Signal 107 Application

Home , C103, FM104, Live 95, Signal 107, Telford FM, Wish FM

General information

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

Name: talkSPORT Limited

Address: Ground Floor 401 Faraday Street Birchwood Park Warrington WA3 6GA

Telephone: 01925 251810

(b) Main Contact (For Public Purposes) Please nominate at least one individual to deal with any press or public enquiries, stating:

Name: Scott Taunton

Telephone: 01925 251810

Address: talkSPORT Limited, Ground Floor, 401 Faraday Street, Birchwood Park, Warrington, WA3 6GA

E-mail: [email protected]

Signal 107

(d) Main Contact (For Ofcom Purposes) Please nominate one individual to whom questions of clarification and/or amplification should be sent, stating:

Name: Jimmy Buckland

Telephone: 020 7959 7814

Address: talkSPORT Limited, 18 Hatfields, London SE1 8DJ

E-mail: [email protected]

A copy of the Certificate of Incorporation is enclosed with this licence application.

Executive Summary

Signal 107 is a high quality locally focused radio station with broad musical output for Telford. Having failed to sustain itself as a standalone operation under previous ownership, the station now benefits from the expertise and backing of a parent group which is committed to local radio. By sharing operations across four neighbouring licence areas, Signal 107 generates economies of scale which are crucial to its long-term viability.

Following Signal 107’s recent success in retaining its Wolverhampton licence, this application seeks to secure the station’s tailored service for Telford until 2027. Telford is a vibrant town with a rich industrial heritage and strong local identity. Its residents deserve their own local radio station and this is what Signal 107 delivers.

If re-awarded this licence for a further 12 years, Signal 107 is committed to delivering:

• High-quality programming with a strong local focus on Telford;

• A platform for community engagement involving a range of local partners;

• Music output with broad appeal to local listeners;

• Targeted local advertising opportunities for local businesses.

Our ability to offer this high quality local service draws upon a number of unique strengths:

• Signal 107’s existing strong standing amongst Telford listeners, advertisers and community groups;

• Our experienced local management team, who boast unrivalled local knowledge and relationships;

• The financial backing of a stable and successful parent group;

• Centralised group support which enables station staff to focus on local programming and revenue generation.

Since launching as the Telford FM in 1999, and following its re-launch as Signal 107 in 2012, the station has sought to enhance and enrich the lives of local people in Telford. Our consumer research and letters of support from the local community demonstrate that we are succeeding in this mission.

By re-awarding this licence to Signal 107, Ofcom can ensure that Telford continues to enjoy these benefits for a further 12 years.

Section 105(A): Ability to maintain proposed service 1. Ownership and control of company which 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.

Name: John McCann

Occupation: UTV Media plc, Group Chief Executive

Other directorships:

SWANSEA SOUND LIMITED TALK RADIO UK LIMITED

SIGNAL RADIO LIMITED TWG PAYMENTS LIMITED

WOLVERHAMPTON AREA RADIO LIMITED PERFECTTASTE LIMITED

TALKSPORT LIMITED ALLIED RADIO LIMITED

INDEPENDENT RADIO GROUP LIMITED DIRECT NET ACCESS LIMITED

102.4 WISH FM LIMITED UTV CONNECT LIMITED

THE WIRELESS GROUP HOLDINGS LIMITED RECRUITMENT NORTHERN IRELAND LIMITED

UTV MEDIA (GB) LIMITED U105 LIMITED

SOCCERBET LIMITED UTV DRIVE LIMITED

TOWER 107.4 FM LIMITED FOREVER BROADCASTING LIMITED

RADIOWAVE (BLACKPOOL) LIMITED UTV IRELAND LIMITED

THE WIRELESS GROUP (ILRS) LIMITED WIRE FM (1997) LIMITED

PULSE F.M. LIMITED GRAND CENTRAL BROADCASTING LIMITED

UTV LTD UTV MEDIA PLC

UTV NEW MEDIA LTD UTV RADIO LTD

John is a director of an existing Ofcom licensee.

Name: Scott Taunton

Occupation: UTV Media plc, Group Operating Officer

Other directorships:

WOLVERHAMPTON AREA RADIO LIMITED INDEPENDENT RADIO GROUP LIMITED

WIRE FM (1997) LIMITED THE WIRELESS GROUP (ILRS) LIMITED

UTV MEDIA (GB) LIMITED PULSE F.M. LIMITED

SWITCHDIGITAL (LONDON) LIMITED TALK RADIO UK LIMITED

TWG PAYMENTS LIMITED RADIOWAVE (BLACKPOOL) LIMITED

FOREVER BROADCASTING LIMITED 102.4 WISH FM LIMITED

THE DIGITAL RADIO GROUP (LONDON) LIMITED THE WIRELESS GROUP HOLDINGS LIMITED

UTV DIGITAL (B&H) LIMITED PERFECTTASTE LIMITED

SOCCERBET LIMITED UTV DIGITAL LIMITED

TOWER 107.4 FM LIMITED GRAND CENTRAL BROADCASTING LIMITED

UTV MEDIA PLC UTV LIMITED

ALLIED RADIO LIMITED UTV CONNECT LIMITED

SWITCHDIGITAL (SCOTLAND) LIMITED FIRST RADIO SALES LIMITED

SWANSEA SOUND LIMITED UTV RADIO LIMITED

SIGNAL RADIO LIMITED SOUND DIGITAL LIMITED

TALKSPORT LIMITED JUICE HOLDCO LTD

MAIN STREET 1035 (PTY) LIMITED

Scott is a director of an existing Ofcom licensee.

Name: Norman McKeown

Occupation: UTV Media plc, Group Finance Director

Other directorships:

SIGNAL RADIO LIMITED ALLIED RADIO LTD

WOLVERHAMPTON AREA RADIO LIMITED UTV MEDIA PLC

TALKSPORT LIMITED 102.4 WISH FM LIMITED

INDEPENDENT RADIO GROUP LIMITED SIMPLY ZESTY UK LIMITED

THE WIRELESS GROUP (ILRS) LIMITED ANOTHERWAY

PULSE F.M. LIMITED BABSTOVA LIMITED

WIRE FM (1997) LIMITED CAPITAL RADIO PRODUCTIONS LIMITED

THE WIRELESS GROUP HOLDINGS LIMITED CITY BROADCASTING LIMITED

UTV MEDIA (GB) LIMITED CORK MEDIA ENTERPRISES LIMITED

UTV RADIO LIMITED COUNTY MEDIA LIMITED

SOCCERBET LIMITED RADIO COUNTY SOUND LIMITED

TOWER 107.4 FM LIMITED SHAWNEE LIMITED

RADIOWAVE (BLACKPOOL) LIMITED SIMPLY ZESTY LIMITED

THE INDEPENDENT BROADCASTING CORPORATION TALK RADIO UK LIMITED LIMITED

TWG PAYMENTS LIMITED TREATY RADIO LIMITED

PERFECTTASTE LIMITED UTV RADIO (ROI) LIMITED

UTV LIMITED DIRECT NET ACCESS LTD

FOREVER BROADCASTING LTD GRAND CENTRAL BROADCASTING LTD

RECRUITMENT NORTHERN IRELAND LTD SWANSEA SOUND LTD

THE INTERNET BUSINESS LTD U105 LTD

UTV CONNECT LTD UTV DRIVE LTD

UTV NEW MEDIA LTD STRATHERN SCHOOL BELFAST

Norman is a director of an existing Ofcom licensee.

