The Arrow - Ofcom Licensing

A pleasant outcome of this research is that respondents said that they would willingly
recommend
The Arrow to others.
I have been telling people all about it already actually…I’ve been mentioning I’ve
been listening to it and it really interests me.
I would recommend it to anybody.
Quantitative
Survey
The aims of this part of the original research were to refine our programming
proposition
and ultimately establish likelihood to listen to a station fitting The Arrow’s description.
Summary
of Results
Upon hearing a sample of The Arrow’s Adult Rock
format, 38% of respondents said
that they would listen often.
75% of respondents declared that they would listen at least once a week to the
station after hearing a description of its format.
Having appropriate music is the most important attribute for a rad io station, with
poor music, chart music and too much talking over the music being particularly irritating.
Localness is also an important aspect of a potential new radio station, with sport
being much less significant.
Likelihood to Listen to The Arrow
We read respondents the following description of The Arrow format:
A Manchester-based station playing four decades of quality adult rock, combining
popular rock hits with classic album tracks.
Music would include legends of rock like the Rolling Stones, Fleetwood Mac, Bruce
Springsteen and REM, as well as newer talent like Coldplay, The Thrills and
Stereophonics.
The station would also be a showcase for live music, featuring both new local bands,
and major music acts playing in and around Manchester.
The DJs would be friendly and well-informed and the station would include a concise
news and information service with a strong focus on Manchester.
A remarkable 81% of all respondents said that they would listen at least once a week,
and an equally impressive 30% declared they would tune in everyday.
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