Masti Radio - Ofcom Licensing

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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
Page 1 and 2: Application to Ofcom For the FM Ind
Page 3: GENERAL INFORMATION a) Name of Appl
Page 6 and 7: She has been awarded many honours f
Page 8 and 9: What is now Sunrise Radio (Yorkshir
Page 10 and 11: Between 1999 and 2001 as Chief Exec
Page 12 and 13: Director: (Non - Executive) Name: R
Page 14 and 15: (c) Involvement of the Applicant in
Page 16 and 17: Local Board Experience and Guidance
Page 18 and 19: (v) Grants and donations We are not
Page 22 and 23: Format Our dynamic daytime music po
Page 24 and 25: According to the most recently avai
Page 26 and 27: (iv) The basis on which the estimat
Page 28 and 29: To project weekly reach amongst Bla
Page 31 and 32: The second map predicts interferenc
Page 33 and 34: SECTION 105(B) AND (C): CATERING FO
Page 35 and 36: 5. Programming Philosophy (a) This
Page 37 and 38: Below are the ‘first choice’ mu
Page 39 and 40: A Christian programme featuring Gos
Page 41 and 42: • broadening the range of local c
Page 43 and 44: Stations with weekly audiences of 2
Page 45 and 46: Masti Radio Listening Study - July
Page 47 and 48: Asian Sound Monitoring - Summary of
Page 49 and 50: Music to Speech Ratio (excluding ad
Page 51 and 52: Monitoring Summary - Galaxy 102 Our
Page 53 and 54: 1300 - 1600 Strictly Filmi ‘Forge
Page 55 and 56: Masti Radio Original Research Objec
Page 57 and 58: So now we believe more strongly tha
Page 59 and 60: % of listeners to Asian Sound Radio
Page 61 and 62: % of Radio Listeners Aged 15-34 In
Page 63 and 64: % of Radio Listeners Aged 15-34 % o
Page 65 and 66: The Ethnic Composition of Greater M
Page 67 and 68: Here is a selection of quotes from

Masti Radio - Ofcom Licensing

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