Name: Tony Tompkins

Occupation: Finance Director, UTV Media (GB) Limited

Other directorships:

SWANSEA SOUND LIMITED GRAND CENTRAL BROADCASTING LIMITED

SIGNAL RADIO LIMITED INDEPENDENT RADIO GROUP LIMITED

WOLVERHAMPTON AREA RADIO LIMITED JUICE HOLDCO LTD

102.4 WISH FM LIMITED RADIOWAVE (BLACKPOOL) LIMITED

FOREVER BROADCASTING LIMITED THE WIRELESS GROUP (ILRS) LIMITED

ALLIED RADIO LIMITED WIRE FM (1997) LIMITED

TWG PAYMENTS LIMITED THE WIRELESS GROUP HOLDINGS LIMITED

UTV MEDIA (GB) LIMITED TALK RADIO UK LIMITED

SOCCERBET LIMITED UTV RADIO LIMITED

TOWER 107.4 FM LIMITED PULSE F.M. LIMITED

TALKSPORT LIMITED PERFECTTASTE LIMITED

JEWELSTAFF LIMITED THE DOVE SERVICE

Tony is a director of an existing Ofcom licensee.

7 ii) If there are firm plans to appoint any further directors, provide information (with details of any specific individuals in mind). This information may be submitted in confidence.

There are no firm plans to appoint any further directors.

(b) Investors and Shareholding Structure Full details of the shareholding structure should be provided, including: i) Names and addresses (the latter may be submitted in confidence) of all existing or proposed shareholders.

UTV Media plc (“UTV”) is a publicly listed television and radio group with operations in Great Britain, Northern Ireland and the Republic of Ireland. UTV is located at Ormeau Road, Belfast, BT7 1EB.

UTV’s media interests in Great Britain are held within its 100% wholly owned subsidiary UTV Media (GB) Limited (“UTVGB”). These interests include one national radio licence (talkSPORT – the world’s biggest sports radio station), Sport Magazine (the most read sport magazine in the UK), talkSPORT International (global audio partner of the Barclays Premier League) and 16 independent local radio licences, of which Signal 107 (Telford) is one.

UTVGB’s local radio licences are all held within talkSPORT Limited, a 100% owned subsidiary.

A full organisational chart is attached separately in confidence.

ii) Total number, class/classes of shares and issue price of shares (specify voting, non-voting, preference, other etc.). talkSPORT Limited is wholly owned by The Wireless Group Holdings Limited. The table below sets out the number of ordinary shares it holds:

Name of shareholder Number of shares Total investment (£) Total investment (%)

The Wireless Group Holdings Limited 2,000 1,000 100%

Please provide any additional information/notes (e.g. details of voting rights, if they do not mirror shareholdings):

Not applicable

The Wireless Group Holdings Limited is a wholly owned subsidiary of UTV Media (GB) Limited. The table below sets out the number of ordinary shares it holds:

Name of shareholder Number of shares Total investment (£) Total investment (%)

UTV Media (GB) Limited 1,000,000 0 100%

Please provide any additional information/notes (e.g. details of voting rights, if they do not mirror shareholdings):

Not applicable

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.

UTV Media (GB) Limited is a wholly owned subsidiary of UTV Media plc. The table below sets out the significant (5% plus) shareholders in UTV Media plc (as at 30 June 2015):

Name of company: UTV Media plc

Name of shareholder Number of shares Total investment (£s) Total investment (%)

Fidelity Worldwide Investment 9,778,013 n/a 10.20

JO Hambro Capital Management 7,286,000 n/a 7.60

GVO Investment Management 6,844,588 n/a 7.14

Columbia Threadneedle Investments 5,897,825 n/a 6.15

Please provide any additional information/notes (e.g. details of voting rights, if they do not mirror shareholdings):

Not applicable

iv) Outline any shareholders agreements or arrangements which exist.

Not applicable.

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.

vi) Ofcom may request additional information (e.g. a banker's letter, statutory/management accounts) regarding the shareholders, or any other providers of finance, listed in the application.

UTV would be pleased to provide Ofcom with any additional information required.

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;

UTV Media plc owns and operates the ITV franchise for Northern Ireland and recently launched a new channel for the Republic of Ireland, UTV Ireland. UTV also hold a local radio licence covering Belfast, U105.

UTV Media plc is also the largest commercial radio operator in the Republic of Ireland operating five commercial radio stations under six licences from the Broadcasting Commission of Ireland. These are Cork 96 FM, C103, Limerick’s Live 95 FM, Dublin’s FM104, Dublin’s Q102 FM and Louth and Meath’s LM FM.

The Ofcom licensed radio broadcasting interests held within talkSPORT Limited comprise the national speech radio service, talkSPORT (INR3), and local radio licences for Swansea, Chesterfield, Wolverhampton, Telford, Kidderminster, Shrewsbury & Oswestry, Stoke, Liverpool, Warrington, Bradford, Blackpool, Wigan and Bolton. UTV also owns various local DAB multiplex licences (including via its Switchdigital subsidiaries).

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.

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.

1. Financial security afforded through shared operations and parent company backing

Signal 107 (Telford) is currently loss-making if considered on a standalone basis, owing to the size and competitiveness of the local market and fixed cost nature of local radio businesses.

UTV’s strategy to sustain this licence over the new 12 year term depends on our ability to realise ongoing cost-efficiencies and economies of scale. This approach was developed by UTV as a necessary response to financial challenges faced by previous owner MNA Broadcasting.

UTV’s acquisition of the Telford licence in 2012 – together with licences for Shrewsbury / Oswestry and Kidderminster – consolidated the advertiser bases of four neighbouring licences under the Signal 107 brand and harnessed the benefits of co-location whilst retaining the local programming character of each licence through investment in split link transmission to enable localised news and information for each area.

As demonstrated by our financial projections, Signal 107 is on a firm path to profitability. However our projections also show that if the Telford licence was returned to a standalone station it would not be viable. The security of all four licences which make up Signal 107 depends on their continued integration and the effective subsidy arising from UTV’s ownership.

2. Centralised Local Radio Group Resource and Support

UTVGB’s local radio licences are managed by UTVGB’s Director of Local Radio Iain Fowler. Iain’s senior team consists of Terry Underhill, Group Local Radio Programme Director, and Michael Dobson, Group Local Radio Sales Director, who together ensure that consistency of strategy, innovation and best practice is delivered across all UTVGB’s local radio stations.

With more than 70 years of experience, Iain’s team combine with a centralised GB finance, inventory management and HR function (run by Finance Director Tony Tompkins) and an IT and Engineering team (led by Technical Director Al Robertson) to provide essential services to all UTVGB’s local radio stations.

This centralised structure means that as far as possible, non-local station services/functions are performed efficiently and cost-effectively, allowing local sales and programming personnel to focus on driving listening and revenue.

3. Experienced Local Management

Signal 107 benefits from an experienced local management team based in nearby Wolverhampton. Signal 107’s station director is Marie Wright, with programming led by breakfast show presenter Richard Dodd. Marie has worked in commercial radio for 23 years and has led the team for the last decade, guiding the business through the integration and expansion brought about by the MNA merger.

Marie and Richard’s combined 45 years in commercial radio have all been in the Black Country and Shropshire. During this time they have built strong relationships with community leaders, local businesses and public servants.

Given the stability, longevity, local knowledge and relationships of the local team, the support given by UTVGB’s centralised structure, and the backing of one of the UK and Ireland’s largest and most successful media companies, we have every confidence in our ability to maintain the service over the twelve year licence period.

(b) Funding Detail the sources of finance that will be used to fund the licence, under the following headings: i) Share capital ii) Loan stock iii) Leasing/HP facilities (capital value) iv) Bank overdraft v) Grants and donations vi) Other (please specify)

UTV is a profitable group. It operates a centralised treasury function and any operating losses within individual operating units are funded and absorbed by the other profitable operations and UTV’s group working capital facilities and credit lines.

Where relevant, provide information on: i) Loan terms (e.g. interest rate, repayment terms, redemption/conversion terms);

Not applicable.

ii) Assets leased. All of the funding identified above should be confirmed to the applicant. Explanation should be provided if this is not the case.

There are no substantial lease arrangements at Signal 107. Cars are provided under a group lease arrangement, with one branded promotional station car provided under a contra deal with a local Toyota car dealer. Transmission arrangements are tied in to a group contract with Arqiva. Signal 107’s studio premises are secured on a long-term basis with the current lease running until March 2018.

