will chair our community liaison forum which will be designed 

to ensure that the station not only remains locally focused but is also thoroughly responsive to local 

views and issues. The group will meet quarterly to review the company’s success at understanding 

and targeting city wide issues and community concerns. It will consist of the MD/Sales director, 

programme controller, news editor and, on each occasion, an invited guest from the voluntary, 

community and business sectors. Plymouth is in a state of great economic and regenerative change 

at present and this proactive linkage is seen as fundamental to the role of a truly locally managed 

radio station. 

All the investors in Radio Plymouth have two distinct objectives which we believe are not in conflict – 

to enjoy running a meaningful radio station for Plymouth whilst making a realistic return on our hardearned 

cash. 

17

(b) Funding 


(i) Share Capital 

Share capital of £548,500 will be issued as detailed earlier. 

(ii) Loan Stock 

The £48,500 shareholder loans to the company to support the RSLs and apply for the 

licence will be converted into share capital on award and is included in the above figure. 

(iii) Leasing/HP facilities (capital value) 

The capital value of leasing and HP facilities is as follows; 

1. Vehicle HP: Capital cost £57,000; initial deposit 20%; initial HP debt £45,600. 

2. Arqiva TBC: Includes capital equipment to the value of £50,000. 

(iv) Bank overdraft 

HSBC Bank has agreed an overdraft facility of £150,000 to provide additional working 

capital should it be required. This would attract interest at 1.5% over base. Further details 

and confirmation are provided in the confidential appendix ‘A’. 

(v) Grants and donations 

None have been sought nor are they required. 

(vi) Other 

None. 

(c) Financial Projections 

The market 

“Plymouth city centre is a sleeping giant. It has more unrealised economic and 

retail potential than perhaps any other city in the UK”. 

David Draffan, City Centre Manager 

All that is set to change. Plymouth is the 14 th largest city in the UK, but its retail ranking puts it in 29 th 

position. It has, however, the potential to become a top 20 UK retail destination and a regional 

centre for Devon and Cornwall. Before world war two it was just that but subsequent rebuilding left a 

city centre largely devoid of residents, resulting in a deserted and dull evening and night time 

environment which was considered unattractive and unsafe. 

But Plymouth is now developing fast, in 2006 the new £200 million P&O shopping mall will open at 

the top of town bringing many new or enlarged retail outlets. New houses, flats and luxury 

apartments are springing up under the plan devised by internationally respected urban regenerator 

architect, David MacKay. Both new and existing retail space in the city is at a premium indicating a 

healthy and growing market. 

18


All this combined with the forecast population growth and the improving transport infrastructure 

means there is undoubtedly room for another radio service in Plymouth. Indeed the vast majority of 

business people we have spoken to would welcome a new radio station and some competition in 

the local media market place. We explore this further in the research section of the document. 

Revenue 

Our rate card is carefully crafted on good value, robust enough to ensure future increases are 

achievable yet offering realistic competition in the local market. 

Plymouth Sound recently quoted a CPT of £3.10 with an average spot rate of £34.98 for a three 

week Daytime campaign comprising 105 spots. Whilst our rates will be competitive against those 

figures, we want to increase radio’s share of the local advertising cake, not rob Peter to pay Paul. 

Research shows our plan to broadcast a radio service aimed at a newly defined audience is 

attractive not only to the bigger, existing advertisers, but also to medium and smaller businesses. 

Radio is a medium that, until now, many have been priced out of. The tighter coverage area of this 

licence allows some of the more locally focused businesses to get better value for their marketing 

budget by using Radio Plymouth. 

The highly successful local daily newspaper, the “Evening Herald”, charges £640 for a black & 

white, one-off, quarter page advert and has a circulation of 42,194 claiming readership of 123,882. 

(source: JICREG) 

We believe we could sell 30% of our total available airtime (c.40% of 06.00-00.00) in year one at an 

average spot rate of £10. Our basic weekly package of 35 transmissions, evenly spread across 

seven days (06.00 – 00.00) will represent an investment of £350 and, according to our research, 

should reach an audience of 40,000 adults in year one. This is consistent with our understanding of 

what other similar sized stations are achieving from their local sales and when set against our 

audience projections they generate a local revenue yield per thousand listening hours that falls 

within that achieved by a range of stations that we used to benchmark our own performance 

expectations. 

We have been very cautious about our predictions for national revenue, not only in the first year but 

thereafter. We are aware that we could sign up with a national representation house and that as 

part of a group sell they have advised us that we could generate national revenue well in excess of 

what we have included in our forecasts. However we also recognize that the yield on these spots is 

considerably lower than is achieved at a local level and that the impact delivery basis of the sale 

means that these advertisers require much heavier campaigns than we would normally want to run. 

19


This detracts from both the programming sound of the stations and undermines the local advertisers 

own campaigns. The high levels of commercial minuteage on other stations was a consistent 

negative theme that our research picked up as we developed our application proposals. For this 

reason we have included in our forecasts a level of national revenue that we believe will be 

generated by dealing with agencies direct, but we also recognise that these will be few in number. 

Our revenue projections also include a level of sponsorship and promotion income which is based 

on a percentage of local sales. The level of income that we have assumed from this source is 

consistent with current industry performance. We would expect this income to be generated from 

within the local market and understand that advertisers demand more creative opportunities than 

just airtime, which are determined by their own marketing objectives. 

Overall our revenue projections represent what we consider to be achievable targets for a new 

Plymouth radio station. We will undoubtedly pick up some revenue that currently goes to other 

commercial radio stations whose signals are heard within Plymouth; however we believe that we will 

also be able to draw revenue from other media particularly the local press. 

Costs 

Despite the growing market place, a new radio station would have to keep a tight grip on its 

operating costs and be sufficiently financed to give it a fighting chance in its early days of 

broadcasting, we don’t expect the competition to lie down and play dead. 

We have budgeted for twelve staff with a sales team of four, including a sales director/MD. 

Plymouth’s tight TSA means that the vast majority of the businesses are within a manageable five 

mile semi-circle from the city centre. We will be able to visit them more often than a larger TSA 

would allow. Our marketing budget, both pre-operational and in our early years, includes appropriate 

funding to target these businesses in an attractive and creative way. 

Radio Plymouth will employ four staff presenters, including an on-air programme controller who will 

contribute to all aspects of the station’s output and be actively involved in PR within the community, 

from presenting OB’s to opening fetes and fairs. 

Three full time journalists will staff our newsroom with freelance and back up cover for weekend 

shifts, ongoing major stories, sport and traffic & travel. 

We have budgeted key staff incentives which will encourage them to reach challenging but 

achievable targets. 

Bookkeeping, maintenance, traffic and commercial production will be outsourced and we have come 

to an agreement with LMC for the latter two. All have been realistically budgeted for and agreed. 

20


Having looked at several available premises, we have costed for 1750 square feet in the city centre 

at £11 per square foot. It is important for us to be within walking distance of the Theatre Royal, 

Council offices and city centre events so that guests can get to our studios easily. Parking is difficult 

to find so we have included in our budgets annual rent for an additional 5 parking spaces to 

augment the limited parking spaces offered by most landlords. Business rates and service charges 

are also factored in. 

Marketing will be an important element of our launch and first year of operation, we have budgeted 

£40,000 for this. Future years will require ongoing spend which will be helped by our visual 

presence out and about in the city, editorial and launch advertising. 

Profit & Loss 

Full Profit & Loss; Balance sheets and Cash-flow forecasts have been provided confidentially to 

Ofcom along with workings, assumptions and justifications. Our figures show that we go into trading 

profit at the end of year two with distributable profit in year five. 

The headline figures for the first three years of broadcasting are as follows; 

000’s PRE-OP YEAR 1 YEAR 2 YEAR 3 

TURNOVER: 0 497 647 798 

DIRECT COSTS: 0 43 63 80 

GROSS PROFIT: 0 454 584 718 

OVERHEADS: 125 551 541 541 

TRADING PROFIT: (125) (97) 43 176 

NET PROFIT: (125) (137) 4 138 

(d) Audience Projections 

(i) Proposed adult (15+) population of the TSA within which it is intended to 

measure listenership of the service. 

Ofcom suggested a census-based figure of 200,000 and we have used this figure as the base for 

our audience projections. Although Arqiva’s (formerly NTL Broadcast) projections from our proposed 

transmission site suggest a TSA of 205,000 adults, we believe that a small portion of this number is 

picked up on high ground well away from the city and that our editorial emphasis may not appeal to 

them. We have, therefore, decided to use the more conservative figure as a sensible starting point 

for planning purposes. 

21


(ii) Projections for listenership ratings – reach and average hours - over the 

first three years, with detailed demographic breakdowns if appropriate. 

In estimating the weekly reach for a service like Radio Plymouth, we have considered the results of 

survey data from our first RSL, during which we reached 18% of adults (21% of 25-54s and 23% of 

the key age group of 35-54 year olds), combined with the results of our main quantitative survey. 

In this quantitative survey, we asked whether respondents would be “very” or “quite likely” to listen 

and have made an assumption for planning purposes that a conservative 40% of “very likely” and 

20% of “quite likely” will convert in year one. A solid base from which we have then planned for a 

modest increase in years two and three, driven by our advertising and marketing budget, ongoing 

editorial opportunities and our visibility in the community. 

Radio Plymouth’s predicted adult (15+) audience levels are: 

Year 1 Year 2 Year 3 

Reach % 20.0 22.0 24.0 

Reach 000’s 40 44 48 

Ave Hrs 9.5 9.5 9.5 

Tot Hrs 000’s 380 418 456 

22


Our research shows that the proposed format of Radio Plymouth should have broad appeal, but 

prove particularly popular among the 35 to 54 age group. 

As such, the predicted weekly reach by age group is as follows: 

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

Pop 000’s 34.9 33.4 35.3 32.8 26.7 36.7 

Reach % 17.5 20.1 21.8 21.3 20.6 18.0 

Reach 000’s 6.1 6.7 7.7 7.0 5.5 6.6 

Profile % 15.4 16.9 19.4 17.7 13.9 16.7 

25 

20 

15 

% 

10 

5 

0 

15-24 

Radio Plymouth reach profile 

35-44 

25-34 45-54 65+ 

55-64 

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

listenership terms. 

Our second listener research study, which was conducted by Marketing in Practice in September 

2005, suggested that Radio Plymouth would impact primarily on 97FM Plymouth Sound, Radio 1, 

BBC Radio Devon and Radio 2. 

This study found that 44% of potential listeners to Radio Plymouth would make time to listen by 

tuning less to other radio stations. 14% would stop listening to an existing station altogether. The 

table below shows the principal services which these potential listeners currently listen to: 

STATION % 

Plymouth Sound 23.0 

Radio 1 17.3 

BBC Devon 15.4 


Pirate FM 9.5 


5 Live 5.1 

23


The next table shows the proportion of current services’ listeners who would either listen less or stop 

listening to their current service to accommodate Radio Plymouth. 

30 

25 

20 

15 

10 

5 

0 

% % 

Listen less Stop listening 

STATION Listen less % Stop listening % 

Plymouth Sound 23.7 6.8 

Radio 1 22.8 7.0 

BBC Devon 22.9 4.9 



5 Live 19.0 3.6 

Classic FM 9.8 5.4 

Classic Gold 14.0 8.0 

South Hams 25.0 12.5 

Virgin 12.9 9.7 

24 

Plymouth Sound 

Radio 1 

BBC Devon 


Pirate FM 


5 Live 

Classic FM 

TalkSport 

Classic Gold 

South Hams 

Virgin 

(iv) The basis on which the estimates above have been calculated and any 

assumptions taken into account. 

The year one projected listenership ratings have been calculated from the results of the two 

quantitative research studies, conducted during the RSL of summer 2003 and in September 2005. 

