Masti Radio - Ofcom Licensing

Application to Ofcom
For the FM Independent Local Radio Licence
for
MANCHESTER
OCTOBER 2006
1

Masti Radio Manchester Licence Application
Index
Page
2. Index
3. General Information
4. Certificate of Incorporation
5. Section 1 - Ownership and Control
15. Section 2 - Finance and Business
29. Section 3 - Transmission Proposals
33. Section 4 - Format
35. Section 5 - Programming
54. Section 6 - Evidence of Demand
66. Section 7 - Evidence of Support
69. Section 8 - Declaration
Confidential Appendices
CA1: Ofcom Contact Information
CA2: Shareholder Addresses
CA3: Financial Forecasts (spreadsheet) / Ofcom Template (CA3B)
CA4: Advertising and Revenue Calculations
CA5: Original Asian Survey - Full Tables / Questions (CA5B)
CA6: 2006 Listener Survey – Full Tables / Questions (CA6B)
CA7: TSA Census Data Spreadsheet
CA8: Asian Sound Monitoring 2005 / CA8B Asian Sound 2006
CA9: Key 103 Monitoring Spreadsheet
CA10: Galaxy 102 Monitoring Spreadsheet
CA11: Technical Footnote Regarding Section 3
Non-Confidential Appendices
A12: A Selection of Letters of Support in 4 Volumes (A12A-D)
A13: Saturday and Sunday Programme Schedules
A14: Promotional Events/School Surveys in the Manchester Area
A15: Examples of Music Policy Songs and Genres
A16: Map of Asian Population Distribution
A17: Rajar Tables
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GENERAL INFORMATION
a) Name of Applicant: Masti Radio Ltd.
Address: c/o Sunrise Radio (Yorkshire),
Sunrise House
30 Chapel Street,
Little Germany,
BRADFORD
BD1 5DN
Telephone: 01274 735043
Fax: 01274 728534
E-mail address: info@mastiradio.com
(b) Main Contact (For Public Purposes)
Name: Ms Usha Parmar
Telephone (daytime): 01274 735043
Address: c/o Sunrise Radio (Yorkshire),
Sunrise House
30 Chapel Street,
Little Germany,
BRADFORD
BD1 5DN
E-mail address: usha@mastiradio.com
(c) Proposed Station Name: Masti Radio
(d) Main Contact (for Ofcom purposes) – See Confidential Appendix CA1
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SECTION 105(A): ABILITY TO MAINTAIN PROPOSED SERVICE
1. Ownership and control of the company which will operate the licence
(a) Board of Directors
(i) Provide the name, occupation, other directorships, other media interests, background and
relevant media experience of each director (executive and non-executive), including the
proposed chairperson.
Chair (Non - Executive)
Name: Ms Nighat Awan O.B.E.
Occupation: CEO, Shere Khan Group
Other commitments: Chair, Ethnic Minority NW Development
Agency; Business Champion for Business
in the Community;
Ambassador for the Prince’s Trust and
Oxfam; Board Member of Bolton
Business Ventures and Regional CBI;
Fundraiser for Cancer BACUP;
Speaker for Cancer Research UK
Other media interests: She made a television documentary
about modern day Pakistan
Background and relevant experience:
On winning the prestigious Outstanding Contribution Award in 2004 at the Manchester
Food and Drink Festival Nighat spoke of her pride to be a “British Asian, Manchester
born and bred.”
Now a Regional Board member of the CBI and Chair of the Ethnic Minority North West
Development Agency, she began her illustrious career aged 18 printing T-shirts in her
father’s factory. Within two years she had made a name for herself in fashion through Je
T’Aime, a successful chain of women’s boutiques and the floristry business Sukhi
International, floristry products helping families in Bangladesh.
Since moving into the restaurant trade Nighat has built an international empire -The
Shere Khan Group - with world famous restaurants in Rusholme and the Trafford Centre,
plus “Express Counters” in the UK and Spain. Through her award winning business
acumen she has also developed the company’s own distinctive brand of curry products
for supermarkets around the world including Hong Kong, Canada, Belgium and the USA.
Based on Nighat’s own exacting standards, the name of the Shere Khan Group is
synonymous with quality, attracting diners from all over the world including famous
sporting figures, pop personalities and film stars to an environment light-years away from
the stereotypical impression of an Indian restaurant as a late night eating place with
dark, dated décor.
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She has been awarded many honours for her tireless efforts and sharp business sense,
including the Woman of the Year 2003 category at the Asian Jewel Awards (Northern
Region) and an O.B.E. for her services to export and to charity in 2004.
Nighat is a philanthropist who uses her own business success story and personal health
challenges to educate and inform others as she squeezes every drop out of life, having
overcome near fatal throat cancer, a heart bypass and a serious motor neurone infection
which left her paralysed.
Inspiring people through initiatives, seminars and public speaking engagements Nighat
empowers women in business, promotes business development and innovation in the
North West and works hard to integrate Asian and non-Asian Businesses.
She is an ambassador for Oxfam and committed to devoting much of her spare time to
developing fundraising schemes for various charitable organisations to the point her
2006/7 diary is jam-packed with engagements. These include the establishment of her
own charitable foundation to support schools and other projects in Bangladesh, building
on her previous work founding two schools, the Nighat Awan Academies for Muslims
and Hindus which provide education, community support and employment opportunities
for around 500 children and their families.
A mother of three, Nighat is the natural choice to Chair Masti Radio because of her
shining example, local roots, character and commitment to the young - a beacon to
which our young listeners (and everyone else) can heed and aspire.
Director: (Non – Executive)
Name: Mohammed Arshad Ali
Occupation: Managing Director
Other directorships: Cheshire Homes (UK) Ltd.
Other media interests: None
Background and relevant experience:
Arshad was born in Pakistan but emigrated with his family to Manchester at a young
age. On leaving school he joined his father’s business in the fashion retail industry and
was faced with the enormous challenge of running it at the tender age of 18 when his
father sadly died. Through his characteristic ethos of honest hard work Arshad built ‘Mak
1 Clothing’ into a highly successful chain of fashion retail shops, creating a mini empire
on the foundations of his father’s hopes and dreams.
In 1995, with great foresight, he recognised an opportunity to go into the property sector.
With an initial purchase of a handful of terraced houses which he refurbished and let out,
he gradually moved on to bigger and bigger projects and from strength to strength.
Cheshire Homes Ltd. is now a multi-million pound company with a portfolio including
over one hundred properties, comprising residential, commercial and land in the North
West of England. His aim is to double the value of this portfolio in just the next 3-4 years.
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In 2004 Ashad was the proud recipient of the Business Award at the Asian Jewel
Awards and was also a runner-up at the National Business Awards for the entrepreneur
of the year 2005. He describes himself as a very hardworking, honest person with
excellent communication skills who enjoys building good rapport with business
executives and the general public alike. His achievements from a very early age show
strength of character, self motivation and the drive to go on and succeed further. He is
the type of individual who gives 100% in all aspects of his life be it business or in his
personal interests such as swimming, squash or travelling the world.
Arshad contributes his spare time as well as donating to most registered local and
national charities. At present he is a trustee of a charity organisation which supplies free
medicine and medical check-ups to poor patients in third world countries.
With his local knowledge and interest in the North, particularly the Greater Manchester
area, Arshad shares a strong affinity with the aims of Masti Radio and wants to
encourage the growth of the local economy by investing in its youth. His winning
experiences clearly indicate the dizzy heights that young Asian entrepreneurs can aspire
to - and reach - if they are given the tools and possess strength of character, confidence
and drive to succeed. Masti Radio will give a voice and a basis on which to build these
tools with these youngsters.
His fellow Board members at Masti Radio welcome his involvement, recognising his vast
business success, acumen and commitment to the Manchester area.
Director: (Executive - MD)
Name: Ms Usha Parmar
Occupation: Company and Managing Director
Other directorships: Bradford City Radio Ltd;
Club Asia (London) Ltd;
Intime Promotions;
Action for Business (Bradford) Ltd
TVO…Ltd
Other media interests: Bradford City Radio Ltd;
Club Asia (London) Ltd;
TVO…Ltd
Background and relevant media experience:
Usha Parmar is widely respected as a very successful radio executive. She combines
being sales driven with being dedicated to helping the development of younger Asians.
Her career in radio began 16 years ago when she moved from the computer industry to
take the helm of Bradford City Radio. She transformed this loss making company into a
profitable operation within three and a half years, through a combination of a focussed
strategy and entrepreneurial skill. She also gained a majority shareholding, reducing the
influence of Sunrise Radio London but retaining the name for local branding continuity.
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What is now Sunrise Radio (Yorkshire) is one of the most profitable and successful
Asian stations outside London, with a 78% penetration of the Asian market in its TSA. It
is down to Usha’s skill and determination that this station has become an essential part
of the fabric of Asian life in the North of England.
Her success has been recognised by her peers. In 1999 Usha was named Asian
Business Entrepreneur of the Year in the first ever Asian Women of Achievement
Awards. This national award was reaffirmed when she was voted Business Woman of
the Year 2000 by the Asian Business Development Network, HSBC and HM Customs &
Excise. She then won Business Woman of the Year 2001 sponsored by Asian Trades
Link and Business Link.
For three years, in 2001, 2002 and 2004, Sunrise Radio (Yorkshire) won the Ethnic
Media of the Year Awards and in 2004 Usha was named Media Personality of the Year
at the Asian Jewel Awards sponsored by Lloyds TSB. She has also been a member of
the Lord Chancellor’s Advisory Committee.
Earlier this year Usha was part of a delegation that went to Dubai and persuaded the
International Indian Film Academy to bring their highly prestigious four day Awards event
to Yorkshire next year, fending off competition from New York. It’s Bollywood’s
equivalent to the Oscars and not only will Sunrise Radio (Yorkshire) play a big role in
staging the event, Usha has been personally asked to organise the international media
coverage. The Yorkshire area is expected to benefit from £9.5m in extra tourism revenue
alone.
Usha’s success is built not only on her winning work ethic, but on her willingness to
contribute to the progression of the Asian Community, being a valuable member of
numerous action teams – and as a high profile speaker about subjects such as forced
marriage, the role of women and the issues facing British Asian youth at international,
national and local events. Recently she also joined the Advisory Board dealing with
Hepatitis.
She is actively involved at grass roots level in her capacity as an independent visitor for
Barnardo’s, working with deprived young people who are in care away from their homes
for their own safety. Usha has a flair for encouraging young people to become
responsible members of society, a very useful skill.
For some time she has realised the potential and need for a younger Asian radio brand
that would recognise the development and changing face of her community and this
belief led her to team up with Club Asia (London) as their Launch Director – a
partnership which proved successful in that Club Asia were awarded a licence to
broadcast in London, helped greatly by Usha’s extensive experience in the industry. Her
next move was to set up her own ‘youth’ brand, Masti Radio, on DAB in West Yorkshire.
Although Sunrise Radio (Yorkshire) is based in Bradford a number of bodies both
statutory and voluntary have invited the station to host major events in the Manchester
area, including the Manchester Mela for five years, the Rochdale Mega Mela for the last
four years and Asian cultural events at the Gmex. Through these and other
developments Usha became aware that Manchester would be an ideal place for a
custom built, locally focussed FM version of Masti Radio - the meaning of which she
playfully explains to non-Asians as “naughty but nice”.
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Director (Non – Executive)
Name: Shahzad Irshad
Occupation: Businessman & Entrepreneur
Other directorships: Vh2o Ltd (ta Indus 5); Secure Claims;
Sugarhouse Media
Other media interests: Producer, Promoter and Broadcaster
Background and relevant media experience:
Shahzad describes himself as ’innovative, analytical, adaptive, quick to learn, deadline
driven and always looking for a new challenge’. These attributes have helped him
develop a diverse career from original beginnings in IT and Financial Services.
Among his current interests is the operation of a restaurant and banqueting venue
valued at £1 million in Manchester where last year Shahzad was elected Chair of
Longsight Traders Association.
Since 1998 he has been researching and promoting the archaeological heritage of the
Indus Valley civilisation, the music of Pakistan and ‘Indian’ cuisine. In 2004, Radio 4
featured an article based on his research on the subject of Pakistani/Indian food.
Shahzad is familiar with commercial radio in Manchester too, having been Senior Sales
Executive at ‘incremental’ station Sunset Radio from 1989 to 1991, where he generated
the highest personal airtime and sponsorship sales revenue. He was also involved in
various marketing activities, scripting and producing advertisements and deputised for
the Chief Executive. He even hosted a live radio programme, an experience he
thoroughly enjoyed. Having a keen interest in media, Shahzad recently worked on the
International Multi-Award winning short documentary ‘Waiting for Sunrise’.
His strong musical interests led earlier this year to securing a contract from PHA, Lahore
to organise a visit by UK based Fusion Qawwali band for the Basant festivities. Since
2004 he has been promoting the International Qawwali band BJS and Sohail Salamat,
who provided the vocals on the JINX album which recently reached No.1 in the UK Asian
music chart.
Shahzad is a passionate believer in promoting peaceful cross-cultural activities and in
response to the ‘terror’ image of Muslims and Pakistan conceived the Sufi Qawwali ‘UK-
PEACE’ tour in 2004 with Anglo-Pakistani musicians.
Prior to this, he devised and implemented a marketing strategy to raise funds for
Commonwealth Games 2002 Asian Mela and in 2001 set up SDI, an IT website
consultancy and worked on an EU funded project to bring ‘Rusholme Curry Mile’ on-line.
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Between 1999 and 2001 as Chief Executive Officer of Puredm Ltd he was involved in
starting this multi-faceted cross-platform music company, one of the facets being
Puredm Radio, an Internet dance music station. At Puredm Shahzad helped develop the
initial dynamic strategy and was responsible for implementation of key components
including setting up the radio station with over 45 DJs. There was also a cutting edge ezine
with input from over 20 journalists, a record company with a new re-mix release, a
WAP enabled data-base driven web site which received over 1 million hits in just eight
months without the benefit of a marketing campaign, an income/promotion facility for
DJs, artistes, events, and venues - plus a sales/sponsorship package.
Other activity around that time included organising one of only two UK screenings of the
feature film JINNAH in Manchester, raising over £10,000. As Honorary Secretary of
Pakistani Community Association Manchester he helped to save the Centre from closing
by raising in excess of £75,000 in grants and devising a £1.5 million activity and facilities
expansion plan.
As a student (1983) Shahzad was active in Asian Culture and held the post of President
of the Asian Cultural Society at Trent Polytechnic, Chair of the Midland Region of cultural
societies and was then elected as President of the National Union of Asian Students
(NUAS).
His interests and hobbies include cinema, snooker, badminton, chess, music and
painting.
Director: (Executive - Programme Director)
Name: Rajan Parmar
Occupation: Marketing & Events Manager/Broadcaster/
Performer/Programmer, Sunrise Radio
(Yorkshire) and Masti Radio (Yorkshire)
Other directorships: Spice Entertainment Ltd.
Other media related interests: Chief Executive of Spice Entertainment and
a shareholder in Bradford City Radio Ltd
Background and relevant media experience:
Rajan currently runs the prototype Masti Radio, a music-led DAB service for young
British Asians in West Yorkshire, as part of six years’ management involvement at
Sunrise Radio (Yorkshire) where he is also responsible for output on Sunrise,
communications, events management and marketing.
A true ‘all-rounder’, since becoming a radio presenter at the unusually early age of ten
he has consistently demonstrated an eagerness for knowledge of and involvement in all
aspects of the radio station, from commercial production to routine office administration.
Now responsible for quality control he is busy introducing a variety of excellence
systems from health and safety to automated output monitoring.
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Rajan is very familiar with the Manchester area. This week (Oct 8 th ) he is hosting the
Dashehra Diwali Mela 2006 at Platt Fields Park in Fallowfield, a Hindu festival he’s
helped bring to the North for the first time, staged by the Indian Association in
conjunction with Manchester City Council. In recent years he’s organised or appeared at
a number of different events plus the RSL station Mela FM for the Manchester
Multicultural Mela 2001, audible in the Manchester, Rochdale and Oldham areas. For
this station he was solely responsible for creating revenue, recruiting and training
presenters and the promotion of Mela FM at a variety of events across the North.
As a broadcaster he is the regular host of Sunrise Radio (Yorkshire)’s Bhangra music
programme (one of its ‘youngest’ appeal shows). He also worked for a short period at
Club Asia in London.
In addition to his radio interests Rajan is passionate about dancing and performance.
Having appeared at all the Melas in the North of England, since 1996 he has been the
mainstay of the main stage at Bradford Mela, which attracts crowds in excess of
180,000. He also works in a freelance capacity for ‘Kala Sangam’ an arts company with
strong South Asian roots. ‘Kala’ means Art and ‘Sangam’ a meeting point and their
mission is to bring people together. This is done via promotion and delivery of the many
art forms from India, Pakistan, Sri Lanka and Bangladesh, using music, dance,
poetry/literature and creative writing, plus visual arts and crafts from folk, classical and
contemporary styles.
He has conducted many dance workshops at various schools and community centres
specifically for the young, along with mini-courses in dance.
A talent for choreography to any type of music has resulted in Rajan devising the dance
routines for a number of British Asian stars and music videos. And as an aspiring actor
he has had several small parts in films including the forthcoming James Bond release
Casino Royale, played the lead role in four music videos shown on major Asian TV
channels, is a local TV “Bollywood expert” and even appeared on C4 TV’s ‘Deal or No
Deal’, where he was the gracious winner of £1.00!
Appearances as a catwalk model in shows organised by Asian Fashion Magazine, as
well as corporate fashion shows and successful ones he’s organised himself afford yet
another dimension to Rajan’s talents, but there is another angle still:
Away from the limelight he is committed to furthering the interests of young people and
passionately believes that given the right encouragement and access to choices there is
nothing they cannot achieve, whatever their backgrounds or culture. As part of his
commitment in this regard he works voluntarily as an Independent Visitor for Barnado’s,
a role which involves befriending and advising young people and children in care,
contributing towards their social, emotional and educational development.
We believe Rajan’s commercial radio expertise, contemporary music knowledge,
performance experience, marketing skills and enthusiasm for active involvement with
youth combine to make him the ideal choice to lead the on-air creative team at our
exciting new multi-cultural radio station in the vibrant and diverse city of Manchester.
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Director: (Non – Executive)
Name: Recardo Patrick
Occupation: Businessman, Singer/Songwriter & Actor
Other directorships: Managing Director EPC International,
Director - Red Bubble Music Ltd
Director - Sprint 1088 Ltd
Other media interests: Media Ambassador for the Austrian Tyrol
Background and relevant media experience:
Coming from an Anglo/Barbados background, Recardo has been involved in a wide
range of activities over a notable career. For example he is currently Patron of BASIC
(Brain and Spinal Injury Charity) and was nominated for Business Man of the Year by the
European Times following his sale of £900m worth of night clubs and restaurants.
But he is probably best known as a musician and was voted ‘Best International
Newcomer’ at the MTV European Entertainer of the Year. Recardo is an electrifying
performer, vocalist, saxophonist and composer. One of his most familiar songs launched
his career, the big hit ‘Sad Sweet Dreamer’ which he sang with his band Sweet
Sensation in 1976, though he’s written many others including the ‘B’ side of ‘In The Army
Now’ by Status Quo.
As a performer and event organiser Recardo has worked alongside some of the greatest
musical legends of our time, ranging from being invited to sing with Diana Ross to
performing before an audience of millions at Live Aid and with Simple Minds at the
Nelson Mandela concert at Wembley Stadium.
Concerts he has staged include Simply Red’s ‘Red River Project’ and ‘The Michael
Jackson and Friends Concert for Kosovo’ in Munich, where he sang with Michael
Jackson. He is also the man behind ‘Message from The Mountain’ an annual concert in
Austria with special guests who have included Bill Clinton and Naomi Campbell. Other
artists and celebrities he has worked with include Prince, Whitney Houston, Elton John,
and Paris Hilton, to name but a few.
He started his acting career very young in the theatre before moving into television
where he appeared in Coronation Street, Juliet Bravo, The History Man, The Hitman
(USA) and in the part of Pharaoh in ‘Joseph’ - as well as Never Mind The Buzzcocks
(2003). Recardo has also been the subject of a BBC music lifestyle documentary
produced by Terry Jarvis. And in the world of Movies he sang on the soundtrack and
played the lead role of Jake Rennicks in the gangster film ‘The Van Boys’, which won an
award at the Cannes Film Festival, as well as playing Baz in ‘Daddyfox’, both films
directed by John McCormack.
His hobbies include running, weight training and swimming.
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(ii) If there are firm plans to appoint any further directors, provide information (with details of any specific
individuals in mind). This information may be submitted in confidence.
At present we have no plans to appoint further directors.
(b) Proposed Investors and Shareholding Structure
Full details of the proposed shareholding structure should be provided, including:
(i) Names and addresses (the latter may be submitted in confidence) of all existing or proposed
shareholders.
Sunrise Radio (Yorkshire)
Mr. Mohammed Arshad Ali
Ms. Usha Parmar
Ms. Nighat Awan
Mr. Shahzad Irshad
Shareholders’ addresses can be found in Confidential Appendix CA2.
(ii) Total number, class/classes of shares and issue price of shares (specify voting, non-voting, preference,
other etc.).
A total of one million ordinary voting shares of £1.00 will be issued at par.
(iii) All voting shareholders and holders of 5% or more of non-voting shares and loan stock should be
named. State the number, class/classes and price of shares to be issued to each investor.
Sunrise Radio (Yorkshire) 450,000 Ordinary £1 voting shares
Mr Mohammed Arshad Ali 250,000 Ordinary £1 voting shares
Ms Usha Parmar 100,000 Ordinary £1 voting shares
Ms Nighat Awan 100,000 Ordinary £1 voting shares
Mr. Shahzad Irshad 100,000 Ordinary £1 voting shares
Total 1 Million Ordinary £1 voting shares
(iv) Outline any shareholders agreements or arrangements which exist
There are no shareholder agreements in place.
.
(v) Where a corporate body other than a current Ofcom licensee will be providing 30% or more of the
required funding, details should be given of its directors and main shareholders, and of its activities.
Not applicable, as Sunrise Radio (Yorkshire) is an existing Ofcom licensee.
(vi) Ofcom may request additional information (e.g. a banker's letter, statutory/management accounts)
regarding the shareholders, or any other providers of finance, listed in the application.
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(c) Involvement of the Applicant in Specified Activities
Details are required of the involvement by the applicant and its participants (including shareholders or other
subscribers of more than 5% of the applicant's total funding requirements) in any of the activities listed
below, and the extent of the interest. For these purposes, the applicant includes associates of the applicant
(i.e. directors and their associates and other group companies).
(i) Advertising agencies;
None
(ii) Newspapers;
Sunrise Radio (Yorkshire) (45% shareholding) owns the (now dormant)
Asian magazine company: TVO… Ltd.
(iii) Other broadcasting interests;
Sunrise Radio (Yorkshire) (45% shareholding) is an Ofcom FM commercial local radio
licensee in the Bradford area which also broadcasts its Sunrise Yorkshire and Masti
Radio brands in West Yorkshire on DAB.
Ms Usha Parmar (10% shareholding): has a 49.8% shareholding in Bradford City Radio
Ltd (the controlling shareholder in Sunrise Radio Yorkshire) and a 10% shareholding in
Club Asia (London) Ltd.
Mr Rajan Parmar (director) has an 11.9% shareholding in Bradford City Radio Ltd.
(iv) Bodies whose objects are wholly or mainly of a religious nature;
None
(v) Bodies whose objects are wholly or mainly of a political nature;
None
(vi) Local authorities;
None
(vii) Other publicly-funded bodies.
None
* Applicants should note that this information is required for the purposes of checking compliance with the
ownership rules, and is not relevant to an applicant's ability to maintain its proposed service. If none of the
categories above apply to the application this should be clearly stated.
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2. Financial and business plan
(a) Overall Financial Strategy
Provide a concise summary of how the applicant considers it is able to establish and maintain, throughout
the licence period, its proposed service, and how this licence fits in with the investors' strategy.
Masti Radio is a youth-focussed radio station designed to serve a rapidly growing
population sector and fill a clearly defined gap in existing local commercial radio
provision in Manchester.
Our plans have solid financial backing and are under the control of a board comprising
people with directly relevant experience and an impressive track record of achievement.
Most have also signalled their confidence in the project through substantial personal
investments.
Principal shareholder Sunrise Radio (Yorkshire) is the longest established Asian
broadcaster in Northern England, having operated a very successful commercial station
in nearby Bradford for over fifteen years. During this time it has sought to expand its
operation to reach more British Asian listeners whenever possible, so it was a natural
step to team-up with prominent Manchester business and community figures in order to
exploit its already strong links with the city.
Northern FM & DAB Pioneers
The UK’s only FM Asian commercial station, Sunrise Radio (Yorkshire)’s commercial
success is founded on a thorough understanding of the needs of British Asian audiences
in the North of England and the advertisers who want to reach them.
After starting life as an ‘incremental’ station under the experimental IBA scheme it grew
quickly into the profitable full scale commercial licensee it is today. Not content to simply
pioneer Asian FM broadcasting, it has gone on to provide two DAB programme services
across West Yorkshire from state-of-the-art studios in the heart of Bradford’s
regenerated city centre. These stations are the original Sunrise Radio (Yorkshire) and
the prototype Masti Radio brand for young British Asian listeners - and both are also
available on-line world-wide.
An interest in broader horizons is also reflected by the fact the Sunrise (Yorkshire) and
Masti brands based in West Yorkshire already enjoy goodwill, awareness and ‘overspill’
listening in the Manchester area as a result of many years involvement in Melas and
other cultural events at the request of local Asian communities.
So it makes perfect strategic sense to establish a radio station in Manchester under the
Masti ‘youth’ brand, to compliment the more traditional older targeted Asian
programming already provided by Asian Sound Radio, as well as to offer a new service
to the local Black and Chinese communities which are also forecast to grow considerably
during the term of this licence.
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Local Board Experience and Guidance
We feel the decision to actively involve key Manchester entrepreneurs and community
figures further strengthens our proposition by making a wealth of local know-how
available at board level to Managing Director Usha Parmar and Programme Director
Rajan Parmar. In turn, Usha brings experience of launching the UK’s first analogue
Asian youth format through her directorship of Club Asia in London, as well as
introducing - alongside Rajan - the original Masti Radio to West Yorkshire.
Financial Prudence and Realism
Masti Radio’s financial plans feature a £1 million shareholder investment and show a
profit in year two despite deliberately cautious revenue forecasts based on the Asian
output alone and very low commercial minutage, sold at the average spot rate actually
being achieved at present by Sunrise Radio (Yorkshire) in the smaller Bradford market.
We chose these revenue projection methods so that Masti Radio’s viability is not
dependent on hitting specific audience targets which are extremely hard to forecast and
measure accurately among ethnic audiences.
We have total faith in the commercial potential of our plan to cater chiefly for young
Asians because (unlike the ageing profile of the UK population as a whole) this group
already comprises the majority of people in Manchester’s Asian communities and is
forecast to grow considerably during the term of this licence, exceeding increases in
many other population sub-groups by a considerable margin. This means our potential
audience will literally grow year-on-year, even before the effect of the increasing
popularity of our station is taken into account, in direct contrast to the potential
listenership for stations aimed at predominantly white audiences.
In a further move to strengthen our overall appeal - and maximise our public value with
regard to occupancy of a scarce FM frequency resource - we also propose to provide
specific programming for Manchester’s Black and Chinese communities, neither of which
were directly catered-for by any existing commercial radio licensee up to very recently,
although we note Asian Sound has just launched a weekly two hour Chinese
programme. That move endorses the demand we originally revealed in our 2005
application for the licence eventually won by XFM. But even after the addition of our
planned Chinese programme sequence to the few hours of weekly output now offered by
Asian Sound and BBC Radio Manchester, this sector of the population will still have very
little dedicated programming by comparison with the mainstream population. The same
is true of the rather larger Black population.
By offering output to three rather than one local ethnic population group and adopting a
young format which will also enjoy secondary patronage among a minority of white
youngsters as shown in our research, we expect to attract combined audience levels
from the outset that are at least comparable with those of ‘niche’/specialist interest
stations likely to form the majority of our competitors for this licence – with the added
advantage that our target audience will steadily grow as the population in our target
groups increases out of proportion with many other specific interest groups.
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Sending a Positive Signal
Our July 2006 survey in the Manchester area revealed that 35% of young Asian adults,
29% of young Blacks and 36% of young Chinese don’t listen to radio on a weekly basis
(as defined by listening for five minutes or more), in contrast with only 15% of White
youngsters. We believe these figures directly reflect the lack of effective listening choice
for ethnic groups by comparison with the white mainstream population. In addition to
making a positive step toward redressing this imbalance, we feel the launch of Masti
Radio on FM in Manchester at this time would send a timely signal of ‘establishment’
support for the concept of a multi-cultural Britain, at a moment when ethnic community
relations are under particular strain, mainly due to world events.
Vote of Confidence
The fact that Sunrise Radio (Yorkshire)’s pragmatic MD Usha Parmar plans to invest
£100,000 of her own money in Masti Radio Manchester marks a significant level of
personal confidence in the project, matched by several other investing directors.
These are the main reasons we feel confident in our ability to offer a top quality and
commercially successful radio service to largely un-catered-for segments of
Manchester’s population throughout the licence term and beyond, thereby increasing the
overall audience for local commercial radio without adversely affecting existing
licensees.
(b) Funding
Detail the sources of finance that will be used to fund the licence, under the following headings:
(i) Share capital
We plan to raise £1 million in share capital, composed as follows:
£ 450,000 (45%) - Sunrise Radio (Yorkshire)
£ 250,000 (25%) - Mr Mohammed Arshad Ali
£ 100,000 (10%) - Ms Usha Parmar
£ 100,000 (10%) - Ms Nighat Awan
£ 100,000 (10%) - Mr. Shahzad Irshad
£1,000.00 (100%)
(ii) Loan stock
We have no plans to issue loan stock.
(iii) Leasing/HP facilities (capital value)
Not applicable because we plan to purchase our assets outright, including a building to
house the radio station located in the centre of Manchester.
(iv) Bank overdraft
At present we do not anticipate a need for an overdraft but are confident we would be
able to secure one on the basis of Sunrise Radio (Yorkshire)’s successful trading record.
17

