Radio Plymouth - Ofcom Licensing

RADIO PLYMOUTH
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.
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