an application for the telford fm licence july 2015 · telford - are a collage of stories from...

Fusion Radio Telford Ltd.

An application for the Telford FM Licence

July 2015

of 25

General information

(a) Name of Applicant, Address, Telephone and E-mail address

Name of Applicant Fusion Radio Telford Limited

Address Panjab Radio House

Springfield Road

Hayes

Middlesex UB4 0TH

Company Number 09564057

(b) Main Contact (For Public Purposes)

Contact Name Surjit Singh Ghuman MBE

Telephone (Daytime) 07525 197035


Springfield Road

Hayes

Middlesex UB4 0TH

E-Mail Address [email protected]

(c) Station Name

Fusion Radio Telford

(d) Main Contact (For Ofcom Purposes)

Contact Name Surjit Singh Ghuman MBE

Telephone (Daytime) 07525 197035


Springfield Road

Hayes

Middlesex UB4 0TH

E-Mail Address [email protected]

of 25

Section 105(A): Ability to maintain proposed service

1. Ownership and control of company that will operate the licence

(a) Board of Directors

i) Provide the name, occupation, other directorships, other media interests, and, if not a

director of an existing Ofcom radio licensee, the relevant media experience, of each director

(executive and non-executive), including the proposed chairperson.

Harjinder Singh Minhas

Role: Chairman

Other Directorships: Anjuman Ltd, KSM Holdings Ltd., KSM Industrial Services Ltd.,

Foleshill Metal Finishing Ltd., CDP Services Industrial Limited

Harjinder is currently Chairman of Anjuman Ltd - a non-profit making organisation

providing accommodation and support for socially disadvantaged adults. He is also a

serving Magistrate.

A former board member and vice chairman of Coventry’s Asian Business Association,

Harjinder has also served as an adviser for Business Link.

Born in Coventry, as the eldest son of north Indian migrants from Panjab, Harjinder

studied at the Coventry School Bablake before taking a BSc at Aston

University. After becoming a Research Associate at Glaxo Group Research in

Greenford, London, Harjinder studied Clinical Pharmacology to Doctorate level, at

Newcastle University, before taking control of the family engineering business in

1991. In 1995 Harjinder completed his MBA at Aston University and went on to

study law at Coventry University.

Harjinder restructured the family business, creating KSM Holdings and developing a

fabrication subsidiary - KSM Fabrications in 1996. In 1999, Harjinder further

diversified the company into contract cleaning and facilities management through

the acquisition of CDP Services. In 2007, a new engineering and metal finishing

facility was set up in Estonia to serve the emerging markets of Eastern Europe,

Russia and China. Currently the Group of companies has 257 employees based in the

UK and Estonia. The Group’s current client base includes Jaguar Land Rover, Scania,

Volvo, AQ Lasertool, B&Q, Homebase, Sainsbury’s and Dunlop.

Harjinder brings a wealth of business experience and financial governance to the

Fusion Radio Telford board.

of 25

Surjit Singh Ghuman MBE

Role: Managing Director

Other Directorships: Panjab Radio Ltd; Panjab Radio London Ltd; Fusion Radio Ltd

Surjit Singh Ghuman is currently majority shareholder and Managing Director of

Panjab Radio. He is also owner of Panjab Radio (North London) AM. He has been a

leading light in Asian broadcasting for over a decade and was awarded an MBE in

2012 in recognition of his services to broadcasting.

Born in the Punjab, Surjit moved to London aged 13. He was active in the community

from a young age working with local Sikh temples, supporting the congregation. As

he grew up, his community work continued alongside full-time jobs in both local and

family businesses before becoming a financial advisor for Prudential. Between 1989

and 1995 Surjit was UK’s youngest serving Magistrate.

Whilst south Asian media started to grow in the 1990s, Surjit felt that often it was

too broad and diverse in terms of nationality, religion, language and culture. His

time working on Slough and Southall based RSLs in the late 90s showed him first-

hand the strength of Asian broadcasting. However, he still felt that the needs of the

Punjabi community were poorly served. He wanted a service to unite Punjabis under

one umbrella and give them a forum that they could call their own.

In September 2000, Surjit created Panjab Radio which commenced broadcasting on

the emerging Sky Digital platform. The response to the service was swift and

audiences grew steadily. This listener support gave Surjit the confidence to launch

Panjab Radio on DAB Digital Radio in London and West Yorkshire in 2003, in the

West Midlands in 2007 and in the North East in 2011. Panjab Radio has, to date,

been the only Asian commercial station to broadcast nationally on Digital One.

Surjit was a founder member of the Multi-Ethnic Media Owners Association,

launched in 2006 at the House of Commons with David Lammy, Keith Vaz and

Gordon Brown. Surjit and Panjab Radio have been at the forefront of many

charitable endeavours for both local organisations and campaigns in Punjab. Over

£200,000 was raised for building 103 homes in two villages in the District of Bhuj in

Gujrat for individuals displaced by the 2001 earthquake, as well as donating a mobile

medical unit in Jallandhar Punjab through Help the Aged. Every year Panjab Radio

makes a financial contribution to help fund the education of 200 underprivileged

children in Punjab.