(v) Grants and donations
We are not expecting to receive any funding via these means.
(vi) Other (please specify)
No other sources of income are planned.
Where relevant, provide information on:
(i) Loan terms ; (ii) Assets leased.
Not applicable.
All of the funding identified above should be confirmed to the applicant. Explanation should be provided if
this is not the case
(c) Financial Projections
The purpose of this question is to allow the applicant to demonstrate its understanding of the market. The
forecasts should be based on reasonable assumptions, that are logically applied and justifiable.
Background
The number of non-white Britons increased by 53% between 1991 and 2001, rapid
growth which looks set to continue. A study of population increase by ethnic group
published in January 2006 by the Office of National Statistics estimated that against an
overall population rise of just 0.4% per annum during the period mid 2001-mid 2003, the
main sector of the UK Asian community (i.e. people of Indian, Pakistani and Bangladeshi
origin) averaged 3.0% growth per year, UK Blacks (Caribbean and African origin) 4.7%
and UK Chinese 11.9%.
The Manchester Market
Our plan is to cater primarily for young Asians (who comprise the vast majority of the
area’s total Asian population), but also to broadcast regular programmes for the local
Black and Chinese communities.
Although our extensive Asian broadcasting experience makes us confident of being able
to operate viably from day one, the fact our main audience target groups are growing far
quicker that the overall population not only offers considerably enhanced commercial
potential for the future, but is also of great social significance – with ‘knock-on’
implications for the overall balance of commercial local radio provision in the Manchester
area.
In fact, unlike virtually all other ‘minority interest’ formats that might seek this final
Manchester-wide FM licence, there will have already been a dramatic rise since the
2001 census in the size of our potential audience before we even get on-air, with further
steady growth expected throughout the licence term.
18

