Masti Radio - Ofcom Licensing

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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
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 20 and 21: Understandably therefore, third gen
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: A Christian programme featuring Gos
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

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