In April 2009 Panjab Radio was commended for its work in promoting the Punjabi

language through an award by the Punjabis in Britain All Party Parliamentary Group.

Surjit Singh Ghuman MBE has a long-term strategy to grow a network of

profitable stations. Despite a long and unblemished track record of running

successful radio stations, he has been unsuccessful in applying for licences in

Coventry, Greater London and, most recently, Wolverhampton. These setbacks

have not diminished his commitment to securing a local analogue FM licence.

of 25

Confidential Appointment

Role: Station Director

A senior, experienced and locally based radio professional has agreed to join the

Board and take on the day-to-day management of the station, subject to award.

Details in Confidential Appendix A

of 25

(b) Investors and Shareholding Structure

i) Names and addresses (the latter may be submitted in confidence) of all existing or

proposed shareholders.


Panjab Radio House, Springfield Road, Hayes, London UB4 0TH.

ii) Total number, class/classes of shares and issue price of shares (specify voting, non-voting,

preference, other etc.).

100 ordinary shares of £1.00 (voting)

iii) All voting shareholders and holders of 5% or more of non-voting shares and loan stock

should be named. State the number, class/classes and price of shares to be issued to each

investor.

Surjit Singh Ghuman MBE: 100 ordinary shares of £1.00 (voting)

iv) Outline any shareholders agreements or arrangements that exist.

None

v) Where a corporate body other than a current Ofcom licensee will be providing 30% or

more of the required funding, details should be given of its directors and main shareholders,

and of its activities.

Not Applicable

(c) Involvement of the Applicant in Specified Activities

Details are required of the involvement by the applicant and its participants (including

shareholders or other subscribers of more than 5% of the applicant's total funding

requirements) in any of the activities listed below, and the extent of the interest. For these

purposes, the applicant includes associates of the applicant (i.e. directors and their

associates and other group companies).

vii) Advertising agencies;

None

viii) Newspapers;

None

ix) Other broadcasting interests;

Surjit Singh Ghuman MBE owns 86.2% of Panjab Radio Ltd., an existing Ofcom

licensee.

Surjit Singh Ghuman MBE owns 100% of Panjab Radio London Ltd., an existing

Ofcom Licensee.

of 25

x) Bodies whose objects are wholly or mainly of a religious nature;

None

xi) Bodies whose objects are wholly or mainly of a political nature;

None

xii) Local authorities;

None

xiii) Other publicly funded bodies.

None

of 25

2. Financial and business plan

(a) Overall Financial Strategy

Provide a concise (maximum 500 words) summary of how the applicant considers it is able

to establish and maintain, throughout the licence period, its proposed service, and how this

licence fits in with the investors' strategy.

Establishing and Maintaining the Service

Fusion Radio Telford has the full financial backing of its parent company, Panjab Radio

Limited. Fusion Radio Telford’s parent company has a proven record of operating successful

stations.

Business Plan

Fusion Radio Telford has reviewed Ofcom's decision on the recently re-awarded

Wolverhampton licence. Like Wolverhampton, the Telford licence is for a service designed to

provide coverage of a relatively modestly sized area (the adult population within the MCA is

approximately 114,120) and the area is one in which there are a number of local commercial

radio services are available. In re-awarding the Wolverhampton licence to the existing

licensee, Ofcom relied upon this combination of factors saying it represented a challenge to

providing a financially viable local commercial service for the Wolverhampton area.

Financially Robust

We believe that the current licensee has proved, over successive years, that it is unable to

operate a financially viable local commercial service for the Telford area. This should not be

confused with the financially viability of this licence. Even the co-location of four licences

under the Signal 107 brand has not resulted in a profitable operation. In fact, in its recent

application to retain the Wolverhampton licence, the licensee said ‘If this service was

returned to a standalone station it would not be viable and would ultimately lead to the loss

of a local radio service for Wolverhampton and also for Kidderminster, Telford and

Shrewsbury/Oswestry’.

It’s time for a change.

Fusion Radio Telford has developed a business plan that, with the financial and operational

backing of Panjab Radio, will operate a financially viable local commercial service for the

Telford area.

Fusion Radio Telford has proposed a lean business model that will be profitable in 24

months. With strong financial commitment from its parent company Panjab Radio Limited,

Fusion Radio Telford has built its business plan to precisely meet the decision criteria used

by Ofcom in Wolverhampton.

Enhanced News Provision

We also noted that, in awarding the Wolverhampton licence and considering the degree

to which a service caters for the tastes and interests of those living in the licensed area,

Ofcom recognised that the research carried out highlighted the importance of news. So,

Fusion Radio Telford proposes to broadcast regular locally produced news bulletins

of 25

throughout the week. However, the existing news bulletins – which are not produced in

Telford - are a collage of stories from around the region, with frequently just one story

originating from Telford and lasting no more that 30 seconds. Fusion Radio Telford will

carry no less that three Telford stories each hour during Daytime 06:00 to 17:00. As

Ofcom noted, news satisfies this expressed interest among local listeners, and Fusion

Radio Telford will ensure that listeners receive an enhanced amount of locally relevant

content from the service provided under the Telford local licence.

In developing our proposals we have been mindful to serve a clearly defined broad target

audience, and that our proposed service will cater for the tastes and interests of our

audience.