The first study found that the RSL achieved an adult weekly reach of 18.1%, meaning that the first 

year´s adult reach of 20.0% represents just a 10 per cent increase on this figure. The second study 

found that 18.0% of respondents were ‘very likely’ and 63.7% were ‘quite likely’ to listen to a new 

Radio Plymouth-style service.

3. Transmission Proposals 


a) Name and National Grid Reference of site; 

Fort Staddon: Ngr SX 497517 

b) Height of site above Ordnance datum: 

121 metres 

c) Height of transmitting aerial above ground level: 

66 metres 

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

radiation pattern. 

500 watts vertical + 500 watts horizontal 

Antenna pattern omni-directional 

Arqiva has informed us they have been in contact with the MOD and have made an application for 

site sharing to build the new antenna. Existing accommodation is available for the transmission 

equipment. Planning permission will be required; in Arqiva’s opinion for this established 

transmission site planning permission should not be a problem. 

Arqiva has chosen this site because it provides excellent coverage for Plymouth and the 

immediate surrounding area, and in their opinion meets the Ofcom restrictions for this licence. 

The plotting suggests that Radio Plymouth would cover 205,000 adults at field strength 60dBV/m 

and above. A small number of these would be on high ground quite far from Plymouth and as 

such may not be attracted to our editorial. We have, therefore, kept the TSA at 200,000 

throughout our application. 

25

(ii) Coverage projections for the area. 


(iii) Arrangements for transmission provision 

Our Transmission provider 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. Their maintenance personnel are highly trained with the necessary spares and test 

equipment to resolve any problem quickly. 

(iv) The anticipated time-lapse between the award of licence and start of 

broadcasting? 

With premises already identified, funds in place and a launch director ready to start, Radio Plymouth 

aims to launch (subject to frequency clearance) within six to nine months from the date of award. 

This will be after a carefully constructed marketing build-up designed to create excitement and 

anticipation for the arrival of Plymouth’s first new radio station in 30 years. 

26


SECTION 105(B) AND (C): CATERING FOR TASTES AND 

INTERESTS/BROADENING CHOICE 

4. Programming Philosophy 

(i) Overall programming philosophy and vision for the radio service 

Our vision for Radio Plymouth is very clear – we will create a radio station that blends good 

personality broadcasting with meaningful local content and a great mix of popular music from the 

last 50 years. 

Our research clearly demonstrates that the ideal radio station for the over 25’s in Plymouth would 

mean them constantly switching between the music of BBC Radio 2, the news and speech of BBC 

Radio Devon and the traffic and travel of Plymouth Sound. It makes our drive to work extremely 

hazardous! We will provide all three elements plus our own ingredients of personality, wit and 

challenge. 

Radio Plymouth will fill this need, providing an adult station with the variety of music, local news 

focus and relevant information and entertainment that people in Plymouth would clearly like. 

We will appeal to local listeners who enjoy music that is not dominated by what is in the charts; 

listeners who have a broad taste in music and who actively seek out “their music”. The success of 

BBC Radio 2 over the last few years has proven how a challenging music policy – not afraid to take 

a few risks in some of its specialist areas – combined with great speech, features and personalities 

can be a winning formula. 

Our music policy will be to play "great music" in a harmonious and balanced blend, spanning 

selected songs from today's releases together with contemporary and classic tracks from the last 

five decades. 

We will inform our listeners about what is going on in the Plymouth area, the UK and the world, in 

locally-produced bulletins designed specifically for Plymouth. In general, local news items will 

constitute at least 50% of our locally-produced output. 

Our objective is to provide a single source for all the local information listeners need on an on-going 

and real-time basis: traffic and travel, weather, what's on, tide times and surf conditions, city parking 

availability and local business news. We will enhance our local information with interviews, 

discussion and debate and involve our listeners both on and off-air. 

We will continue to broadcast live from events in the city, as proved so successful in our RSL 

broadcasts, and will integrate our station as fully as possible in the life and fabric of the city. 

27


An important part of Radio Plymouth will be the quality of our presenters who will know how to 

entertain and engage an adult audience without rambling, meaningless speech that clearly irritates 

listeners. 

They will be broadcasters with personality not DJ’s with attitude. They will be supplemented from 

time-to-time by some of the well-known names in our group who had such a great effect on our trial 

broadcasts in 2003 and 2004. 

In short: 

• Radio Plymouth will become the first choice for listeners over 25 in Plymouth 

• Radio Plymouth will offer listeners in Plymouth the widest music variety 

• Radio Plymouth will be the station for local news, information & engaging speech 

• Radio Plymouth will be the station that always puts Plymouth first 

(ii) Catering for the tastes and interests, general or particular, of persons 

living in the area 

Our strategy for Radio Plymouth is anchored around three elements - 

• Our in-depth audience & advertiser research 

• Our extensive local knowledge 

• Our experience from running 2 RSL broadcasts 

This leads us to believe that Radio Plymouth will best respond to the needs of local listeners with a 

strategy built upon: 

• A broad range and wide variety of music 

• Strong local content, in news, in practical local information, and in discussion and 

information about local life, whether serious or entertaining. 

• On-air personalities, relevant both to our area and an adult audience 

• Participation in the community beyond just broadcasting. 

28

(a) Range & Variety of Music 


Our research shows a particular demand for a variety of music. On Radio Plymouth we will play 

more quality tracks from the last 50 years and offer greater variety. We will have a more extensive 

and varied music policy than any of the ILR stations available to listeners in the Plymouth area. Our 

playlist will feature over 5,000 quality songs and this extensive library will ensure lower song 

repetition than on the other local services. 

Radio Plymouth will mix all genres and styles of popular music. We will play a much broader 

repertoire of songs from popular artists, plus some artists and songs that are seldom heard these 

days. At Radio Plymouth we are acutely aware of the very particular musical tastes of our audience, 

our audience research and anecdotal evidence points to a clear demand for “specialist shows” such 

as our Sunday request show. 

Our focus groups also wanted more music with greater variety and less talk during the breakfast 

show, we will give it to them. Radio Plymouth will play an average minimum of 10 tracks per hour at 

breakfast, and in the crucial 7 -9 am slot, compared to Plymouth Sound’s 7.5; Pirate FM’s 6.5; 

Classic Gold’s 7.5 and Atlantic FM’s proposed 8. This would give our listeners at least 20% more 

music at breakfast. 

Our music will be a broad choice from the past 50 years with not more than 20% coming from the 

last eighteen months and not more than 20% from beyond 35 years ago. This compares with 

Plymouth Sound’s 90% from the past 15 years, and Pirate FM’s 39% from the past five years and 

58% from the past 15 years. 90% of Classic Gold’s music was chosen from between the years of 

1960 and 1990. Atlantic FM’s music will be broader but starting in the 60s. 

We intend to keep our music percentage and variety at the same level during afternoon drive; for the 

rest of daytime the number of tracks will not fall below an average of 7.5 per hour. 

(b) Local Content 

We will inform our listeners about what is going on in the UK and the world (discussing it with them 

on-air when appropriate) but we won’t forget that they are also hungry for information that improves 

the quality of their own lives – i.e. regular, reliable, local news, information and entertainment. 

Locally produced and presented news bulletins and headlines will run from 06.30 to 19.00 each 

weekday, with five minute bulletins at 07.00; 08.00; 17.00 and 18.00 (not less than three minutes at 

other times); 10 minutes at 13.00 and a half-hour news magazine programme at 18.30. During 

weekend daytime local bulletins will be of not less than three minutes. 

29


The content of the foregoing will be generated by our three staff journalists plus additional freelance 

cover when required and at weekends, the mid-morning presenter will have journalistic ability and 

will originate much of the audio material for the later bulletins and news/magazine programmes. 

We have budgeted for OB broadcast equipment and a dedicated vehicle for live injects into our midmorning 

show. The drive time presenter will be available each morning to get to local events and 

shows, meeting the people of Plymouth on their home ground. They will be able to interact with the 

studio presenter to really drive home the involvement Radio Plymouth will have with its audience. 

Sometimes this material will be edited down for use in our 18.30 news/magazine programme. This 

OB facility will also be used regularly on Saturdays at the larger or more unusual sporting fixtures. 

As with our two RSLs, we will have our own traffic and travel desk with input from a variety of 

sources and run in 3 X 1 minute slots per hour in peaktime, greater length in severe weather or 

unusually long hold-ups. We will also ask listeners to supply traffic hold-up information to our 

dedicated travel desk number. 

In our general speech output, Radio Plymouth will enlighten the audience with things they did not 

know, introduce them to ordinary local people who have extra-ordinary talents or stories to tell. We 

want to enhance the quality of life for our listeners and make them feel part of a community where it 

does not matter what colour your skin is, how old you are or how much your house is worth. We can 

all enjoy this great city and its fabulous surrounding, and contribute in a positive way to its future. 

We do not intend to run a regular phone-in but will open our phone lines from time to time when we 

feel the guest or subject matter warrants it. For example, in our last RSL we had Plymouth’s police 

commander in the studio for an hour and took listener’s calls, emails and texts. It was a lively debate 

which made for great radio. 

“One of the key challenges for me is reducing “fear of crime” which, as you know is 

disproportionate to actual crime levels. I see the media as key players, working in 

partnership to address this challenge. I wish you all the best with your application 

and, anticipating your success, I would welcome the opportunity to work with you in 

the future”. 

Chief Superintendent Morris Watts 

Commander Plymouth Division, Devon & Cornwall Constabulary. 

The population of Plymouth is a huge untapped resource; we can help the police identify and catch 

criminals, we can let each other know what’s going on, we can help shape the future development of 

the place we live and work. Radio can contribute to all these things and many more – Radio 

Plymouth will commit itself to the people of the city and the board will ensure that it stays focused on 

these ideals. 

30

(c) On-air Personalities 


Radio Plymouth will employ mature and interesting presenters with lots of real life-experiences. We 

are not interested in 20-something DJs. Radio Plymouth is all about great conversation and great 

music. Our presenters will have a first class understanding of music throughout the decades and 

across all genres, along with a good local knowledge and will work ceaselessly to become intimately 

involved in the local area. 

Our two RSLs identified a handful of good presenters and journalists with serious potential, from a 

young lady with a superb voice and presentation style to a man of more mature years who popped 

in to see us after hearing the RSL and reading about Radio Plymouth in the local press. He turned 

out to have worked for the BBC World Service and then an English speaking radio station in 

Portugal, he ended up an important part of our news team. We will mix this great local talent with 

seasoned radio professionals and some of the high octane broadcasting names already in our 

group. 

We would unashamedly use some of our well known investors to spice up the output from time to 

time. For example Hugh Scully wrote and presented the History of Plymouth series for our RSLs, 

ten short, sharp stories (two minutes) about some of the famous people and events that have 

shaped the city’s past. This will be updated and extended to run as a sponsored weekly programme 

insert for the first 12 months. 

Phillip Schofield will present a series of eight pre-recorded, hour long, music and chat programmes 

with Plymouth celebrities, transmitted as specials on Bank Holiday mornings at 12 noon. Both Phillip 

and Hugh also voiced the major sponsorship announcements on our RSLs, for HSBC, Plymouth Gin 

and Brittany Ferries, and have agreed to continue this involvement when the station is full time. 

Richard Bath, popular presenter of ITV 1’s six o’clock news magazine show in the Westcountry, will 

present a Sunday morning review of the week with music and guests. 

(d) Local Involvement 

Radio Plymouth will build on the work of our RSL broadcasts, from which we learned a huge 

amount. These were very successful and involved a large number of local voices and local people 

from the Plymouth community. We will provide clubs, societies and charities an opportunity to 

broadcast their messages in our comprehensive “Call to Action” coverage of local events and 

community information. In our RSL broadcasts we offered many charities and organisations in the 

city the chance to broadcast these “public service announcements”. We will also offer a “Crime 

Desk” service, tapping into the community’s desire to help reduce crime. 

This commitment to the city means that we already enjoy a healthy and active relationship with local 

charities and community associations. Being part of the community is core to the success of Radio 


31


But Radio Plymouth will also take active part in the community with frequent roadshows and outside 

broadcasts from around the area. 

