NEWS: OFCOM PUBLISHES RADIO LICENCE APPLICANTS' RESPONSES TO QUESTIONS by GRANT GODDARD

www.grantgoddard.co.uk December 2004

In a move to make the radio licensing process more transparent, Ofcom has published on its website selected 'non-confidential' questions put to each applicant for the Edinburgh and Blackburn licences, along with the responses it received. Although the same correspondence took place under former regulator The Radio Authority, its content was never made public. Questions asked of applicants by Ofcom staff vary from the mundane to the detailed, many seeking to clarify the extent of automated programming proposed in applications. GWRs response in support of its '107 FM The Rock' application refers to traditional automation and tries to distinguish this from programming that is wholly pre-recorded. Saga Radio too makes the same distinction between automation and pre-recorded (including voice-tracked) programmes. SRHs proposals for speech-led 'Forth 3' make a positive virtue of repeating daytime shows during evenings and weekends as its research revealed a strong demand from listeners who may have missed [them] first time around. Asked if its market research had identified audience dissatisfaction with existing stations, GWR replied strangely that its research did not look to identify if and to what extent there was dissatisfaction with existing commercial services. 'Edinburgh CityBeat' was asked to give additional examples of the celtic rock genre and inexplicably included Kirsty McColl (whose mother lives in Croydon), Bonnie Tyler (born Gaynor Hopkins in Neath) and Prefab Sprout (from County Durham) in their list of appropriate artists. 'Red 107' and 'Time FM' were both asked to define an 'album track' and responded that it was any song that had not entered the UK Top 50 chart, which begs the question: is that not the definition of a non-hit? The Radio Authoritys tendency towards personification of licence applicant groups appears to continue at Ofcom, as GWR was asked about the departure of 'Classic FM' MD Roger Lewis, and 'Virgin Radio Classic Rock' was asked about the departure of chief executive John Pearson. No questions concerning business plans, revenue projections, break-even points, staffing levels or localism were evident in the 'non-confidential' selection Ofcom has published. 'The Bee' had the honour of being asked the most questions (twelve), while 'Dunedin FM' was asked none.

[First published in 'The Radio Magazine' as 'Ofcom Makes Applicants' Q&A's Public', #661, 11 December 2004]

Grant Goddard is a media analyst / radio specialist / radio consultant with thirty years of experience in the broadcasting industry, having held senior management and consultancy roles within the commercial media sector in the United Kingdom, Europe and Asia. Details at http://www.grantgoddard.co.uk

News: Ofcom Publishes Radio Licence Applicants' Responses To Questions 2004 Grant Goddard

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