(b) Funding

i) Share capital

See confidential Appendix B

ii) Loan stock


iii) Leasing/HP facilities (capital value)

None

iv) Bank overdraft

Fusion Radio Telford Ltd will benefit from existing facilities in place with Panjab

Radio Ltd.

v) Grants and donations

None

vi) Other (please specify) Where relevant, provide information on:

None

vii) Loan terms (e.g. interest rate, repayment terms, redemption/conversion terms);


viii) Assets leased. All of the funding identified above should be confirmed to the

applicant. Explanation should be provided if this is not the case.

None

(c) Financial Projections

Fusion Radio Telford's detailed financial forecasts are provided in the confidential Appendix

B. The assumptions are based on existing market metrics and projections from over a

decade of operating radio stations across the UK. Also included is economic

provided by the Bank of England. All have been logically applied, are justifiable and can be

fully substantiated.

The detailed financial projections include Profit and Loss, Balance Sheet and Cash Flow

forecasts together with underlying ass

licence period. They are provided in the confidential A

financial summary template.

An accompanying narrative describes how the underlying assumptions, on which the

financial projections are based, are linked to other sections of the application.

(d) Audience Projections

i) The projected adult (aged 15+) population of the Total Survey

intended to measure the listenership of the service;

Fusion Radio Telford will participate in the national

be carried across the following Post Code areas:

TF1 2, TF1 3, TF1 6, TF10 7, TF10 8, TF11 8, TF12 5, TF2 7, TF2 8, TF3 1, TF3 2, TF4 2, TF5 0

and TF7 4

The total adult population across this proposed TSA is 151,900.

ii) Projections for listenership ratings (e.g. weekly reach, average weekly hours of listening)

over the first three years of the service, with detailed demographic breakdowns as

appropriate;

iii) The expected impact of the proposed service on existing services, in listenership terms;

In general ‘flavour’ and targeting, Fusion Radio Telford will be more aligned

provided by BBC Radio Shropshire than the more music

Radio. At present there is little distinction between Free Radio and Signal 107. The net

impact of the proposed service, therefore, will be a small dec

Shropshire in this part of its large broadcast area, whilst Free Radio is likely to see an uplift in

listening, especially amongst younger demographics.

of 25



decade of operating radio stations across the UK. Also included is economic forecast data



forecasts together with underlying assumptions, covering the first five years of the new

e provided in the confidential Appendix B together with the Ofcom

financial summary template.



i) The projected adult (aged 15+) population of the Total Survey Area (TSA) within which it is

intended to measure the listenership of the service;

participate in the national Rajar audience research survey.

be carried across the following Post Code areas:

7, TF10 8, TF11 8, TF12 5, TF2 7, TF2 8, TF3 1, TF3 2, TF4 2, TF5 0

The total adult population across this proposed TSA is 151,900.


hree years of the service, with detailed demographic breakdowns as


In general ‘flavour’ and targeting, Fusion Radio Telford will be more aligned with the service

provided by BBC Radio Shropshire than the more music-intensive commercial station, Free


impact of the proposed service, therefore, will be a small decline in listenership to BBC Radio


listening, especially amongst younger demographics.



forecast data



umptions, covering the first five years of the new

together with the Ofcom



Area (TSA) within which it is

Rajar audience research survey. This will

7, TF10 8, TF11 8, TF12 5, TF2 7, TF2 8, TF3 1, TF3 2, TF4 2, TF5 0


hree years of the service, with detailed demographic breakdowns as


with the service

intensive commercial station, Free


line in listenership to BBC Radio


iv) In what way(s) do you expect to achieve an audience that is

composition from that attracted by the existing service provided under the licence now

being re-advertised? To what extent, and in what ways, do you believe that existing

audience figures can be improved upon?

The existing service is networked from Wolverhampton across four separate licence areas

and the published Rajar data is drawn from this wider region. Any attempt to make

comparisons based on the published data, therefore, would be mis

What can be deduced with some

based in Telford is more likely to engage and connect with the town’s population than a

generic music-intensive service.

Assuming a flat audience across the entire TSA, Signal 107 is currently reachin

of around 6,000 people in Telford out of a population of 151,900. Again, assuming a ‘flat’

performance across its TSA, BBC Radio Shropshire reaches 35,000 people. Looking at the

commercial and BBC local radio audience relativities across the

capable of delivering at least the same audience levels as the BBC station and the

projections above reflect this.

In terms of demographic profile, Signal 107 targets a very young audience. Some 63% of

listener hours are amongst 15

contemporary and recent pop music than the present service. The music will be far broader,

taking-in classic hits from the last 60 years and, with more speech content throughout the

schedule, an older profile is anticipated:

of 25

iv) In what way(s) do you expect to achieve an audience that is different in size and/or


advertised? To what extent, and in what ways, do you believe that existing

audience figures can be improved upon?

is networked from Wolverhampton across four separate licence areas


comparisons based on the published data, therefore, would be misleading.

some confidence is that a content-rich, locally focused service


intensive service.

Assuming a flat audience across the entire TSA, Signal 107 is currently reachin



commercial and BBC local radio audience relativities across the UK this licence should be


projections above reflect this.