We will broadcast live from events in the city where we can enhance the event for our listeners. For 

example our RSLs covered the British Firework Championships, an essentially visual event! Radio 

Plymouth provided classical music to accompany the displays, effects mic’s to bring the bangs and 

fizzes, a people’s panel of judges on the Hoe and a reporter on the official judges boat to broadcast 

interviews and results. 

“The reaction from people in my constituency was very positive and the trial appeared 

to make a considerable impact in the short period it was on air. The vision that Radio 

Plymouth have would, I believe, find a very large and appreciative audience. The city 

is set to develop in some interesting and inspirational ways and I believe such a 

station could add considerably to the cultural dimension of this”. 

32 

Linda Gilroy MP, February 2004. 

We were also the only station to do full OB coverage of the Classic Boat Rally, Music of the Night at 

the Royal Citadel, and the British Power Boat Grand Prix, a world class event that attracted 

international media coverage but not much from the existing radio stations in the area. 

(iii) Local Production 

The vast majority of our broadcasts will originate from our own studios, although a proportion of 

overnight programming will be automated. We would also consider sharing a limited amount of 

network programming providing there is a good reason for doing so. 

We will keep an open mind about some non-peaktime programme sharing with the other new Devon 

stations if the formats are compatible and they are inclusive of the needs of our own audience. 

Although automated, overnight programming will be voice tracked “as live” each day to give a 

feeling of presence on the show. 

(iii) Section 105(C) - Broadening Choice 

Radio Plymouth will provide a distinctive alternative to existing stations by providing a service 

designed for and dedicated to the city of Plymouth, with a breadth and variety of music not heard on 

any other station accompanied by high local news content, information and speech.


(a) Existing Local Commercial Services 

The area is presently covered, in whole or in part, by several local commercial radio stations: 

• The heritage ILR stations, Plymouth Sound FM and Classic Gold AM that cover not just 

Plymouth but, in a TSA of 323,000, including parts of south west Devon and east Cornwall – a 

TSA 61% greater than that of Radio Plymouth. 

• Plymouth Sound is a contemporary hit music station aimed specifically at younger listeners. 

Outside daytime hours, it carries significant amounts of non-local "network" programming, with 

just occasional local opt-outs dropped in to try and give some local flavour. 

• Classic Gold AM is a "local" service only in name, with just four hours a day of locally produced 

and presented programmes and the rest simulcast from the Classic Gold network with "drop-ins" 

for some local flavour. Oddly though, it is Classic Gold that has a greater commitment to 

including local news in its programmes than Plymouth Sound: bulletins with local news required 

hourly during weekday daytimes and weekend peak-times where Plymouth Sound promises 

local news only during peak-time. Neither Plymouth Sound nor Classic Gold has a half-hour 

news/magazine programme. 

• Pirate FM, the existing service for Cornwall, also covers parts of west Devon but is not a service 

that covers or is intended for the City of Plymouth. That said, its TSA of 608,000 includes 

174,000 adults outside the TSA of BBC Radio Cornwall (also the TSA adopted by Atlantic FM). 

• Pirate has long had no competition in Cornwall and therefore at liberty to adopt almost any 

format mix. Its Format rather reflects this, describing it as "a music and information station for 

Cornwall", with music "a variety of hits old and new" and speech at least 15% during daytime 

output with "information, entertainment and regular local news". Little can therefore be gained 

from its Format but, as the monitoring showed, its music output is biased toward contemporary 

hits. 

• The new service for Cornwall, Atlantic FM, may overlap to a limited extent into the Plymouth 

area but is not intended as a Plymouth service either by Ofcom or the new licensee. As Ofcom 

stated when it advertised the new Cornwall licence: "Although limited overspill into some parts of 

Plymouth will be likely, this licence is not designed to serve this population centre"; indeed a 

directional restriction was imposed on the Caradon Hill transmission site in order to ensure 

compliance with this editorial restraint. 

• Atlantic has adopted the same TSA as BBC Radio Cornwall (434,000 adults), therefore 

excluding the parts of Devon claimed by Pirate and that might overlap with Radio Plymouth. 

33


The focus of existing stations can be clearly seen in the Format documents that encapsulate their 

character and basic programme requirements, summarised below: 

PLYMOUTH 

SOUND 

CLASSIC GOLD 

1152 AM 

PIRATE FM 

ATLANTIC FM 

A contemporary and chart music and information station for under 40's in the 

Plymouth area 

Current chart hits, new releases or hits up to 10 years old. Max 25% over 10 years. 

Hourly bulletins with local news at least at peak times. Speech min 10% daytime output. 

Min 3 local informational inserts/drop-ins per hour in non-local programming. 

Locally produced/presented : Min 16 hrs on weekdays, 12 hrs Saturdays, 8 hours 

Sundays 

A classic pop hit-led service targeted primarily at over 40's in the Plymouth area 

Classic pop hits from prior 15-40 years. Max 25% hits under 15 years old. Hourly 

bulletins with local news during daytime & weekend peak-time. Speech max 30% 

daytime (50% non-day). Min 40 local informational inserts/drop-ins in weekday daytime 

non-local programming (20 non-daytime & weekends). Half-hour weekday evening 

news programme. 

Locally produced/presented : Min 4 hours per weekday 

A music & information station for Cornwall 

Music a variety of hits old and new (with the occasional album track if appropriate). 

Speech not normally less than 15% of daytime output, with information, entertainment 

and regular local news. 

Full-service local radio specifically for Cornwall, featuring locally-focused news, 

information & speech mixed with adult-oriented popular music for a broad 

audience with particular appeal for listeners aged 25-54 

Music a variety of era & genre, no decade or genre more than 30% weekly average. 

Locally-produced news daily 0600-1900. Speech 30-50% weekday daytime, min 15% 

other times. 

All programming locally produced & presented in Cornwall 

What is clear is that none of the existing stations, even the heritage ILR services, are providing a 

full-time service designed for the people of Plymouth. 

This was reflected, both in our programme monitoring and in the opinions expressed in the focus 

groups, in a perceived deficit in local news, information and discussion relevant to people in 


(b) Programme Output - Monitoring 

We went on to monitor the actual output of the existing local commercial stations in two waves in 

Spring and in October 2005, covering Plymouth Sound, Classic Gold and Pirate FM, as well as 

near-by South Hams Radio and BBC Radio Devon. 

34


We have also had the benefit of additional monitoring research of Pirate FM undertaken in October 

2004 by LMC. A full summary is included with details of our other research initiatives in Section 

105(D) below. 

The findings of our monitoring of the existing local commercial services covering Plymouth 

supported many of the views expressed in the focus groups, in particular those concerning the 

narrow range and repetition of music, the deficit in local news and information specifically for 

Plymouth and the excessive level of commercials. 

Generally, we concluded that: 

• These findings suggest that the existing services are offering a bland mix of mainstream 

popular hits. Radio Plymouth’s proposed format would be meeting a demand for a wider 

range from across the popular spectrum, from rock to soul and ballads to new wave. 

• Local news and traffic information are acknowledged as important, and generally 

appreciated, elements of the existing services. Radio Plymouth will ensure that the quality 

and quantity of both elements exceed those available currently. 

• The volume, scheduling and production of commercials are of crucial importance as, not 

only are commercials a potential switch-off for the listener, if they are not well produced and 

scheduled, they will not work for the client either. Radio Plymouth will ensure that stringent 

rules regarding commercial volume, scheduling and production are adhered to. 

(c) The Radio Plymouth Difference 

Radio Plymouth will provide a distinctive alternative to listeners: 

• Local Focus : Radio Plymouth is dedicated exclusively to listeners in Plymouth with a TSA 

of 200,000; compared with Plymouth Sound that covers a considerably larger area, 

including large parts of east Cornwall (TSA 323,000). 

• Broad spread of music : Radio Plymouth will play music from the past 50 years with a 

maximum of 20% coming from the current or recent charts (the last eighteen months). 

• Wide variety of music : We will include music from across the genres, not defined by era 

but by tempo and popularity. Some well produced local music which fits our format will be 

included in the fabric of our daytime output. 

• Local news and information throughout the day : We will always strive to lead our locally 

produced bulletins with a local story or the local implications of a national story. Normally at 

least 50% of our daytime news will consist of local content. 

35


• Radio Plymouth will look behind the news with follow up interviews and packages 

resourced, as in our RSLs, by the journalists in our newsroom, freelancers and news aware 

presenters. We will also build up a file of contacts from each of the city’s wards to give us 

grass roots reaction to major stories from their areas. Radio Plymouth will broadcast longer 

bulletins at peak time with a ten minute round up at 13.00 and half an hour at 18.30. 

• Local involvement & activity : Our OB facility means we will have a strong visual presence 

at local stories and events. Good local radio for us means getting out with our sleeves rolled 

up and getting involved. With our fellow citizens, we will participate in the wide variety of 

activities that a city well placed between the sea, the moors and Cornwall offers. 

No other radio station currently on-air is doing this. Plymouth Sound, the only other FM station with 

Plymouth as a major part of its TSA, is essentially music led and aimed primarily at a younger 

audience. Much of its non-peaktime output is not locally originated. It is successful at what it does 

but we feel our format can exist happily alongside theirs whilst broadening listener choice, both in 

music and speech, for the people of Plymouth. 

Classic Gold has little recent music and the majority of its output is not locally produced. 

Pirate FM is editorially focused on Cornwall and the vast majority of its music is chosen from the 

past 25 years. Atlantic FM has said that it will commit to more speech than the other commercial 

stations but that it will also be Cornwall focused. 

Radio Plymouth’s typical schedule would look as follows; 

MONDAY – FRIDAY 

BREAKFAST 06.00 – 10.00 

A crisp and lively wake up delivered in a businesslike way with no meaningless chit chat: our aim is to broadcast the 

information that listeners need. World, national and local news; weather, tide times and surf conditions, regular time 

checks; traffic & travel information and the company of an amusing but sharp presenter, leaving room for more music than 

other stations (up to 11 tracks per hour) and fewer commercials (a maximum of nine minutes per hour). Music style will be 

bright with a tempo appropriate for a happy and energetic start to the day 

------------------------------------------------------------------------------------------------------------------------------------------------------------------- 

Five minutes of news at 07.00 and 08.00; three minutes at 09.00. 1 minute headlines at 06.30/07.30/08.30 

------------------------------------------------------------------------------------------------------------------------------------------------------------------- 

Presentation style; slick, witty and concise. 

------------------------------------------------------------------------------------------------------------------------------------------------------------------- 

Music will make up 70-80% of non-commercial time. 

36

MID-MORNING 10.00 – 13.00 


A mixture of music and chat with one guest per hour from the day’s news or an ongoing story. Anyone from the chief 

constable to the hero of a local story could be a studio guest, only when we think it appropriate will we open the phone 

lines to broaden the debate. Our OB vehicle will often be at major events to inject live inserts and interviews into the 

programme. Listeners will always be able to contribute via e-mail, fax and text message. Often material from this show will 

provide cuts for the news and longer snippets for the 13.00 and 18.30 news programmes. Three minute news at 

10.00/11.00 and 12 noon. 

------------------------------------------------------------------------------------------------------------------------------------------------------------------- 

Speech will make up between 30-40% of non commercial time and there will usually be a minimum of 8 music tracks. 

------------------------------------------------------------------------------------------------------------------------------------------------------------------- 

Presentation style; Challenging, intelligent and informative. 

THE LUNCHTIME BRIEFING 13.00 – 13.10 

A mixture of local, regional, national and world news to date. 

------------------------------------------------------------------------------------------------------------------------------------------------------------------- 

100% Speech 

AFTERNOON DELIGHT 13.10 – 16.00 

Personalities, showbiz and music will be the main features of our weekday afternoon output. This will not have the hard 

edge of the mid-morning show and will focus on shows and visiting stars at The Theatre Royal, Plymouth Pavilions and 

other city venues. Good local musicians, new film releases, showbiz stories, colourful characters and local whats-on will all 

have a place. 

