The Arrow - Ofcom Licensing

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