For example, if we base our TSA on Arqiva’s coverage prediction for a signal strength of
54dB or higher and allow for the effects of expected interference from Real Radio, the
total population reached according to 2001 census figures is 2,231,146 (equivalent to
1,792,832 Adults 15+). And the sum of the Asian, Black, Chinese and Mixed Race
sectors represents 8.38% of the total population figure. But if we apply the ethnic group
year-on-year growth percentages mentioned above and contrast them with much smaller
growth expected in the total population we find that by today (2006) our target audience
will already comprise 10.1% of the total Manchester TSA population - and if the same
growth rate continues will represent 12.43% by 2011 and 15.65% in ten years time
(2016).
Of course these figures are averaged across Manchester, so the effect will be even more
dramatic in districts already shown in the 2001 census to have far higher proportions of
people of ethnic origin. For example, Asians alone represented 9.1% of Manchester
(City’s) population in 2001 (twice the 4.6% UK average) the Bolton area also had 9.1%,
Rochdale 9.8% and Oldham 11.9%. Today (2006) these population percentages could
already have risen to 11.4% in Manchester, 10.4% in Bolton; 11.3% in Rochdale and
13.5% in Oldham.
The fact the above are all former mill towns affords a strong clue to the jobs of the
original Asian immigrants, though predominant Asian occupations today tend to be in
service industries, of which property, shop keeping and owning restaurants are probably
the most well known. Meanwhile Manchester’s Black population is concentrated nearer
the city centre, with the Chinese distributed more evenly across Greater Manchester.
Age and Attitude
To fully understand our plans, including how a ‘young’ format within ethnic groups can
be viable and why young Asians need a fundamentally different programming approach
than (Asian Sound already provides for) their elders, it is also important to recognise two
key differences between Asian communities in the UK and those of the indigenous White
population.
1. Non-white populations, including those in Asian communities, are predominantly
young, illustrated by the fact that 30% of the UK ethnic minority population is aged under
16 years, compared to 19% of the white population, with only 10% aged over 55 years,
compared to 25% of Whites. According to a special Rajar breakdown we commissioned
for our original application in 2005, 85.5% of the adult Asian population in Greater
Manchester is aged 15-44, a statistic that underlines the logic of adopting a specifically
‘young’ radio format, which is therefore likely to be directly interesting to a far higher
proportion of the total Asian population than would be the case for another youthfocussed
station within the mainstream/White population.
2. Major differences exist between the cultural identities of the various generations of
Asians living in Britain, a factor closely related to where individuals were born and
brought up. For example, people at the young end of the Masti Radio target audience
will be third generation Asians who were born and raised in Britain. Their parents
(second generation) may also have been born here, or may have come to Britain as a
result of marriage or because they had relatives already living here. But their
grandparents (first generation) are much more likely to have been raised in an Asian (or
African) country.
19

Understandably therefore, third generation Asians are particularly likely to use English as
a first language and take many aspects of Western culture and lifestyle for granted, even
though there are still strong Asian cultural influences in their immediate family
background, especially from grandparents. As a result the majority of today’s young
Asians have a much broader ‘hybrid’ of tastes than their elders, having absorbed
aspects of both eastern and western popular culture and music styles while growing up.
They have also adapted their own Pop, Urban and Bhangra music styles and Asian DJ’s
now make occasional appearances on ‘western’ radio stations like Radio 1 and Galaxy.
Integration: Positive Social Strategies = Good Business Practice
We believe the degree of affinity between the musical tastes of British youngsters from
nearly all social and ethnic backgrounds - based around a near universal liking for Black
music genres – holds the key to commercial success far beyond what would be possible
for a station targeting just one ethnic group.
For example, our July 2006 research confirmed that Masti Radio’s unique Asian/Urban
music format will attract a secondary audience of young White people. Although this
factor alone will not be directly significant to our financial success, the addition of only a
small percentage of listeners from this statistically very large population sector will
contribute considerably to our overall audience numbers when added to Asian listeners,
plus the proportionally larger but numerically smaller audiences generated among our
other two ethnic target groups. The overall effect of this ‘cross-over’ interest will be to
considerably broaden awareness of Masti Radio among young listeners - and therefore
advertisers – as a whole across Greater Manchester, something that will be directly
beneficial to our bottom-line commercial results.
So while we are arguing strongly in this document for a distinct and separate station to
(primarily) serve the growing number of young British Asians in Manchester, the
establishment of the format we are proposing should be seen as a positive development
that will assist the process of community integration – as we will broadcast mostly in
English (again at the request of our target audience) and reflect the standpoint of young
British people who happen to have an Asian (Black or Chinese) family background. In
doing so we should therefore help foster better understanding of local young people’s
attitudes within these groups among the population as a whole, as well as create a
distinct new commercial radio advertising opportunity for clients in the Manchester
market.
The applicant should provide financial projections on an annual basis for the licence. The projections must
include:
(i) Profit and loss accounts
(ii) Balance sheets
(iii) Cash-flow forecasts
The period covered is at the discretion of the applicant, but should be justified. The forecasts should be
supplied on an Excel spreadsheet or similar, with any accompanying guidance notes. The applicant must
also complete and submit the spreadsheet entitled “Financial Template” using information from its business
model.
These projections can be found in Confidential Appendices CA3 and CA3 B
20

This section must include a full listing of the underlying assumptions on which the financial projections are
based, relating such assumptions clearly to other parts of the application (e.g. proposed format, extent of
coverage area).
Licence Coverage
Coverage prediction maps provided to us by Arqiva suggest the new licence should
reach all main concentrations of our target ethnic groups in Greater Manchester despite
the predicted interference from Real Radio in Yorkshire. Furthermore, listeners living
near the edge of our coverage area who do experience reception problems will have the
option of installing a directional FM aerial to focus our signal. This tactic should be
effective in virtually all cases of home-based reception because hardly any of our target
audience lives sufficiently far to the west of Manchester city centre to require an aerial
pointing in the same direction as Emley Moor, the source of the interference. This makes
this new FM licence particularly suitable for city-wide broadcasting to the particular
ethnic groups we seek to serve.
Revenue Projections & Advertising Rates
To reliably predict our advertising income we adopted the calculation technique already
used at Sunrise Radio (Yorkshire) which has proved very accurate and reliable over the
last sixteen years. This involves setting advertising rates around what the average local
advertiser might consider reasonable to reach a local Asian audience.
The approach works well because many Asian advertisers are the proprietors of family
businesses, more likely to be looking for easy-to-understand evenly-scheduled
commercial packages than wanting to get involved with the science of specific sub-group
targeting. That said, we’ll also be ready to offer tailored packages if needs-be, for
example to businesses selling music/fashion/leisure products and services (etc) to our
young audience, perhaps around particular programmes or features.
Special packages will also be available for advertisers wishing to use our specific Black
and Chinese programmes to target those particular groups, though we have not
attempted to forecast this income as no appropriate model will exist until we’ve run the
station for a while.
Our ‘reasonable rate’ approach to Asian advertising spot pricing is actually similar to that
adopted by many mainstream small-scale commercial licensees who also find it more
appropriate than ‘cost per thousand/revenue per head’ techniques because it effectively
disconnects the success of day to day advertising sales from the need to prove precise
audience numbers. Indeed, quite a few stations broadcasting to populations of this size
either cannot afford, or don’t feel a need, to be part of Rajar, provided their popularity is
sufficiently obvious ‘on the street’.
So we have based our revenue projections firmly on the reality of actual spot rates
already being achieved in nearby Bradford by Sunrise Radio (Yorkshire). And to make
doubly-sure that any errors are on the side of caution, we have projected sales of less
than a third of our total advertising inventory during the first year on-air, followed by only
small increments so that the proportion of ‘sold’ airtime is still under 50% in year three.
21

Format
Our dynamic daytime music policy will mix popular Eastern and Western influences in a
format members of our group helped pioneer elsewhere, customised for the Manchester
area in accordance with listener opinions expressed through our two specially
commissioned market research studies. The fact that Urban R’n’B influences will be
present in the daytime mix will also be of interest to some members of the local Black
community, though they will also be catered for - as will the Chinese - through dedicated
(mainly off-peak) output.
Daytime programming will principally target young Asian adults aged 15-34 many of
whom regard the existing Asian station ‘Asian Sound Radio’ as catering mainly for an
older audience, something illustrated by the fact a lot more of them actually listen to
Galaxy at present. We also expect Masti Radio to appeal to older Asian children and, to
some extent, 35-44’s, plus a proportion of Blacks and Chinese as outlined above. Our
research also suggests we will gain a residual audience of White youngsters attracted by
a music policy containing music mainly from Asian and Black genres with broad ‘crossover’
appeal, plus predominantly English on-air presentation.
Establishing Asian Commercial Radio Listening Choice
Specially prepared Rajar estimates showed the 15-44 sector of the Asian population in
Greater Manchester to contain around 100,000 people in 2001, accounting for 85.5% of
the total adult Asian population - a percentage emphasising the young profile of the
Asian community by comparison with the population at large.
In terms of introducing a second (primarily) Asian commercial station into the market, our
confidence is bolstered both by the audience support already demonstrated for the
existing commercial licensee Asian Sound Radio and, in particular, through the massive
appetite shown in both our specially commissioned research surveys for the idea of our
new station (see below and in Section 6 Evidence of Demand).
The applicant should detail how revenue figures were derived, distinguishing between local, national and
sponsorship revenue .The response to this question may be submitted in confidence.
This information can be found in Confidential Appendix CA4
(d) Audience Projections
Provide the following information:
(i) The projected adult (aged 15+) population of the Total Survey Area (TSA) within which it is intended to
measure the listenership of the service;
TSA Adults (15+): 1,792,832
Our TSA population count is based on 2001 Census figures and Arqiva’s estimate for
interference-limited coverage at a signal strength of 54dB or higher. We settled on this
modest TSA definition as our revenue is not directly linked to it and because the
interference is likely to be far more disruptive at signal strengths below 54dB.
22

We believe this factor in particular makes it unwise to adopt the more usual approach of
claiming a TSA nearer, or even greater than, the population reached by the 48db+ signal
contour.
Below are comparative population figures using the same initial coverage/census
criteria, plus population growth forecasts based on ‘official’ estimates of what happened
between mid 2001-mid 2003:
2001 2006 2011 2016
TSA Total Population: 2,231,146 2,276,127 2,322,015 2,368,829
TSA Total Asians: 115,838 135,694 159,313 187,532
TSA Total Blacks: 28,487 34,494 43,170 55,859
TSA Total Chinese: 11,791 20,687 36,296 63,680
TSA Total Mixed Race: 30,590 39.046 49,833 63,601
Masti Target Ethnic Groups Total: 2001: 186,706 (8.4% of the total TSA population)
2006: 229,921 (10.1% of the total TSA population)
2011: 288,612 (12.4% of the total TSA population)
2016: 370,672 (15.7% of the total TSA population)
(ii) Projections for listenership ratings (e.g. weekly reach, average weekly hours of listening) over the first
three years of the service, with detailed demographic breakdowns as appropriate;
Assuming a mid/late 2007 launch, these are our total adult reach and hours estimates,
below which are the detailed breakdowns for our main Asian target audience.
Asian Black Chinese White Total Adult Reach
Masti Radio (adults) (adults) (adults) (% of 15-44’s) & Hours
Year 1 (2008) % 35% 31.7% 32.95% 3.75% 4.9%
000’s 38,456 10,522 5,975 34,322 89,275
Total Hours 384,560 47,349 11,950 102,966 546,825
Av.Hours 10.0 4.5 2.0 3.0 6.13
Year 2 (2009) % 40% 31.7% 32.95% 7.5% 7.2%
000’s 45,442 11,014 6,686 68,575 131,717
Total Hours 477,141 55,070 16,715 240,013 788,939
Av.Hours 10.5 5.0 2.5 3.5 5.99
Year 3 (2010) % 50% 42.2% 43.9% 8.5% 8.9%
000’s 58,740 15,363 9,967 77,641 161,711
Total Hours 646,140 84,497 27,908 295,036 1,053,581
Av.Hours 11.0 5.5 2.8 3.8 6.51
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According to the most recently available Manchester area Rajar figures (Q2 2006) if we
were on air now, our first year reach would put us neck and neck in percentage terms
with Magic 1152 and ahead of Capital Gold, with more listeners (in 000’s) than half of the
mainstream smaller scale commercial local stations in the Greater Manchester area. But
our third year reach percentage would put us well clear of Magic and not far behind
Smooth FM, with a physically larger audience than all of Greater Manchester’s
mainstream smaller scale stations. And even if the most successful local commercial talk
station in the UK, London’s LBC 97.3 (8% weekly reach) were on the air here, we’d beat
that too by year three!
Our Asian Audience
Our primary audience predictions for commercial purposes concentrate on our audience
expectations among Manchester’s Asian community, taking into account the forecast
year-on-year rise in the Asian population of around 3% per annum. These estimates are
based on the following Asian adult (15+) predictions within our TSA: Year 1
(2008):109,873; Year 2 (2009):113,604; Year 3 (2010):117,479
Detailed Asian Audience Breakdown
Predicted Asian Weekly Reach - Masti Radio, Manchester
Year 1 Year 2 Year 3 % of Audience
Asian Adults 15+ 35% / 38,456 40% / 45,442 50% / 58,740 100
Asian Adults 15-44 34,610 40,898 52,866 90
Asian Adults 45+ 3,846 4,544 5,874 10
Asians 15-24 14,998 17,722 22,909 39
Asians 25-34 12,691 14,996 19,384 33
Asians 35-44 6,922 8,180 10,573 18
Predicted Average Hours % of Hours
Total Asian Adult Hours 384,560 477,141 646,140 100
Av.Hours Asian Adults 10 10.5 11
Asian Adults 15-44 365,332 453,284 613,833 95
Asian Adults 45+ 19,228 23,857 32,307 5
Asians 15-24 192,280 238,571 323,070 50
Asians 25-34 115,368 143,142 193,842 30
Asians 35-44 57,684 71,571 96,921 15
Details of all our audience calculations and assumptions can be found at answer iv).
below where you will see we have been very conservative in our interpretation of our
July 2006 survey results with regard to likelihood of listening among each group,
especially white crossover listening.
(iii) The expected impact of the proposed service on existing services, in listenership terms;
Only 5.9% of the people interviewed in our original Asian Listener study who said they
were ‘likely’ or ‘very likely’ to listen to a new Asian station said they would stop listening
to one or more of their existing station choices to do so (just 25 out of 422 people). Of
these 7 said they’d stop listening to Radio 1; 7 to Asian Sound Radio; 6 to Key 103; 3 to
Galaxy 102; 1 to the BBC Asian Network and 1 to Sunrise Radio (London) – but nobody
said they would stop listening to Masti from Yorkshire.
24

Meanwhile 29.1% said they would listen less to one or more of their current station
choices. But by far the most popular answer - chosen by 64.5% of those likely to listen to
a new Asian station - was that they would listen more to the radio to accommodate the
new station. This answer is perfectly feasible in reality because Asians in Manchester
tend to spend considerably less time tuned to radio each week compared with the
‘average’ listener.
Results from our second dedicated audience study (July 2006) paint a similar picture, in
that the vast majority of people from three of the racial backgrounds quizzed who said
they were either likely or very likely to listen to Masti Radio would listen more to the radio
to accommodate the new station. Only the Chinese showed a slightly different pattern,
with nearly as many people saying they would listen less to their existing station choices
as would listen more to the radio. However, in this survey, as in the original one, such a
small number of respondents said they would stop listening to one or more of their
existing station choices that detailed analysis of their answers is unlikely to reveal
anything meaningful (see below for a chart showing July 2006 responses).
In conclusion, on the basis of two separate surveys and because there is so much scope
for increased radio listening among our ethnic target groups, we conclude that the
introduction of the station we propose will have a negligible effect on the audience sizes
of existing commercial local stations in the area, including Asian Sound Radio, despite
the large following it is likely to attract.
% of 15-34's Likely or Very Likely To Listen To Masti Radio
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Masti 2006 Survey - How Would You Accommodate Listening To Masti Radio? - By Ethnic
Groups
Stop listening to one or more of your
current station choices
Listen less to one or more of your
current station choices
Listen to the radio more to
accommodate the new station
South Asian
Black
Chinese
White
25