------------------------------------------------------------------------------------------------------------------------------------------------------------------- 

Speech will usually make up between 25-35% of non commercial time with a minimum of 8 music tracks which may often 

be related to the stories or guests featured. Three minute news bulletins at 14.00 and 15.00 

------------------------------------------------------------------------------------------------------------------------------------------------------------------- 

Presentation style; relaxed, humorous and entertaining. 

ON THE ROAD AGAIN 16.00 – 18.30 

A bright, fast and informative finish to the working day and drive home. Plenty of music to energise and inspire; traffic and 

travel information every 20 minutes; the day’s news and tonight’s events; tomorrow’s weather prospects. 

------------------------------------------------------------------------------------------------------------------------------------------------------------------- 

Speech will normally take up 20-30% of non commercial time with a minimum of 10 music tracks per hour. No guests or 

interviews. One minute headlines at 16.30 and 17.30; Five minute bulletins at 17.00 and 18.00. 

------------------------------------------------------------------------------------------------------------------------------------------------------------------- 

Presentation style; pacey and informative. 

PLYMOUTH TONIGHT 18.30 – 19.00 

The day’s news from around Plymouth, the region and the wider world. A mix of material from our own newsroom, IRN and 

our day time interviews. Plymouth and city business news and a Footsie update. 

------------------------------------------------------------------------------------------------------------------------------------------------------------------- 

100% speech 

37

EARLY TILL LATE 19.00 – 00.00 


It’s music mostly, with quirky stories and dedications, to take listeners through the evening. with national news on the hour 

and local news inserts (up to 21.00) when relevant. Friday night will have a slightly rockier feel until 21.00. 

------------------------------------------------------------------------------------------------------------------------------------------------------------------- 

Speech will make up 10-20% of non commercial time with a minimum of 11 music tracks per hour. 

------------------------------------------------------------------------------------------------------------------------------------------------------------------- 

Presentation style; relaxed and friendly. 

OVERNIGHT EXPRESS 00.00 – 06.00 

Music all the way with occasional voice tracked links and idents and national news on the hour. 

------------------------------------------------------------------------------------------------------------------------------------------------------------------- 

Speech will make up no more than 5% of non commercial time with a minimum of 13 tracks per hour. 

------------------------------------------------------------------------------------------------------------------------------------------------------------------- 

Presentation style; voice tracked “as live” but unobtrusive. 

SATURDAYS: 

SATURDAY BREAKFAST 06.00 – 10.00 

Presented in similar style to our weekday breakfast show with less emphasis on traffic and travel information, although we 

will do regular car parking availability updates and more on the day’s coming events. What’s on and where to go in the day 

ahead is important here. News as per weekdays. 

------------------------------------------------------------------------------------------------------------------------------------------------------------------- 

Speech 15-25% with a minimum of 11 music tracks. 

------------------------------------------------------------------------------------------------------------------------------------------------------------------- 

Presentation style; easy and informative. 

MID-MORNING 10.00 – 13.00 

Music, entertainment and interviews relating to some of the major family, sporting and leisure happenings in and around 

the city. Wedding dedications, competitions and studio guests. Our OB vehicle will attend the major weekend event, giving 

us a visual presence but also contributing to the lively feel of the programme. Major sports interviews and reports about 

national and international events will be featured as and when considered important or relevant. News bulletins as per 

weekdays. 

------------------------------------------------------------------------------------------------------------------------------------------------------------------- 

Speech 20-30% with a minimum of 10 music tracks per hour. 

------------------------------------------------------------------------------------------------------------------------------------------------------------------- 

Presentation style; relaxed, informative and friendly. 

ALBUM CHART 13.00-15.00 

A local album chart show compiled with the help of the city’s major record stores. 

------------------------------------------------------------------------------------------------------------------------------------------------------------------- 

Speech will make up 10-20% of non commercial time with a minimum of 10 album tracks per hour. News bulletins as per 

weekdays. 

------------------------------------------------------------------------------------------------------------------------------------------------------------------- 

Presentation style; unobtrusive. 

38

CUT LOOSE 15.00 - 18.00 


Interviews, match reports and results from Plymouth and beyond. News as per weekdays apart from 18.00 which will be of 

five minutes duration. 

------------------------------------------------------------------------------------------------------------------------------------------------------------------- 

Speech will make up 30-40% of non commercial time with a minimum of 8 music tracks. 

------------------------------------------------------------------------------------------------------------------------------------------------------------------- 

Presentation style; engaging, knowledgeable and interested. 

SATURDAY NIGHT IN 18.00 – 00.00 

Saturday night dedications and music with the emphasis on soul, Aretha, Ray, Otis etc. 

------------------------------------------------------------------------------------------------------------------------------------------------------------------- 

Speech will make up 10-20% of non commercial time with a minimum of 11 tracks per hour. IRN news from 19.00 

------------------------------------------------------------------------------------------------------------------------------------------------------------------- 

Presentation style; laid back and friendly. 



------------------------------------------------------------------------------------------------------------------------------------------------------------------- 


------------------------------------------------------------------------------------------------------------------------------------------------------------------- 


SUNDAYS: 

BREAKFAST 06.00 – 10.00 

A much more relaxed version of weekday breakfast with music dedications, what’s-on events and a first look at the Sunday 

papers. Three minute news bulletins at 07.00/08.00/09.00 and 10.00. 30 second headlines at 07.30/08.30 and 09.30. 

------------------------------------------------------------------------------------------------------------------------------------------------------------------- 

Speech will make up 15-25% of non commercial time with a minimum of 11 tracks per hour. 

------------------------------------------------------------------------------------------------------------------------------------------------------------------- 

Presentation style; relaxed and easy. 

SUNDAY EXTRA 10.00 – 12.00 

A well known local broadcasting personality presents a look back over the week’s events, re-running some edited versions 

of interviews and events with studio guests to follow up the stories. A well known guest will review the weeks stories from 

the local papers and local and national Sundays. Occasionally we will open the phone lines and encourage our listeners to 

take part in discussions on items highlighted by studio guests. Three minute news bulletin at 11.00. 

------------------------------------------------------------------------------------------------------------------------------------------------------------------- 


------------------------------------------------------------------------------------------------------------------------------------------------------------------- 

Presentation style; humorous, knowledgeable and friendly. 

39

SUNDAY REQUEST SHOW 12.00 – 14.00 


Radio Plymouth’s listeners choose the music that evokes memories and celebrates wedding anniversaries and birthdays. 

Letters, emails, faxes, texts and telephone calls will all feature. There will be three minute news bulletins at 12 noon and 

13.00. 

------------------------------------------------------------------------------------------------------------------------------------------------------------------- 


------------------------------------------------------------------------------------------------------------------------------------------------------------------- 

Presentation style; engaging and friendly. 

LAZY SUNDAY AFTERNOON 14.00 – 17.00 

Music from stage shows, films music and popular big bands from across the decades feature in an afternoon with a 

smattering of memories and nostalgia. Classic comedy clips from early radio shows will complete the trip. IRN news on the 

hour. 

------------------------------------------------------------------------------------------------------------------------------------------------------------------- 

Speech will make up 20-30% 0f non commercial time with a minimum of 10 tracks per hour. 

------------------------------------------------------------------------------------------------------------------------------------------------------------------- 

Presentation style; informative and engaging. 

HITS AND MEMORIES 17.00 – 19.00 

One particular year from the past five decades will provide the musical memories and news stories (both local and 

national). IRN news on the hour. 

------------------------------------------------------------------------------------------------------------------------------------------------------------------- 

Speech will make up 10-20% of non-commercial time with a minimum of 10 tracks per hour. 

------------------------------------------------------------------------------------------------------------------------------------------------------------------- 

Presentation style; nostalgic and informative. 

SUNDAY NIGHT 19.00 – 00.00 

Back to our mainstream music with a minimum of speech. IRN news on the hour. 

------------------------------------------------------------------------------------------------------------------------------------------------------------------- 

Speech will make up 5-15% of non-commercial time with a minimum of 11 tracks per hour. 

------------------------------------------------------------------------------------------------------------------------------------------------------------------- 

Presentation style; unobtrusive and warm. 



------------------------------------------------------------------------------------------------------------------------------------------------------------------- 


------------------------------------------------------------------------------------------------------------------------------------------------------------------- 


40

5. Proposed Format. 

Licence Outline 


RADIO PLYMOUTH STATION FORMAT 

Station Name RADIO PLYMOUTH 

Licence Area PLYMOUTH 

Frequency TBA 

Service Duration 24 Hours-a-day, locally produced and presented. A minimum 

of 18 hours, including all of daytime, will be live. 

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 

Radio Plymouth is for people who live in and around the city, featuring a broad 

spectrum of popular music with bright and experienced presenters. News and 

information about Plymouth in particular and the world in general. 

Detail 

Radio Plymouth will be a music-led radio station featuring popular and accessible music 

from across the decades. No more than 20% of our output will come from the recent charts 

(released in the previous eighteen months) and only then if it is compatible with the rest of 

our music output. Speech will make up an average of between 20-40% of our daytime 

output, consisting of news, interviews and information relevant to a Plymouth audience. 

Locally produced news bulletins would begin at 07.00 and continue on the hour until 19.00 

with headlines on the half-hour between 06.30 and 09.30 and again at 16.30 and 17.30. 

There will be a ten minute locally produced news programme on weekdays at 13.00 and at 

18.30 a half-hour locally produced news magazine programme. In non-daytime, speech will 

average between 10 and 30% 14.00 until midnight with no more than 5% speech overnight. 

Outside daytime national news will be broadcast. 

41


SECTION 105(D): EVIDENCE OF LOCAL DEMAND OR SUPPORT 

6. Evidence of demand 

(i) Key research objectives 

(ii) Specific questions addressed 

(iii) Conduct of the research 

(iv) The size and composition of the sample 

(v) When and where the research was conducted 

Key research objectives. 

Over the past two and a half years, since we began preparations for our first RSL, Radio Plymouth 

has been testing the market and assessing feedback from listeners, advertisers and Plymouth’s 

broader community, including local organisations, civic leaders and business owners. This early 

work informed the development of our formal qualitative and quantitative research, which has 

focused on understanding the needs and opinions both of listeners and of the local business 

community. Our seven-stage research process consisted of: 

a) Desk research 

b) RAJAR analysis 

c) RSL listener research 

d) Main quantitative listener research 

e) Focus groups 

f) Advertiser research 

g) Existing station monitoring 

Qualitative and quantitative assessment of Radio Plymouth’s two RSLs, undertaken by Marketing in 

Practice, is integral to our understanding of the prospective impact of our proposed format. In 

addition, two important independent pieces of work underpin Radio Plymouth’s own research. 

These are recent RAJAR surveys and Ofcom’s own analysis of demand in the South West 

commissioned from The Knowledge Agency and published in April 2004. 

Radio Plymouth’s own primary research considers the opinions of more than 1,300 respondents. 

Together with the RAJAR sample of 746 (26 weeks to September 2005), Ofcom’s own sample of 

145 on-street interviews, three focus groups in Plymouth, more than 40 responses from potential 

advertisers and the representations of many listeners and contributors following our RSLs, the views 

of more than 2,200 people in the city and its environs have been considered when developing Radio 

Plymouth’s format, programming and advertising strategy. 

42


Specific questions addressed, conduct of the research, size & composition of 

the samples, where and when the research was conducted. 