(c) Financial Projections The purpose of this question is to allow the applicant to demonstrate its understanding of the market. The forecasts should be based on reasonable assumptions that are logically applied and justifiable. The applicant should provide financial projections on an annual basis for the licence. The projections must include: i) Profit and loss accounts ii) Balance sheets iii) Cash-flow forecasts The period covered is at the discretion of the applicant, but should be justified. The forecasts should be supplied on an Excel spreadsheet or similar, with any accompanying guidance notes. The applicant must also complete and submit the spreadsheet entitled “Financial Template” located at: http://licensing.ofcom.org.uk/radio-broadcast-icensing/analogue-radio/apply-for-licence/how-to-apply/ using information from its business model. This section must include a full listing of the underlying assumptions on which the financial projections are based, relating such assumptions clearly to other parts of the application (e.g. proposed format, extent of coverage area). The applicant should detail how revenue figures were derived, distinguishing between local, national and sponsorship revenue.

The response to this question is submitted in confidence.

(d) Audience Projections The existing licensee only should answer the following questions: i) If you propose to continue, in the new licence period, the same type of programme service as currently broadcast, provide evidence of the listenership attracted by the present service (e.g. from RAJAR).

Signal 107 intends to continue with its current programming in the new licence period. Evidence from RAJAR data of the listenership attracted by the present service is provided below.

Table 1. Signal 107 Summary of Performance – All Adults

Q1 2013 Q3 2013 Q1 2014 Q3 2014 Q1 2015

Population (000’s) 990.8 1021.7 1020.9 1023.8 1023.3

Reach (000’s) 53.1 46.2 29.7 46.2 59.6

Reach (%) 5.4 4.5 2.9 4.5 5.8

Average Hours 6.1 6.6 9.6 12.0 5.5

Market Share (%) 1.6 1.5 1.5 2.7 1.7

The table above shows the performance of Signal 107 following the inclusion of the MNA licences and subsequent re-launch and shows that Signal 107 saw audience levels decline, particularly during the early part of 2014. As previously noted in our application for Signal 107’s Wolverhampton

licence, this was largely as a result of a change in the overall style of presentation; particularly in the breakfast show which had a very strong female appeal that we believe was to the detriment of attracting and maintaining male listeners.

In August 2014 a major presenter line up change resulted in moving the mid morning show presenter, Richard Dodd, to breakfast. ‘Dicky’ Dodd is a well-known local figure and his move to breakfast has made the show appeal more strongly to men without alienating the female audience. As a local man, his local knowledge has also created a greater level of relatability with the audience.

The latest published quarter for Q1 2015 show audience levels eclipsing the 2013 figures, with some improvement also found in market share.

This finding from the RAJAR data, which coincidently chimes with our consumer research undertaken within the smaller ex Telford TSA showed that weekly reach now stands around 6%. Further analysis of audience is supplied in response to Q6.

ii) To what extent do you believe that the potential maximum listenership for your present programme service is already being achieved? Indicate any audience objectives for the new licence period.

Our consumer research for this licence application has highlighted that further potential exists to develop the Signal 107 audience within Telford. For example the independent quantitative study highlighted that 9% of the population access Signal 107 but not on a regular weekly basis. This research also showed that a high 21% (greater than the sum of weekly reach and occasional listenership) stated that Signal 107 was their preferred station in times of local emergency.

To this extent we believe it is both possible to increase reach and market share. Our ultimate aim within the 12 year licence period will be for weekly reach across the combined Signal 107 TSA to eclipse 100,000.

Our audience growth objectives across the next three years are as follows:

• Reach to accelerate as visibility and awareness levels increase with this relatively new brand

• Average hours to reduce in year 2 as new listeners trial the station, with more growth in year 3 as the audience matures

• Total hours growth for 2016 of 20%

• Total hours growth for 2017 of 15%

3. Transmission proposals

The existing licensee only should answer the following questions: a) Provide details of any substantial alteration you propose to make to your existing transmission arrangements (e.g. proposed relocation of transmission site) for the new licence period.

We do not propose to make any alterations to the existing transmission arrangements.

b) If an alternative transmission site is proposed, provide the following information: i) Name and National Grid Reference of site; ii) Height of site above Ordnance datum (in metres); iii) Height of transmitting aerial above ground level (in metres); iv) Radiated power in either or both planes of polarisation, and aerial radiation pattern (if no aerial radiation pattern is submitted, it will be assumed without exception to be omni-directional).

Not applicable.

Please confirm whether you believe that your intended mast aperture will be available, and whether, where required, planning permission can be obtained. Where appropriate, evidence to support this belief should be provided. Details of any negotiations which have been entered into with the site owner should also be provided.

Not applicable.

The information provided above must take into account any requirements set out in Section 2 of this Notice. In the event of minor non-compliance, Ofcom may revisit an applicant's proposals with a view to modest adjustment following award and closer scrutiny. Significant non-compliance may render the application liable to disqualification. v) A detailed computer predicted map (in colour) of the coverage anticipated using the transmission site and parameters described above.

Please see enclosed files for a computed coverage map from Arqiva. We calculate that the total population covered is 117,083 (based on 2011 Census, 15+ adults).

vi) The proposed arrangements for transmission provision (installation, maintenance and repair). The transmission system and equipment must comply with the Ofcom Engineering Code, which represents Ofcom's current policy and is available at: http://stakeholders.ofcom.org.uk/broadcasting/guidance/tech- guidance/eng_code/

As stated above, we do not plan to make any changes to the existing transmission arrangements. The transmission system and equipment was installed and is maintained by Arqiva under UTVGB’s group local radio Total Broadcast Contract. The installation and maintenance of the transmission system is fully compliant with Ofcom’s Engineering Code.

The arrangements for transmission are as follows1:

Site Name: Dawley Heath Hill (Arqiva KEEP No. 247499)

NGR: SJ 67948 0778

Site Height: 198m a.o.d.

Antenna Height: 46.5m a.g.l.

Antenna Type: Single Vertical Dipole on 300° e.t.n mounted on a pole out of the top of the existing 45m tower (please see enclosed file for antenna pattern)

Frequency: 107.4 MHz

ERP: 100W Vertical

1 The NGR and antenna height have been verified by our transmission provider Arqiva. Although the proposed arrangements are unchanged, we note that these details differ from Ofcom’s records as held at http://stakeholders.ofcom.org.uk/broadcasting/guidance/tech-guidance/tech_parameters/ and that the licence re- advertisement similarly quotes a slightly different NGR relating to a location on the opposite side of the road.

Section 105(B) and (C): Catering for tastes and interests / broadening choice 4. Format

SIGNAL 107 (Telford)

Licence number AL237

Licensed area Telford area

MCA population 117,083

Frequency/ies 107.4 MHz

Character of Service

A COMMUNITY-ORIENTED, BROAD MUSIC STATION FOR TELFORD, AIMED AT 25 TO 54 YEAR-OLDS.

Service duration 24 hours

Locally-made Studio location: programming Locally-made programming must be produced within the licensed areas of Telford (AL237) or Wolverhampton (AL199)

Locally-made hours: At least 10 hours a day during daytime weekdays (must include breakfast). At least 4 hours daytime Saturdays and Sundays.

Programme sharing: All programmes may be shared between the Telford licence (AL237), the Shrewsbury & Oswestry licence (AL310), the Kidderminster licence (AL294), and the Wolverhampton licence (AL199), subject to satisfying the character of service requirements above.

Local news At least hourly at peak-time weekdays and weekends. At other times UK-wide, nations and international news should feature.

Definitions Speech Excludes advertising, programme/promotional trails & sponsor credits Peak-time Weekday breakfast and drive-time, and weekend late breakfast Daytime 06.00 to 19.00 weekdays and weekends

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;

Our proposed Format is based on three core principles: • Maintaining and developing the community focus of our content • Maintaining a broad age appeal • Maintaining our focus on Telford

Community Oriented

Following the merger with the UTV station formerly known as The Wolf and the two other Midland News Association (“MNA”) services for Kidderminster and Shrewsbury & Oswestry, The Severn was re-launched and renamed Signal 107. From the outset the station endeavoured to enhance and enrich the communities it serves along with the lives of the people who live in them through dedicated programming.

