The Arrow - Ofcom Licensing

The Arrow in Manchester
Localness has always been central to the success of commercial radio. In Manchester,
37.7% of all radio listening is to local radio stations, compared with 34.1% nationwide.
Our research shows that our target audience particularly values local information and
local relevance.
We take seriously our commitment to local output. Our listeners are rightly proud of
their city, and they expect their local radio station to share and reflect their love of
Manchester. Moreover, the city has a strong musical heritage, and a vibrant rock music
scene, which currently has no outlet on local radio here.
The Arrow in Manchester will be unique to Manchester. It will serve the specifically local
needs of our listeners in the city. You will hear the localness in every aspect of our
output.
Speech is the most obvious way of delivering locally relevant content. Our research
shows that rock music fans do not want too much speech getting in the way of the flow
of the music. But when our presenters open their mouths, they need to say something
meaningful and relevant. There is the expectation – here as elsewhere – of a
comprehensive local news and information service on local radio. Our local news
team will provide up-to-the-minute coverage of the major news stories affecting the
region, and the major cities within it.
Regular local weather forecasts and traffic & travel updates will help listeners get
through the business of the day. Our guides to local events and live concerts will cover
the wide range of entertainment and culture throughout the region and nearby, and we
will invest in the technology to be able to deliver live or recorded outside broadcasts
from the many venues, large and small, across the city.
But it is not just in our speech content that our localness will be apparent. The Arrow will
be the champion of live music in Manchester. Manchester Rocks will be the showcase
for live performances from classic rock acts in and around the region. Manchester
Rocks – Live will augment this coverage with in-depth interviews, live sessions from bands
playing locally, as well as documentary features and retrospectives to enhance our
listeners’ knowledge of the music they know and love.
This role will be cemented by our promise to re-locate The Arrow’s national digital
network to the North West if we win the FM licence. This will enhance the region’s
credentials as a vital media force in the UK, and offer a nationwide platform for the
region’s entertainment scene. The best live music will find a natural home on The
Arrow’s digital network, making The Arrow a showcase for Manchester across the UK.
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