Our market research can be summarised as follows: 

Key objectives Specific questions How conducted Sample size & When & where 

sought to answer 

composition conducted 

a) To establish Is the transmission Analysis of 

N/A October 2005, 

population 

area viable in terms published market 

Plymouth 

projections and the of population and data 

local advertising prospective 

market 

advertising? 

b) To assess How have existing Analysis of RAJAR As per Ipsos- October 2005, 

performance of commercial data 

RSL/RAJAR Plymouth 

existing local services performed 

commercial in recent years in 

services 

overall terms and 

by key 

demographics? 

c) To assess What is the size Telephone call-out 515 adults (15+) August 2003, 

audience levels to and composition of 

representative of Plymouth 

RSL 

Radio Plymouth's 

the Plymouth 

audience; 

appreciation of its 

programmes; 

awareness of the 

radio station; and 

propensity to listen 

to a permanent new 

service? 

population 

d) To assess Current radio Telephone call-out 760 adults (15+) September 2005, 

potential audience listening; what are 

representative of Plymouth 

to proposed new the reasons for 

the Plymouth 

service 

listening; views as 

to who provides the 

best music, news, 

traffic & travel; 

propensity to listen 

to a new service; 

importance of 

various elements on 

a new service; how 

make time to listen 

to a new service? 

population 

e) To assess what Views of existing Focus groups Three groups, each October 2005, 

was wanted on a local commercial recruited by Field of 10 adults aged Plymouth 

new service services; what is Matters, a specialist 25 to 54 years 

the preferred style recruitment 

of presentation; 

importance of 

various elements to 

be included in a 

new service's 

programming? 

company 

f) To assess Will advertisers use Reply-paid postal Responses from 45 November 2005, 

interest among Radio Plymouth? survey 

current local press Plymouth 

potential advertisers 

and radio 

advertisers 

g) To analyse the What are the Monitoring of each N/A Two phases: 

output of 97FM current levels of station´s output on 

February to April 

Plymouth Sound, specific content on one weekday from 

2005 (which also 

Classic Gold existing relevant 6 a.m. until 7 p.m. 

included an 

1152AM and Pirate stations? 

assessment of BBC 

FM 102 and to 

Radio Devon and 

consider the 

South Hams Radio 

potential impact of 

- and 

Atlantic FM 

October 2005. 


43

Summary of main findings 


a) Understanding the market: Desk research 

We undertook desk research to understand the changes in Plymouth’s population over the licence 

period and the current and projected levels of advertising spend in the city. 

Plymouth’s population 

Plymouth is Devon’s biggest city and the largest conurbation south west of Bristol. A magnificent city 

built on defence and now thriving as retail, services and manufacturing hub, Plymouth’s population 

is set to increase, according to our desk research. 

Estimates made in the middle of 2004 put the city’s total population at 244,400: already1.4% greater 

than that recorded by the 2001 census (source: ONS, Plymouth City Council). That growth isn’t 

over. Indeed, it’s just the start, with the population of both the city and the wider travel-to-work area 

set to grow throughout the duration of the new radio licence: 

• The Plymouth, South West Devon and South East Cornwall Sustainable Growth Distribution 

Study, conducted by Baker Associates, concludes that the 2001 official population figure of 

343,000 will increase to 368,000 by 2021. 

• An urban capacity study has identified a need for 12,000 new homes within the city 

boundary. 

• Additionally, there are plans for a totally new settlement of up to 5,000 new dwellings at 

Sherford, an urban extension to the east of Plymouth within the next decade. This 

development will be well within the transmission area from our proposed site. 

Although Plymouth is expanding, it is also growing within its very tight geographic boundaries. 

Bounded by the sea (two minute’s walk from the city centre), the River Tamar on its western flank, 

Dartmoor to the north and a rural idyll to the east, Plymouth is the perfect tightly-defined space for a 

broadcaster. 

Plymouth’s demographics 

A large population in a relatively small space aside, Plymouth’s next most notable characteristic is 

its relatively youthful population. 

44


Census data for Radio Plymouth’s coverage area reveals a younger profile than the British average, 

largely because of the thriving – and unusually high - student population. 

Almost one in ten people (9%) living in Plymouth on census day were registered as either school 

pupils or full-time students, almost double the England and Wales average of 5%. 

But Plymouth’s “youth” profile is remarkably broad: the census figures show that there are more 

people in every 10-year age group until 54 years, with the sole exception of 35 to 44 year-olds, as 

the table below shows. 

25 

20 

15 

% 

10 

5 

0 

(Source: Census 2001, ONS) 

Coverage area age demographics versus UK 

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

45 

Coverage Area 

With Plymouth Sound most successful at attracting listeners under 24, as we will show in a moment, 

there is a growing audience in the market aged 25 and above. 

The advertising cake 

Total display advertising revenue in the South West ITV region in the year ending 31 August 2005 

was £70.2 million. Radio accounted for £9.2 million (13.1%) of the total (source: Neilsen Media 

Research). 

The adult (15+) population of the South West ITV region is 1.42 million. As such, the population 

within the predicted Radio Plymouth coverage area of 200,000 represents 14.1% of the ITV 

population. Applying this factor to the region´s total revenue means that the Radio Plymouth area 

generated £9.9 million. Assuming radio in Plymouth reflected the national average of 13.1% of this 

figure, the medium generated £1.3 million. 

However, the total advertising market is worth almost double the display market. Indeed, total 

advertising expenditure in the UK in 2004 was £18.4 billion (source: Advertising Association). 

UK


Whichever figures one takes, it appears that the radio advertising market in Plymouth is relatively 

under-developed. 

Conclusions relevant to Radio Plymouth: 

Plymouth’s population is increasing: and for a new radio station that creates the happy situation of 

more potential listeners and more incentive for advertisers to reach them. A city with a younger 

profile to the national average is served well by the existing commercial radio station. But even 

above the age of 24, which our quantitative survey shows is a fall-off point for Plymouth Sound, 

Plymouth’s population has a higher proportion of people in each ten-year age segment apart from 

35 – 44. The radio advertising market in the city is also relatively under-developed. 

b) RAJAR 

We have compared the latest published RAJAR results, for the period ending September 2005, with 

those for the period ending September 2001 – the first corresponding period for which Pirate FM 

East only data was released. 

In the period under review, total radio listening in the Plymouth Sound area has dropped by 13%, 

from 8.9 million hours a week to 7.8 million hours a week. The upside for existing commercial 

stations is that market share has risen slightly: from 15.5% to 15.6% for Plymouth Sound and from 

3.4% to 3.7% for Classic Gold. But these are small victories in what is currently a market in decline. 

97FM Plymouth Sound has seen weekly reach slip from 38% to 34%. Classic Gold’s reach has also 

slipped from 8% to 7%. 

A similar scenario is apparent in the Pirate FM East area. Here, total radio listening has fallen by 

12%, from 8.7 million hours to 7.7 million hours a week. Within this declining market, Pirate FM 

East´s reach has moved from 23% to 24%, while total hours listened have declined by 28%. These 

changes in total hours are shown below. 

Change in Total Hours (000 hours) 

97FM 


Classic Gold Pirate FM East 

Sept ‘01 1379 305 1083 

Sept ´05 1211 290 784 

% Change -12 -5 -28 

(source: Rajar/Ipsos-RSL) 

46


The share of listening accounted for by all commercial radio in the Plymouth area is considerably 

lower than the national average of 43.5% and, again, has declined between 2001 and 2005. 

In the Plymouth Sound area, commercial radio´s share has dropped from 38.3% to 37.1%. In Pirate 

FM East´s area, it has dipped slightly from 35.4% to 35.3%. 

Radio Plymouth intends to win back this lost listening, particularly among its target market of 25 to 

54 year-olds, amongst whom the decline in listening to the existing local commercial services is 

shown below. 

Change in Total Hours (000 hours) – 25-54s 

97FM 


47 


Sept ´01 865 196 797 

Sept ´05 790 181 513 

% Change 


-9 -8 -36 

While all three services have seen their audiences fall amongst this age group – in particular Pirate 

FM – there is a significant difference between men and women, with men appearing to be 

particularly disaffected with the services currently on offer. This reflects the findings of Radio 

Plymouth’s own commissioned research, which we will examine shortly. 

Change in Total Hours (000 hours) – 25-54 Men 

97FM 



Sept ´01 469 110 487 

Sept ´05 302 95 297 

% Change 


-36 -14 -39 

All three services have suffered the greatest losses among 25 to 34 year-olds. Between September 

2001 and September 2005, 97FM Plymouth Sound´s reach among this age group fell from 57% to 

48%; Pirate FM East´s fell from 42% to 29%; and Classic Gold´s from 7% to 2%. Indeed, in the 

latest set of RAJAR results, Classic Gold recorded no listening whatsoever among 25 to 34 year-old 

women. The changes in listening hours among 25 to 34s are shown below.

Change in Total Hours (000 hours) – 25-34s 


97FM 



Sept ´01 431 40 328 

Sept ´05 288 7 106 

% Change -33 -82 -68 


In the period ending September 2005, 6% of 25 to 54s in the Plymouth Sound area did not listen to 

the radio, as compared to just 4% in September 2001. Similarly, in the Pirate FM area, where again 

6% of this age group do not listen to the radio; the same proportion as in 2001. 

Conclusions for Radio Plymouth 

More than a million hours of listening have been lost in Plymouth in four years. Yet Plymouth’s 

population is growing. If people have turned off radio since 2001 in order to follow other interests, 

Radio Plymouth believes it can attract them back to the medium with a compelling radio station that 

serves their needs. Great music never goes out of fashion and people always need to know about 

the community in which they live and work. 

Commercial radio in Plymouth takes a lower share of listening than the national average, perhaps 

reflecting the relative monopolies of commercial stations in their respective areas to date. If listeners 

don’t like the commercial offering, they turn to the BBC or turn off. Radio Plymouth should be able to 

encourage audiences to turn back to radio, and to turn to a commercial offering rather than the BBC. 

c) RSL listener research 

Quantitative telephone survey (sample: 515) 

Conducted by Marketing in Practice, August 2003 

25% 

20% 

15% 

10% 

5% 

0% 

RSL 1 reach 

48 

All adults 

25-54 

35-54


Radio Plymouth’s first RSL in August 2003 achieved an adult (15+) weekly reach of 18%. Amongst 

the primary target market of 25 to 54 year-olds, the weekly reach was 21%, rising to 23% of 35-54 

year olds. Whilst we are naturally cautious about these figures, we did do a lot of marketing for this 

RSL and also received a considerable amount of editorial in the local press. The RSLs also focused 

around a key national event taking place in the city, the British Firework Championships. 

People seemed to like what they heard. Nine out of ten (88%) of listeners rated the local content 

either ‘very good’ or ‘good’. 

News and information was rated either ‘very good’ or ‘good’ by 87% of respondents, with similarly 

high scores of 84% for satisfaction with the music. 

Would they listen if Radio Plymouth were permanently on the dial? That will be the acid test for any 

new radio service, of course. Happily, our research shows they will. More than four out of five (83%) 

of respondents would tune to Radio Plymouth if we are awarded the licence – even more of our core 

target of 35 to 54 year-olds. More than nine out of ten (91%) of these listeners want to tune back to 

us, claiming they are either ‘very likely’ or ‘likely’ to listen. 

d) Main quantitative in-home telephone survey (sample: 760) 

We wanted to support RAJAR’s data with an understanding of what happens as people move 

through their “listening lifecycle”. In a city with restricted choice, we believe that right now such a 

lifecycle exists. Yet it need not be that way. 

Plymouth Sound has the city’s highest weekly reach, but this achievement belies some significant 

issues. The station’s audience is heavily skewed towards younger listeners. 

Profile comparisons: 

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

Population % 16.7 12.9 17.5 16.1 15.7 21.0 

Audience % 26.7 17.7 25.7 15.5 5.1 9.3 

(Source: RAJAR/Ipsos-RSL) 

As listeners get older, they soon grow out of Plymouth Sound. From a massive 61% of young men 

15-24, the figure drops to 43% for 25-44, before dropping to just 31% among 45-54s. More women 

stay with Plymouth Sound through their middle years: More than half of women 35-44 (58%) and 

one-third (35%) aged 45-54 listen. These figures illustrate particular disaffection among men. 