(iv) The basis on which the estimates above have been calculated, and any assumptions taken into account.
Population Growth
We have projected ethnic population increases since the 2001 Census according to
estimates in a recent report issued by the Office of National Statistics. This study
“Estimates of the population by ethnic group for areas within England” projected year-onyear
increases within individual ethnic sub-groups between 2001 and 2003, compared
with an overall average UK population growth of 0.4% during the same period. This
average figure resulted from a decline in the majority ‘British White’ population (of 0.1%
per annum) being more than compensated for by big rises among individual ethnic
groups for a number of reasons including natural birth rates and immigration.
Of particular interest to us are the following estimates of percentage rise per annum:
Asian-Indian: +2.9%; Asian-Pakistani +2.9%; Asian-Bangladeshi +3.2%;
Asian – Other +6.6%;
Black-Caribbean +0.7%; Black-African +8.7%; Black-Other +2.8%;
Chinese +11.9%; Mixed White/Black-Caribbean +3.3%; Mixed White/Black-African +7%;
Mixed White/Asian +5.6%*.
*For our mixed-race growth projections we adopted a 5% per annum average increase figure because
individual sub-group information is not available within our statistics for this sector in Manchester and there
are considerably more Black Caribbean than Black African people in the area at present.
Although these averages relate to the UK-wide populations of these particular groups,
there is no reason to assume they are not applicable in the Manchester area, so we
have used them to project our population growth estimates in order to illustrate the
probable position today (2006) and what is likely to happen by the next Census (2011),
and in ten years time (2016), if the same growth rates continues. Our base figures for
these calculations are the actual 2001 census numbers for each of the ethnic subgroups
in question for the interference-limited coverage area /TSA outlined above.
Asian Audience Reach Predictions
To arrive at an estimate of the approximate number of Asian Adults (15+) in the local
population we added 28.6% of the mixed race total (representing the UK average of
White/Asian people) to the total number of Asians then subtracted 30% representing the
large number of Asian youngsters aged under 15.
Given the great enthusiasm shown by 83.7% of Asian radio listeners in our original
research study who said they’d be likely to listen regularly to a new Asian station
answering our description, it is likely we have under-estimated our initial audience reach
(see Section 6, Evidence of Demand for details). Our only reservation in not predicting
higher initial reach is the relatively high proportion of Asian non-radio listeners, meaning
our early audience must come from a smaller pool of existing listeners.
26

Once established however, we are confident we can expand the market by eventually
persuading at least some of the large number of ethnic non-radio listeners to switch-on,
thereby increasing the audience to local commercial radio in Manchester too. And while
we readily accept our Year 2 and 3 reach projections would be unrealistic in a
‘mainstream’ radio market, because we are actually giving local Asians their first taste of
commercial local radio choice by launching only their second (dedicated) station, we are
convinced such ambitious projections are attainable.
Asian Audience Composition
Adopting the Rajar estimate that 85.5% of the Asian population is in the 15-44 age group
and bearing in mind we are primarily targeting 15-34’s, we think it reasonable to assume
around 90% of our audience will be aged under 45, of whom around 80% will be in the
15-34 target group.
Asian Listening Hours Projections
Once again, our original researches revealed large differences between the Rajar
estimate of 21.12 hours (total listening) per Asian listener per week (just 3 hours per
listener per week less than the all-adult average at the time), and the 9 hours per listener
per week average outlined in our own initial research study (see Section 6 Evidence of
Demand for details). This finding was backed-up by our most recent study which found
that although the majority of young Asian radio listeners tend to listen every day, far
more said they did so for under an hour than for 1-3 hours, or longer.
Taking a similar view to the one we used in relation to weekly reach predictions, our
initial 10 weekly average hours per listener would be the maximum proportion you’d
expect out of (say) 15 hours total listening, but comfortable in relation to a total of 21
hours. But given that many of our research respondents said they would listen to the
radio for longer in order to accommodate our station we feel our prediction is attainable,
even in the face of our own evidence that total weekly listening is currently relatively low,
certainly by comparison with the population as a whole.
In years two and three the growth in our average hours is shown to be very modest to
compensate for large incremental jumps in weekly reach, even though the likelihood is
that the market will expand once we are in it, as our research suggests.
Forecasting Asian Listening Hours by Age Group
Listening hours are apportioned in a similar way to weekly reach, though percentages
are further adjusted to take account of the likelihood of longer listening hours among the
younger sector of our overall audience, particularly 15-24’s.
Audience Reach Predictions for Black, Chinese and White Listeners
These are based on the results of our July 2006 survey in which we asked respondents
from each group how likely they would be to listen regularly to Masti Radio.
27

To project weekly reach amongst Black and Chinese listeners for years one and two we
used a formula based on half the total number of people from each group in our survey
who said they were either very or quite likely to listen regularly. For year 3 we used two
thirds of that total. The total number of adults 15+ in each ethnic group was calculated by
subtracting 30% from our projected total population figures for the years in question. In
the case of the Black population 47.8% of the local Mixed Race total was also factoredin
(to represent the UK proportion of mixed race people with Black ethnic roots).
We took an even more cautious approach when calculating the cross-over white
audience, using only half the percentage of people who said they were very likely to
listen in year 1, the whole number of ‘very likely’s’ in year 2 and one percent higher still
in year 3 (i.e. 3.75%; 7.5% and 8.5%). The total percentage of White 15-34’s saying they
were either ‘very’ or ‘quite’ likely to listen to Masti Radio in our survey was actually
24.7%. The total number of White adults was calculated using 2001 Census ‘White’
population figures multiplied by the expected annual growth levels (of -0.1%), less 19%
to represent under 15’s, less 49% of the remainder to leave only the approximate
number of white 15-44 adults (i.e. 915,254 in year 1; 914,338 in year 2 and 913,424 in
year 3).
Total adult populations for the years in question (needed to calculate Masti Radio’s
adult weekly reach) are based on our total population estimates less 21% to represent
the approximate proportion of under 15’s by that time (it was 19.65% in 2001) – i.e.
2008: 1,812,555; 2009: 1,819,804; 2010: 1,827,084
Listening Hours Predictions For Black, Chinese and White Listeners
Relatively low listening hours for Black and Chinese listeners are due to the restricted
broadcast hours of their dedicated weekly programming. In fact to err on the ‘safe side’
projected average hours per listener remain below the actual number of dedicated
programming hours for both groups over the whole three year period, even though in
reality we expect there to be some patronage (especially by Black listeners) of
mainstream programming which will mix R’n’B / Urban styles with popular Asian tracks.
Of course there will be no dedicated White programming as such, hence the lower
average hour figures when compared to Black listeners and the prediction that all
crossover listening is expected to occur in the 15-44 sector of the White adult audience.
We expect most White listening to occur during mainstream daytime output, together
with some of the specialist Black interest programmes.
28

3. Transmission proposals
(a) Provide details of the transmission site you propose to use, under the following headings:
(i) Name and National Grid Reference of site;
Sunley Building, Manchester, ngr SJ844983
(ii) Height of site above Ordnance datum (in metres); 44m
(iii) Height of transmitting aerial above ground level (in metres); 130m
(iv) Radiated power in either or both planes of polarisation, and aerial radiation pattern:
500w Vertical + 500w Horizontal - omni-directional
The applicant should confirm whether he believes that his intended mast aperture will be available, and
whether, where required, planning permission can be obtained. Where appropriate, evidence to support this
belief should be provided. Details of any negotiations which have been entered into with the site owner
should also be provided.
Arqiva has indicated it will be possible for us to share their existing antennae, so no
additional planning permission will be required.
The information provided above must take into account any requirements set out in Section 2 of this Notice.
As the Sunley Building normally provides generally good coverage of Manchester and
surrounding areas we first concentrated our efforts and those of Arqiva on discovering
the likely area of possible first adjacent channel interference from Real Radio (Emley
Moor 106.2 MHz). Once this was established we also assessed the potential suitability of
various other transmission sites to maximise reception/minimise interference for our
main ethnic target groups.
However, as the highest concentrations of Asians are to be found in Manchester itself
(where the majority of Black people also live), plus Oldham, Rochdale and Bolton we feel
the Sunley Building would best suit our purposes because it will deliver high field
strengths in and around the city centre plus reasonably consistent reception elsewhere
including 60dB+ coverage in Oldham and Bolton plus some coverage in the Rochdale
area.
(b) Please provide a detailed computer predicted map (in colour) of the coverage anticipated using the
transmission site and parameters described above.
We asked Arqiva to prepare two coverage prediction maps for this licence application.
The first (overleaf) predicts the likely level of interference by showing Emley Moor
coverage into the Manchester area, down to a field strength of 33dB. Other important
considerations are explored in a technical footnote in Confidential Appendix CA11.
As can be seen, the Pennines appear to provide a mostly effective natural barrier and
although we realise allowance also needs to be made for ‘lift’ conditions we hope the
Emley site may be too close to Manchester for this to be a significant variable.
29

The second map predicts interference limited coverage from the Sunley site:
31

(ci) Describe proposed arrangements for transmission provision (installation, maintenance and repair).
Our transmission provider Arqiva has the resources both to install the complete system
and conduct regular maintenance. Transmission parameters will be regularly monitored
via telemetry and remote monitoring systems which provide information (carrier power,
lack of modulation etc) to Arqiva’s control centre on a 24 hour basis. Their maintenance
personnel are highly trained and have the necessary spares and test equipment to
ensure any problems are resolved quickly and that the equipment continues to operate
within expected limits.
(d) What is the anticipated time-lapse between the award of licence and start of broadcasting?
We aim to be ready to commence broadcasting six months after licence award.
32

SECTION 105(B) AND (C): CATERING FOR TASTES AND INTERESTS/BROADENING
CHOICE
4. Proposed Format
A blank Format is attached at Annex 3. Fill it in, ensuring that each of the following criteria are addressed
within, where it is felt appropriate to do so. It should follow the style of Ofcom Formats, which can be viewed
at: http://www.ofcom.org.uk/static/radiolicensing/amfm/analogue-main.htm. Reasons for omission of any
particular criteria (and it is accepted that not all criteria will be relevant to all applications) should be set out
separately.
The Format will form part of the licence. Therefore, questions of clarification may be asked prior to licence
award and the wording amended to reflect this, if necessary.
(a) Station Name (working titles accepted);
(b) Service Duration. This is the number of hours you will broadcast each day. It should also include the
number of hours of locally-made programming (i.e.programming made within the licensed area) promised.
(c) Character of Service. This is a clear, one or two sentence description of the output and target audience.
(d) Detail. This should address, where appropriate:
(i) A clear description of the type/range of music.
(ii) Specialist music programmes.
(iii) A level of speech content (peak/non-peak)
(iv) Any specific plans for local material.
(v) News obligations, local and national (weekdays and weekends, peaktime, non-peak, etc.)
(vi) Other character-defining elements of programming
(N.B. As set out in Phase 2 of Radio - Preparing for the Future, Ofcom does not believe that the amount of
automation utilised by a station is an indication of programme quality. Therefore, Ofcom has no specific rules
relating to the amount of automation that a licensee may utilise, and applicants do not need to include details
in their proposed Format of how much live programming they intend to provide. However, should an
applicant wish to include such information, it should be included in this part of the Format and will be
regarded as a binding commitment in the event of a licence award.)
Our suggested Format is reproduced overleaf.
You will note that while we make a firm commitment to carry ‘supplementary’ output of
interest to non-Asian ethnic groups in our ‘Character of Service’, we do not specify which
groups or for how long. This is purely so we do not have to seek a variation of format if,
in the light of experience, we need to adjust this output in any way and should not be
taken as a lack of commitment to either introducing or sustaining our dedicated Black or
Chinese output.
We do not define specific quotas of individual music genres for the same reason,
essentially because what we are proposing is new, certainly in the Manchester market
and will no doubt need to be fine-tuned. However, having very carefully formulated our
programming plans we will not be expecting to stray from the spirit, or much of the detail,
outlined in the forthcoming pages.
Naturally we will be happy to discuss these or any other issues with Ofcom at any time.
33

Format Outline
MASTI RADIO
Station Name: Masti Radio
Licence Area: Manchester and surrounding area
(as defined in the licence advertisement)
Frequency: 106.10 MHz
Hours of Broadcast: 24 hours a day
(at least 18 hours weekdays,
15 hours Sat & Sun locally made)
Definitions
Speech excludes advertising, trails, sponsor credits and the like
and will be calculated over the period specified.
Music percentages are calculated as a percentage of the total
tracks broadcast in the specified period.
Peak time(s) refers to weekday breakfast and afternoon drive output,
and weekend late breakfast.
Daytime is 0600 to 1900 weekdays and 0800 to 1400 weekends.
Locally made refers to output produced and presented from within the
licence area and must include peak time where required.
Character of Service
A contemporary Asian/Urban/Popular Music led service primarily targeting young
people of Asian ethnic origin up to the age of 35. The station will also carry
supplementary output of particular interest to people in other ethnic groups in the
Manchester area.
Detail
Masti Radio will play a variety of contemporary music genres including Bollywood,
Lollywood, R’n’B, Bhangra, Asian Pop and Remixes. The overall music selection will
appeal primarily to young people from Asian and other ethnic sectors of the local
population. Specialist music programmes may complement the main mix, mainly during
non-daytime hours.
The station will showcase local talent and interests. It will also tackle social and other
issues of interest to its target audience(s) in a responsible way. Speech will be mainly in
English and will not normally exceed 25% of output. National news will feature hourly
everyday at least during daytime, with hourly local news at least during weekday
daytime. Regular religious programmes may be supplemented with extra themed
programmes or features around key religious events and festivals.
34

5. Programming Philosophy
(a) This sub-section of the application should take the form of a statement setting out the applicant's overall
programming philosophy and vision for the radio service.
If radio could smile (and we think it can), Masti Radio will have a cheeky grin from ear to
ear! That’s what ‘Masti’ means: fun, playful – naughty but nice….
It’ll be an exciting station for a vibrant young community and through this licence could
be born at exactly the right time to grow with it, reflecting an emerging sense of identity
which fuses pride in a distinctive heritage with an upbringing in a northern English city
setting.
Young British Asians are exactly what their name suggests, so society at large is
capable equally of making them feel at home in two hugely different cultures, or feel as if
they don’t really belong in either. It is the absolute intention of our Board that Masti
Radio will engage with the young people of Greater Manchester, reflecting common
interests in entertainment and showcasing new local talent, as well as helping them
explore social and local issues. It will actively promote positive community awareness
and educational initiatives targeting the young, in addition to fostering understanding of
previously ‘taboo’ social subjects, the open discussion of which is taken for granted in
‘Western’ society.
Our target audience has a number of different religious backgrounds (though the
majority are Muslim) so we will reflect Faith in an appropriate way.
The station will also offer Manchester’s Chinese community a weekly three hour
programme and the Black community will have six hours of dedicated output including a
Gospel start to Sunday mornings, plus the crossover effect of shared interest in key
music genres at the heart of our daytime music policy.
Given the encouraging sense of musical/cultural empathy that is increasing between
young people from different backgrounds, it is also likely that Masti Radio will attract a
secondary listenership among White youngsters too, even though they already have
much more radio choice by comparison with their Asian counterparts.
Of course the existing licensee Asian Sound Radio already has a place in Asian lives as
our audience research clearly shows, but the majority of young Asians want a station
they know will be broadcasting exactly what they want to hear exactly when they want to
hear it. Our research found out what they like and we simply want to give it to them on
their own FM station, backed by people with very solid business and social experience
with young people.
35

(ii) The strategies which the applicant proposes to implement in regard to:
• catering for the tastes and interests, general or particular, of persons living in the area;
More Music!
As you’d expect for a station with a primary audience target of Asian’s aged 12-34, Masti
Radio will be music led, playing a variety of contemporary music genres including
Bollywood, Lollywood, R’n’B, Bhangra, Asian Pop and Re-mixes, combined with other
influences and specialist music programmes which complement the main daytime
format.
Meanwhile, Black music aimed at a young audience will dominate three hours of
Saturday night from 10pm and Gospel will feature on Sunday morning. Both these
programmes are intended primarily for the Black community, whereas Chinese popular
songs will be heard on Monday night from 10pm in our weekly programme targeting
another ethnic group in Manchester under-served by local commercial stations despite
being present in proportions well above its UK average.
We have arrived at our main Asian music policy through the broadcasting experience of
our group members, which includes involvement in pioneering similar formats elsewhere
and (in particular) through the views expressed by the 504 local Asian radio listeners
(over 300 of whom were aged under 35) who took part in our initial Asian Radio Listener
Survey.
Fieldworkers handed a number of showcards to respondents containing 10 groupings of
well known titles/artists from various genres which were not named. The intention was to
focus respondent attention onto recognising favourite artists and songs rather than
looking for fashionable genre names - and also because some groupings were new,
crafted by Masti Radio to mix compatible styles together. For example ‘Asian and
Mainstream R’n’B’ formed one category with two title/artist examples from each.
Respondents were then asked to identify the music title/artist group they’d most like to
hear on a new station for Asians. They were then asked for their subsequent choices in
order of preference until they ran out of examples they liked. When designing our format
we took most notice of first choice genres in the main 15-24/25-34 age groups, adjusting
the balance in line with greatest popularity through subsequent choices and overall
compatibility from one age group to another.
36