15-34 year olds. Fusion Radio Telford will be far less reliant on


in classic hits from the last 60 years and, with more speech content throughout the

, an older profile is anticipated:

different in size and/or


advertised? To what extent, and in what ways, do you believe that existing

is networked from Wolverhampton across four separate licence areas


rich, locally focused service


Assuming a flat audience across the entire TSA, Signal 107 is currently reaching an audience



UK this licence should be



34 year olds. Fusion Radio Telford will be far less reliant on


in classic hits from the last 60 years and, with more speech content throughout the

v) The basis on which the estimates above have been calculated, and any assumptions taken

into account.

Fusion Radio Telford’s audience

research that we commissioned.

performance of three stand-

• Radio Mansfield 103.2

• KLFM 96.7

• Mix 96

These stations have a comparable popula

disconnectedness from a major metropolitan area;

proposed by Fusion Radio Telford.

From the Telford consumer research

respondents who said they were “very likely” to listen

who declared themselves “quite likely” to listen to the proposed service.

The research reveals that there is a very real unmet demand for a truly local se

figures indicate that a weekly reach of 27.8% is achievable.

three stations listed above is

serving Telford. We have used t

projected average hours figure for

of 25


Fusion Radio Telford’s audience projections are based on the findings of the consumer

research that we commissioned. The findings correlate strongly with the ‘real world’

-alone stations in similarly medium-sized areas:

Radio Mansfield 103.2

arable population size with the Telford MCA; a geographical

rom a major metropolitan area; and a similar programme

proposed by Fusion Radio Telford.

From the Telford consumer research, a weighting of 60% was applied to the

ey were “very likely” to listen and a 30% weighting to the number

who declared themselves “quite likely” to listen to the proposed service.

The research reveals that there is a very real unmet demand for a truly local se

a weekly reach of 27.8% is achievable. (The mean weekly reach of the

stations listed above is 33%). This underscores just how poorly the current licensee is

serving Telford. We have used the mean average of 9 hours from the three stations as our

projected average hours figure for Year Three.


findings of the consumer

‘real world’

a geographical

programme format to that

number of

and a 30% weighting to the number

The research reveals that there is a very real unmet demand for a truly local service. The

he mean weekly reach of the

This underscores just how poorly the current licensee is

stations as our

3. Transmission proposals

a) Have you entered into negotiations with the owner/operator of the site(s) regarding arrangements

for the new licence period? If so, provide details; if not, state what arrangements are anticipated.

Fusion Radio Telford Limited has a Reference Offer fro

provider Arqiva (Appendix C) to continue this service without interruption on award of

licence. The current annual fee is included under ‘Transmission Services’ in the expenditure

sections of the business plan.

Fusion Radio Telford Limited’s Managing Director, Surjit Singh Ghuman MBE, is an existing

Arqiva client.

of 25

3. Transmission proposals



Fusion Radio Telford Limited has a Reference Offer from the current transmission services

provider Arqiva (Appendix C) to continue this service without interruption on award of

e. The current annual fee is included under ‘Transmission Services’ in the expenditure

sections of the business plan.

on Radio Telford Limited’s Managing Director, Surjit Singh Ghuman MBE, is an existing



m the current transmission services

provider Arqiva (Appendix C) to continue this service without interruption on award of the

e. The current annual fee is included under ‘Transmission Services’ in the expenditure

on Radio Telford Limited’s Managing Director, Surjit Singh Ghuman MBE, is an existing

of 25

4. Format

Service Name

Fusion Radio Telford

Licence Number AL000237BA/1

Licenced Area Telford

MCA Population 114,120

Frequencies 107.4 FM

Character of Service

A broad music and information station for Telford targeting, reflecting and embracing all the town’s

key social and ethnic groups. Highly focused on local news and information; and playing a wide

range of music aimed at 25 – 64 year-olds

Service Duration 24 Hours a day 7 days a week

Studio location TBA

Locally-made hours All programming will be locally produced

Programme sharing No arrangements

Local News Local, UK and international news will be broadcast at regular intervals

during peak times

Definitions

Speech Excludes advertising, programme/promotional trails & sponsor credits

Peak-Time Weekday breakfast and drive-time, + weekend late breakfast

Daytime 06:00 to 19:00 weekdays and weekends

of 25

5. Programming Philosophy

a) Explain (in no more than 500 words) how your proposed Format will cater for the tastes and

interests, general or particular, of persons living in this local area;

Fusion Radio Telford is eager to replace what we consider to be the current apathetic, non-

local service with a vibrant, engaging local commercial radio service for the town.

Programme output will be underpinned by a much stronger, locally gathered, locally

delivered news and information service. It is the speech content that forms a station’s

character and Fusion Radio Telford’s ambition is to be recognised for consistently reflecting

the tastes and interests unique to this fast-growing town – the largest in Shropshire.

Content analysis shows that the existing local commercial radio services confine news to

top-of-hour bulletins and these are centred on the Black Country – which means that Telford

news rarely gets aired. Fusion Radio Telford will be different in three important ways:

I. Bulletins will be longer, running to 5 minutes at peak times and at least 3 minutes

throughout the day;

II. Journalists will be based in Telford. They will actively search out interesting,

relevant or entertaining Telford stories and at least three of these will appear in

every bulletin;

III. The station will, in addition to the top-of-hour news, include news-led content at

other times in the schedule, encouraging feedback and interaction from the listener.