49


This reflects many of the comments in our focus groups, which we review in a moment. But in 

summary, many of those who listen to Plymouth Sound are dissatisfied with what they hear – even 

those of a comparatively young age. Plymouth Sound is very focused on its younger audience and 

serves their needs well. Above the age of 24, listeners are prone to switch stations – even to 

services that are not aimed specifically at them. 16% of all respondents, and 23% of 35-54s, choose 

to listen to Cornwall station Pirate FM, suggesting that listeners are not unhappy with commercial 

radio per se. Instead, the limited availability of radio stations in Plymouth directs listeners to a station 

they can receive, in this case, from Pirate FM’s eastern transmitter where the music and 

presentation (but not necessarily the news and information) is more palatable to their tastes. 

At the opposite end of the age spectrum, older people are more likely to listen to BBC Radio 4 or 

BBC Radio Devon. If one maps listening through a sample lifespan, one might consider it to be a 

person who starts their radio listening life bopping to chart and club music, gets a bit rockier and 

melodic in middle years (women) and in young adulthood (men), then switch to speech radio or 

classical music as they move towards retirement. 

To verify our August 2003 RSL survey, in our main research we asked once more about the 

propensity to listen to a station with the characteristics we propose. Again, more than four out of five 

(82%) of respondents and 86% of 25 to 54 year-olds (and 88% of 35 to 54 year-olds) claimed to be 

either “very likely” or “quite likely” to listen. By this stage, each element in our research is pointing in 

one direction: demand for a music-led station, with intelligent (but not necessarily overly-serious) 

speech, primarily for people over the age of 25, but especially for 35-54 year olds. 

90 

88 

86 

% 84 

82 

80 

78 


"Likely" or "Very Likely" to listen to Radio 


50 

All adults 

There is a clear market for a new Plymouth focused radio service for the 25 to 54 age group. 

Younger people are served well by Plymouth Sound, older people by BBC Radio Devon and BBC 

Radio 4. The 35-54 age range is especially underserved by local services, with many people tuning 

to commercial stations outside the county. A switch of listening from Plymouth Sound and Pirate FM 

to BBC Radio 2 is most prominent in this age band, suggesting that Radio Plymouth should super- 

serve this group, while having a broad target audience. 

25-54 

35-54

Station format 


When we asked about the main reason for listening to radio, the answer was music all the way. 

There’s no other more important reason, whatever the age group. It is by far and away more critical 

than the next most cited reason, the presenters. 

There is little appetite for a speech-only or speech-dominated service. Indeed, almost threequarters 

of respondents are not (or not very) interested in a breakfast programme with no music. 

When we asked about all reasons for listening, presentation increases in importance – and the older 

you get, the more important it becomes. Our qualitative work also shows that quality of speech 

content matters to the Plymouth audience. 


Radio Plymouth will be predominantly a music-based service, with speech content that is relevant to 

our listeners’ lives. National and international news is important to Plymouth’s radio listeners and it 

won’t be ignored by Radio Plymouth. Where possible, we will present national issues in a local 

context: whether that is the deployment of local troops overseas, or how crime, health and education 

impact on Plymouth life. Naturally our news bulletins will be rich in local news and our mid-morning 

show will carry interviews with those behind the main Plymouth stories. 

News and information 

Our focus groups provided more insight into local news. It obviously is important, but not simply 

because it’s local. Plymouth people are proud of their identity, but they want to understand the 

issues of the wider world. 

We asked specifically about where listeners got their local news. Newspapers score highest at 44%. 

But almost a third of respondents (29%) say the best source for Plymouth news is the television – 

above radio which scored a woeful 16%. As there is no dedicated Plymouth television service, this 

is a sad reflection on the state of local radio news and information. 

Nevertheless, taking radio specifically, Plymouth Sound is the main provider of Plymouth news and 

information (34%). As the nearest to a full-time radio station for the city, this is unsurprising. Above 

the age of 45 (but not 35), Radio Devon overtook its commercial rival, reflecting the fact that many 

people above this age are not especially close to Plymouth Sound. 

51


Our research shows that they don’t hear the music they like – so they tune elsewhere and don’t hear 

the news they need. 


We will make sure that our national and regional coverage is comprehensive and that editorial 

decisions are made in light of what is important to our listeners. Local for its own sake isn’t good 

enough. But as our focus groups suggested, a local angle on a national story is attractive. 

Music policy 

“Good music” is the single most important reason for people to choose a new service (61%). But 

what defines music as “good”? It’s a subjective question and not one that we believe is usefully 

answered by standard reference to the decade in which a track is released. Even anecdotally, very 

few people define their musical tastes by decade. Genres are more prevalent. 

But there’s something about “good music” which is harder to define. Nevertheless, we set out to do 

so! 

Firstly, we asked which radio station played the music people prefer. Although BBC Radio 2 came 

out top, there are significant differences between age groups. Plymouth Sound is the music station 

of choice for people under 24, though it falls out of favour fast at this point, particularly for men. But 

by and large, together with Radio 1, it performs well for under 35s. Classic FM topped the list for 

just a handful of respondents. Our conclusion is that people want mainstream music and, as they 

get older, a wider choice. As listening to Plymouth Sound falls away, Radio 2 benefits but so does 

Pirate FM. What is it that makes someone in Plymouth think Plymouth Sound isn’t for them, but that 

Pirate FM will fill the gap? Clearly, it’s not an aversion to commercial radio. 

We decided to delve further into musical tastes, but not adopt an approach of defining music by 

decades. To us, this is a somewhat narrow methodology leading to predictable music programming. 

It was also contrary to our developing philosophy that a new station should define itself not by age 

but by feel. 

So we asked respondents their view about artists in categories that were a combination of genres 

and chronology. For example, we asked about Classic Rock, a genre, but also about “Artists that 

span the decades” – those stars such as Elton John, the Rolling Stones, U2 or Paul McCartney that 

have had popular success in the 60s, 70s, 80s, 90s, and in this millennium. The decade doesn’t 

matter; the artist, or the spirit of enduring music, does. 

Most of our categories, but not all, were of interest to more than 50% of respondents, with higher 

appreciation among 35-54 year olds. Those that were are shown in the next table. 

52

80 

70 

60 

50 

% 40 

30 

20 

10 

0 

Artists that 

span the 

decades: 


Music preferences 

Classic Rock Contemporary 

music: 

53 

Pop music: Soul: 

Survey 

35-54 

Ballads, new wave and local artists scored lower – once again proving the point that local for its own 

sake isn’t good enough. 

Even contemporary music scores higher among 35-54 year olds – indicating that even more mature 

listeners enjoy current music, providing it suits their tastes (we suggested artists like Keane, KT 

Tunstell and Coldplay, rather than “youth” artists like Dr. Dre, Black Eyed Peas or Test Icicles). 

We explored the issue of “good music” too in our qualitative focus groups and it is worth highlighting 

some of the points here. 

There was much agreement that existing services were repetitive and, by and large, too caught up 

with the charts. 

“They all play safe; it’s lowest common denominator,” said one (male, C1, forties). 

Another thought existing available music was too melodic: 

“I don’t like the music on the locals, it’s too soft, I like a bit of rock, and the presenters are better [on 

Radio 2 and Virgin]” (male, C1, fifties). 

As our monitoring highlights, concern about repetitiveness isn’t always borne out by the reality, but it 

is an enduring issue, as one respondent complains: 

”Pirate seems to have the same set of records which go on for about a month and then they change 

and they have another set of records which go on for about a month.” 

There’s a lesson here about rotation, not just within a single day, or even a week, but in the longer 

term. 

A station never wants to be stale, so there is much to be said for changing playlists. The lesson is to 

draw upon the breadth of suitable music and not get into frequent repetitions in the first place.


The perceived relative paucity of music available on other stations is also much commented on. 

This response is typical: “There used to be more music, but now it seems to be more and more chitchat, 

which gets on my nerves” (female, B, 40). This lady was speaking about Plymouth Sound, 

which she turned to originally for the mix of local news with music. Others have made the switch to 

stations playing what they perceive to be “better music”. 

“I listen to Pirate. I’m at home all day, so I listen to the radio a lot, and I listen to Radio Devon which I 

enjoy for the talking, but on Pirate, I like the music” (female, C1, 45). 

This comment supports data from our main telephone survey. Many people are listening to a service 

from out of the county because the music is more suited to their needs – but they also want 

meaningful speech aimed at them and their locality. 


Radio Plymouth need not define itself by the competition, but should it wish to do so, it should look 

at the music policy of Pirate FM and Radio 2, rather than Plymouth Sound. Our data shows that 

some music should have a slightly harder edge than other services, with fewer ballads than one 

might hear on Radio 2 and Radio Devon. There should be more music at breakfast than existing 

services. We will achieve this by providing more tracks per hour at breakfast and in the evenings 

than other services, achieved by fewer commercials and crisper links. 

It is imperative that a new station achieves an optimum balance between music and speech. Music 

is more important than speech, and “good music” is obviously better than bad. Similarly, speech too 

must be good speech, not bad. People have strong opinions on what’s bad: factual, informative 

speech, that can still be fun, is preferable to inane chat by presenters who are trying to be 

something they can probably never be – national stars. 

Plymouth Sound’s music policy seems to be not much liked by our potential audience. Pirate FM’s 

music is more palatable but the speech content is not targeted at Plymouth residents and Classic 

Gold does not make a huge impact. By marrying a more interesting musical output with meaningful 

content for Plymouth, an undoubted need can be met. 

Will they listen? 

Nine out of ten respondents (88%) are very or quite likely to listen to a new radio station aimed at 

Plymouth in our core age range of 35 to 54 year olds. Other age bands score highly too, with one 

exception: young adults 15-24 at 73% (men) and 78% (women). This is still three out of four people 

who say they would listen, although a considerable drop from 88%. Once again, it appears that the 

youngest age band would be less likely to use a new service than their older neighbours. 

54



Young people are well-served by existing services. Above the age of 25, people do listen to local 

commercial radio, but are not particularly satisfied. In a city of limited choice, with services that do 

well among the under 25s (Plymouth Sound) and over 55s (Radio Devon), the target audience is 

clear. But care must be taken not to be simply another service people listen to by default: just 

because it’s there and it’s for Plymouth. It has to meet their needs, for “better music” and “more 

professional presentation”. 

e) Focus Groups (sample: 30) 

Three x 10 commercial radio listeners in Plymouth, aged 25 to 54 

Our three focus groups of existing local commercial radio listeners highlighted many concerns that 

we can define as the 3Ps – professionalism, programmes, presenters. 

Professionalism 

Reflecting Ofcom’s own research, which found that local stations were considered to be a bit 

amateurish, our groups were vocal about professional standards. In particular, they expressed the 

opinion that there is “too much mindless drivel” and “too much yapping” on some commercial 

stations. Especially Plymouth Sound at breakfast. 

Professionalism extends to commercials. Not only are they repetitive, but they are sometimes poorly 

written and produced. This is often a problem with local classified advertising which needs an 

address or difficult to remember phone number for the advertiser to realise profitable business as a 

result. 


The major difference between Plymouth and Cornwall is in satisfaction with existing commercial 

radio. Recent research conducted by the successful applicant for the Cornwall licence showed 

there was little stated gap in the market for a distinctly new service, with audiences in Cornwall 

generally happy with Pirate FM. This contrasts with the evidence in Plymouth, our focus groups 

suggest that many listeners in the city are choosing to tune to Pirate FM rather than their own local 

radio station. 

Radio Plymouth will address the concerns raised in our focus groups about advertising through 

scheduling, encouraging copy rotation for larger campaigns and by placing a nine minute limit of 

commercial air time. 

Programmes 

Because of the amount of chat and commercials, there’s not enough music at breakfast on 

Plymouth Sound. News is “too lightweight” or “not relevant” – although the travel is considered 

good. 