Below are the ‘first choice’ music genre results from our first survey:
MASTI RADIO ASIAN SURVEY Adults 15 – 24 25 - 34 35 - 44 45+
SAMPLE 504 178 146 95 84
No reply 36 7 12 5 12
7.10% 3.90% 8.20% 5.30% 14.30%
A1 Asian Pop 69 20 19 18 12
13.70% 11.20% 13.00% 18.90% 14.30%
A2 New Bollywood & Lollywood 117 38 31 25 23
23.20% 21.30% 21.20% 26.30% 27.40%
A3 Old Bollywood & Lollywood 52 7 11 16 18
10.30% 3.90% 7.50% 16.80% 21.40%
A4 Bhangra Traditional & Western 71 22 25 16 8
14.10% 12.40% 17.10% 16.80% 9.50%
A5 Re-mixes 51 27 14 5 5
10.10% 15.20% 9.60% 5.30% 6.00%
B1 Asian and Mainstream R’n’B 62 30 24 4 3
12.30% 16.90% 16.40% 4.20% 3.60%
B2 Western Pop/Chart 10 4 4 2 -
2.00% 2.20% 2.70% 2.10% -
B3 Dance 7 4 1 2 -
1.40% 2.20% 0.70% 2.10% -
B4 Dance Hall (Hip Hop / Garage
/ Bashment) 27 19 4 2 2
5.40% 10.70% 2.70% 2.10% 2.40%
B5 Gospel 2 - 1 - 1
0.40% - 0.70% - 1.20%
The example songs from each genre used in the research can be found in Appendix A15.
MASTI RADIO MUSIC FORMAT - GENRE PERCENTAGES
A1 Asian Pop 10%
A2 New Bollywood & Lollywood 35%
A3 Old Bollywood & Lollywood 5%
A4 Bhangra Traditional & Western 15%
A5 Re-mixes 10%
B1 Asian & Mainstream R’n’B 20%
B2,B3,B4&B5 (W.Pop, Dance, DanceHall & Gospel) 5%
Overall we will play 85% Asian music against 15% Western.
N.B. We repeated our music preference exercise with updated song lists in the same
genre categories in our 2006 survey and found broadly similar results among the Asian
sample. This survey also confirmed our expectations as to the overall music tastes of our
other ethnic target groups.
37

Music 75% / Speech 25%
As can be seen below, we arrived at this music/speech ratio as it was the most popular
option chosen by potential listeners aged 15-34 in our survey:
MASTI RADIO SURVEY Adults Male Female 15 – 24 25 - 34 35 - 44 45+
ASIAN SAMPLE 504 258 246 178 146 95 84
All music 55 25 30 32 15 5 3
10.90% 9.70% 12.20% 18.00% 10.30% 5.30% 3.60%
Mainly music (say 75%) 253 125 128 89 89 40 34
50.20% 48.40% 52.00% 50.00% 61.00% 42.10% 40.50%
50% Music/50% Speech 157 86 71 53 34 39 31
31.20% 33.30% 28.90% 29.80% 23.30% 41.10% 36.90%
Mainly speech (say 75%) 31 17 14 3 3 10 15
6.20% 6.60% 5.70% 1.70% 2.10% 10.50% 17.90%
All speech 8 5 3 1 5 1 1
1.60% 1.90% 1.20% 0.60% 3.40% 1.10% 1.20%
Main Presentation Language
Speech Content
Masti Radio’s language ratio, again directly driven by our research findings, will be 70%
English / 30% Asian languages, except during Asian festival periods when the proportion
of Asian languages is expected to rise (though not to anything like the amount
broadcast routinely by Asian Sound Radio).
Religion
Our research asked “How do you think a new FM station mainly for Asians should reflect
religious interest?”
MASTI RADIO ASIAN SURVEY Adults 15 - 24 25 - 34 35 - 44 45+
504 178 146 95 84
No reply 1 - - - 1
0.20% - - - 1.20%
Through regular religious programmes for
my religion 182 59 46 41 36
36.10% 33.10% 31.50% 43.20% 42.90%
By covering (only) the Asian
religious/community festivals 251 85 77 46 42
49.80% 47.80% 52.70% 48.40% 50.00%
By having no religious programming at all 70 34 23 8 5
13.90% 19.10% 15.80% 8.40% 6.00%
On discovering a third of people in our main target (15-34) age range wanted regular
religious programmes we felt this was too large a proportion to be simply regarded as a
minority view, so we decided to err on the side of caution and provide a weekly
programme in a traditional early morning slot for each of the main Asian religions in
order to be totally even-handed.
38

A Christian programme featuring Gospel music will also be scheduled on Sunday
morning as part of our commitment to Manchester’s Black community.
Religious Programmes on Masti Radio
Muslim - Friday 0500-0700 Naaths
Sikh - Sunday 0500-0700 Shabads
Christian - Sunday 0700-1000 Gospel
Hindu -Thursday 0500-0700 Bhajans
Additionally there will be extra output around main religious festivals, e.g. Easter,
Ramadan, Vaisakhi, Diwali and Christmas.
News and Sport
Hourly IRN bulletins will be broadcast every day from 0700 – 0000, followed from 0700-
1800 on weekdays by an in-house bulletin.
In-house news will be 2 minutes long, always in English and will feature local and
national Asian stories, as well as sports and entertainment stories. Additionally, after the
IRN bulletin at 1900 on weekdays “Daily Insight” will look at the day’s events in more
depth, including business and financial news (15 minutes).
Our research confirmed a strong interest in news about Manchester’s Asian Community.
We will therefore concentrate our locally generated news output in that direction
following the hourly IRN bulletin, rather than look further afield for Asian interest stories,
for which there is comparatively little interest in our target age group.
Other Speech
Reference to our Programme Schedule will illustrate some of the short programme
features we have in mind and we expect to incorporate all items indicated as popular
through our survey, together with the community and social action initiatives indicated in
Programme Philosophy at the start of this Section.
As with music, speech item choices were graded by our research respondents according
to importance. The results below show the type of speech item listeners regarded as
their first choice – the single most important one. There were actually 15 levels of ‘next
most important’ choice. (See Full Research Tables in Confidential Appendix CA5 for
more details).
39

MASTI RADIO ASIAN SURVEY ADULTS 15 - 24 25 – 34 35 - 44 45/+
504 178 146 95 84
MOST IMPORTANT SPEECH
5 - - 3 2
No reply 1.00% - - 3.20% 2.40%
158 47 43 36 32
News from Greater Manchester’s
Asian Community 31.30% 26.40% 29.50% 37.90% 38.10%
27 12 8 3 4
News from South Asia 5.40% 6.70% 5.50% 3.20% 4.80%
58 14 16 16 12
UK National and World News 11.50% 7.90% 11.00% 16.80% 14.30%
49 20 12 11 6
Local (Greater Manchester) News 9.70% 11.20% 8.20% 11.60% 7.10%
5 1 2 1 -
Regional (NW England) News 1.00% 0.60% 1.40% 1.10% -
12 10 1 - 1
Weather Forecasts 2.40% 5.60% 0.70% - 1.20%
22 11 7 1 3
Whats-on (Events in the local/Asian
communities) 4.40% 6.20% 4.80% 1.10% 3.60%
37 17 11 6 3
Entertainment/Showbiz News
(including Bollywood and
Lollywood) 7.30% 9.60% 7.50% 6.30% 3.60%
12 7 4 - 1
Gig/Club Guide 2.40% 3.90% 2.70% - 1.20%
30 7 16 5 2
Sport – football 6.00% 3.90% 11.00% 5.30% 2.40%
11 3 4 1 3
Sport – cricket 2.20% 1.70% 2.70% 1.10% 3.60%
9 6 2 - 1
Interviews with personalities 1.80% 3.40% 1.40% - 1.20%
7 2 2 3 -
Health/Fitness advice and features 1.40% 1.10% 1.40% 3.20% -
1 - 1 - -
Traffic and Travel news 0.20% - 0.70% - -
1 - - 1 -
Business/Financial News 0.20% - - 1.10% -
13 2 6 3 2
Features about Asian Festivals 2.60% 1.10% 4.10% 3.20% 2.40%
22 8 3 2 9
Prayers/Religious Features 4.40% 4.50% 2.10% 2.10% 10.70%
8 3 3 - 2
Debates/Discussions/Phone-ins 1.60% 1.70% 2.10% - 2.40%
4 3 1 - -
Quizzes/Competitions 0.80% 1.70% 0.70% - -
13 5 4 3 1
Don't Know 2.60% 2.80% 2.70% 3.20% 1.20%
40

• broadening the range of local commercial services available in the area;
It is crucial to recognise how, when viewed from an Asian (Black or Chinese)
perspective, Manchester’s analogue radio dial remains almost empty with regard to
stations with specific ethnic appeal, despite being crammed full of signals. In contrast
London has three full time analogue Asian stations, plus Spectrum - most digital stations
are originated there and there are a host of other full time Asian services on a smaller
scale.
So at a time when many of our competitors for this licence are likely to be proposing
‘niche’ services to broaden still further the already wide listening choice available to the
main population, the majority of whom are White, there is just one dedicated analogue
Asian station - the existing ‘East Lancashire’ licensee Asian Sound Radio – and the
Black and Chinese communities have no dedicated city-wide station at all.
Noting Asian Sound’s new weekly Chinese programme, the only other city-wide
analogue station carrying any specialist Asian, Black and Chinese output is BBC Radio
Manchester. None of the other available ethnic radio services, the most popular of which
seem to be BBC Asian Network, Club Asia and (BBC) 1Xtra, are locally originated and
all are confined to digital platforms, often satellite and in some cases local DAB.
Our Degree of Difference From Other Stations
We have reviewed the full list of stations we are required to be different from in the
Ofcom specification document for this licence and are content that the service we are
proposing is sufficiently distinct as to genuinely broaden listening choice by comparison
with all the stations named.
In the case of all the mainstream city-wide/regional and smaller scale commercial local
services the differences in format are very obvious, although some community stations
do carry some ethnic output. But even if they come closer to our format at times during
specific ethnic programming, none of them do so on anything approaching a full time
basis and their signal footprint is inevitably limited to a relatively small geographical area.
To access the popularity of community stations among our target audience(s) we
included both the area’s original Community ‘Access/Pilot’ stations (Wythenshaw FM
and All FM) in both our specially commissioned listening surveys, as well as providing
space for interviewers to note the names of any other stations mentioned by
respondents. Despite this no other stations were mentioned and audience levels to the
two original ones remained very small. The best result obtained in our most recent
survey was All FM’s 3.4% of Black radio listeners who said they listened regularly, a
comparatively good result given the station’s limited range.
Asian Listener Station Choices and Listening Patterns
The results shown below are taken from our original specially commissioned Asian
Radio Listener Survey. Unlike Rajar this included Asian Sound Radio, showing the level
of Asian listenership to a dedicated Asian local service compared with other stations.
Please note however that audience percentages shown here are of the total number of
actual Asian radio listeners not Rajar style ‘weekly reach’ showing audiences as a
percentage of all adults.
41

Considering the number of Asian non-listeners we found, the Rajar style weekly reach
equivalents of the percentages shown below would be about half the size of the values
expressed. Stations heard by less than 3% of Asian radio listeners in all age groups
were excluded from this table. Indeed, of the 45 station options originally listed, only 6
stations had ever been heard by more than 10% of all Asian radio listeners.
We asked Asian radio listeners to tell us what stations they had ever heard
MASTI RADIO ASIAN RESEARCH
STUDY – December 2004
Adult
Listeners 15 – 24 25 - 34 35 – 44 45+
BBC Radio 1 33.90% 38.80% 36.30% 28.40% 25.00%
BBC Radio 2 8.10% 6.70% 8.90% 10.50% 7.10%
BBC Radio 3 3.20% 2.20% 3.40% 3.20% 4.80%
BBC Radio 4 4.40% 2.20% 5.50% 7.40% 3.60%
BBC Radio Five Live/Sports Extra 8.10% 5.10% 11.00% 5.30% 13.10%
BBC Asian Network (digital) 25.60% 24.20% 24.00% 26.30% 31.00%
BBC World Service 2.20% 1.10% 0.70% 2.10% 7.10%
1XTRA (digital) 2.40% 5.60% - - 2.40%
BBC GMR 2.80% 0.60% 3.40% 2.10% 7.10%
Any other BBC Local Station 1.60% - 4.80% 1.10% -
Key 103 37.50% 47.20% 38.40% 26.30% 27.40%
Magic 1152 5.40% 6.20% 6.80% 4.20% 2.40%
Capital Gold 3.00% 2.20% 2.70% 4.20% 3.60%
105.4 Century FM 6.20% 6.20% 8.90% 5.30% 2.40%
100.4 Smooth FM 4.60% 2.20% 7.50% 4.20% 4.80%
Asian Sound Radio 85.90% 82.60% 85.60% 86.30% 92.90%
Galaxy 102 43.50% 62.90% 37.00% 32.60% 25.00%
96.2 The Revolution 10.30% 9.60% 13.70% 7.40% 9.50%
107.4 Tower FM 4.40% 5.60% 4.10% 4.20% 2.40%
Classic FM 2.60% 1.10% 2.10% 5.30% 3.60%
Talk SPORT 4.00% 2.20% 4.80% 5.30% 4.80%
Virgin Radio 4.60% 5.10% 4.80% 3.20% 4.80%
Sunrise Radio Yorkshire (103.2 FM
Bradford area) 8.50% 9.60% 6.80% 8.40% 9.50%
Sunrise Radio (London and digital) 8.70% 7.90% 11.60% 6.30% 8.30%
Yarr Radio (digital) 5.00% 7.90% 3.40% 2.10% 4.80%
Masti Radio (Internet only) 3.60% 6.20% 3.40% 1.10% 1.20%
Kiss (digital) 8.50% 15.70% 6.80% 3.20% 2.40%
The Hits (digital) 2.60% 5.60% 1.40% 1.10% -
Smash Hits Radio (digital) 6.30% 10.70% 4.80% 3.20% 3.60%
Any other digital radio station 2.00% 1.10% 0.70% 3.20% 4.80%
Weekly Audiences
When Asian radio listeners were asked what stations they listened to regularly and had
heard during the past week the field narrowed still further. Stations with a weekly
audience of less than 2% of Asian radio listeners have been excluded from the table
below for clarity, though we’d like to point out that Masti Radio was already attracting 1%
of all Asian listeners by the time this survey was carried out (December 2004), despite
only launching on 1 st November 2004 and only being available in the Manchester area
via the Internet and ‘overspill’ DAB reception. (In our latest survey it has 2%).
42