In addition to hard news, Fusion Radio Telford will reach out to individuals, organisations

and businesses in Telford - rather than expecting them to come to the incumbent station.

Instead of relying on the traditional and easy to deliver phone-in, Fusion Radio Telford will

be immersed in the community – reaching out using the latest technology to broadcast from

remote locations around the area. As well as enabling the station to create strong, unique

and engaging programming this strategy will also help generate sponsorship and ‘content

marketing’ revenue, essential to a station operating on this scale.

All the other important information strands ranging from traffic news to sport, weather to

parking availability will become hallmark characteristics of the station but, crucially, these

will be tailored specifically for Telford with none of the compromises forced upon the more

widely focused stations.

Whilst news and information will be the key driver of reach for Fusion Radio Telford, it is the

music output that will keep people listening. Targeting a broad audience, the station will

open up and celebrate the huge repertoire of popular hits dating back 60 years ago - to the

birth of rock’n’roll. The station will encourage listeners to get involved with the music but in

a real and tangible way. The schedule will be peppered with listener-led music features and,

thanks to the broad targeting parameters, very little will fall outside the station’s repertoire.

Fusion Radio Telford has identified several radio professionals based in and around the town

who will be able to relate directly to local people and properly reflect the daily talking

points. The amount of irrelevant, Black Country orientated chat heard during station

monitoring was astonishing. Fusion Radio Telford’s presentation team will be 100% focused

on the town and output will be overseen by a highly experienced, locally based radio

professional (see confidential Appendix A).

b) Explain (in no more than 600 words) how your proposed Format will cater for tastes and interests

different from those catered for by other existing local commercial and community radio services

available in this local area, apart from the service currently being provided under the re

licence you are applying for.

1. A Commitment to Local News and Information

Fusion Radio Telford will be the only commercial radio station delivering bespoke news and

information exclusively for the town of Telford. Set against the range of national and local

BBC stations on offer and the local commercial stations, the key point o

local speech content and an unwavering commitment to Telford life. Free Radio Shropshire

also broadcasts to Telford but its remit is far wider, including countywide and Black Country

coverage. Free Radio also targets a younger age prof

which is reflected in the lower prevalence

Monitoring highlighted a significant

commercial radio. At 8am on Monday 13

107 was a single 15-second story about a rare spider being found locally. The entire bulletin

ran to just 90 seconds and was prou

Radio Shropshire ran a more

Telford. In contrast, Fusion Radio Telford intends to carry five minutes of news at peak times

including at least three stories

The table below shows the actual s

Radio on July 13th

alongside an illustration of the

Telford:

News Content Analysis

The graph below highlights the relative allocation of

and Free Radio Shropshire compared with the far more extensive commitment

Fusion Radio Telford to meet the need expressed by Telford people during consumer

research.

of 25


catered for by other existing local commercial and community radio services

available in this local area, apart from the service currently being provided under the re

A Commitment to Local News and Information


for the town of Telford. Set against the range of national and local

BBC stations on offer and the local commercial stations, the key point of difference will be



coverage. Free Radio also targets a younger age profile, which renders speech less important

lower prevalence of speech in the overall programming mix.

significant shortfall in local news provision for Telford on

commercial radio. At 8am on Monday 13th

July 2015 the sum total of Telford news on Signal

second story about a rare spider being found locally. The entire bulletin

ran to just 90 seconds and was proudly announced as ‘Signal 107 90-Second News’. Free

Radio Shropshire ran a more substantial bulletin of which 23% was of direct relevance to


including at least three stories directly from or about Telford.

The table below shows the actual stories and durations broadcast by Signal 107 and Free

alongside an illustration of the proposed news agenda for Fusion Radio

News Content Analysis – 13th

July 2015

The graph below highlights the relative allocation of broadcast time for news on Signal 107

and Free Radio Shropshire compared with the far more extensive commitment



catered for by other existing local commercial and community radio services

available in this local area, apart from the service currently being provided under the re-advertised


for the town of Telford. Set against the range of national and local

f difference will be



ile, which renders speech less important

in the overall programming mix.

shortfall in local news provision for Telford on

y 2015 the sum total of Telford news on Signal

second story about a rare spider being found locally. The entire bulletin

Second News’. Free

substantial bulletin of which 23% was of direct relevance to


tories and durations broadcast by Signal 107 and Free

news agenda for Fusion Radio

broadcast time for news on Signal 107

and Free Radio Shropshire compared with the far more extensive commitment proposed by


News Bulletin Durations

As Ofcom stated in its recent assessment of the Wolverhampton

“regular locally-produced news bulletins will help to cater for this expressed interest

among local listeners, and would ensure that listeners would continue

suitable amount of locally

licence”.

This enhanced commitment to local news will make the

improvement of what is currently being provided and

Free Radio Shropshire. Moreover, it will ensure that Telford receives a new, independent

and dedicated news voice.

Away from the formal ‘top-of

read’ weather, travel and general information service, Fusion Radio Telford plans to upgrade

these elements by identifying genuine local experts in their respective fields. These

individuals will become the station

integrity to some of the most valued pieces of content.