Signal 107 proudly supports both the local Telford community and charities. A summary of regular events and other charitable and community activities are set out in Appendix 1 of this application.

Broad Based Appeal

UTV’s centralised group management and support systems allows the local team to focus on the essentials: driving listenership and ultimately revenues.

Compared with other local commercial operators, Signal 107 offers listeners a more intensive music based service with greater variety of songs and less repetition. Signal 107’s music library is significantly larger than Smooth, Heart and Free Radio 80’s and our music monitoring for this application confirmed that the station plays around 270 more tracks every week than the main local commercial competitor, Free Radio (Shropshire).

Broad music appeal is necessary in smaller markets to deliver meaningful audience levels to attract local advertisers. This is achieved not just through the music selection but also through relevant local speech elements.

Focus on Telford

Localness is the key defining feature of Signal 107.

All non-network presenters on Signal 107 are local to the region, they really do know the patch and this is vital in helping engage with listeners. It is a requirement of the team that they regularly spend time in Telford and ‘meet the listeners’ and become part of their lives.

UTV remains committed to ensuring that listeners in Telford, Wolverhampton, Kidderminster and Shrewsbury & Oswestry benefit from specifically tailored local news, locally targeted advertising, local community action spots and local information.

During a typical peak time hour we provide listeners in Telford with four local travel bulletins, a detailed local weather forecast, local events and what’s on information, local schools information and local listener requests and messages. In short, a brief listen to the output of Signal 107 demonstrates how Signal 107 effectively caters for the tastes and interests of the people of Telford.

Even during night-time shared programming, the station remains focused on the area with continual updates on the website, Facebook and twitter feeds to reflect the local area 24 hours a day.

Signal 107’s programming schedule is set out in Appendix 2.

The existing licensee only should answer the following questions: c) Explain (in no more than 400 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;

The biggest single driver of listeners to many radio services is the choice of music that is played. In line with its broad-based programming philosophy, Signal 107’s programming is designed to attract listeners from a wide range of age groups in order to deliver the highest potential audience.

Signal 107’s musical proposition is based on offering a wider selection of tracks across the last four decades and today, with less song repetition than other stations. The station’s combination of the biggest current hit music with the biggest classic songs of all time stands out from all the other radio offerings available.

Our detailed analysis of the music composition of local competitors, detailed in Section 6 of this application, confirms that Signal 107 plays more music than competing commercial stations, has fewer repeated songs and plays a greater variety of music.

Competing commercial radio stations Heart (Easy Listening), Smooth (Easy Listening) and Free 80’S (80’s) are all demonstrably different to Signal 107. Most of the competing stations in the area are regional or semi-national services and have little or no commitment to the people of Telford.

Only Birmingham-based Free Radio targets a similar local audience but Signal 107 has a 37% greater variety of music.

Signal 107’s other key point of difference from competing commercial stations is its commitment to the local area, through the provision of a comprehensive news and information service for listeners in Telford, delivered by presenters who really know the area.

This combination of musical breadth and a commitment to local news and information and listener involvement ensures that Signal 107 offers a service that broadens choice and caters for local tastes and interests. Consumer research, which specifically sought local consumer opinion on the type of local service that would best suit the Telford market, offers a clear endorsement of our approach.

d) In what ways, if any, are your programme proposals for the new licence period substantially different from the programme service you currently broadcast? Outline the reasons for any such differences from the current service.

We do not propose amending the existing Signal 107 format. We are witnessing improving audience levels and our commitment to the area remains unwavering. The research conducted for this application and our on-going internal research will continue to inform and help shape the delivery of Signal 107’s local content.

Section 105(D): Evidence of local demand or support 6. Evidence of Demand

The existing licensee only should answer the following question: If you propose to alter your existing programme service in the new licence period, outline any way in which findings from any original market research undertaken, or analysis of existing audience research information, have influenced this decision.

We do not to propose to alter our existing programme service. The research, set out below, clearly indicates there is demand for Signal 107’s community oriented, broad based music service, targeted specifically at Telford.

If original market research has been undertaken, please provide the following information for each piece of research: a) A statement of the key objectives of the research; b) The specific questions that the research sought to answer; c) How the research was conducted; d) The size and composition of the sample(s); e) When and where the research was conducted;

Signal 107 has undertaken four distinct research exercises as part of this licence application: 1. A review of Telford and Wrekin District Council report on the population and household profile 2. Analysis of published RAJAR information and specially commissioned RAJAR analysis 3. Monitoring of the music content of competing locally relevant services 4. Quantitative consumer research in the original Telford licence area.

1. A review of Telford and Wrekin District Council Population and Household Statistics a) Key objectives of To provide updated population and household composition data. the research; b) Specific questions To ascertain in particular the ethnic composition of the population. that the research sought to answer c) How the research The data was derived from the Telford and Wrekin District Council. was conducted d) The size and Data was based on 2011 Census. composition of the sample e) When and where This data was reviewed in May 2015. the research was conducted f) A summary of the main findings from the research, showing how these demonstrate evidence of demand for the service proposed

1. Age composition

The Telford and Wrekin District council area, which is somewhat larger than the core MCA for the Telford licence, showed a population of some 166,641 (Census 2011). The area supports a strong population aged under 18 accounting for 23.1% of the total, with 65+’s at the other end of the age spectrum accounting for some 15.7%. The balance of the population, 61.2%, is aged 18 to 64.

2. Dependent children

33% of households have dependent children. The area with the highest proportion of households with dependent children is Newdale (40.2%) followed by Woodside (39.8%) and Hadley (38.8%).

3. Ethnicity

The 2011 Census also found that the vast majority of the population (89.5%) were from White British backgrounds, with just 10.5% reporting some other ethnic background. Ethnic diversity varied greatly across the area. After White British, the most common ethnicity for people in Telford and Wrekin was Asian or Asian British at 4.2% in total, with large concentrations in both Hadley (11.7%) and Arleston (10.7%).

4. Migration

A total of 1055 international migrants arrived in Telford and Wrekin in the year before the 2011 Census. The migration rate per 1000 population in Telford and Wrekin is around half the rate for England. The majority of migrants some (59%) originated from Europe. Of these, the largest group was from Poland, representing 22% of total International Migration. The origin of highest proportion of non-European migrants was India with 8% followed by China at 7%.

2. Analysis of published RAJAR data and specially commissioned RAJAR analysis

a) Key objectives of the To provide trend data illustrating the performance of Signal 107 and its competitors. research

b) Specific questions To evaluate the changing radio landscape in terms of audience profiles and market that the research share. sought to answer

c) How the research The research was carried out by Hallett Arendt Ltd using their in house Octagon and was conducted CrossTab system.

d) The size and For the purposes of providing reliable trend data the majority of the analysis was composition of the carried out on the published Signal 107 area. Fluctuations in the final sample size that sample derive from the creation of sub areas through sample point analysis can weaken the robustness of the data.

e) When and where Analysis was initially conducted in November 2014 and repeated in February 2015 to the research was include the latest RAJAR data. conducted

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

1. Old Telford TSA v Signal 107 expanded TSA

In undertaking our analysis of the market, we first needed to decide whether to focus on the area as it is currently marketed as part of the wider Signal 107 service or to attempt to create a Telford FM TSA through sample point analysis.

It should be noted that the previous owners of this licence did not participate in RAJAR and hence data derived in this way could only be produced from the date of inclusion in RAJAR under the expanded Signal 107 area.

Having looked at the data both ways, we decided to present the data as published by RAJAR for two key reasons:

a) the variability in delivered sample via sample point analysis potentially comprises the value of trend data;

b) we concluded that specially commissioned quantitative consumer research would likely provide a more accurate reflection of both listenership to and opinion of Signal 107.

2. Growth in the size of market served

The original Telford licence area comprised an estimated adult population of around 112,000 adults. Following the incorporation of the former MNA stations for Telford, Wolverhampton, Kidderminster and Shrewsbury & Oswestry, the combined TSA now stands at 1,023,300.

