Masti Radio - Ofcom Licensing

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