2. Broadening the Musical Focus

Free Radio Shropshire is licenced to deliver “

aged 44 and under. Monitoring confirmed that it is comfortably meeting this licence

commitment with output comprising songs almost entirely dating from 1990 onwards and

representing a range of genres and styles:

of 25

News Bulletin Durations – July 13th

2015

As Ofcom stated in its recent assessment of the Wolverhampton licence applications:

produced news bulletins will help to cater for this expressed interest

among local listeners, and would ensure that listeners would continue

suitable amount of locally-relevant content from the service provided under the local

enhanced commitment to local news will make the Fusion Radio Telford a vast

improvement of what is currently being provided and truly distinctive from that provided by


of-hour’ bulletin, where other stations are content with a ‘rip and

vel and general information service, Fusion Radio Telford plans to upgrade


individuals will become the station’s ’trusted voice’ bringing credibility, authority and

rity to some of the most valued pieces of content.

Broadening the Musical Focus

Free Radio Shropshire is licenced to deliver “contemporary and chart music” to an audience



representing a range of genres and styles:

applications:

produced news bulletins will help to cater for this expressed interest

among local listeners, and would ensure that listeners would continue to receive a

relevant content from the service provided under the local

Fusion Radio Telford a vast

tive from that provided by


hour’ bulletin, where other stations are content with a ‘rip and

vel and general information service, Fusion Radio Telford plans to upgrade


’ bringing credibility, authority and

” to an audience



Almost two-thirds of the music played on Free Radio Shropshire is either current chart or

recently released material. Most

cent is from the last millennium.

Fusion Radio Telford will contrast

current/recent hits and 65%

will offer an unambiguously complementary range of music to that provided by Free Radio.

Additionally it is intended to introduce a range of minority genres during the evening

including Country, Rock and Soul.

of 25

thirds of the music played on Free Radio Shropshire is either current chart or

recently released material. Most of the remainder was released post-2000. Just over 10 per

cent is from the last millennium.

contrast with Free Radio Shropshire. Only a quarter of

current/recent hits and 65% will date from before the year 2000. Accordingly the service



y, Rock and Soul.

thirds of the music played on Free Radio Shropshire is either current chart or

2000. Just over 10 per

with Free Radio Shropshire. Only a quarter of songs will be

will date from before the year 2000. Accordingly the service



Section 105(D): Evidence of local demand or support

6. Evidence of Demand

Summarise the main findings of any original market research undertaken, or any analysis of existing

audience research information, which demonstrates a demand for

are proposing to provide.

If original market research has been undertaken, please provide the following information for each

piece of research:

f) A summary of the main findings from the research, showing how these demo

demand for the service proposed;

BACKGROUND

Telford commercial radio listeners have had to contend with some major changes over the

years:

• Shropshire’s heritage commercial station, Beacon Radio was acquired by Orion

Media in 2009 and re

on the AM frequencies). The output of Shropshire’s Free Radio

across Wolverhampton and the Black Country. Weekday programming between

10am and 4pm and everything from 7pm

stations in Coventry, Hereford & Worcester and Birmingham.

• Telford’s small-scale commercial radio licence is held by UTV Media. Launched in

1999 as ‘Telford FM’, the Telford and Shrewsbury licences were merged in 201

Midland News Association to form ‘The Severn’. Now broadcasting as ‘Signal 107’,

transmitters in Wolverhampton, Oswestry, Telford, Shrewsbury and Kidderminster

all carry exactly the same output other than ‘split’ news and commercials.

As these were very significant changes,

impact on local listeners. The Telford street survey, therefore, set out to gauge awareness of

the new station identities and establish perceptions towards all the commercial

services available in the town.

of 25

Section 105(D): Evidence of local demand or support


audience research information, which demonstrates a demand for the type of programme service you


f) A summary of the main findings from the research, showing how these demonstrate evidence of

demand for the service proposed;


Shropshire’s heritage commercial station, Beacon Radio was acquired by Orion

Media in 2009 and re-launched in March 2012 as ‘Free Radio FM’ (‘Free Radio 80s’

on the AM frequencies). The output of Shropshire’s Free Radio FM is also broadcast

Wolverhampton and the Black Country. Weekday programming between

10am and 4pm and everything from 7pm until 6am is simulcast with Free Radio

stations in Coventry, Hereford & Worcester and Birmingham.

scale commercial radio licence is held by UTV Media. Launched in

1999 as ‘Telford FM’, the Telford and Shrewsbury licences were merged in 201




ry significant changes, it was considered appropriate to understand


the new station identities and establish perceptions towards all the commercial

vices available in the town.


the type of programme service you


nstrate evidence of


Shropshire’s heritage commercial station, Beacon Radio was acquired by Orion

launched in March 2012 as ‘Free Radio FM’ (‘Free Radio 80s’

FM is also broadcast

Wolverhampton and the Black Country. Weekday programming between

until 6am is simulcast with Free Radio

scale commercial radio licence is held by UTV Media. Launched in

1999 as ‘Telford FM’, the Telford and Shrewsbury licences were merged in 2010 by




understand the


the new station identities and establish perceptions towards all the commercial radio

Awareness

Surprisingly, the most recognised commercial radio stations were Heart FM and Smooth

Radio, neither of which officially covers Telford. Free Radio was recognised by 84% of the

sample. There is still strong residua

disappearance more than five years ago.