Table 2. Change in Signal 107 TSA (all adults 15+)

Q1 2013 Q3 2013 Q1 2014 Q3 2014 Q1 2015

Population (000s) 990.8 1021.7 1020.9 1023.8 1023.3

3. Increased competition in the market

As previously noted, the idea of bringing four services together under the Signal 107 banner was primarily designed to underpin the viability of each licence in an increasingly competitive marketplace.

The proliferation of stations available to consumers is perhaps the key change in market conditions over the history of this licence. Telford FM – later to become The Severn – launched in 1999 to a market with around 20 competing services. Today the expanded market offers listeners a choice of around 40.

4. Growth in the number of stations listened to

Since the re-launch of Signal 107 in 2012, the weekly repertoire for all adults in the area has risen from 2.8 to 2.9, representing modest growth of 4%.

Among listeners to Signal107 the pattern is quite markedly different with the average number rising from 3.6 (already 29% higher than for all adults) to 4.8, indicating that Signal 107 listeners have increased their repertoire by 33%. This finding reflects that Signal 107 listeners have found significantly greater satisfaction with the new choices available to them.

Table 3. Average number of stations listened to: Signal 107 listeners v all adults (15+)

Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 2012 2013 2013 2013 2013 2014 2014 2014 2014 2015

All adults 2.8 2.8 2.9 2.9 2.8 2.9 2.9 2.9 2.9 2.9

Signal 107 3.6 3.9 4.2 3.9 3.8 4.0 4.0 5.0 5.1 4.8 listeners

The result of increased choice has created a significant challenge for Signal 107; despite this Signal 107 has seen good audience progression both in terms of reach, market share and more particularly average time spent listening which has held around the 7.0 hours a week suggesting that new listeners coming in to try Signal 107 are spending roughly the same time with the station as the more established listeners.

Typically, with audience growth in 000s we see total hours increasing and average hours per listener decrease slightly, the converse usually being the case when there are audience losses. This effect does not appear to be happening at Signal 107 which is encouraging.

5. Evidence of listener demand for Signal 107

RAJAR data summarised indicates that Signal 107’s current programming output is performing well with broad appeal across a range of audience demographics.

As shown in Table 4, a change in Signal 107’s programming philosophy to give it stronger and younger appeal led to audience decline in 2013 and 2014 compared with the 5.4% reach and average hours of 6.1 delivered following its 2012 re-launch.

Subsequent corrections including the return of Dicky Dodd to the breakfast show had a positive impact with audience levels returning. The high share figure noted in Q3 2014 would appear to be a rogue finding and levels of average time spent listening have returned to a more typical level. Signal 107 believes there is further potential to increase both reach and hours and therefore market share.

Table 4. Signal 107 audience performance (all adults)

Q1 2013 Q3 2013 Q1 2014 Q3 2014 Q1 2015

Reach (000’s) 53.1 46.2 29.7 46.2 59.6

Reach (%) 5.4 4.5 2.9 4.5 5.8

Average Hours 6.1 6.6 9.6 12.0 5.5

Market Share (%) 1.6 1.5 1.5 2.7 1.7

Table 5 (overleaf) shows that Signal 107’s audience delivery is stronger with women, although the latest two quarters show a significant improvement in the performance with men reflecting the change in presentation style.

The station performs best with 15-24s where there is less competition (the majority of other commercial services targeting 25 pluses). Signal 107 also performs above its weekly average in all age groups up to 54. The station achieves an almost equal market share amongst ABC1s as amongst C2DEs; again reflecting the more adult presentation style adopted in second half of 2014.

Table 5. Signal 107 reach and share by audience demographic

Q1 2013 Q3 2013 Q1 2014 Q3 2014 Q1 2015

Reach Share Reach Share Reach Share Reach Share Reach Share (%) (%) (%) (%) (%) (%) (%) (%) (%) (%)

All Adults 5.4 1.6 4.5 1.5 2.9 1.5 4.5 2.7 5.8 1.7

Men 4.8 1.0 3.2 1.0 1.8 0.8 3.4 2.9 5.3 1.2

Women 5.9 2.4 5.8 2.2 4.0 2.3 5.6 2.5 6.3 2.3

15-24 4.8 0.4 4.7 0.7 6.7 3.5 9.9 1.5 11.6 6.2

25-34 5.4 1.2 5.9 0.9 2.3 2.3 8.5 8.4 8.5 2.9

35-44 8.9 2.5 4.5 1.9 3.4 1.6 2.2 1.2 6.3 0.7

45-54 7.2 2.5 6.5 2.0 3.3 1.6 4.9 3.6 7.9 2.1

55-64 4.8 2.2 5.3 1.6 1.0 0.5 1.1 0.5 1.7 0.3

65+ 2.3 0.8 1.6 1.5 1.8 0.9 1.7 0.9 1.0 0.3

ABC1 3.6 0.6 4.7 1.5 2.4 0.6 4.7 1.9 5.7 1.1

C2DE 6.9 2.4 4.4 1.5 3.3 2.3 4.4 3.3 6.0 2.2

Table 6 (shown overleaf) shows that when compared with the population, Signal continues to deliver a female biased audience. However male listeners have been returning to the station and they now account for just over 44% of the audience – the highest level in the past two years. This finding reflects Signals decision to offer a broader age appeal and a position closer to the launch strategy. 91.7% of the audience is aged under 55 with 25 to 54s representing a total of 62.4%.

The loss of listeners in the 55 plus age group first noted in Q1 2014 may now be levelling out and the small improvement in 55-64 year olds is on target and will, we hope improve as listeners become aware of the return to a more relaxed and adult presentation policy.

Table 6. Signal 107 audience v population profile

Q1 2013 Q3 2013 Q1 2014 Q3 2014 Q1 2015

Pop’ Aud’ Pop’ Aud’ Pop’ Aud’ Pop’ Aud’ Pop’ Aud’ (%) (%) (%) (%) (%) (%) (%) (%) (%) (%)

Men 48.8 43.8 49.0 34.9 49.0 30.5 49.0 37.1 49.0 44.4

Women 51.2 56.2 51.0 65.1 51.0 69.5 51.0 62.9 51.0 55.6

15-24 14.9 13.2 15.0 15.5 12.9 29.5 14.7 32.3 14.7 29.3

25-34 14.1 14.2 14.9 19.5 13.3 10.5 15.0 28.2 15.0 22.1

35-44 15.8 26.1 15.6 15.5 15.8 18.5 13.6 6.5 15.3 16.5

45-54 17.3 23.3 17.2 24.6 19.3 22.0 19.0 20.6 17.4 23.8

55-64 14.9 13.3 14.3 16.6 14.4 5.0 14.2 3.6 14.3 4.3

65+ 23.0 9.9 22.9 8.3 24.2 14.6 23.4 8.7 23.4 4.1

ABC1 46.4 31.3 45.9 47.8 45.9 38.3 46.2 47.8 46.2 44.9

C2DE 53.6 68.7 54.1 52.2 54.1 61.7 53.8 52.2 53.8 55.1

6. Signal 107 performance against competing stations

Signal 107’s current reach marks its highest result since Q1 2013, with improvements noted in reach and share (with the exception of Q3 2014 which produced a very high and probably rogue 2.7% share).

Across the period investigated we have noted that BBC Radio 1 and Radio 2 have maintained similar weekly reach levels ranging between 20% and 23% and 27% and 29% respectively.

Free Radio has also held a markedly similar position hovering around the 19%-20% mark. By comparison Smooth has steadily improved its position up until the most recent quarter which saw a drop in reach and market share (although this too could be a result of an atypical Q3 result that had shown Smooth with a much higher than previous share and reach). Heart is up from 18.9% to 23.4% with this latest quarter highlighting a jump of almost 5 percentage points in reach, combined with a share increase of almost four percentage points. This finding may be a rogue result.

Analysis of our own consumer study in the licence area shows that among our regular listeners there is high duplication of weekly reach with Heart (24.1%), Free (20.7%) and Capital (20.7%). Key BBC services with which there is high duplication include Radio 1 (34.5%) and BBC Shropshire (17.2%). This finding is backed up by the RAJAR analysis which confirmed that Signal 107 have an above average number of stations tuned to in their weekly repertoire.

