Radio Plymouth - Ofcom Licensing

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RADIO PLYMOUTH 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). Conclusions for Radio Plymouth 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
Conclusions for Radio Plymouth RADIO PLYMOUTH 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
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RADIO PLYMOUTH An application to Of
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RADIO PLYMOUTH 3
Page 5 and 6: RADIO PLYMOUTH PAUL HUSSELL - Compa
Page 7 and 8: RADIO PLYMOUTH RICHARD BATH - Non-E
Page 9 and 10: NEIL ROMAIN - Non-Executive RADIO P
Page 11 and 12: RADIO PLYMOUTH (b) Proposed Investi
Page 13 and 14: RADIO PLYMOUTH SUNRISE GROUP UK BRO
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Page 17 and 18: RADIO PLYMOUTH We intend to stream
Page 19 and 20: RADIO PLYMOUTH All this combined wi
Page 21 and 22: RADIO PLYMOUTH Having looked at sev
Page 23 and 24: RADIO PLYMOUTH Our research shows t
Page 25 and 26: 3. Transmission Proposals RADIO PLY
Page 27 and 28: RADIO PLYMOUTH SECTION 105(B) AND (
Page 29 and 30: (a) Range & Variety of Music RADIO
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Page 35 and 36: RADIO PLYMOUTH We have also had the
Page 37 and 38: MID-MORNING 10.00 - 13.00 RADIO PLY
Page 39 and 40: CUT LOOSE 15.00 - 18.00 RADIO PLYMO
Page 41 and 42: 5. Proposed Format. Licence Outline
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Page 45 and 46: RADIO PLYMOUTH Census data for Radi
Page 47 and 48: RADIO PLYMOUTH The share of listeni
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Page 51 and 52: Station format RADIO PLYMOUTH When
Page 53 and 54: 80 70 60 50 % 40 30 20 10 0 Artists
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Page 61 and 62: RADIO PLYMOUTH Even in the wider br
Page 63 and 64: Minutes 40 35 30 25 20 15 10 5 0 RA
Page 65 and 66: RADIO PLYMOUTH On Pirate FM commerc
Page 67 and 68: RADIO PLYMOUTH MPs, event organiser
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Radio Plymouth - Ofcom Licensing

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