Stations with weekly audiences of 2% or more of Asian radio listeners
MASTI RADIO RESEARCH STUDY 1
December 2004
% Adult
Listeners 15 – 24 25 – 34 35 – 44 45+
BBC Radio 1 18.30% 21.30% 19.20% 16.80% 10.70%
BBC Radio 2 3.00% 1.10% 4.10% 4.20% 3.60%
BBC Radio Five Live/Sports Extra 4.20% 2.80% 4.10% 3.20% 8.30%
BBC Asian Network (digital) 10.30% 7.90% 9.60% 10.50% 16.70%
Key 103 23.60% 31.50% 22.60% 15.80% 17.90%
105.4 Century FM 2.20% 1.70% 4.10% 1.10% 1.20%
Asian Sound Radio 72.00% 62.90% 72.60% 77.90% 84.50%
Galaxy 102 28.60% 46.60% 23.30% 22.10% 6.00%
96.2 The Revolution 2.80% 2.20% 5.50% 1.10% 1.20%
107.4 Tower FM 2.00% 2.80% 0.70% 3.20% 1.20%
Sunrise Radio Yorkshire (103.2
Bradford area) 2.60% 2.80% 3.40% 2.10% 1.20%
Sunrise Radio (London and digital) 2.20% 1.70% 2.10% 4.20% 1.20%
Yarr Radio (digital) 2.00% 3.90% 0.70% - 2.40%
Kiss (digital) 2.60% 5.60% 1.40% 1.10% -
Full research tables can be found in Confidential Appendix CA5
Note how only four of Manchester’s city-wide/NW regional commercial stations appear at
all, of which three (Asian Sound Radio, Key 103 and Galaxy 102) attract notable
audiences. Smaller scale commercial stations 96.2 The Revolution and 107.4 Tower FM
appear because segments of our research fieldwork were carried out in their respective
areas (Oldham and Bolton/Bury) due to the high concentrations of Asian residents.
Of BBC radio services, Radio 2 fails to work any magic on Manchester’s Asian ears and
neither Radio 4 nor GMR managed to attract even 2% of all Asian adult listeners. Radio
4 had 1.8% overall, but 2.1% of Asian male listeners, 2.7% of 35-44’s and 4.2% of 45+’s.
GMR had 0.6% overall, but 2.4% of 45+’s.
In the case of GMR (now re-named BBC Radio Manchester) we were a little surprised at
the very low figures since it devoted two full evenings a week to Asian programming,
with prominent support on the home page of its BBC ‘Where I Live’ website.
Consequently we wonder if listeners think they are actually hearing BBC Asian Network
when they encounter GMR’s Asian output and report their listening under that station
name.
Looking at other results from the original survey we were proud to note how Sunrise
Radio (Yorkshire) out-performed its London based namesake, despite access for
Manchester based listeners being confined to the internet and overspill reception from its
West Yorkshire DAB transmitters.
Turning to age group breakdowns it can be clearly seen how Asian Sound Radio’s
audience is weighted toward older listeners, as is BBC Asian Network. Meanwhile
Galaxy 102, Key 103 and BBC Radio 1 attract larger proportions of younger than older
Asians.
43

But of all ‘mainstream’ (non-Asian) stations, only the results obtained by Galaxy 102
came anywhere close to those of Asian Sound Radio in our original survey, which is
shown to reach 46.6% of Asian radio listeners aged 15-24 in an average week. In our
more recent (July 2006) survey the relative positions of these two stations is reversed
with Galaxy taking a clear lead with 44.9%. The popularity of Galaxy is explained
because young Asians like certain Western music styles, having grown up with them, in
particular ‘Urban’ forms especially R’n’B. That’s why we intend to include such styles in
our main daytime music policy.
And the fact the roots of such music are in Black culture lies at the heart of our idea to
also target Black listeners at specific times. (Further details and research results relating
to music preferences are summarised elsewhere in the Programming section).
Audience Levels to Asian Sound Radio
Firstly, on the basis that Asian Sound Radio attracted a weekly audience of 72% of the
504 Asian radio listeners in our first survey, we estimated that would be equivalent to
(Rajar style) weekly reach of 31.39% using our original 1,156 sample as a base. Our
newer survey – this time only of people in Masti Radio’s primary 15-34 target age range
– found Asian Sound to reach 28.6% of Asian radio listeners. Nonetheless, that figure
still made it the second most listened-to station among young Asians, though rather a
long way behind the clear market leader Galaxy.
2006 Listener Study
Overleaf is a table summarising the findings of our July 2006 listening survey, relating to
a question asking what radio stations respondents listen to on a regular basis. As with
our first survey the percentages shown are of actual radio listeners in each ethnic group.
rather than weekly reach of all adults (Rajar style).
Once again, the impression given from these new results is that people in the ethnic
groups find it difficult to be very enthusiastic about all but a handful of stations, with
many of the traditionally ‘biggest’ ones (apart from Galaxy and Key) failing to register
anything like the number of listeners they do among the main population. So although
Key 103 does relatively well, quite a way ahead of Radio 1, network stations like Radio 2
fail to register at all with young Asian and Black listeners.
Results that stand out are the strong following of Galaxy across all groups (though the
Chinese appear a little less enthusiastic and seem at times to prefer similar stations to
older white listeners). The fact that Smooth FM’s soul/motown led output is more popular
than 1Xtra among young Black listeners is interesting, as is their preference for a
mystery ‘other commercial local station’ (a pirate maybe?). Finally the comparatively
strong following among Asians for London’s Club Asia is very encouraging as it’s the
nearest currently available format in Manchester to the one we propose.
44

Masti Radio Listening Study - July 2006 – Station % of Radio Listeners Aged 15-34
Listener Group Asian Black Chinese White
Station
Radio 1 12.2% 11.2% 12.5% 27.6%
Radio 2 0% 0% 6.3% 6.9%
Radio 4 1% 1.1% 12.5% 0%
Radio Five Live 1% 1.1% 3.1% 5.7%
Radio Manchester 1% 3.4% 0% 0%
Asian Network 8.2% 0% 0% 0%
World Service 0% 2.2% 0% 0%
1 Xtra 0% 10.1% 0% 1.1%
Key 103 18.4% 15.7% 28.1% 46%
Magic 1152 2% 2.2% 0% 3.4%
Capital Gold 0% 3.4% 0% 1.1%
105.4 Century FM 3.1% 2.2% 6.3% 4.6%
100.4 Smooth FM 2% 16.9% 3.1% 5.7%
97.7 XFM 2% 1.1% 0% 3.4%
Asian Sound Radio 28.6% 1.1% 0% 0%
Galaxy 102 44.9% 43.8% 21.9% 35.6%
96.2 The Revolution 0% 0% 3.1% 2.3%
107.4 Tower FM 1% 1.1% 0% 2.3%
Othr Com Local Stn 0% 11.2% 0% 0%
Classic FM 0% 1.1% 3.1% 0%
Talk Sport 2% 3.4% 6.3% 5.7%
Virgin Radio 2% 1.1% 0% 0%
All FM 0% 3.4% 0% 0%
Wythenshaw FM 0% 1.1% 0% 0%
Sunrise Yorkshire 3.1% 0% 0% 0%
Sunrise London 1% 0% 0% 0%
Masti Radio 2% 0% 0% 0%
Club Asia 10.2% 0% 0% 0%
Kiss 1% 2.2% 0% 0%
Karrang 0% 0% 0% 1.1%
Core 1% 0% 0% 0%
Heart 1% 0% 0% 0%
Mojo 0% 2.2% 0% 0%
The Hits 0% 1% 0% 0%
Smash Hits 3.1% 0% 0% 0%
Other Station 2% 2.2% 0% 0%
45

Asian Surveys Summary – Manchester-wide Commercial Local Stations
Dec 2004 July 2006
Stations % of Asian Listeners % of Asian Listeners
(sample: 504 Adults) (sample:150 15-34’s)
Asian Sound Radio 72% 28.6%
Galaxy 102 28.6% 44.9%
Key 103 23.6% 18.4%
105.4 Century FM 2.2% 3.1%
100.4 Smooth FM 0.4% 2%
Capital Gold Manchester 0.6% 0%
Magic 1152 1.6% 2.0%
Monitoring
For our original 2005 application we monitored and logged the three local commercial
stations which attract Asian listeners in any numbers in order to prove how Masti Radio
will broaden choice by being fundamentally different to anything currently on offer.
Given the great degree of obvious difference, even from a non-Asian standpoint,
between Masti Radio and all other stations except Asian Sound Radio, we have remonitored
only that station in preparation for this application, noting a few changes in the
process.
Monitoring Summary - Asian Sound Radio
Monitoring Schedule 1: 1100 Monday 17 th January -1100 Wednesday 19 th January 2005
All station output items during the 28 hours of (mainly ‘daytime’) chronological monitoring
were timed in seconds (totalling 100,800) and noted on a spreadsheet. See Confidential
Appendix CA8.
Monitoring Schedule 2: Thursday 14 th , Monday 18 th and Tuesday 19 th September 2006
During a 65 hour period over the three days all but the following 23 hours were
analysed: 00.00-07.00 each day (Back to Back Music and Religious Output); 21.00-
00.00 each day (14 th Mirpuri Programme; 18 th Gujrati ;19 th Urdu). For the spreadsheet
see Confidential Appendix CA8B.
46

Asian Sound Monitoring - Summary of Totals and Percentages.
Broad Content Types Seconds Percentages
Jan 05 Sep 06 Jan 05 Sep 06
Music 41,382 38,191 41.1% 44.2%
Programme Speech 37,901 30,298 37.6% 35.1%
Advertising 11,338 9,117 11.3% 10.6%
World/National News 7,581 6,427 7.5% 7.4%
Local News 2,533 2,343 2.5% 2.7%
None (Dead Air) 65 43 0.06% 0.03%
Music Breakdown
(using Masti genre definitions)
% of
Genre Seconds Music
Jan 05 Sep 06 Jan 05 Sep 06
Asian Pop 1,244 3,563 3.0% 9.3%
New Bollywood and Lollywood 20,882 18,550 50.5% 48.6%
Old Bollywood and Lollywood 13,183 8,719 31.9% 22.8%
Bhangra traditional and western 3,359 4,251 8.1% 11.1%
Remixes 1,705 1,345 4.1% 3.5%
Asian and Mainstream R’n’B 0 0 0.0% 0.0%
Western Pop 409 10 1.0% 0.03%
Dance 0 0 0.0% 0.0%
Dance Hall 0 0 0.0% 0.0%
(incl Hip Hop/Garage/Bashment)
Gospel 0 0 0.0% 0.0%
Other Religious 600 1,753 1.4% 4.6%
Although Asian Sound Radio has a daily three hour religious programme an extra 600
seconds of religious music was played during the Jan 05 monitoring period due to the
religious Hajj festival and an extra 3,067 seconds in Sep 06.
Programme Speech Breakdown
(excluding news and advertising, including jingle idents and promos)
% of Programme
Content Seconds Speech
Jan 05 Sep 06 Jan 05 Sep 06
English language 8,744 6,258 23.0% 20.7%
Asian languages 25,252 19,577 66.6% 64.6%
Jingles/Promo’s 3,975 4,463 10.4% 14.7%
However, if Jingles and Promo’s are ignored the % split for English/Asian speech was
26/74 in Jan 05 and 24/76 in Sep 06.
47

International/National News Breakdown
% of
Presentation Seconds Int/Nat News
Jan 05 Sep 06 Jan 05 Sep 06
In English 6,920 5,893 91.3% 91.7%
In Urdu 661 534 8.7% 8.3%
Local News Breakdown
% of
Presentation Seconds Local News
Jan 05 Sep 06 Jan 05 Sep 06
In English 2,220 2,330 87.6% 99.46%
In Urdu 313 12.6 12.4% 0.54%
Comparisons between Asian Sound Radio and Masti Radio’s Proposals
Music Format
Daytime average proportions:
Actual Asian Sound Planned Masti
Radio % Radio %
Jan 2005 Sept 2006
Asian Pop 3.0% 9.3% 10%
New Bollywood and Lollywood 51.2% 48.6% 35%
Old Bollywood and Lollywood 32.4% 22.8% 5%
Bhangra traditional and western 8.2% 11.1% 15%
Remixes 4.2% 3.5% 10%
Asian and Mainstream R’n’B 0.0% 0.03% 20%
Western Pop,Dance,Dance Hall,Gospel 1.0% 0.0% 5%
Perhaps in anticipation of competition for the younger part of its Asian audience, Asian
Sound’s music balance has clearly moved in a more contemporary direction since our
first monitoring exercise, though the evidence from our listener surveys is of falling
audiences in this sector. We think, backed by our research, their high proportions of
speech and the predominant use of Asian languages are actually the main obstacles to
them reaching more young Asian listeners, though of course these ingredients are
equally positive reasons for their great success with older listeners - hence our plan to
be fundamentally different in these and many other respects.
Other Programme Content
Asian Sound Radio’s programme schedule has the following genres which won’t appear
on Masti Radio: Gujarati, Bengali Mirpuri and Ghazals.
Religious Music
Asian Sound Radio has a total of 21 hours scheduled Asian religious music per week
compared to Masti Radio’s plan for 6 hours.
48

Music to Speech Ratio
(excluding advertising content) Music % Speech %
Asian Sound Radio 2005 52 48
2006 56 44
Masti Radio 75 25
Presentation Language
English % Asian %
Asian Sound Radio 2005 25 75
2006 24 76
Masti Radio 70 30
International/National News
(shown as total seconds 0700-2000 weekdays)
Actual Asian Sound Planned Masti
Seconds (Jan 05) Seconds
IRN 2,520 2,520
Drivetime half-hour headlines 98 Nil
Asian Sub-Continent News 727 Nil
TOTAL 3,345 2,520
Masti Radio will not specifically feature ‘extra’ news from the Asian Sub-Continent
because it was not a popular choice in our listener survey.
Asian Sound Radio also translated the 1900+2000 bulletins into Urdu (in addition to the
English versions) when we listened, totalling 300 seconds. Masti Radio will not do this.
Local News and Sport
(shown as total seconds for 0700-2000 weekdays)
Actual Asian Sound Planned Masti
Seconds (Jan 05) Seconds
1,328 2,340*
*includes the 15 minute local news magazine programme 1903-1918
For all the above reasons we feel Masti Radio will be very different from and therefore
complementary to the current output of Asian Sound Radio, doubling Asian radio choice
in Manchester - a city in which the non-white population, led by Asians, is set to grow by
at least 50% during the term of the new radio licence.
49

Monitoring Summary Key 103
As Manchester’s ‘heritage’ local commercial station you’d expect Key 103 to feature
prominently in overall listening across the city. In terms of Asian listeners our two
audience studies showed that although the station did reasonably well it is less popular
than Galaxy, though it is still one of relatively few ‘mainstream’ stations to attract an
audience of reasonable proportions. The preference for Galaxy among Asian (and
Black) listeners is probably due to a preference for Black music styles (especially R’n’B)
to mainstream western pop or rock.
We monitored Key 103 for a 12 hour weekday daytime period (0600-1800) on
Wednesday 2 nd February 2005 (the spreadsheet log is Confidential Appendix CA9).
Apart from a competition to win a holiday in Hong Kong to celebrate Chinese New Year
there was no speech content of specific interest to any of Masti Radio’s ethnic target
groups.
Advertising accounted for 22% of total output, news/speech/jingles/promos for 26% and
music for 52%. Music and speech are broken down below. For simplicity we have put
mainstream Western Pop and Rock into one category.
Music category % of Music played
Pop/Rock 79.6%
R’n’B 10.9%
Dance 9.5%
Key 103 therefore plays less R’n’B than Masti Radio proposes to do (20% comprising a
mix of Asian and Western styles). But it has more Dance and vast amounts more
(Western) Pop/Rock. Masti Radio will have no Rock and a 5% proportion category which
includes both Dance and Western Pop alongside other fringe interest styles from the
point of view of our target audience.
Speech Category % of Speech
News and Sport 15.6%
Programme Speech 73.8%
(incl. links, travel etc)
Recorded Branding 10.6%
(promos/jingles/idents)
News was presented in ‘home mix’ style throughout, with overall content weighted
slightly in favour of local stories if you include those about local sport, which largely
concerned Manchester United and Manchester City on the day we monitored.
50

Monitoring Summary – Galaxy 102
Our original Asian research survey found Galaxy to be the most listened-to existing local
commercial station after Asian Sound Radio, but our July 2006 survey showed it well
ahead. As you’d expect from the higher proportion of Black music content compared to
Key 103 it is also the clear favourite of Manchester’s Black community.
We monitored Galaxy from 0600-1800 on Thursday 3 rd February 2005. Music accounted
for 56.6% of total output, even though not much of it seemed to be played on the chatintensive
breakfast show. After breakfast however the station was music-intensive and
didn’t even have news bulletins to interrupt the flow until late afternoon.
The full Galaxy 102 content breakdown was as follows:
Content Breakdown Seconds % of total
output
Total news 1010 2.4%
Total adverts (including sponsorship) 7351 17.1%
Total solus branding (promos, jingles and idents) 2007 4.7%
Total songs 24366 56.6%
Total presenter links 7765 18.00%
Traffic/travel 376 1.0%
Gaps 43 0.09%
Total 42978 99.89%
With just 16.8 minutes of news in 12 hours, resulting from having no bulletins between
morning and evening drivetime, Galaxy had far less news overall than Masti Radio will
have and none specifically about the Asian community in Manchester.
Turning to music, it is clear from the chart below that Galaxy plays a lot more (western)
R’n’B and Dance music than Masti Radio, though Masti will obviously play more Asian
R’n’B.
By music
category
As % of total
output
As % of songs
played
Total R'n'B 28.00% 49.50%
Total dance 13.50% 23.90%
Other 58.50% 26.60%
Total songs 100.00% 100%
The full Galaxy 102 Monitoring Log can be found in Confidential Appendix CA10.
On the basis of our monitoring exercises we conclude that far from duplicating the output
of any of Manchester’s existing local commercial radio stations, Masti Radio will
genuinely expand local listening choice.
51

