The Arrow - Ofcom Licensing

• Regional : Smooth FM and Century FM
• Greater Manchester : Key 103, Magic AM, Capital Gold, Galaxy 102, XFM
• Localised : Imagine (Stockport), Revolution (Oldham), Tower (Bolton & Bury)
• Ethnic: Asian Sound (East Lancashire)
• Community: All FM (South Manchester), Oldham Community Radio, Pure Radio
(Stockport), Salford Community Radio, Tameside Community Radio, Wythenshawe
FM.
Our examination of the formats of these stations is summarised below, as well as our
sampled analysis of the actual broadcast output of the regional and local stations
currently operating.
We have undertaken significant research into the Arrow format in many areas around
Britain, including that undertaken in Autumn 2004 when we applied for the previously
available licence for Manchester. We pointed then to the absence of rock music on the
radio in Manchester, as well as a deficit of listening among older people. Ofcom
preferred, at that time, to expand the offer in Manchester by licensing a rock station
specifically targeting young listeners under 35.
Published RAJAR data to June 2006 do not yet include XFM, which only launched on 15
March, but it is natural that the station will have attracted listening among its younger
target. As an early indicator, XFM’s ‘national’ reach in the Manchester area (Galaxy
TSA) tripled from just 13,000 in Q1 2006 to 48,000 in Q2. This seems more likely to result
from the launch of the FM service than from expansion in the previous digital audience.
In any event, XFM further reinforces the bias of existing commercial services toward
young audiences.
Our analysis convinces us that there is still a place and demand for another music
station in Manchester, provided it is based on a distinctive popular music genre and
focused on the under-served adult audience. That is The Arrow: a station playing adult
rock music.
EXISTING STATIONS & FORMATS
North West Regional Services
• Smooth FM (GMG) : Originally, licensed in 1994 as Jazz FM, the station subsequently
adopted a new identity as Smooth FM, with daytime music programming featuring
soul, blues and R’n’B. Jazz is now largely provided in specialist shows.
• Century FM (GCap): The second regional station commenced broadcasting in 1998
with a mixed speech and music format. The station still retains a significant, though
now reduced, speech commitment: a third to half of daytime output is speech, now
largely provided in ‘blocks’. Music is mainly adult contemporary, with easy listening
and soul.
The key features of these stations are their regional character (a wide area of over 5
million adults) and their specific format output. Neither of these stations can focus on
Manchester, nor do they play rock music or target the adult audience of The Arrow.
27