Table 7. Signal 107 comparative reach v share (all adults 15+)

Q1 2013 Q3 2013 Q1 2014 Q3 2014 Q1 2015

Reach Share Reach Share Reach Share Reach Share Reach Share (%) (%) (%) (%) (%) (%) (%) (%) (%) (%)

Signal 107 5.4 1.6 4.5 1.5 2.9 1.5 4.5 2.7 5.8 1.7

Radio 1 20.5 6.9 23.4 7.6 21.8 7.4 22.6 8.9 21.7 7.1

Radio 2 29.0 19.6 29.5 16.4 27.3 18.5 27.2 17.2 27.3 17.9

Radio 3 3.7 1.1 2.3 0.7 2.7 0.6 2.4 0.7 2.2 0.7

Radio 4 16.9 10.0 15.4 7.9 17.2 10.2 15.3 8.2 15.3 8.1

Radio 5 Live 13.4 3.7 13.1 4.3 13.4 5.3 10.3 4.0 12.0 4.1

BBC Local 15.7 7.7 17.2 7.7 17.4 8.4 17.1 8.2 17.3 8.5

Classic FM 8.9 5.7 10.2 4.1 9.9 3.5 9.4 3.0 9.9 3.2

TalkSPORT 6.2 1.9 8.0 3.4 7.5 3.2 6.1 2.2 5.4 1.9

Absolute Radio 2.7 0.9 3.7 1.4 2.0 0.8 1.9 0.8 2.5 1.3

Heart 18.9 6.1 22.2 7.4 16.3 6.9 18.5 6.4 23.4 10.0

Capital 11.5 3.2 14.8 3.9 13.6 3.7 13.5 4.1 13.6 3.9

Smooth Radio 8.0 3.8 10.3 4.4 12.9 6.7 14.7 8.1 13.8 7.4

Free Radio FM 22.4 9.2 20.6 9.7 19.3 7.5 21.0 8.3 20.0 6.5

Free Radio ‘80’s 2.9 0.7 5.6 1.4 3.8 0.9 3.7 0.9 3.1 0.6

Planet Rock 105.2 8.9 2.5 7.6 2.8 5.2 1.7 6.0 2.0 5.3 3.8

Table 8. Signal 107 audience profile v key competitors (Q1 2015)

Signal Radio Radio BBC Smooth Free Free Planet Heart Capital 107 1 2 Local Radio Radio ‘80’s Rock

Men 44.4 53.7 56.8 57.3 40.7 44.0 42.3 46.3 47.7 70.9

Women 55.6 46.3 43.2 42.7 59.3 56.0 57.7 53.7 52.3 29.1

15-24 29.3 31.7 5.7 12.3 20.0 41.0 7.9 21.8 19.1 8.4

25-34 22.1 29.2 10.7 7.6 18.6 27.9 15.6 19.0 3.8 24.8

35-44 16.5 15.4 17.5 9.1 17.1 18.4 9.9 24.8 39.2 18.3

45-54 23.8 14.3 26.7 16.3 21.1 10.4 21.7 20.6 9.3 34

55-64 4.3 5.7 16.6 19.7 13.5 1.2 17.7 9.6 10.4 11.4

65+ 4.1 3.7 22.8 34.9 9.6 1.1 27.3 4.3 18.2 3.2

ABC1 44.9 47.3 57.6 48.8 45.2 51.5 51.1 41.8 45.4 42.3

C2DE 55.1 52.7 42.4 51.2 54.8 48.5 48.9 58.2 54.6 57.7

Compared with major competing services, Signal 107 continues to have a female bias in common with other locally relevant services. Both Radio 1 and 2 have a male audience bias.

Signal 107 has a C2DE bias as do the majority of available services that were analysed. Only Radio 2, Capital and Smooth show an ABC1 profile bias.

In terms of age, 67.9% of Signal 107’s audience is aged 45 or under with 91.7% under 55. Smooth Radio, Radio 2 and BBC Local, all have a broad appeal in the 45 plus age groups. Capital delivers 68.9% under 35s, higher than both Radio 1’s 60.9% and Signal’s 51.4%.

3. Monitoring of the music content of competing locally relevant services

a) Key objectives of the To quantify the music output of locally competing relevant services within the Signal research 107 TSA.

b) Specific questions that the research To analyse the content by era both in terms of playlists and airplay. sought to answer

The research was conducted by Hallett Arendt using data derived from Radiomonitor c) How the research Ltd and era coded by Signal 107 programming staff. Data was collated and presented was conducted by Hallett Arendt Ltd.

d) The size and composition of the Content over a period of 7 days was analysed for each of the locally relevant services. sample

e) When and where the research was The music monitoring was conducted over a seven day period from May 25th 2015. conducted

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

1. The overall market

As shown in Figure 1 and in Table 9, Signal 107’s market is dominated by 80s tracks which account for almost 40% of the total repertoire. 90s and 00s tracks each account for around 17% of total with current chart music a lower 10%. Looking at airplay we find that 80s music remains the key era in the market accounting for 36% whereas tracks from the 90s and 00s are played less frequently generating 12% and 15% respectively of airplay. This is largely a result of the higher frequency of playing current hits so that this era alone accounts for almost a quarter, 23% of tracks heard.

Figure 1. Music played by competing radio stations within Signal 107 TSA by decade

Track Composition Airplay

0.13 5.33 0.06 3.89

10.19 50s 10.1 50s 13.36 60s 23.28 60s 17.41 70s 70s 80s 80s 90s 14.59 36.24 16.91 90s 38.93 00s 11.83 00s Current Hits Current Hits

Table 9. Analysis of music played by decade with a breakdown by station

Free Radio Free Radio Heart West BBC Radio Smooth Radio 80s Signal 107 (Shropshire) Midlands Shropshire 106.6 (Shropshire)

50s 0% 0% 0% 0% 0% 0%

60s 0% 0% 0% 14% 1% 15%

70s 0% 0% 4% 31% 5% 34%

80s 18% (16%*) 100% 30% 28% 22% (26%*) 34%

90s 33% (21%*) 0% 28% 10% 20% (21%*) 11%

00s 30% (40%*) 0% 25% 12% 28% (29%*) 6%

C/R 19% (22%*) 0% 13% 5% 25% (20%*) 0%

Total 100% 100% 100% 100% 100% 100%

Tracks 460 647 654 770 729 662

*( ) comparative data from Signal 107’s recent Wolverhampton licence application

2. The Mix

As shown in Table 10, Signal 107’s airplay demonstrates an emphasis on current chart tracks, accounting for 48% of airplay. This compares with Free Radio’s 43% and Heart’s 33%.

When current chart tracks are combined with tracks from the 00s, Free Radio’s output comprises 69% of music from these two most recent decades which matches the equivalent figure for Signal 107. This finding is the result of a significant shift since monitoring was last undertaken in relation to Signal 107’s recent Wolverhampton licence application, with Free now playing a higher proportion of 80s and 90s material and fewer current tracks. The consequence is that Free has moved towards the Signal 107 format.

By comparison Heart continues to play an even mix of tracks from the 80s through the 00s with a third of material consisting of currents. More than 70% of the material played on Smooth is from the 70s and 80s.

Table 10. Analysis of total music output (“airplay”)

Free Radio Free Radio Heart West BBC Radio Signal 107 Smooth Radio (Shropshire) 80s Midlands Shropshire 106.6 (Shropshire)

50s 0% 0% 0% 0% 0% 0%

60s 0% 0% 0% 12% 0.3% 14%

70s 0% 0% 2% 28% 2% 36%

80s 14% (8%*) 100% 22% 28% 15% (16%*) 35%

90s 16% (10%*) 0% 21% 9% 13% (15%*) 10%

00s 26% (27%*) 0% 22% 11% 21% (21%*) 6%

C/R 43% (55%*) 0% 33% 11% 48% (46%*) 0%

Total 100% 100% 100% 100% 100% 100%

2036 2023 2138 1071 1982 2173

*( ) comparative data from Signal 107’s recent Wolverhampton licence application

3. Music intensity

Another insight provided in Table 10 is that Smooth plays the most music of the stations included within this monitoring exercise, with some 2173 tracks played per week (including repeat plays of the same track). This is higher than Heart at 2138 and Free Radio at 2036. By comparison Signal 107 plays a lower number of 1982 tracks per week. This finding reflects the greater level of local news and information content provided.