• the provision of local material, if any;
All our local news and feature content will be compiled in our studios in central
Manchester. Obviously this will sometimes contain audio clips and script material
originated elsewhere.
• the proportion of locally-made programming, if any.
The Masti Radio Format includes a commitment to originate at least 18 hours local
output on weekdays and 15 hours on both Saturday and Sunday, including all ‘peaktime’
programming.
(c) If appropriate, the applicant may also provide a typical programme-by-programme weekday
schedule, to give a flavour for the direction of the station.
WEEKDAY PROGRAMME SCHEDULE
0100 – 0700 Monday to Wednesday
0100 – 0500 Thursday and Friday
Night Moves
Non-stop, pre-recorded/automated output through the night, featuring the Masti music
mix including all the specified genres except religion, plus idents and programme trails.
0500-0700 Thursday
Religious Programming for Hindus
Pre-recorded/automated service playing Bhajans.
0500-0700 Friday
Religious Programming for Muslims
Pre-recorded/automated service playing Naaths.
0700 – 1000
Breakfast
Fun, entertainment and essential information to start the day, with a lively mix of up-beat
popular, contemporary music plus ‘Reload’ – a special mini tribute to the Golden Age of
Music.
Features: IRN followed by in-house news on the hour, traffic & travel every half hour,
weather update once an hour, whats-on and showbiz gossip.
1000 – 1300
Mixed Bag
Chit-chat with studio guests and music with a laid back feel for a mix of tastes. The onus
is on letting the listeners set the agenda whether they are at home, at work or studying.
Features: IRN followed by in-house news on the hour, requests and dedications, plus a
once a week live link-up with a local restaurant/eatery for special recipes and cooking
tips.
52

1300 – 1600
Strictly Filmi
‘Forget the daily tedium as we take you on a magical journey of pure romantic
indulgence’. Playing the best hits past and present from Bollywood and Lollywood films
and pampering listeners with our star interviews with the screen idols who are setting
hearts a flutter!
Features: IRN followed by in-house news on the hour, weather update once an hour,
Bollywood/Lollywood gossip and competitions.
1600 – 1900
The Drive
Information to help get the listener home safely with a lively mix of up-beat popular,
contemporary music, plus ‘Reload’ – a special mini tribute to the Golden Age of Music.
Features: IRN followed by in-house news on the hour, traffic & travel every half hour,
weather update once an hour and gig/club guide.
1900 – 1918
Daily Insight
If it’s hitting the headlines we’ve got it covered! In-depth daily news & sports round up in
English, featuring sound bites from those in the know. To include business/financial
items – essential listening for the young entrepreneur.
1918 – 2200
Masti Madness!
Light hearted chat and discussion peppers the greatest hits around. Designed to put the
listener in the best frame of mind for making that all-important decision – whether to go
out or to stay home and chill!
Whichever they decide ---Masti Madness is the essential evening companion.
Features: IRN on the hour, weather update once an hour and “what’s-on.”
2200 – 0100
Masti for The Connoisseur
This is the programme where Masti Radio caters for specialist tastes and preferences,
with every night dedicated to a different theme including regular appointments on
Mondays with the ‘All Action Chinese Hero’ (our dedicated weekly programme for
Manchester’s Chinese community) and Tuesdays for the R’n’B (Asian and Mainstream)
lovers out there. Most nights Masti For the Connoisseur will link up with Clubs,
Community Groups and Special Events. Features: IRN on the hour until midnight.
Saturday and Sunday Schedules can be found in Appendix A13
53

SECTION 105(D): EVIDENCE OF LOCAL DEMAND OR SUPPORT
6. Evidence of Demand
This section should provide an analysis of the reasons as to why it is considered that there is a demand
for the type of service proposed, with reference to the size and nature of the proposed target audience.
This project originally developed from a feeling that existing commercial local stations
in Manchester don’t properly cater for the tastes and interests of young British
Asians, including the programming of Asian Sound Radio which seemed to be
primarily intended for older people.
Through our original research (Dec 2004) we sought to discover to what extent
Asians listen to the radio, what stations they listen to and what they’d like to hear on
a new station aimed primarily at the young adults who already form the majority of
Manchester’s Asian community. Supplementary research this year updated the Asian
results and contrasted them with the views of young Black, Chinese and White adults
aged 15-34.
Research Initiatives
We commissioned two independent listening/listener surveys and obtained Census
and Rajar desk research from independent outside agencies (the latter in connection
with the TSA for our 2005 application), supplemented by extensive (informal)
discussion with people in the Asian, Black and Chinese communities.
Independent research company PH Research Services, based in Oldham was
selected to carry out both studies due to its experience, local knowledge and easy
access to Asian/ethnic interviewers and communities. The questionnaires were
devised by Masti Radio in consultation with Terry Mann under guidance from PH
Research on length, complexity and layout.
The reasoning and methodology of these main initiatives are summarised below.
If original market research has been undertaken, please provide the following
information:
Masti Radio Original Research
Objectives / Methodology
(a) A statement of the key
objectives of the research
(b) The specific questions
that the research sought
to answer
(c) How the research was
conducted
Asian Radio Listening
Study – December 2004
To discover the level and pattern
of existing Asian radio listening
and explore programme content
preferences
To discover the audience size of
- and listener attitudes to –
Asian Sound Radio. To
ascertain if Manchester’s Asians
want and will listen-to a new
(mainly) Asian station - and if so
what they’d like to hear on it.
Face to Face in the street
10 minute interviews
Multi-Ethnic 15-34
Listening Survey - July 2006
To update Asian listening data
in Masti’s main target age group
and compare it with Black, White
and Chinese attitudes
To update Asian Sound’s
audience, discover if high levels
of non-radio listening are
common to other ethnic target
groups by comparison to young
Whites, test the appetite for
Masti and find out how many
people will listen to it.
Face to Face in the street
5 minute interviews

Masti Radio Original Research
Objectives / Methodology
(d) The size and composition
of the sample(s)
(e) When and where the
research was conducted
Asian Radio Listening
Study – December 2004
1,156 Asian adults were
screened to find 504 regular
(at least five minutes a week)
radio listeners. Males: 258
Females: 246. There was a
deliberate ‘young’ sampling
bias to reflect both the
natural bias in the Asian
population and to maximise
accuracy in Masti’s (likely)
main target age groups: 15-
24 35.4%; 25-34 29%; 35-44
18.9%; 45+ 16.7%
Fieldwork dates: 6 th -17 th Dec
2004. Locations:
Manchester, Trafford,
Oldham, Ashton, Bolton,
Bury and Rochdale
15-34 Multi-Ethnic
Listening Survey - July 2006
In all 427 15-34’s were
interviewed in the following
quotas: Asian 150; Black
125; Chinese 50; White 102.
Sufficient sample balance
was achieved in terms of
sub-groups, gender and age
representation to facilitate the
‘snapshot’ illustration of key
points and comparisons,
assess current listening and
Masti’s broad potential
Fieldwork dates: 3 rd -14 th July
2006. Locations: Manchester,
Trafford, Oldham, Ashton,
Bolton, Bury, and Rochdale
Full sample breakdowns can be found in Full Tables, see Confidential Appendices
CA5 and CA6
(f) A summary of the main findings from the research, showing how these demonstrate evidence of
demand for the service proposed;
Overall Listening Levels
Looking first at radio listening among Asians, original estimates for weekly adult
patronage for radio as a whole varied widely, from 83.4% per week according to a
special analysis of Rajar data we commissioned in 2004 (though the Rajar Asian
sample size for a whole year was only 161) – down to just 43.6% according to our
first independent study of Asian radio listening habits (late 2004).
In fact, although we suspected the lack of primary station choice might be causing
young Asians in Manchester to stop, or never start, listening to the radio on a regular
basis, the scale of the problem was highlighted quite unexpectedly when research
fieldworkers working on our behalf reported they had to talk to 1,156 Asians to find
504 who could answer ‘yes’ to the screening question “do you listen to the radio for at
least five minutes every week?” That’s equivalent to a weekly reach for radio as a
medium of just 43.6%.
Since the researchers were talking mainly to young Asian people this alarming
statistic may forecast the eventual demise of the radio medium among Asians unless
something happens to attract and hold their attention.
After studying the research data at the time we suspected the true position probably
lay somewhere between the Rajar and independent research results, something
confirmed by the research study we commissioned in July 2006 which found that only
65.3% of young Asian adults listen regularly to (at least five minutes of) radio each
week. This study also revealed the equivalent listening levels among our other two
ethnic target groups by comparison with white youngsters:
55

% of Ethnic Group
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Masti 2006 Survey - Do You Listen To Radio For At Least Five Minutes Every Week?
S.Asian Black Chinese White
Manchester Area Ethnic Groups Aged 15-34
Exploring the idea a little further we asked non-listeners if they had ever listened to
radio:
% of Non Radio Listeners Aged 15-34 In Ethnic Groups
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Masti 2006 Survey - Non Listeners - Ever Listened To Radio? - By Ethnic Group
Yes No
56
Yes
No
South Asian
Black
Chinese
As you can see, the vast majority of ethnic non-listeners had never tried it, again in
contrast to White youngsters and again implying there is a general perception among
an appreciable minority of ethnic youngsters that there will be nothing of interest to
them on it.
White

So now we believe more strongly than ever that the noticeably higher levels of nonradio
listening among all three ethnic groups are simply explained by the drastic lack
of primary (targeted) radio listening choice, compared to the enormous variety of
stations for the mainstream white audience.
And if that theory is true surely there would be great enthusiasm for the idea of a new
‘young’ targeted ethnic station? There is:
% of Radio Listeners And Non-Listeners Who Might Start Aged 15-34 In Ethnic
Groups
60%
50%
40%
30%
20%
10%
0%
Masti 2006 Survey - How Likely Are You To Listen To Masti Radio At Least Once A Week?
By Ethnic Group
Very likely to listen Quite likely to listen Not very likely to listen Very unlikely to listen
South Asian
Black
Chinese
White
37.7% of young Asian listeners said they would be ‘very likely’ to listen to Masti
Radio on a regular basis and 38.7% are ‘quite likely’ to – a total ‘likely’ score of
76.4%.
Additionally, 25.8% of young Black listeners said they’d be ‘very likely’ to listen, with
37.6% ‘quite likely’ to do so – at total ‘likely’ score of 63.4%.
And although only 9.1% of our Chinese sample thought they’d be ‘very likely’ to listen
on a regular basis, 56.8% said they were ‘quite likely’ to do so – making the total
‘likely’ score a healthy 65.9%.
It is very encouraging to us that such large numbers of Black and Chinese young
people want to listen, as it was clearly explained to them ours would be a mainly
Asian station.
The results for our core young Asian target group were less surprising however, as
the much larger sample of respondents in our earlier Asian-only survey had been
even keener on the idea:
57

In fact, 83.7% of over 500 Asian radio listeners interviewed in our first survey
said they’d be likely to listen to Masti Radio on a regular basis!
This total comprised 39.3% who said they’d be ‘very likely’ and a further 44.4% ‘quite
likely’ to listen (at least once a week).
% of Asian radio listeners
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
How likely would you be to listen?
Very likely to listen Quite likely to listen Not very likely to
listen
Very unlikely to listen
Adults
15 - 24
25 - 34
35 - 44
45+
Male
Female
Within our main under 35 target group, 46.1% of listeners aged 15-24 said they were
‘very likely’ to listen, with a further 37.1% ‘quite likely’ to do so. Meanwhile 30.8% of
25-34’s said they were ‘very likely’ to listen and 52.1% ‘quite likely’ to do so. The ‘not
very likely to listen’ scores were correspondingly low, at 14.3% among males and
14.6% among 15-24’s, though in most groups they were lower still (e.g. an average
10.6% among all female respondents).
Once again, these results illustrate a lack of appropriate radio choice for
Manchester’s British Asian population, as does evidence of large scale ‘default’
listening to the only Asian station currently available.
Our late 2004 research found 41.4% of listeners to Asian Sound Radio agreed with
the statement they listen “because it’s the only station for the local Asian community”,
the second most popular reason for listening behind liking the (Asian) music:
58

% of listeners to Asian Sound Radio
70.00%
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
Its the only local
Asian station
It plays the music
I like
I listen to Asian Sound Radio because…..
I like the
presenters
It's for people like
me
It broadcasts in
Asian languages
I like the Asian
community
news/information
Someone else
puts it on
I like the religious
programmes
I like the
programme
Adults
15 - 24
25 - 34
35 - 44
45+
Male
Female
Looking through the answers, noticeably more people in 35+ age groups said they
listen because the station broadcasts in Asian languages (as it does the majority of
the time), backing Masti Radio’s plan to broadcast mainly in English to younger
Asians.
Similarly, a lot more 45+’s said they liked the religious programmes, which is why
Masti Radio will have less hours of such output.
Loyalty
The great loyalty of Asians for stations intended especially for them was also
displayed in our first survey by the fact Asian Sound Radio led all other stations by a
considerable margin, attracting 72% of all Asian radio listeners each week
(equivalent to a 31.4% weekly adult reach of the total number of Asians approached
by the researchers), though our more recent study suggests this audience has
dropped to some extent among 15-34’s.
Our initial Asian listener survey also illustrated the local community’s enthusiasm to
hear/see dedicated Asian services by revealing the much larger scale use of digital
receiving systems by comparison with the population as a whole, in order to pick up
such services because they are not available via analogue broadcasts.
For example, we found that by late 2004 40.5% of Asian radio listeners were already
using Digital TV set-top boxes to listen to their station choices and 39.1% claimed to
use a DAB radio. These results tied-in with other evidence concerning TV viewing,
such as BARB findings which showed that over 70% of the UK’s south Asian
community lived in ‘pay-TV homes’, compared to just over 50% of the population as a
whole.
59

Local v Distant – The Balance of Media Influence
The problem is that because there are no locally orientated ethnic radio services
apart from Asian Sound Radio on either analogue or digital platforms, there is a real
risk a large proportion of Manchester’s (growing) ethnic population will only receive
news and points of view from distant radio (and TV) sources without ever hearing
anything from the perspective of (say) British Asians, let alone other people in the
Manchester area.
Also, many Asian TV stations receivable by digital means originate outside the UK
altogether, so although a desire to keep in touch with cultural roots in the Asian subcontinent
is perfectly natural, we feel that disproportionate consumption of ‘distant’
media may have the coincidental effect of preventing a large number of local Asian
listeners and viewers from ever hearing local, (sometimes even British) points of
view.
Yet our research revealed a healthy appetite for news from and about the local Asian
community on a new Asian local station in Manchester, confirming another need we
are eager to meet (see Programming Section for details).
‘Favourite’/Most Listened-to Station
If further proof were needed that the majority of available stations are failing to
interest Manchester’s British Asians, it can be found in the small audience sizes
attracted by nearly all of them and the fact that only one station has the distinction of
favourite/most listened-to station with more than 18% of Asian radio listeners.
Our original research explored local Asian listening habits thoroughly through three
survey questions. Results from the first two, probing what stations respondents had
ever listened-to and the ones they had heard in the past seven days appeared in the
‘broadening choice’ section.
The third question asked listeners to tell us which station is their favourite, or if not
their favourite the one they listen to the most. Even by setting the qualifying
benchmark for appearance in the table below as low as 5% - it’s a very short list!
Favourite / most
listened-to station
Adult
Listeners Male Female 15 - 24 25 – 34 35 – 44 45+
BBC Radio 1 5.80% 7.00% 4.50% 7.30% 6.80% 5.30% 1.20%
Key 103 6.90% 7.00% 6.90% 11.20% 8.90% 1.10% 1.20%
Galaxy 102 17.50% 19.40% 15.40% 29.80% 12.30% 13.70% 3.60%
Asian Sound
Radio 55.40% 53.90% 56.90% 38.80% 54.10% 66.30% 81.00%
Note how, within its very high overall result, Asian Sound Radio commands gradually
increasing scores with increasing age, ending in it being the favourite station of 81%
of Asians aged over 45.
In our latest survey we asked young respondents across the four groups to name
their favourite stations. While Asian results are pretty similar to those of our earlier
survey, it is interesting to contrast them with the views of the other three groups:
60

