Ofcom explains Aberdeen win
CanWest won the new local radio licence for Aberdeen because they promised round-the-clock news and identified a gap in the current local commercial radio provision for ABC1 listeners, according to Ofcom today. The Original format was chosen over three other bidders.
The win for CanWest is the third in the UK for the Canadian media giant, all using the eclectic and distinctive ‘Adult Alternative’ music policy. This, Ofcom say, would significantly broaden choice in the Aberdeen market, and would also cater for local tastes and interests as demonstrated by the group’s research. In particular, the inclusion in the main mix of a number of genres and styles that are currently under-represented in the Aberdeen market (such as rock, soul, R & B, blues and 'eclectic') would provide listeners in the area with access to a greater number of different styles of music than is currently available to them.
Ofcom also noted that [i]Original Aberdeen’s Format commitment to restrict airplay of top 20 chart singles (past or present) to no more than 35% of the total tracks played, and the commitment to low rotation levels, would ensure distinctiveness from the existing commercial services. This proposal was well-supported by the applicant's monitoring, which demonstrated the dominance of mainstream contemporary music, both past and present, in the marketplace.
In addition, the Committee felt that the range and nature of Original Aberdeen’s speech proposals, which include round-the-clock news bulletins and a minimum of 40% speech during weekday breakfast and drive-time, would further extend choice in the local marketplace and would be likely to appeal to the station’s target audience.[/i]
Read the full review [link=http://www.ofcom.org.uk/radio/ifi/rbl/car/awards/aberdeen/]here[/link].
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