Format Test

The proposed format of Fusion Radio Telford was shown to each respondent who was then

asked how likely they would be to listen:

Description

“A broad music and information station for Telford targeting, reflecting and

embracing all the town’s key social and ethnic groups. Highly focused on local news

and playing a wide range of music aimed at 25

• 70.6% of respondents said that they would be either “likely” or “very likely” to listen

to the new station.

• Only 8.3% of respondents said they would be “unlikely” or “very unlikely” to listen.

• 89% said they would listen to the proposed station in addition

currently listen to.

STATION MONITORING

The monitoring process focused on the output of the following stations:

• Signal 107 (Telford)

• Free Radio FM (Shropshire)

A key objective was to establish the stylistic and editorial distinctions

existing commercial radio services. Particular emphasis was given to local content such as

news, information and presenter

establish how the stations differ musically and check p

spirit of their respective Formats:

of 25



sample. There is still strong residual awareness of the name ‘Telford FM’ despite its

disappearance more than five years ago.


asked how likely they would be to listen:

and information station for Telford targeting, reflecting and


and playing a wide range of music aimed at 25 – 54 year-olds.”

70.6% of respondents said that they would be either “likely” or “very likely” to listen

Only 8.3% of respondents said they would be “unlikely” or “very unlikely” to listen.

89% said they would listen to the proposed station in addition to the stations they

The monitoring process focused on the output of the following stations:

Free Radio FM (Shropshire)

A key objective was to establish the stylistic and editorial distinctions between Telford’s two


news, information and presenter-generated input. It was also considered essential to re

establish how the stations differ musically and check present delivery against the letter and

spirit of their respective Formats:



l awareness of the name ‘Telford FM’ despite its


and information station for Telford targeting, reflecting and


70.6% of respondents said that they would be either “likely” or “very likely” to listen

Only 8.3% of respondents said they would be “unlikely” or “very unlikely” to listen.

to the stations they

between Telford’s two


generated input. It was also considered essential to re-

resent delivery against the letter and

1) Local Content

a) Free Radio’s non-commercial output, other than at Breakfast and Drivetime, is

originated from Birmingham and simulcast by all the Orion Group’s FM stations

across the West Midlands. During the ‘local’ hours, Free Radio FM’s Shropshire

transmitter carries identical programming to the Black Country transmitter.

Monitoring at Breakfast showed that presenters freely talk about and engage with

listeners across the entire

interaction with listeners over the phone. However, no Telford voices were heard

during monitored hours:

• Emily from Kidderminster

• Donna from

• Deb from Stourbridge

• Phil from Stourbridge

• Kelly from Wordsley

Presenter input was very Black Country focused. There were repeated references to

the ‘Wolverhampton City Show’ and ‘Black Country Day’ throughout the show.

Traffic news was broadcast three times per hour at peak times but this was centred

on the M6. When the M54 was mentioned it was towards the end of the update.

Lots of mentions for Dudl

not Telford.

b) Signal 107 approaches localisation very differently during general output. There is

far less presenter input than on Free Radio, and what there is tends to be generic

and non-specific to a

broadcasting from and to anywhere. The only significant local feature within general

programming was the ‘School of the Week’

location was at no point

Traffic news was more a list of roads than a meaningful guide to delays and trouble

spots.

Unlike the other commercial stations, Signal 107 uses computer playout capability to

‘split’ pre-recorded presenter links speci

area, to give listeners the impression that the station is local. However, on the day

monitored ‘localisation’ amounted to little more than the inclusion of the word

“Telford” or local frequency, “107.4”. e.g. “…wa

or “…the weather for

107…”, etc. There is a strong argument that this

misrepresentation of the station’s huge geographical

of 25

commercial output, other than at Breakfast and Drivetime, is


he West Midlands. During the ‘local’ hours, Free Radio FM’s Shropshire



listeners across the entire area. During Breakfast there was a surprising amount of


during monitored hours:

Kidderminster was the ‘Kids Word Game’ contestant;

Donna from Wolverhampton commented on the weather;

Stourbridge called in for a chat;

Stourbridge took part in the ‘Thousand Pound Minute’

Wordsley called in with a comment


‘Wolverhampton City Show’ and ‘Black Country Day’ throughout the show.