55


With a breakfast show on BBC local radio that is also light on music, a new station has a clear 

market opportunity to get the day off to a better start for Plymouth’s listeners and then to hold onto 

the audience with more clearly-defined programmes, professionally presented. 

There was a perception that other stations, with their anonymous presentation, have an amorphous 

mass of output. You rarely know where one programme ends and the other begins. 

There was clear evidence of demand for a station that provided more local and accurate information 

than is currently available. Plymouth Sound’s news and information content was perceived to be 

“short and sweet” but lacking in detail and, often in programmes, is no more than a presenter 

reading something out of the local paper. 

Participants believed that much is going on in Plymouth that they simply don’t hear enough about on 

local commercial radio. Those who had defected to Pirate FM received little Plymouth news either. 

They wanted to celebrate events like Music of the Night and the British Firework Championships 

and also to hear more about local sports teams. Certainly more than they heard on commercial 

radio, but not as much as they would get on BBC Radio Devon. There was some feeling that 

Plymouth, a city rich in sports events, if largely lacking in national success, is underserved by 

broadcast media. Again, Pirate FM beats Plymouth Sound, but the geography is all wrong: “Local 

sports coverage is awful, and Pirate now is very Cornish; it used to be Cornwall and West Devon, 

but now there’s very little local Plymouth impact” (man, B, 34). 

“At the weekend, you want half-time reports and full-time results, at least,” summed up one 

respondent (male, C1, thirties). 


Radio Plymouth’s programmes will be presented by bright professional broadcasters that listeners 

will come to know, and in some cases who they know well already. 

News and information is central to our programme plans. We will employ experienced journalists 

and commit to ongoing training of news and production staff. 

Presenters 

Some local radio presenters were considered to be “childish”, “amateur” and “anonymous”, with few 

names that listeners can recall: “they are just club DJs or Radio 1 wannabes” (male, B, 34). 

This is a change from the early days of Plymouth Sound, when our respondents could recall the 

names of local presenters. Now they can’t – “and I was listening this morning!” Given that Plymouth 

Sound achieves the highest weekly reach, satisfaction in our target audience appears to be low and 

this supports our contention that some listening is by default. 

56



There’s a clear market gap for a station like Radio Plymouth that will employ presenters, not DJs, 

who are capable of delivering witty one liners and holding an informative debate but who understand 

that the music is more important than they are! There is some highly experienced broadcasting 

talent in our investment group and they will pass on their knowledge. Karen Stockdale will also 

identify ongoing training opportunities for our on-air staff. 

(f) Advertiser research 

Background 

The South West is one of the strongest growing economies in the UK. Between1995 and 2003, the 

total GVA (Gross Value Added) generated by the Region increased by 58% compared with an 

increase for England as a whole of 54% (Source: Government Office for the South West). 

Although the area overall is one of the most prosperous in the UK, there are wide variations within 

the region itself. Plymouth, the South Hams and parts of West Devon receive funding under 

Objective Two. 

Plymouth is undergoing huge changes both physically and economically, the number of cranes on 

the city skyline makes an impressive sight. The Mackay "Vision for Plymouth" is providing a 

blueprint for the structural development of the city centre, whilst the Plymouth City Growth Strategy 

is providing a framework for economic and social regeneration. 

The planned development of a cultural quarter and a move of the University Arts Faculty 

from Exmouth and Exeter to the new Rowe Street Centre in Plymouth will create an additional 

cultural resource. 

The Creative Industries are also a priority sector for the Regional Economic Strategy and Radio 

Plymouth would help to realise its three Strategic Objectives: first, to build successful and 

competitive businesses; second, to build strong and inclusive communities; and third, to develop an 

effective and confident region. 

The Regional Development Agency's plan for the Creative sector has three key aims: 

• Increase the sustainability, growth and productivity of the regions key creative industries and 

their capacity to contribute to the region's competitiveness. 

• Maximise the potential for the key creative industries sub-sectors to contribute towards the 

wider policy agendas of social, economic and cultural regeneration and enhancement of 

regional image. 

• Improve the infrastructure for key creative industries support and development across the 

region through improved communications and partnerships. 

57


The establishment of Radio Plymouth would not only appear to contribute to all of the above, but 

also to benefit from the following; 

There are exciting retail expansions such as the P&O development at Charles Cross that will bring 

new employment and enhance the city’s environment. It is expected to create 2000 full time and part 

time jobs when it opens in the autumn of 2006, bringing 8 new major stores and 48 new shops, 

cafes and restaurants into the city centre. 

The opportunities 

Radio Plymouth attracted a breadth of local advertisers to its two RSLs, including businesses 

spontaneously getting in touch after hearing our broadcasts, or being recommended by their own 

customers. 

“We had a very positive response to our campaign with Radio Plymouth during 

the summer. We would certainly use Radio Plymouth for future campaigns if you 

are successful in gaining a full time licence” 

58 

Mark Ive, Exeter Airport Direct. 

That is all very satisfying, but short-term advertising is not sufficient to run a full-time, profitable local 

radio service. We needed to understand how attractive a radio station like Radio Plymouth would be 

if placed on a permanent footing. 

So we wrote to 112 local businesses that were advertising in the Plymouth Evening Herald and 

other local publications in the last week of October 2005. Forty-five replied: a response rate of 40%, 

a full breakdown has been supplied in a confidential appendix to Ofcom but we summarise the main 

conclusions below. 

By and large, most local advertisers surveyed currently use newspapers and local radio – 

unsurprising as that formed the basis of our database. A small number use regional television and a 

larger proportion other media such as directories. 

60 

50 

40 

% 30 

20 

10 

0 

Advertising survey budget allocations 

Press 

Other 

Radio 

Direct 

Directories 

ITV


Most pleasing was the feedback that Radio Plymouth would be a radio station that the advertisers 

themselves would listen to. It is heartening to learn that our format would be enjoyed by Plymouth’s 

business people. Nearly 90% of our respondents said that Radio Plymouth’s format appealed to 

them as listeners. 

“Phil and I have been tuning in to Radio Plymouth and, as always, have been most 

impressed. Particular thanks for our commercial advertising which we are both very 

pleased with”. 

100 

90 

80 

70 

60 

% 50 

40 

30 

20 

10 

0 

David Straw, area commercial manager HSBC and 

Phil Kirkin, area director HSBC; via email July 2004 

Does Radio Plymouth appeal to you as a listener? 

Yes 

Even this, though, means little unless businesses are satisfied that Radio Plymouth would deliver 

customers to them should they advertise with us. Only then will they place their hard-earned 

advertising money with us. 

45 

40 

35 

30 

25 

% 

20 

15 

10 

5 

0 

How likely to try advertising on Radio Plymouth 

59 

No 

Very 

Quite 

Not very 

Not at all 

Of all the respondents, 76% were very or quite likely to advertise on a radio station like the one we 

propose. Only 47% have used commercial radio in the last six months, suggesting that a station like 

Radio Plymouth could increase the number of local advertisers in the city by 62%.


37% of the sample had either not advertised on the radio for at least 12 months or had never used 

radio advertising. Two-thirds of these businesses would be either “very” or “quite likely” to advertise 

on Radio Plymouth. This is an encouraging figure and a sign that Radio Plymouth could attract both 

lapsed and non-radio advertisers, helping to increase radio’s share of the advertising cake. 

“We found Radio Plymouth a fantastic way to market and publicise our company. The 

target audience is perfect for us and we would definitely use Radio Plymouth to 

advertise should you win the full time licence”. 


Christopher & James Tanner, Tanners Restaurant 

Plymouth’s famous celebrity restaurant 

Our survey suggests a migration from other media such as newspapers and directories and into 

radio, which can only be good for the medium. More optimistically, perhaps the advertising cake as 

a whole will expand. Certainly, our desk research shows an underdeveloped radio advertising 

market in the city. Radio Plymouth intends to help radio punch its weight: we will employ seasoned 

media sales professionals who can fight for the medium as much as for Radio Plymouth, and who 

can attract new radio advertisers as well as grow the share from existing ones. 

Indeed, the sectors saying they would be very or quite likely to advertise is satisfyingly broad. From 

retailers in photography and kitchen, through motoring, leisure (holidays, eating out, clubs) to 

professional services (training, legal and property), a new radio station will be well-supported by a 

range of Plymouth businesses. 

(g) Monitoring (Conducted in Plymouth in two waves). 

Wave 1: Spring 2005, assessed the output of Plymouth Sound, Classic Gold, South Hams 

Radio, Pirate FM, BBC Radio Devon (Plymouth FM frequency). 

In the spring of 2005, we monitored the output of local commercial stations and BBC Radio Devon 

for hour-long segments during three distinct day parts. This basic monitoring was done to help us 

understand the news, speech and music ratios of the existing and contiguous stations that could 

have a relevance to Plymouth. 

Commercials 

We were surprised at the sheer volume of commercials being run by some stations, particularly at 

breakfast and drivetime. As can be seen from the summary below, if one adds sponsorship 

announcements, station idents and jingles to the commercial minuteage – the kind of output that 

listeners could reasonably expect to consider “commercial” in nature – almost a third of output on 

Plymouth Sound and Pirate FM was commercial in our first-wave monitoring, which at breakfast was 

an assessment of 7 to 8 am. 

60


Even in the wider breakfast slot of 6 to 10 am studied in our second wave of monitoring (a segment 

chosen because it reflects our own programming plans and is similar to a number of commercial 

stations, although Plymouth Sound’s own breakfast show ends at 9 am), 29% of output on Plymouth 

Sound was either commercials or promotions. Pirate FM was only marginally more listener-friendly, 

with 17 minutes in the hour commercial in nature. 

As our other research shows, and as common sense would dictate, no one listens to commercial 

radio primarily for the commercials. 

Quite simply, people believe there are too many commercials that interrupt the primary reason for 

listening, music. Our monitoring shows this is especially true at breakfast and, on Pirate FM at least, 

in drivetime. All timings below are from our Wave 1 basic monitoring (Spring 2005). 

7 to 8 am 


Sound 

Pirate FM Classic Gold South Hams 

BBC Radio 

Devon 

News, weather and sport 6 4 5 4 22 

Travel 2 1 1 1 3 

DJ banter 10 14 11 11 11 

Total speech 

18 

19 

Music 24 24 21 37 22 

Commercials, sponsorship 

announcements, jingles 

18 17 22 7 2 

5 to 6 pm 


Sound 



Devon 


Travel 1 4 2 0 4 

DJ banter 4 4 2 3 11 

Total speech 

9 

16 

Music 39 27 25 34 11 



12 17 11 11 4 

9 to 10 pm 


Sound 



Devon 


Travel 0 0 0 0 1 

DJ banter 10 4 27 3 13 

Total speech 

10 

Music 41 44 16 45 43 



9 10 10 6 0 

Speech 

6 

With 18 minutes of speech in a peak-hour breakfast slot to add to the 18 minutes of commercials 

and sponsorship, Plymouth Sound is heavy on non-music content in our first wave monitoring. Less 

than half of Plymouth Sound’s speech content is informative in nature, consisting mainly of DJ 

banter. 

61 

17 

24 

34 

16 

15 

9 

36 

45 

17


Although Pirate FM had a minute’s less commercial airtime than Plymouth Sound at breakfast, it 

used that time to chat to the audience rather than play music. 

Even a station unburdened by the economic requirement to run advertising fails to capitalise on its 

advantage by producing the music output so demanded by the audience. Commercial broadcasters 

should not bemoan the approach of BBC Radio Devon, which is attempting to fulfil its public service 

obligations by running more expensive journalism and other speech broadcasting. Instead, we 

believe that ILR should capitalize on it, by meeting audience needs. 

Notably, the station with fewer resources than Pirate FM and Plymouth Sound, South Hams Radio 

spends as much time on DJ banter, 11 minutes between 7 and 8 am, but plays the most music of 

any station in the region: almost two-thirds of airtime. Of the independent stations, it runs fewer 

commercials, just 7 minutes in this peak breakfast hour. 