4. Music variety

Signal 107 has a larger repertoire of material played than all competing commercial services. Only BBC Shropshire plays more. Compared with Free Radio, its closest and most relevant competitor, Signal has a repertoire some 58% larger.

Signal 107 plays a mix of music from the four decades of the 80s through until today. 70s tracks and a few 60s tracks are used as spice and account for less than 1% of all tracks. Smooth Radio tracks come predominately from the 70s and 80s. Both Heart and Free Radio also play music from the last three decades along with current material. With Heart we find higher level of 80s and 90s tracks than with either Free or Signal 107.

5. Less repetition

As would be expected given its broader repertoire, Signal has less overall track repetition than all relevant competing commercial services, giving a broader flavour across the output.

As Table 11 shows, Free Radio repeats each track an average of 4.4 times compared with Signal 107’s 2.7 – some 63% higher. Free 80s, Heart and Smooth have similar frequency, all still significantly greater than Signal 107.

Table 11. Average track repetition across competing stations in Signal 107 TSA

Free Radio Free Radio Heart West BBC Smooth Black 80s Signal 107 Midlands Shropshire Radio 106.6 Country Wolv./Shrop

Average track 4.4 3.1 3.3 2.7 1.4 3.3 airplay

Table 12 (overleaf) looks at the frequency of airplay by era. It highlights that for all competing commercial services that the frequency of repetition of current material varies greatly and that Signal 107 has a lower frequency of play than the majority. In the case of Heart, we find current tracks played on average 8.4 times compared with Free Radio, 9.9 and Signal 107’s 5.1.

Table 12. Average track repetition by era

Free Radio Free Radio Heart West BBC Smooth 80s Signal 107 Black Country Midlands Shropshire Radio 106.6 Wolv./Shrop

50s 1.7

60s 1.7 1.2 1.2 3.1

70s 4.5 1.5 1.1 1.2 3.5

80s 3.6 3.1 2.4 1.9 1.4 3.4

90s 2.2 2.5 1.8 1.3 2.8

00s 3.8 2.9 2.1 1.3 3.2

Current 9.9 8.4 5.1 3.0 2.0

4. Consumer research in the core Telford licence area

a) Key objectives of To gain a better understanding of listening behaviour in the old Telford licence area. the research Research was also required to discover the extent to which consumers were satisfied with the existing service and to discover to what extent Signal 107 might better serve consumers in the future.

b) Specific questions Listening status to Signal 107 that the research A feel for music/format preferences in the area sought to answer A better understanding of the extent to which consumers value the news provision and community support provided by Signal 107 The image of and attitudes toward Signal 107

c) How the research The research was conducted by Absolute Research Ltd using fully trained interviewers was conducted operating under the MRS code of conduct. All interviews were carried out face to face in street.

d) The size and In total 500 interviews were set with adults 15+. Quotas were applied to control, class, composition of the age within sex and working status based on the known profile of the licence area. In sample total 531 interviews were achieved. Adults 15+ Set: 500 (100%) Achieved: 531 (100%) Men 15-24 8% 12% Men 25-34 7% 9% Men 35-44 8% 8% Men 45-54 9% 8% Men 55-64 7% 7% Men 65+ 10% 7% Women 15-24 7% 10% Women 25-34 8% 8% Women 35-44 8% 8% Women 45-54 9% 8% Women 55-64 7% 7% Women 65+ 11% 8% Work Status: Full-time 44% 44%

e) When and where The survey was conducted between the 22nd June and 6th July 2015. Sampling points the research was were selected to be representative of the licence area with interviews controlled by day conducted of week to ensure a broad spread of listening behaviour.

f) A summary of the main findings from the research, showing how these demonstrate evidence of demand for the service proposed;

This consumer research project for Signal 107’s Telford licence application showed that more than a third, 36%, of the local population have trialled Signal 107.

Signal 107 achieves 6% listening weekly, in line with the overall performance for Signal 107 across its broader TSA. The most listened to commercial service is the heritage ILR brand Free Radio which scored 28%, perhaps reflecting that under the Beacon banner this service also had a separate Shropshire service. Weekly reach analysis highlights the extremely competitive nature of this market and tallies with the separate RAJAR analysis finding that listeners to Signal 107 have an above average number of radio stations in their weekly repertoire.

A further 9% of adults claim that Signal is in the repertoire, albeit not weekly. This indicates significant scope for improvement in both reach and market share. Men were more likely than women to be occasional listeners, 11% versus 7% respectively saying this.

In terms of awareness of news and local information provision Signal 107 actually outperforms the heritage ILR brand Free Radio with 29% aware compare with Free Radio’s, 24%. This finding underpins the significant impact Signal 107 has had in this market.

Signal 107 scores third highest overall at 21%, behind both BBC Shropshire and Free Radio, as the go to station of choice in case of a local emergency. This figure represents a full 15 percentage points above its weekly reach and again demonstrates the value the community places on this service provision and the extent of awareness outside of the core weekly audience.

A wide range of stations were found to reflect listeners’ taste in music and is consistent with the separate RAJAR analysis highlighting the broad tastes of Signal 107 listeners and others in the local population. The highest scoring stations overall were Free Radio at 27% and Heart at 25%. 62% of Signal 107 regular listeners said that Signal best reflected their music taste. Amongst occasional and lapsed listeners to Signal we found Heart and Free scoring highly on this attribute. A key finding from the research was the importance ascribed to the provision of local news and information: • A substantial 64% of the population considered this programming attribute to be very important – scoring it at 7 or more out of 10 on a scale of importance. • Just over a fifth, 21%, scored it vital at 10 out of 10. • Regular Signal 107 listeners considered this even more important than the sample average with 79% scoring it as highly as 7 or more out of 10 and 35% considering it to be vital.

More effective promotion of this particular aspect of the broad Signal 107 service could help underpin future growth.

Given the overall level of trial to Signal 107 at 36%, we found a high level of support for and recognition of the local service it provides. On all attributes tested Signal 107 scored an overall agreement score higher than the number in the population that claimed to have ever listened. • Signal 107 is recognised as an established local company that is valued for its news, information with 47% overall agreeing and 86% of regular Signal 107 listeners in agreement. • 44% recognised the station’s support of the local community rising to 83% among regular Signal 107 listeners. • Respondents also acknowledged that Signal 107 presenters are knowledgeable about the area. • Least well understood was it broad music proposition which later questions determined was the favourite option in this market and underpins further the potential to grow audience through improved marketing effort. This finding also reflects the difficulty that smaller market stations face when competing with regional and national brands with their significantly higher marketing budgets.

The consumer study asked respondents to consider from a list of options the type of radio service they would most like for Telford, bearing in mind that the is only one dedicated licence for the Telford area. • A high 77% chose the broad based option “A predominantly music service with broad age appeal playing current chart and classic hits from the 80s to today with local news and information for Telford” – which matches the Signal 107 offering.

• The next highest scoring format which offered a combination of speech and music programming scored 10%.

The importance of the localness in the Telford market was demonstrated by 95% claiming to shop for major items for the home in Telford itself with 97% claiming to do their weekly grocery shop in the town. This is a significant finding to assist the local sales team to convert local advertisers to Signal 107.

Of the 57% that claim to work, we found that almost all, 88% claimed to work in Telford.

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

Full detailed tabulations of our quantitative research have been enclosed with this licence application and are submitted in confidence.

7. Evidence of Support

Summarise (in no more than 500 words) any evidence of support for your application from your potential (or existing) audience or from prospective local advertisers.