% of Radio Listeners Aged 15-34 In Each Group
40%
35%
30%
25%
20%
15%
10%
5%
0%
Masti 2006 Survey - Favourite/Most Listened-to Station - Ethnic Groups
South Asian
Black
Chinese
BBC Radio 1
BBC Radio 2
BBC Radio 4
BBC Radio Five Live
BBC Asian Network
BBC 1XTRA
Key 103
Magic 1152
Capital Gold
105.4 Century FM
100.4 Smooth FM
97.7 XFM
Asian Sound Radio
Galaxy 102
96.2 the Revolution
107.4 Tower FM
Any other com.local station
Talk SPORT
Sunrise Radio Yorkshire
Sunrise Radio (from London)
Masti Radio
Club Asia
Once again, far more young White people are able to name a ‘favourite’ station, with
three different ones sharing the limelight, whereas their ethnic counterparts can only
name one ‘big’ favourite, Galaxy 102, with Asian Sound Radio in the runner-up spot
among Asians only.
Low Average Listening Hours
In addition to finding out that relatively large numbers of Asians and other ethnic
groups don’t consume radio in the Manchester area on a regular basis, our surveys
also revealed how the ones who do tune-in tend to be ‘light’ listeners, again
suggesting either a lack of appropriate station choice, or a lack of sustained
programming interest on existing choices.
This point is illustrated by answers to the question “How often and for how long do
you listen to the radio?” in our first survey (overleaf):
White
61

% of Asian radio listeners
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
Every day
for up to
an hour
How often and for how long do you listen to the radio?
Every day
for 1 - 3
hours
Every day
for more
than 3
hours
Several
times a
week for
up to 1
hour
Several Several
times a times a
week for 1 week for
- 3 hours more than
3 hours
Once or
twice a
week for
up to 1
hour
Once or
twice a
week for 1
- 3 hours
Adults
15 - 24
25 - 34
35 - 44
45+
Male
Female
The top answer, chosen by 28% of Asian radio listeners was “every day for up to an
hour” (i.e. 7 hours a week maximum), followed by 20.2% who chose the option “once
or twice a week for up to an hour”.
The third most popular answer, chosen by 18.7%, was “every day for 1-3 hours”. But
“every day for more than 3 hours” was only the chosen by 10.9% of the Asian radio
listeners interviewed.
We calculated a typical number of hours per Asian adult listener per week from these
results by adopting reasonable (often mid-point) averages, though we assumed ‘up
to an hour’ meant 45 minutes. The result was an average of 8.995 hours per listener
per week, a little over one third of the usual Rajar average for total listening per adult
per week, normally around 24 hours in the general population.
Within individual age groups average listening hours per listener were as follows:
15-24: 10.5
25-34: 6.62
35-44: 9.79
45+ : 8.93
Even though 15-24’s exhibited a tendency to listen for slightly longer, this was
averaged out (in the context of our primary 15-35 target sector) by comparatively
short listening spans among 25-34’s. This age group often exhibits lower listening
because it has the busiest social life, though in the population as a whole it still
usually manages around 20 hours per week.
To check whether there had been any changes in Asian listening over time - and to
get our first glimpse of what the other ethnic groups are up to we asked:
62

% of Radio Listeners Aged 15-34
% of Radio Listeners Aged 15-34
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
70%
65%
60%
55%
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Masti 2006 Survey - On Average, How Many Days A Week Do You Listen To The Radio?
1 Day 2 Days 3 Days 4 Days 5 Days 6 Days Every Day
Masti 2006 Survey - For Roughly How Long Do You Listen On Any Single Day?
Under 1 hour 1 - 3 hours Over 3 hours
Although Asian hours are similar to before, Black and Chinese listening is also lighter
than average, though even the White totals are generally low, suggesting that
although a lot more Whites listen to the radio regularly, the stations they listen to
don’t seem to hold their attention for very long (in line with Rajar and other findings
elsewhere of late).
S.Asian
Black
Chinese
White
S.Asian
Black
Chinese
White
63

By proving a viable margin exists for improvement in average Asian listening hours,
these results support others (also from our survey) reported elsewhere in this
document in which nearly two thirds (64.5%) of Asian listeners interviewed said they
would expand their total listening hours to accommodate a new Asian station,
contrasting just 5.9% who said they would stop listening to another station to do so
and 29.1% who said they’d cut down their listening to other stations.
We also make the reasonable assumption that the presence of our new and
demonstrably different station in the Asian radio market would stimulate renewed
interest in the medium of radio as a whole, bringing back lapsed listeners and
perhaps even encouraging ethnic young people who have never tried it to do so.
Our 2006 survey asked lapsed / never listeners if a new station might tempt them to
try the medium again, or for the first time:
% of 15-34 Non Radio Listeners
100.00%
90.00%
80.00%
70.00%
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
Masti Radio 2006 Survey - 'Would You Start or Re-start Listening If A New Station Offers
Programming Of Particular Interest To You?'
Yes No
Therefore, if we can just persuade the 17.3% of Asian non-listeners who said ‘yes’
we could make a significant contribution by genuinely increasing the overall audience
to commercial radio in Manchester, but in the longer term we think we can do better
still.
a). Census Data
Summary of Background Desk Research
This data profiles the 2001 census population in our proposed TSA according to
Arqiva coverage predictions for a 54dB signal, allowing for the effects of interference.
The full spreadsheet as provided by Arqiva can be found at Confidential Appendix
CA7
S.Asian
Black
Chinese
White
64

The Ethnic Composition of Greater Manchester
The Asian population in the Greater Manchester area is composed largely of people
of Pakistani and Bangladeshi origin. Of these, Pakistani’s form the largest single
group at three times their average UK population density and there are a little over
twice as many Bangladeshi’s.
The largest (combined) concentrations of these groups are in Manchester where
Asians comprised 9.1% of the local population at the time of the 2001 census;
Rochdale (9.8%) and Oldham (11.9%). The only exception is the town of Bolton,
where the Asians who comprise 9.1% of the population are largely of Indian origin.
Also, 4.5% of the population of Manchester itself is Black, over twice the UK average
(2%). And the Chinese population is shown to be above the UK average across the
whole Greater Manchester area, due to a more even distribution pattern.
The key difference between ethnic groups and the rest of the population is that only
the non-white population is set to increase by more than 50% during the licence term,
meaning our young target audience will literally grow year by year, against the ageing
profile of the population as a whole.
Religion
Another reason why at least two separate Asian local stations are required is to deal
with religion in styles relative to people of different ages, as well as in a British
context.
Religious Beliefs in the Manchester Area
Source: Census/Experian
RELIGION -
MASTI TSA MASTI TSA U.K.
CENSUS 2001
(000’s)
% (000’s) UK% Index
Christian 1334463 71.97 40633031 71.16 101
Buddhist 4228 0.23 151697 0.27 86
Hindu 15077 0.81 557793 0.98 83
Jewish 18584 1.00 266315 0.47 215
Muslim 118317 6.38 1589645 2.78 229
Sikh 3410 0.18 335612 0.59 31
Any other religion 3336 0.18 177513 0.31 58
No religion 215382 11.62 9103738 15.94 73
Not answered
All People (Religion)
141467 7.63 4288711 7.51 102
(GB) 1854264 100.00 57104055 100.00 100
The notable aspect of these statistics from the point of view of Masti Radio is that
Muslims are present in the TSA population at over twice their UK average proportion,
largely (but not entirely) in tandem with the Pakistani ethnic group. Our special
audience study identified the most appropriate ways of reflecting religious beliefs for
our target audience, as described in the Programming section.
Note: The Masti TSA referred to above was for our earlier application for the 97.7
licence.
65

). Rajar Sub-Area Study
This used sample point data from the Galaxy TSA postcodes forming our proposed
TSA (for our original application in Feb 2005). Its results were averaged over a one
year period to Quarter 3 2004. This four-quarter survey period maximised the number
of sample points as well as the number of Asian and Black respondents (the Chinese
Rajar sample was still too small to view separately).
This research sought primarily to ascertain broad audience levels to the existing local
commercial radio stations among Asian and Black sub-groups by comparison with
the Adult (15+) audience. Although we knew ethnic sample sizes would be
comparatively small (actually 161 Asians and 80 Blacks) and listenership to Asian
Sound Radio would be missing as it does not subscribe to Rajar, we wanted to
gauge patterns of other listening in the familiar Rajar format as this would also help
us assess the results from our own research studies.
The Rajar study also allowed us access to estimates of Asian and Black population
proportions divided into 15-44 and 45+ age groups, information we found very
difficult to source by any other means.
Summary of Rajar Findings:
As with our own surveys, the Asian Rajar respondent results illustrated the relatively
low weekly reach enjoyed by many existing stations and how only a handful attracted
what could be described as a reasonably sized Asian audience.
Unusually for Rajar a quarter of the Black people surveyed did not listen to radio on a
weekly basis and as the age profile of Manchester’s Black population is weighted
towards the young in a similar way to Asians, contemporary music stations were the
most popular - but it was also clear the ones playing mostly mainstream pop and rock
got the thumbs down in favour of Galaxy, This station was the clear market leader
through its R’n’B and Urban material, attaining twice the reach of Key 103, but
Smooth FM also did relatively well due to its Jazz, Soul, Motown and Blues bias,
again just like it did in our own recent survey.
(vii) Full data tables for any quantitative research undertaken (these may be submitted in confidence).
Full tables for our two independent research studies can be found in Confidential
Appendices CA5 (Questionnaire CA5B) and CA6 (Questionnaire CA6B). TSA
Census tables can be found in Confidential Appendix CA7 and the Rajar tables in
Appendix A17
Evidence of Support
This section should provide evidence of support, where appropriate, from the applicant's
potential audience or from prospective local advertisers.
Support for Masti Radio
Our plans to establish Masti Radio in Manchester have been greeted with
enthusiasm and widespread expressions of support from people within, or connected
to, the three Manchester ethnic groups we seek to serve.
66

Here is a selection of quotes from letters received in support of our licence bid (all of
which can be seen in full in Appendix 12):
“I am pleased to hear that your station will be offering information and advice for Asian listeners, male
and female, between the ages of 16 to 30, on education, cultural and personal development and other
taboo subjects, which they may feel they are unable to discuss with their peers and elders.
Your station will be covering areas where there is high Asian unemployment and poor educational
levels. As you are aware, the Asian youth of today thrive on East and West music.
Your station will be able to cover all aspects of Asian life within communities not currently covered by
other Asian networks including ways to help tackle crime, which is on the increase”.
Councillor Imran Rizvi BA (Hons) PG Dip., Labour Member for Cheetham Ward, Manchester City
Council.
“I feel it vital for young people to have the opportunity to talk about the issues that concern them.
Masti has a modern approach….. and will no doubt establish links with many organisations, groups, and
business in the community. If given the chance, Masti Radio could, in my opinion offer a great deal to
the local area” M.S. Yasmin, Pakistani Refugee Organisation, Longsight, Manchester.
“Our youth in greater Manchester need encouragement in different directions and Masti has done this
job brilliantly through promoting educational programmes, sports clubs and organisations. We need this
Masti radio station in greater Manchester” Signed on behalf of Women Cultural Programme, Woodville
Centre, Manchester.
“We strongly feel there is a need for an Asian Radio Station that will provide its listeners with a high level
of local information and entertainment and that Masti Radio, Manchester will excel in this area given the
opportunity. We offer them our strongest support” Adam A Khushi, Director, Direct Properties (UK) Ltd,
28 Fir Street, Bolton
“Many young members of the Asian Community are unaware of the vital messages of services provided
on health issues, employment, daily life issues. Masti Radio’s programmes would be…an essential tool
in remedying this shortfall. Therefore I fully support the bid for a licence in Greater Manchester for Masti
Radio” Signed by a senior member of South Asian Women’s Action Board (SAWAB), Cheetham Hill,
Manchester M8.
“As Learning Co-ordinator I am writing on behalf of the Chinese Arts Centre to express our support of
Masti for your application ….aimed at the Greater Manchester Chinese community, more specifically
young Chinese people…..
We feel that your proposal which seeks to empower the young Chinese community through training and
work experience opportunities within the radio industry fills an essential need. Similarly we also feel that
it is important in outreaching to the community in offering a radio station that recognises Chinese
Diaspora, and is inclusive of British-Chinese people” Amy Cham, Learning Co-ordinator, Chinese Arts
Centre, Market Buildings, Manchester M4
“I am delighted to hear that you are supporting a new radio licence for the Asian community of Greater
Manchester, and also that Nighat Awan has decided to Chair this initiative.
I have believed for a long time that a radio station is needed to cater for the Asian Community in Greater
Manchester is a very young community 45% of which is under the age of 25 and 80% under the age of
45. Therefore it is vital that the station represents this large under-represented group.
A community station like MASTI will be a vital tool for this vibrant young community. Many Asian people,
particularly the young, are in desperate need for an alternative Asian radio station that represents their
listening requirements, that believes in partnership, that is innovative and socially responsible.
Masti’s programming content meets this need, the focus on enterprise, education and employment is the
key to improve the image and economic prosperity of the region” Khalid Saifullah, Chief Executive,
Asian Business Federation, ABF Enterprise4all Ltd., Shadsworth Business Park, Blackburn
67

“…At Manchester Art Gallery we are constantly striving to appeal to a very broad audience, especially
those from Asian and Afro-Caribbean backgrounds and also particularly young people.
We do have several exhibitions and projects coming which we feel would appeal to these audiences and
if you get the license then I would be very interested to talk to you about joint promotions…”
Kim Gowlard, Communications Manager, Manchester Art Gallery
“As a business owner I would definitely consider using Masti Radio for advertising purposes in the future
as their proposal of using young people to engage other young people is likely to make it a very effective
advertising medium. As well as this, it is also likely to appeal to the younger listeners for whom there is
little radio entertainment” T.A.Bajwa, North West Packaging, Chorlton Cum Hardy, Manchester M6.
“We are interested to hear of your plans for a new station in Greater Manchester. Connexions is all
about engaging with young people and offering opportunities for a brighter future. Any radio station that
intends to do the same has our support and we would be interested in exploring ways to work together”.
Martin Bush, Communications Officer, Connexions, Greater Manchester.
“We carry out PR work for many organisations who aim to reach young Asian people….and Masti radio
would be a wonderful channel of communication and is sorely needed in this area” Jane Smith,
Managing Director, Smith & Smith PR, Byrom Street, Hale, Cheshire.
“We believe that the new station is much needed to serve the community with a diverse
programme…ultimately leading to a better understanding and improved relationships between
communities” Mehmet Kutay, Turkish Community Centre, Norton Place, Fallowfield, Manchester M14
“We certainly support the application of Masti Radio for with their considerable experience in terms of
bringing quality and choice to the marketplace I am confident that Masti Radio holds the potential to
deliver a platform for this and future generations to succeed by working closely with others, like
ourselves.
It is evident that there is a significant personality and distinctiveness to this section of the community
which is not currently being met by any of the existing radio stations.
Over the years we have seen a number of new influences which have emerged to help the youth of
today to identify with what it means to be a British Asian. This fusion of East and West is certainly not
recognised in what is currently available in the present market….It is not a matter of competition but of
providing a choice for our local youth to have their needs and in turn themselves reflected correctly and
sensitively in the media…” B.C.Patel, Editor in Chief, Apna News, Bolton
Responding to Approaches from Manchester’s Asian Community
For many years parent station Sunrise Radio (Yorkshire) has responded positively to
requests for assistance and involvement from Asian groups in the Manchester area
and plays a prominent role in a number of high profile community events.
For example, in 2001 it operated RSL station Mela FM to tie-in with the Manchester
Mela held at Platt Fields Park where it was Official Gold Sponsor, hosting
performances on the Main Stage. More recently the station has increased its activity
to raise awareness of the Masti Radio brand, thanks to the organisational skill of
Events and Marketing Manager, Rajan Parmar. Appendix A14 contains details of 29
events held between 2003 and today and a further 5 in the diary.
School Research
Part of Raj’s work has involved visiting local schools which he has found to be good
environments to carry out research into the programming and music preferences of
the under 15’s who will form an important part of Masti Radio’s audience, but difficult
to research by conventional means.
Examples of our self-completion school research ‘radio’s’ can also be found in
Appendix A14.
68