The Arrow - Ofcom Licensing

FM licence, as it would allow us to attract national advertisers by emphasising the
network value of their involvement, and also allow us to attract talent to work for the
station because of its ability to offer national exposure. Relationships with the record
industry, vital for this format, would also be bolstered by the inter-linking of digital and
analogue services.
Moreover, we recognise the challenge to radio posed by developments in new
technology. Mobile devices, from the iPod to the integrated multimedia sets of the
future, risk taking from radio the mantle of providing portable audio entertainment and
information. As an industry, we need to address this challenge and Chrysalis believes
that the key to our continued success is in the strength of our content. Radio continues
to be best placed to provide live entertainment and information that is genuinely
spontaneous and unpredictable, that is locally relevant, and that broadens the listener’s
horizons rather than making them hear things they already know. The Arrow is part of
our strategy to preserve the unique appeal of broadcast radio.
In the modern information age, commercial radio has never faced more challenges to
its place in the media world. The combination of both compelling and distinctive
content, cross-platform access and solid marketing support are essential to any new
broadcasting venture. We believe they make The Arrow the right choice for
Manchester.
The rationale for two applications
Our analysis of the Manchester radio market showed that, where it is possible to discern
a clear under-served gap in such a crowded and competitive environment, it is
amongst listeners over 35. Two unserved genres, in particular, are apparent. If there is
any mainstream music format still absent from Manchester, it is surely classic rock – and
our research for The Arrow demonstrates clearly that this is the one music genre that
offers a unique combination of appeal and broadening choice. However, it is equally
clear that Manchester lacks any kind of local commercial talk radio format. Our
submission of two separate bids for this licence reflects our belief that these two options
are equally valid, and each represents a real opportunity to provide a service that is
both popular and distinctive. We are equally committed to both propositions. Each
offers a compelling business rationale, and we would be proud to offer either GMBC or
The Arrow to the listeners of Manchester.
15