Masti Radio - Ofcom Licensing

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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”. 8
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. 9
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 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 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
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% of listeners to Asian Sound Radio
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% of Radio Listeners Aged 15-34 In
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% of Radio Listeners Aged 15-34 % o
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The Ethnic Composition of Greater M
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