The largest amount of time given to presenter banter comes in the evenings on Classic Gold, with 

34 minutes of speech between 9 and 10 pm, twice as much as its next chattier rival, BBC Radio 

Devon. The locally-produced commercial stations are all running about 70% music at this time. 

Music 

Both of the commercial stations most identified by our research, Plymouth Sound and Pirate FM, 

played the same amount of music at breakfast. Music is the single largest item of content on both 

Plymouth Sound and Pirate FM, but at just 24 minutes, its less than the audience craves, if the other 

elements of our research are indicative of demand. 

Plymouth Sound plays much more music in the evenings, but most of Plymouth Sound’s music is 

chart or recent chart music. Oldies tend to come from the past 15 years. That Plymouth Sound is 

primarily a youth music station, influenced by what is being played in the clubs, is evidenced by the 

26 hours a week of music branded “Ministry of Sound”. Although this output fell outside our 

monitoring hours, dance music is also an important part of their daytime output. 

At drivetime, only two stations, Plymouth Sound and South Hams Radio have more than 50% of 

output as music. Although this is a time when traditionally more information: news and travel, are 

provided, we believe there is an opportunity to cut down on extraneous presenter chat to deliver a 

brisker, more business-like approach, to allow more music. 

For the three stations that we are concentrating on for Plymouth, and taking breakfast as an 

example, the output comparisons illustrate the main difference between what they offered listeners 

during this monitoring exercise compared with what Radio Plymouth plans to deliver. 

62

Minutes 

40 

35 

30 

25 

20 

15 

10 

5 

0 


Wave 1 monitoring 7- 8am versus Radio Plymouth 

proposed output 


Sound 

Pirate FM Classic 

Gold 

63 

Radio 


Speech 

Commercials etc. 

Music 

Wave 2: 97FM Plymouth Sound on 13 October, Pirate FM 102 on 14 October and Classic Gold 

1152AM on 20 October 2005. 

The findings of our much more detailed 2 nd wave monitoring of the existing local commercial 

services covering Plymouth supported many of the views expressed in the focus groups. In 

particular those concerning the narrow range and repetition of music and the excessive level of 

commercials. 

Music 

The vast majority, more than 90%, of tracks played on Plymouth Sound were from the last 15 years, 

with the emphasis being strongly on the last five years. Indeed, all the tracks which received at least 

two plays were from this era. 

Pirate FM 102 (East) played a more even spread of music by decades and had less repetition of 

individual tracks than Plymouth Sound. Nonetheless, more than half (57.7%) of the music was from 

the last 15 years, with a further 26% coming form the ‘80s. 

Both Plymouth Sound and Pirate FM featured little music in the breakfast show. Just six tracks were 

played between 7 and 8 am and seven between 8 and 9 am on Pirate FM. Plymouth Sound played 

eight tracks between 7 and 8 am and seven tracks between 8 and 9 am. 

Classic Gold 1152AM played a wider range of music, and no tracks were repeated. The decade 

which was most represented musically was the ´80s, with almost one-third of tracks played coming 

from that era; this was closely followed by ´60s and ´70s tracks. Between them, these three decades 

accounted for 90 per cent of the music played throughout the day. As with the FM stations, little 

music featured in the breakfast show. Seven tracks were played between 7 and 8 am and eight 

between 8 and 9 am.


With less chit chat, and a cap on commercial airtime of nine minutes an hour, Radio Plymouth will 

be able to play 10-11 tracks per hour in breakfast. 

News 

12 

10 

8 

6 

4 

2 

0 

Average tracks per hour 7- 9 am 

64 


Classic Gold 

Pirate FM 

Radio Plymouth 

The news on Plymouth Sound featured just 12 local stories throughout the day. The maximum 

number in one bulletin was five at 4 pm. The maximum in the morning bulletins was three local 

stories at 7am. 

Throughout the day, bulletins were of either two or three minutes duration, except for a four-minute 

bulletin at 4 pm. There were also headlines on the half-hour at 6.30 am, 7.30 am and 8.30 am. 

Other local information included traffic news four times an hour between 7 and 9 am and twice an 

hour between 4 and 7 pm and a surf report at 9.30 am. 

Pirate FM’s news contained 10 local stories throughout the day. The maximum number in one 

bulletin was three at 6 am, 7 am, 8 am and 9 am. The day’s longest bulletin was of five minutes 

duration at 5 pm. However, this contained only two local stories. Apart from these, all the bulletins 

were of either two or three minutes´ duration. There were also half-hour headlines at 6.30 am, 7.30 

am, and 8.30 am and 5.30 pm. 

Classic Gold’s news featured five local stories throughout the day. The maximum number in one 

bulletin was three at 10 am, 12 pm, and 2.00 pm. Other locally relevant information was traffic news 

which featured three times an hour between 6 and 9 am, twice an hour between 4 and 6 pm and 

three times between 6 and 7 pm. 

Advertising 

On Plymouth Sound, advertising minuteage was high. The peak was 13 minutes between 7 and 8 

a.m. and between 4 and 5 pm, with the average between 6 am. and 7 pm. being 10.5 minutes per 

hour. Music, the most important thing that listeners tune in for, is limited. Of the 45 local clients 

featured, almost three-quarters (73.3%) received just one or two transmissions throughout the day.


On Pirate FM commercial load was high. The peak was 13 minutes per hour between 6 - 7am, 8 - 9 

am, 3 - 4pm. and 5 - 6pm. The lowest minuteage was 10 in the 4 pm. hour and the average between 

6 am. and 7 pm. was12 minutes per hour. 35 local clients featured, of whom almost one-third 

received at least five transmissions throughout the day, while a further 43% received one or two. 

On Classic Gold, advertising minuteage was less than on the two FM services monitored, although it 

was still high, with an average of 10 minutes per hour between 6 am. and 7 pm. The peak was 12 

minutes between 8 and 9 am. 44 local clients featured, for whom there seemed to be an imbalance 

between over and under-exposure. More than one-third (34.1%) received at least five transmissions, 

while almost one quarter (22.7%) had two or less transmissions throughout the day. 


These findings suggest that the existing services are offering mainly recent popular chart hits. Radio 

Plymouth’s proposed format would be meeting a demand for a wider range of music from across the 

popular spectrum. Music is what people want most and we will give them more in breakfast and 

drive. 

Local news and traffic information are acknowledged as important, and generally appreciated, 

elements of the existing services. Radio Plymouth will ensure that the quality and quantity of both 

elements match or exceed those available currently. 

The volume, scheduling and production of commercials are of crucial importance as, not only are 

commercials a potential switch-off for the listener if they are not well produced and scheduled, they 

will not work for the client either. Radio Plymouth will implement a coherent strategy regarding 

commercial volume, scheduling and production. 

Although Atlantic FM cannot be monitored currently, their licence application states that “the output’s 

core appeal will be for listeners aged 25 to 54”. It also states that Atlantic FM will be “full service 

local radio specifically for Cornwall, featuring locally-focused news, information and speech content 

mixed with adult-orientated popular music” and that it will have “a range of off-peak programmes to 

appeal to more specific tastes and interests”. 

Radio Plymouth will be different, as its focus will be on Plymouth and its programming will be more 

consistent with mainstream appeal programmes throughout the day and across the week. 

(vii) Quantitative data tables and questionnaires for research studies 3 and 4 are included in a 

separate appendix supplied to Ofcom. 

65

7. Evidence of Support 


Our two RSL trial broadcasts in 2003 and 2004 taught us a huge amount, not least what the 

audience thought of our style of broadcasting, indeed some of their comments have helped shape 

this application. We received many letters and emails of support from people of all ages and 

backgrounds, as well as reaction from many of the advertisers and sponsors who paid for airtime 

during our trials, some of them first time advertisers on radio. 

A full file of all the letters and emails is available to Ofcom should they wish to see them. As part of 

this application, however, we include a selection of quotes which amply illustrate the kind of 

responses we received. The complete versions of the letters and emails shown below are attached 

in appendix ‘A’ supplied to Ofcom. 

Listeners 

“I must give praise to Radio Plymouth as a truly local radio station which broadcast excellent 

coverage of the firework extravaganza from The Hoe! The station’s musical output was excellent 

and professional and, although only on a temporary licence, it deserves to succeed full-time”. 

Steve Fitch in a letter published by the Evening Herald. 

“I have listened as much as possible to your station this year, all I can say is FANTASTIC!! The 

other radio station (of whom I will not mention the name!) has gradually lost my interest due to the 

type of music, etc. it broadcasts. Or maybe it’s my age??!! Let’s keep our fingers crossed that you 

will be broadcasting all year round in the very near future – well done!” 

Jan Read via email. 

“I tuned into Radio Plymouth out of curiosity as I am usually an avid Classic FM listener and was 

very quickly hooked, so much so that I retuned the radio in my car. I found all your presenters 

excellent. They were informative, interesting amusing and very entertaining. I found the music easy 

to listen to although it was the presentation of the programmes that held me to the station”. 

66 

Pauline Rowse by letter. 

“It has been interesting and very informative, not the usual rambling drivel you get on a lot of the 

more (so called) top stations, my ears have been treated to some great songs and entertaining chat, 

from both the presenters and their guests. Well done and lets have more”. 

David Green via email. 

“I like what I hear and will support you in any way I can, it’s nice to hear people who are committed 

to the great city of Plymouth. I am a 56 year old bus man with 37 years service with my company. I 

do hope you get your licence soon, Plymouth needs you”. 

Derek Blake via email.


MPs, event organiser & training establishment 

“You have assembled a very experienced team and your perceived marketplace certainly looks both 

positive and attractive. Please keep me in touch with developments and if you feel there is anything 

I can personally do to support the project then please don’t hesitate to contact me”. 

67 

Colin Breed MP (Liberal Democrat). 

“Having looked at your plans (and taken part in the broadcast) I am very happy indeed to be able to 

support your application. I believe that an additional radio station with extra speech content and a 

broader range of music would be extremely well received in the city and I wish you every success 

with this project”. 

Gary Streeter MP (Conservative). 

“It is also refreshing to learn that the key players at Radio Plymouth are personally committed to 

invest in the growth and success of the station and maintain the ambition to keep it local. I have 

today written to the Chief Executive of Ofcom in support of your application”. 

Alison Seabeck, MP for Devonport (Labour). 

“I believe that it is important that local media get out and about and attend events like the Classic 

Boat Rally, Radio Plymouth was the only independent radio station to have done so. Your staff were 

always polite, helpful and professional. I fully support Radio Plymouth in its bid to be the second 

independent Plymouth radio station”. 

Nigel Baxter, Chairman, Plymouth Classic Boat Rally. 

“The 3 students that you offered work placements to during the summer had a first class experience 

of life in the real world. To have the opportunity to do meaningful work alongside media 

professionals, working to strict deadlines, was an incredibly valuable experience for them to add to 

their portfolios. They learnt an enormous amount and enjoyed themselves to boot!” 

David Loius Puttick, director of Deep Blue Sound audio training unit, University of Plymouth.

DECLARATION 


Radio Plymouth confirms that, to the best of our 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 in it, or the operation of a radio station if the applicant is granted a 

licence; and 

(iv) any matters which might influence Ofcom’s judgment as to whether the directors and 

substantial shareholders involved in the application are fit and proper persons to participate 

in a radio licence have been made known to Ofcom. 

Radio Plymouth notes that Ofcom reserve the right to revoke a licence if at any time any material 

statement made is found to be false and to have been made by the applicant or any member or 

officer thereof knowing it to be false, and that in the circumstances of section 144 of the 

Broadcasting Act 1996, the provision of false information or the withholding of relevant information 

with the intention of misleading Ofcom could incur a criminal conviction and a disqualification from 

the holding of a licence. 

Signed; 

David Rodgers 

Chairman – Radio Plymouth Ltd. 

7 th December 2005 

68

Radio Plymouth - Ofcom Licensing

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?