The Arrow - Ofcom Licensing

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on the dial as a minor ingredient within generalist formats. The following table shows the percentage of respondents to our survey research who said they would listen every day to The Arrow, having had a concept description of the station read to them. All adults BBC R1 BBC R2 BBC R4 BBC GMR Any BBC Any ILR Any Comm 25% 23% 30% 15% 28% 24% 29% 27% There is fairly strong demand among listeners to Radio 1 (23%) and Radio 2 (30%). ILR listeners and commercial listeners taken as a whole are also more likely to listen than the total 15+ sample. Based on these findings, we expect to increase commercial share in the area both by converting BBC listeners at a higher rate than existing ILR listeners, as well as by generating wholly new listening from Adult Rock fans who may have become disillusioned with radio altogether. (iv) The basis on which the estimates above have been calculated, and any assumptions taken into account. To provide a benchmark for our audience projections we used the findings from our quantitative research survey – including an assessment of responses to our questions about likelihood to listen. We anticipate a reach of 11% of 15+ adults in our first year, growing to 13% in Year 2 and eventually 14% in our third year. The projected reach in Year One is equivalent to over a third of the proportion of 15+ adults who said in our survey that they would listen “every day” to a station which we described to them fully reflecting the proposed output of The Arrow. The 11% figure is also just over a quarter of the proportion of adults who said they would listen “often” to The Arrow after listening to a sample of its musical output. Even allowing for the overstatement of propensity to listen which direct questioning can generate, we regard this as a cautious and achievable estimate. Chrysalis Radio’s track record of successful launches – and of exceeding our projected audience levels – helps to underpin this confidence. Projected growth in reach in the second and third years of operation is based on our experience of new stations’ early audience patterns, and on our analysis of the performance of the region as a whole to date. A similar process has taken place for our assumptions about average hours. Compared with the established stations in this TSA, we believe our projections are realistic with a reach % figure that is under half of Key 103. We are also confident that our more focused programming will provide a firm foundation for listener loyalty, making 6.0 average hours a week very achievable. We have also noted that ‘All stations’ total hours per head of population on our core market of 40-59 year olds are 2.5% higher in the TSA than among all adults (3.5% higher for 40-59 year old males). This illustrates that mature adults in our market are more loyal listeners to the medium. 18
3. Transmission Proposals (i) Provide details of the transmission site you propose to use, under the following headings: (a) Name and National Grid Reference of site; (b) Height of site above Ordnance datum (in metres); (c) Height of transmitting aerial above ground level (in metres); (d) Radiated power in either o r both planes of polarisation, and aerial radiation pattern (if no aerial radiation pattern is submitted, it will be assumed without exception to be omni-directional). The applicant should confirm whether he believes that his intended mast aperture will be available, and whether , where required, planning permission can be obtained. Where appropriate, evidence to support this belief should be provided. Details of any negotiations which have been entered into with the site owner should also be provided. 106.1 The Arrow proposes to use the following transmitter site: Site name Sunley Building Grid reference SJ 844 983 Site height above Ordnance datum Aerial height above ground level 44 metres 130 metres Radiated power 500 Watts vertical + 500 Watts horizontal Antenna Omni-directional Arqiva has offered us site-sharing facilities at Sunley Building. No planning permission is required because the antenna will already be in place on the new structure at Sunley Building and the changes required are all accommodated within the building. Sunley Building, by virtue of its location, provides excellent coverage of Manchester and surrounding area. 19
Page 1 and 2: Application for the new local radio
Page 3 and 4: SECTION 105(A): ABILITY TO MAINTAIN
Page 5 and 6: Executive Director Phil Riley Occup
Page 7 and 8: Canned Heat’s ‘Canned Heat Cook
Page 9 and 10: (ii) If there are firm plans to app
Page 11 and 12: (c) Involvement of the Applicant in
Page 13 and 14: Station Average Age by reach (Sourc
Page 15 and 16: FM licence, as it would allow us to
Page 17: (d) Audience Projections Provide th
Page 21 and 22: (iii) Describe proposed arrangement
Page 23 and 24: 5. Programming Philosophy (i) This
Page 25 and 26: The Arrow will further distinguish
Page 27 and 28: • Regional : Smooth FM and Centur
Page 29 and 30: • Capital Gold : Capital Gold is
Page 31 and 32: Localised Commercial Services Three
Page 33 and 34: account for two-thirds of listening
Page 35 and 36: current and recurrent), 29% from th
Page 37 and 38: ARROW MUSIC OVERLAP - % ILR STATION
Page 39 and 40: The Arrow in Manchester Localness h
Page 41 and 42: Monday to Thursday 2000 - 2100 Spec
Page 43 and 44: Saturday 0600 - 1000 1000 - 1300 Sa
Page 45 and 46: Sunday 0600 - 1000 1000 - 1300 Sund
Page 47 and 48: Section 105(D): Evidence of local d
Page 49 and 50: OUR AIMS The primary objectives of
Page 51 and 52: METHODOLOGY Desk Research Chrysalis
Page 53 and 54: This % reach index graph provides a
Page 55 and 56: Dance/R&B (Galaxy) Infernal - From
Page 57 and 58: with good scores for 45+ year olds
Page 59 and 60: Radio 1 is seen as too young, a sta
Page 61 and 62: I want to hear new stuff, I don’t
Page 63 and 64: I find that Terry Wogan can waffle
Page 65 and 66: I think it is quite broad if I am t
Page 67 and 68: A pleasant outcome of this research
Page 69 and 70:
Punk The Sex Pistols: Pretty Vacan
Page 71 and 72:
By simply multiplying the two figur
Page 73 and 74:
Cluster Modern Rock 4/5 Rock ‘n
Page 75 and 76:
This data complements and reinforce
Page 77 and 78:
36% More music, less chat than exis
Page 79:
Declaration We confirm that, to the
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The Arrow - Ofcom Licensing

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