The Arrow - Ofcom Licensing

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Smooth is the only commercial FM station that 35+ year olds can turn to with 5.5% share and an index of 112.2. Other than this Magic 1152 is the only other commercial choice for the older end of the market and with this being on AM the station has been in dramatic decline. Since Q2 1999 Magic 1152’s % reach has dropped from 13.3% to 3.6% for all adults (15.4% to 4.1% for 35+ year olds). With very little choice on commercial radio for the older end of the market there are a large amount of 35+ year olds listening to BBC Radio 2 (market share of 22.4%) as the only real alternative for music radio that suits older tastes. It is clear from this information that there is a gap to be filled at the older end of the commercial market. Format Test Conducting a format test is vital in establishing both the viability of a format as well as its ability to broaden choice. It establishes, to use the marketing cliché, both the gap in the market and the market in the gap. An uninformed observer might look at the Manchester radio market and presume that some kind of classic easy listening format for over 50s was the most obvious unserved gap for listeners in the region. As our research has demonstrated time and again, that simply is not the case. Of the formats tested that do not already exist in the market, classic rock is the most popular, ahead of classic easy listening – among all adults and our target demographic of 40-59 males. No other music format matches The Arrow for combination of popular appeal and broadening choice. The nine music pods below were played on rotation during format test interviewing. These represent seven genres that currently exist in the region on local commercial radio and three other potential new genres. The names themselves should only be considered as labels for the overall sound of the songs making up the groups – at no point were any labels or descriptors of music genres suggested to, or by the research respondents. The pods each consist of seven songs, allowing the sound to be fully developed and to minimise the polarising effects that using fewer tracks may have. Top 40 (Key 103) Keane – Is It Any Wonder Lilly Allen – Smile Pink – Who Knew Kelly Clarkson – Breakaway James Morrison – You Give Me Something The Feeling – Fill My Little World Sandy Thom – Wish I Was A Punk Rocker Gold (Capital Gold) The Beatles – Ticket To Ride The Commodores - Easy Tina Turner – We Don’t Need Another Hero Rod Stewart – Maggie May Dusty Springfield – Son Of A Preacher Man Abba – The Winner Takes It All John Lennon - Imagine 54
Dance/R&B (Galaxy) Infernal – From Paris To Berlin Shakira – Hips Don’t Lie Nelly Furtardo – Maneater Mary J Blige – Be Without You Armand Van Heldon – My My My Pussy Cat Dolls – Buttonz Southside Hustlers – Right Before My Eyes Adult Contemporary (Century) Bill Medley/Jennifer Warnes – I’ve Had The Time Of My Life Daniel Powter – Bad Day UB40 – Red Red Wine Shola Ama – You Might Need Somebody Ce Ce Peniston - Finally Natalie Imbruglia - Torn Maroon 5 – This Love Easy Listening (Magic/Smooth) Luther Vandross – Never Too Much George Benson – Give Me The Night Candi Station – Young Hearts Run Free Marvin Gaye – Sexual Healing George Michael – Careless Whisper Randy Crawford – One Day I’ll Fly Away Will Young – All Time Love Classic Rock (The Arrow) Led Zeppelin – Stairway To Heaven David Bowie – Jean Genie The Eagles – Hotel California REM – Shiny Happy People The Rolling Stones - Satisfaction Oasis - Wonderwall U2 – I Still Haven’t Found What I’m Looking For Classic Easy (50+) Batchelors – I Believe Frank Sinatra – New York New York Petula Clark – Downtown Ella Fitzgerald – Every Time I Say Goodbye Harry Connick Jr – Recipe For Love Shirley Bassey – Goldfinger Chubby Checker – Let’s Twist Again 55
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 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: This % reach index graph provides a
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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