The Arrow - Ofcom Licensing

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Positive Attributes to Radio Music suits you 7.3 6.8 v Old fa ourites Only good songs Negative Attributes of Radio A similar question was asked regarding what things people hear on the radio that irritate them. Here, ‘1’ is something they do not find annoying at all, and ‘9’ is so annoying that they would consider retuning to another station because of it. Inappropriate music, including chart music, is a clear turn-off, with Radio 1 noted as a station which most plays irritating music. Stations that have a lot of talk and interruptions and that do not mention the songs being played also annoy. Old songs being played is found to be the least irritating with only 17% rating it between ‘7’ and ‘9’. Negative Attributes to Radio Don't like music 6.5 6.5 Talk & interptn o No song inf 6.7 6.7 6.6 6.4 6.2 Local news/info More music, less chat s Nothing but chart Knowledgeable presenters No knowledge 5.7 5.3 6.3 Go o Bad T&T Mostly bad songs d T&T 5.9 Up-to-date music 4.9 4.9 4.8 Music too young Irrelevant news 5.6 5.5 Good weather Lots new songs 4.2 Lots old songs 3.3 74
This data complements and reinforces the findings from the previous questions about positive station attributes. The preference for ‘old songs’ over ‘chart music’ is particularly stark. Interestingly, there is a high level of tolerance for ‘new songs’ which suggests that the age of the music is not, in itself, an overriding factor; rather, it is the devotion to following ephemeral music fashions, and the youth-targeted Top 40, that annoy our target audience. Newer songs from the 80s and 90s that are of high quality and consistent with the overall musical approach to the station, regardless of their chart success, would appear still to be well received. General Attitudes to Radio Attitudes to radio in general were also sought. Respondents were asked to state how much they agree or disagree with a series of statements. This chart shows those who agree or agree strongly. 79% 72% 69% Prefer FM to AM Plenty music at Prefer local More choice for Don't hear enough Lke to know about home that's not on stations to London under 40s than Manchester bands Top 40 Single radio stations over 40s on radio Chart The majority of respondents (79%) prefer stations on FM rather than AM or medium wave. This indicates that if an alternative to their current AM options was made available they would be highly likely to switch over to FM. Almost three-quarters of respondents state that there is music they play at home which they don’t hear much on the radio, suggesting a definite need for a new entrant into the radio marketplace with a different format to any currently existing. This again confirms our instinctive approach to serving this generation of listeners – this is an audience which has lovingly built up a record collection of classic favourites, and would like to hear those songs and others like them, on the radio. There is clear dissatisfaction with the range of choice available to them at the moment, with the current provision of radio in Manchester viewed as being primarily targeted at younger listeners, with the Baby Boomer generation disenfranchised by the medium they love. Appeal of Individual Speech Features Respondents were then asked to what extent they would want to hear certain items on a new station. Localness, whether in the form of news, traffic & travel or weather, is a very important part of what respondents would want to hear on a new station. Local news is seen as particularly vital, with an emphasis on events, music and entertainment. North West 59% 53% 37% 75
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Application for the new local radio
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SECTION 105(A): ABILITY TO MAINTAIN
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Executive Director Phil Riley Occup
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Canned Heat’s ‘Canned Heat Cook
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(ii) If there are firm plans to app
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(c) Involvement of the Applicant in
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Station Average Age by reach (Sourc
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FM licence, as it would allow us to
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(d) Audience Projections Provide th
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3. Transmission Proposals (i) Provi
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(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 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: Cluster Modern Rock 4/5 Rock ‘n
Page 77 and 78: 36% More music, less chat than exis
Page 79: Declaration We confirm that, to the
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