Lots of mentions for Dudley, Oldbury, Dorrington, Bilston and Wolverhampton but

approaches localisation very differently during general output. There is


specific to any particular location. There is a sense that the station could be


programming was the ‘School of the Week’ – St Anthony’s RC School, although the

location was at no point mentioned. It’s in Wolverhampton.



recorded presenter links specific to each sub-division of the broadcast



“Telford” or local frequency, “107.4”. e.g. “…waking up Telford this is Signal 107…”;

or “…the weather for Telford…”; and “…on 107.4 FM this is Telford’s station

107…”, etc. There is a strong argument that this could be construed as

misrepresentation of the station’s huge geographical scale.

commercial output, other than at Breakfast and Drivetime, is


he West Midlands. During the ‘local’ hours, Free Radio FM’s Shropshire



area. During Breakfast there was a surprising amount of


was the ‘Kids Word Game’ contestant;

took part in the ‘Thousand Pound Minute’


‘Wolverhampton City Show’ and ‘Black Country Day’ throughout the show.



ey, Oldbury, Dorrington, Bilston and Wolverhampton but

approaches localisation very differently during general output. There is


ny particular location. There is a sense that the station could be


St Anthony’s RC School, although the



division of the broadcast



this is Signal 107…”;

’s station – Signal

could be construed as wilful

2) News

On the day of monitoring there was little commonality between the stations

Free Radio and Signal 107. Most notable, however, was the limited news commitment

on Signal 107, which ‘sells’ its top

Coverage was more detailed on Free Radio with bespoke audio clips accompanying the

key local stories.

The only content that could be described as of specific Telford relevance and origin was

a news story about a rare Black Watch Spid

for around 2 minutes out of 240 minutes monitored at Breakfast

output.

3) Music

The degree of musical overlap between Wolverhampton’s two commercial stations was

extensive. During previous analysis, in January 2015, the 20 most played artists were

common to both stations. These are the ‘core’ artists, i.e. the artists that define a

station’s musical character and identity.

In terms of the hourly composition of Signal 107 and Free Radio both stations are heavily

skewed in favour of current and recent hits.

To the casual ear Signal 107 and Free Radio are clones of each other

music. However, given that music accounts for the vast majority of output, there is

compelling evidence that the Signal 107 licence is not being operated in the best interests of

Telford listeners.

g) Full data tables for any quantitative

confidence).

These are available on request

of 25

On the day of monitoring there was little commonality between the stations


on Signal 107, which ‘sells’ its top-of-the-hour bulletin as “Signal 107’s 90



a news story about a rare Black Watch Spider being found in the town. This accounted

for around 2 minutes out of 240 minutes monitored at Breakfast – just 0.8% of station




ation’s musical character and identity.


skewed in favour of current and recent hits.

To the casual ear Signal 107 and Free Radio are clones of each other – at least in terms of



g) Full data tables for any quantitative research undertaken (these may be submitted in

available on request

On the day of monitoring there was little commonality between the stations – especially


07’s 90-second News”.



er being found in the town. This accounted

just 0.8% of station





ast in terms of



research undertaken (these may be submitted in

of 25

7. Evidence of Support

Summarise (in no more than 500 words) any evidence of support for your application from

your potential audience or from prospective local advertisers.

The extensive research that was commissioned has shown that the proposal for Fusion

Radio Telford has tremendous latent support from individuals and organisations in Telford.

The team has been heartened and energised by the overwhelmingly positive response to the

prospect of Fusion Radio Telford returning a dedicated news and music station to Telford.

A confidential selection of expressions of support is available on request.

Declaration

Applicants are required to conclude their submission by responding as follows:

I confirm that, to the best of my knowledge and belief:

a) I am not a disqualified person in relation to the licence by virtue of the provisions of

section 143(5) of the Broadcasting Act 1996 (relating to

b) No director or person concerned directly or indirectly in the management of the

company or the applicant group is the subject of a disqualification order as defined

by section 145(1) of the Broadcasting Act 1996;

c) No person involved in t

of an unlicensed broadcasting offence and that the applicant will do all it can to

ensure that no person so convicted will be concerned in the provision of the service,

the making of programmes i

applicant is granted a licence; and

d) Any matters which might influence Ofcom's judgement as to whether the directors

and substantial shareholders involved in the application are fit and proper person

to participate in a radio licence have been made known to Ofcom? Applicants should

note that Ofcom reserves the right to revoke a licence if at any time any material

statement made is found to be false and to have been made by the applicant or any

member or officer thereof knowing it to be false, and that in the circumstances of

section 144 of the Broadcasting Act 1996, the provision of false information or the

withholding of relevant information with the intention of misleading Ofcom could

incur a criminal conviction and a disqualification from the holding of a licence.

Signed


Dated:

of 25

conclude their submission by responding as follows:

I confirm that, to the best of my knowledge and belief:

I am not a disqualified person in relation to the licence by virtue of the provisions of

section 143(5) of the Broadcasting Act 1996 (relating to political objects);

No director or person concerned directly or indirectly in the management of the


by section 145(1) of the Broadcasting Act 1996;

No person involved in the application has been convicted within the past five years



the making of programmes included in it, or the operation of a radio station if the

applicant is granted a licence; and

Any matters which might influence Ofcom's judgement as to whether the directors

and substantial shareholders involved in the application are fit and proper person




or officer thereof knowing it to be false, and that in the circumstances of



al conviction and a disqualification from the holding of a licence.

I am not a disqualified person in relation to the licence by virtue of the provisions of

political objects);

No director or person concerned directly or indirectly in the management of the


he application has been convicted within the past five years



ncluded in it, or the operation of a radio station if the

Any matters which might influence Ofcom's judgement as to whether the directors

and substantial shareholders involved in the application are fit and proper persons




or officer thereof knowing it to be false, and that in the circumstances of



al conviction and a disqualification from the holding of a licence.

an application for the telford fm licence july 2015 · telford - are a collage of stories from...

Documents