The Arrow - Ofcom Licensing

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(55%), though slightly more titles from the last 15 years. But, when we examined the songs actually played, it was again clear that they might be drawn from the same eras but certainly not the rock genre. The extent of music overlap between stations was the next step in our analysis. Music Overlaps To assess the overlaps we again compared the actual music output of each of the existing stations on a title-by-title basis with that broadcast at the same times by The Arrow (transmitted digitally in the North West). The first task was to identify the titles that were played by both The Arrow and each of the other stations during the simultaneous periods examined. The overlap between the commonly-played titles could then be calculated, both as a proportion of the output of the ILR stations concerned and of The Arrow. The total of songs played naturally varied between stations, both according to the proportion of output dedicated to speech or advertising and the underlying period monitored (24 hours for the regional/city-wide stations and 13 hours daytime for the smaller localised stations). • Quite clearly, The Arrow plays very different music to any of the existing stations: at least 85% of the music played by The Arrow was not heard on another station. • The greatest overlaps were with Capital Gold (14%), Key 103 (10%) and XFM (8%). This is both minimal and natural. • Capital Gold concentrates it programming (75%) on hits from the 60s and 70s; some of these will obviously also fit with The Arrow’s rock format – indeed, it is a measure of the extent to which The Arrow differs from Capital Gold that there is no greater overlap. • The overlap with Key 103 was just 7% in the number of titles but 10% in airplay. The effect is similar with XFM. A common title may be played only a few times by The Arrow but more often on a hit-oriented station. Looked at the other way (below), those same titles account for a lower proportion of The Arrow’s output. This overlap will clearly be reduced further in Manchester by the commitment to play only music that is at least five years old. • The overlap with any of the other stations was just 5% or less. 36
ARROW MUSIC OVERLAP - % ILR STATIONS’ AIRPLAY Century Smooth Galaxy Capital Gold Key 103 Total Airplays 248 290 320 302 236 Common Titles 4 1 - 40 12 Overlap Airplays 7 1 - 42 24 Overlap Airplays % 2.8% 0.3% - 13.9% 10.2% Magic XFM Imagine Revolution Tower Total Airplays 324 330 128 133 135 Common Titles 14 14 3 2 7 Overlap Airplays 15 27 4 2 7 Overlap Airplays % 4.6% 8.2% 3.1% 1.5% 5.2% Arrow from Intelligent Media, 24-25 July 2006. The pattern is very similar when one looks at the ‘reverse overlap’, the proportion commonly-played songs represent as a percentage of The Arrow output. Differences are largely a result of programme priorities and rotational emphasis. Again, the station with the biggest overlap was Capital Gold at 13%. But, measured against The Arrow’s airplay, no other station exceeded 5%. This included Key 103 and XFM, confirming the reverse effect of lower programming priority on The Arrow for current tracks compared with the emphasis on those stations on new music. ARROW MUSIC OVERLAP - % ARROW’S AIRPLAY Century Smooth Galaxy Capital Gold Key 103 Common Airplays 4 1 - 40 12 Airplays % 1.3% 0.3% - 13.3% 4.0% Magic XFM Imagine * Revolution * Tower * Common Airplays 14 14 3 2 7 Airplays % 4.7% 4.7% 1.7% 1.1% 4.0% Arrow from Intelligent Media, 24-25 July 2006. Total Arrow airplays 301 (* airplays 175) The results of this analysis repeat and are wholly in-line with the similar research we undertook in the Greater Manchester market in October 2004. As a final check, we looked at the extent to which the music played on The Arrow overlapped with the Greater Manchester stations collectively rather than individually (for this purpose, Century, Smooth, Galaxy, Capital Gold, Key 103, Magic, XFM). This showed that just a quarter of the songs played by The Arrow, whether measured by number of titles or airplays, could also be heard during the same period on ANY other commercial station in the area. 37
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 and 18: (d) Audience Projections Provide th
Page 19 and 20: 3. Transmission Proposals (i) Provi
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: current and recurrent), 29% from th
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

The Arrow - Ofcom Licensing

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