24.10.2002

Absolute Radio South West Limited (AR-SW), the wholly owned subsidiary of Absolute Radio (UK) Limited (AR-UK), today announced its intention to bid for Cornwall’s second county-wide commercial FM radio licence with a new and unique youth music radio station called JUMP FM – Cornwall.

Extensive research undertaken by AR-SW into the Cornish radio market identified that the youth market (under 30 yr olds) suffered from a total absence of an alternative to BBC Radio 1. Cornwall is the strongest region in the UK for BBC Radio 1, with a weekly reach of 74% among under 30 year olds compared to 44% on average nationally. Whereas adults aged 35+ were already well served by existing radio in the region:

Those aged 50+ divided their listening among the four “older market” stations - BBC Radio Two, BBC Radio Four, BBC Radio Cornwall and Classic FM
Those aged between 30-49 years were hugely loyal to the highly successful local commercial station Pirate FM
In supporting the Government’s plans for Cornwall retaining and catering for its youth and building on the county’s position as the third fastest growing population in the UK, AR-SW intends to redress the imbalance in radio choice by delivering a credible county-wide commercial alternative to BBC Radio 1.

The Jump FM – Cornwall music format will cater specifically for the youth of the county and content partners include Cream, recognised leaders in youth and dance culture throughout the UK.

Clive Dickens – Launch MD comments “Jump FM is about Cornwall’s future rather than Cornwall’s past and is committed to providing a real commercial alternative to BBC Radio 1 by creating a new youth oriented radio station. The first phase of our extensive research and local consultation has pin-pointed a huge gap in the Cornwall market for a totally new kind of commercial radio station that is neither led nor defined by one single music genre.”

The Cornwall licence application is one of eight new radio licence bids being pursued by AR-UK over the next 14 months, representing one of the most significant commitments to local commercial radio from one operator at one time in UK radio history. AR-UK, which is backed by Absolute Radio International (ARI), Ulster TV plc (UTV) and Eurocast, is supporting these bids with an investment of over one million pounds.

As well as Cornwall, the intended bids are for new radio stations in the West Midlands, Glasgow, North Norfolk and Norwich in Norfolk, Blackburn in the North West and both Maidstone and Ashford in Kent.

Over the last six months, AR-UK has conducted exhaustive research into local consumer tastes in each of the eight markets, including over 3,000 comprehensive face-to-face interviews and consultations. The insights from this research will provide the initial basis for AR-UK to deliver commercially successful stations, which will significantly extend choice and cater for the real local tastes and interests of listeners. This initial research will be backed up by further in depth studies in each area in order to fine tune and tailor each separate application.

Each of the eight bids is underpinned by the unparalleled radio experience held by the AR-UK team and the expertise and financial strength of its partners. AR-UK is committed to working with proven local industry leaders, local shareholders and local content providers to deliver the best possible local radio stations in these regions.

Clive Dickens also comments:

“AR-UK does not support the opinion held by some in the radio sector that the industry needs to rapidly consolidate to re-gain audience lost to the BBC. Our research supports the thesis in the draft Communications Bill that localness is one of the most important factors driving local commercial radio audiences today. Our mission is to revive and support this pursuit of true localness”.

As part of AR-UK’s long-term commitment to the UK radio market, further bids will be announced in the later part of 2003 and into 2004.