In addition to the evidence of audience support offered by our consumer research, Signal 107 has obtained a number of letters of support which are enclosed with this application.

These letters indicate the breadth and depth of support that Signal has from all corners of the community, including:

Educational institutions: • St Peter’s Primary School, Bratton • New College, Telford • Wrockwardine Wood Arts Academy, Telford • Woodlands Primary and Nursery School, Madeley

Local businesses and advertisers: • PH Eggs Limited • Company Select (UK) Limited • Hoo Farm

Local charities: • Cancer Research UK Telford • Hope House Children’s Hospices

“Signal 107 have been so supportive “Having a local station like to Hope House Children’s Hospices” yourselves that super-serves the area is invaluable” Hope House Children’s Hospices, Shropshire St Peter’s Primary School, Bratton

“Signal 107 supports local business “As a local family business, we are throughout the region and as a keen to see our local radio station business owner I will support them grow, and were really encouraged throughout” with your local audience figures, we also look forward to working even Company Select (UK), Telford closer together this year.” Hoo Farm Animal Kingdom, Telford

Declaration

We confirm that, to the best of our knowledge and belief: a) the applicant is 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); 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 the application has been convicted within the past five years 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 included in it, or the operation of a radio station if the 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 persons to participate in a radio licence have been made known to Ofcom.

We acknowledge 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.

Appendix 1 – Signal 107 community initiatives and events

Local activity Description

Signal 107 Action Signal 107 Action enables charities to access free radio airtime exposure for their worthy cause across Telford and the wider Signal 107 transmission area. Recent Telford-based beneficiaries of this initiative include: - Hope House children’s hospice Pub Challenge fundraiser - Telford lunch club Valentines Ball in aid of the local ambulance service - Cancer Research UK for World Cancer Day, and for their local Race for Life and Relay for Life events - Guide Dogs charity to support recruitment of puppy walkers, sited guides, a Charity Fashion Show and Fun Run - Telford and Wrekin Volunteer Services supporting recruitment of young volunteers to make a difference in their local community - Thomas Telford school charity lock-in at the local House of Fraser store

New College Telford This initiative has been operated by Signal 107 in partnership with New College Scholarship Days Telford since 2014. It gives local school children a unique experience of some a career in radio broadcasting. Participants are given the opportunity to write their own on-air advert as well as sitting in the presenter’s seat in order to host their own radio show.

School of the week This popular feature sees Signal 107’s breakfast presenter visit a local school to record daily ‘did you know facts’ with the children. It brings a fun, honest and happy local voice to our listeners, whilst teaching them some general knowledge. This initiative provides exposure for the schools, and helps the children to develop their self-confidence and public speaking skills. Past local recipients are St Peters Primary School, Bratton; Woodland Primary School; Barrow 1618 school and Oak Park Primary School.

#WeLoveTelford This campaign by Signal 107’s street team involved giving out Signal 107 shop front stickers to local businesses. By displaying the sticker in their windows the local businesses gain exposure amongst Signal 107’s twitter followers thereby stimulating additional sales, as well as the opportunity to win £1000 worth of on air advertising on Signal 107 Telford.

Local Heroes Awards This awards ceremony held in March recognises and celebrates local people across Signal 107’s broadcast area. There are around 15 category winners.

Outside broadcasts from Events attended by Signal 107 at this major Telford venue include the popular Telford International Midlands Comic Con event. Centre

Telford Food Bank Ball This annual food bank ball has been regularly supported by Signal 107 since the station’s launch, with a Signal 107 presenter hosting the event.

Regular events at Telford Signal 107 has attended a range of events including Celebs on Ice and Telford Ice Rink Tigers fixtures, broadcasting live and promoting the events via social media.

Appendix 2 – Signal 107 programming schedule (July 2015)

Monday to Thursday presenter line-up 2:00a.m. to 6:00am – Travis Mitchell 6:00am to 10:00a.m –Dicky Dodd in the Morning 10:00a.m. to 2:00p.m. – Tim Haycock 2:00p.m. to 7:00p.m. – Richie Pearson 7:00p.m to 10:00p.m. – Total Access with Elliot Holman 10:00p.m. to 2:00am – Late Night Love with Donna Alos

Friday presenter line-up 2:00a.m. to 6:00am – Travis Mitchell 6:00am to 10:00a.m –Dicky Dodd in the Morning 10:00a.m. to 2:00p.m. – Tim Haycock 2:00p.m. to 7:00p.m. – Richie Pearson 7:00p.m to 10:00p.m – Total Access with Elliot Holman 10:00p.m. to 2:00am – Late Night Love with Chris Best

Monday – Friday news provision 6:00am – 90 Second News – Local, National, International 6:30am – 2 minutes – Headline News and Sports News – Local, National, International 7:00am – 90 Second News – Local, National, International 7:30am – 2 minutes – Headline News and Sports News – Local, National, International 8:00am – 90 Second News – Local, National, International 8:30am – 2 minutes – Headline News and Sports News – Local, National, International 9:00am – 90 Second News – Local, National, International 10:00am – 90 Second News – Local, National, International 11:00am – 90 Second News – Local, National, International 12:00pm – 90 Second News – Local, National, International plus Entertainment News 1:00pm – 90 Second News – Local, National, International plus Business News 2:00pm – 90 Second News – Local, National, International plus Entertainment News 3:00pm – 90 Second News – Local, National, International plus Entertainment News 4:00pm – 90 Second News – Local, National, International 5:00pm – 90 Second News – Local, National, International plus Business News 5:30pm – 2 minutes – Headline News and Sports News – Local sports stories inc 6:00pm – 90 Second News – Local, National, International plus Entertainment News 6:30pm – 2 minutes – Headline News and Sports News – Local sports stories inc 7:00pm – 2 minutes – Sky News

Saturday presenter line-up 2:00a.m. to 6:00a.m. – Andy Jones 6:00a.m. to 10:00a.m. – Niel Jackson 10:00a.m. to 2:00p.m. – Tim Haycock 2:00p.m. to 6:00p.m. – Dicky Dodd 6:00p.m. to 1:00a.m. – Pat Sharps Saturday Night Party 10:00p.m. to 2:00a.m. – Dave Pearce Dance Anthems 2:00a.m. to 5:00a.m. – Emil Franchi

Saturday news provision 6:00am – Sky News 7:00am – 90 Second News plus 50 seconds Sports News – Local, National, International 8:00am – 90 Second News plus 50 seconds Sports News – Local, National, International 9:00am – 90 Second News plus 50 seconds Sports News – Local, National, International 10:00am – 90 Second News – Local, National, International 11:00am – 90 Second News – Local, National, International 12:00pm – 90 Second News – Local, National, International 1:00pm – 90 Second News – Local, National, International 2:00pm – Sky news 3:00pm – Sky news 4:00pm – Sky news 5:00pm – Sky news 6:00pm – Sky news 7:00pm – 2 minutes – Sky News

Sunday 5:00a.m. to 8:00a.m. – Kev Lee 8:00a.m. to 12:00p.m. – Niel Jackson 12:00p.m. to 4:00p.m. – Rick Houghton 4:00p.m. to 7:00p.m. – The Vodafone Freebies Big Top 40 Show 7:00p.m to 10:00p.m. – Total Access with Elliot Holman 10:00p.m. to 2:00am – Late Night Love with Donna Alos 2:00a.m. to 6:00a.m. – Travis Mitchell

Sunday news provision 6:00am – Sky News 7:00am – Sky News 8:00am – 90 Second News plus 50 seconds Sports News – Local, National, International 9:00am – 90 Second News plus 50 seconds Sports News – Local, National, International 10:00am – 90 Second News plus 50 seconds Sports News – Local, National, International 11:00am – 90 Second News – Local, National, International 12:00pm – 90 Second News – Local, National, International 1:00pm – Sky news 2:00pm – Sky news 3:00pm – Sky news 4:00pm – Sky news 5:00pm – No News – Big Top 40 Show Sky 6:00pm – No News – Big Top 40 Show Sky 7:00pm – 2 minutes – Sky News