Masti Radio - Ofcom Licensing

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.
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