[cma-l] Review of the approach to community radio Key Commitments
Shankar Meembat
shankar.meembat at exaget.com
Tue Oct 20 17:09:51 BST 2015
I assume RAJAR works on the same principle of any other sampling means of gathering data.
One of the primary purposes is for an advertiser to determine which station to spend money on based on their need to reach a specific audience.
So while, the absolute accuracy may be suspect, but if the sample size is statistically representative of the population, then the relative comparison between the various stations will be accurate enough for that primary purpose. To that extent, they don’t get "duped".
So, for example to decide between Heart and Kiss, it is a good benchmark.
For small stations such as community radios, getting a statistically representative sample will be cost prohibitive.
If an advertiser wants to go for small stations, they are going to depend on other things.
At the end of the day, an advertiser needs to measure the impact of their spend. RAJAR is not going to help with that and it often needs additional expensive mechanisms such as surveys for the advertisers to do that measure. The reason Digital and mobile advertising is seeing rapid growth is precisely that measurement capability.
Didn’t mean to do this, but it actually leads me an opportunity to do a little sales spin here.
We believe Radio can offer better measurement and one of the mechanisms we are trying out can be seen here - https://www.youtube.com/watch?v=r6zdcQ_w3IQ <https://www.youtube.com/watch?v=r6zdcQ_w3IQ>
The REACH Radio App <http://www.exaget.com/exaget-radio-apps/reach-download-page/> (UK Community Radio App created with CMA) and the various other Apps that we have delivered on behalf of the various community radio already have that capability. And we are working on the first of the cases that will go live with that - so stay tuned.
Shankar
Shankar Meembat, Founder and CEO
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> On 20 Oct 2015, at 16:20, Eryl Price-Davies <eryl.pricedavies at gmail.com> wrote:
>
> Whilst I agree that RAJAR has many flaws, it is the one that advertisers (and others) rely on - whether they're duped or not.
> Over the years I've met 3 people who've taken part...and all felt that the methodology was suspect. The main issue seems to be that most people seriously over-estimate the amount of listening that they do...which may or may not be a problem?
>
> Eryl
>
> On Tue, Oct 20, 2015 at 2:55 PM, Ian Hickling <transplanfm at hotmail.com <mailto:transplanfm at hotmail.com>> wrote:
> Oh no!
> RAJAR might be the only commercial survey available, but it's hugely expensive and has a worthlessly low sample size.
> Advertisers are duped into believing it because there simply isn't anything else.
> Persuade me I'm wrong.
> I've never yet in 15 years in this Industry sector ever met anyone who has participated.
>
> Ian Hickling
> Partner
>
> <http://www.transplanuk.com/>
> Office: 01635 578435 (7am-11pm UK time)
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>
> Date: Tue, 20 Oct 2015 14:10:31 +0100
> From: alan.coote at 5digital.co.uk <mailto:alan.coote at 5digital.co.uk>
>
> To: cma-l at mailman.commedia.org.uk <mailto:cma-l at mailman.commedia.org.uk>
> Subject: Re: [cma-l] Review of the approach to community radio Key Commitments
>
> Bill,
>
> Isn’t the point that broadcasting must be the fundamental vehicle by which Community Stations deliver their Key Commitments? If a station chooses to deliver them by any other means then Ofcom shouldn't be concerned with that. I think that’s where they are heading – although it could be better expressed.
>
> We know there are very many stations which have undertaken off-air activities to meet their social gain objectives which, although worthy, may have been achieved without the use of a radio transmitter. A factor is of course the need to chase grand funding, but sadly very little is predicated on access to a radio station.
>
> Surely the only data that matters is how many people in the target group listen to the station, after that qualitative data can be used to better target the group.
>
> I go back to my point that very few stations deem it necessary to survey their audience! A radical thought; as RAJAR collect and collate data anyway, would it not be possible for community stations to pay a nominal fee to be part of an official survey, the remainder of the cost being met by DCMS?
>
>
> Kind Regards
>
> Alan
>
>
> Alan Coote
>
>
> Hear Alan Every Week on Let’s Talk Business The UK’s Premier Radio Programme For Current and Future Entrepreneurs - Now Broadcast To Over 7 Million People <http://www.letstalkbusinessonline.com/>
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> Email - alan.coote at 5digital.co.uk <mailto:alan.coote at 5digital.co.uk>
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> From: <cma-l-bounces at mailman.commedia.org.uk <mailto:cma-l-bounces at mailman.commedia.org.uk>> on behalf of "bill.best at commedia.org.uk <mailto:bill.best at commedia.org.uk>"
> Reply-To: "cma-l at mailman.commedia.org.uk <mailto:cma-l at mailman.commedia.org.uk>"
> Date: Tuesday, 20 October 2015 12:39
> To: "cma-l at mailman.commedia.org.uk <mailto:cma-l at mailman.commedia.org.uk>"
> Subject: Re: [cma-l] Review of the approach to community radio Key Commitments
>
> Hi
>
> Having read through Ofcom's proposal several times, certainly any move to reduce the administrative burden of Key Commitments reporting for community radio stations would be welcome. However I believe that the proposal would reduce Ofcom's workload and significantly increase the workload on individual stations.
>
> The Key Commitments template is simplified and reduces much of the community radio reporting to a box ticking exercise around some quantitative statements about the number of original hours and the number of hours of locally-produced content broadcast.
>
> A greater onus is going to be placed on stations to record their social gain outputs - from Section 3.13:
>
> Under our proposed new approach to Key Commitments, each station would need to take greater responsibility for planning its own social gain, participation and accountability activities.
>
> I think the proposed new form of reporting is going to make it difficult for stations to know the level of detail they would need to go into to record their activities and some stations will end up over-documenting their activities and some might possibly under-record. There is an opportunity here for the CMA in conjunction with Ofcom to disseminate best practice and develop some training and education around Key Commitments reporting.
>
> Furthermore the proposed new Key Commitments template places a lot of emphasis on quantitative data - and, unfortunately, replacing qualitative outcomes with quantitative information is not going to be the best method of measuring social gain objectives. In fact the Key Commitments template reduces explicit reporting on social gain to a mere three check boxes:
> the facilitation of discussion and the expression of opinion,
> the provision (whether by means of programmes included in the service or otherwise) of education or training to individuals not employed by the person providing the service, and
> the better understanding of the particular community and the strengthening of links within it.
> And stations will have to take responsibility for locally and privately recording their delivery of social inclusion, promotion of employment, cultural and linguistic diversity, and so on.
>
> Delivery of social gain is what makes community radio unique and any steps to reduce the emphasis on such an important characteristic of community radio would be most unwelcome.
>
> Best regards
>
> Bill
> --
> Operations Manager
> Community Media Association
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> On 15 October 2015 at 20:07, Associated Broadcast Consultants <info at a-bc.co.uk <mailto:info at a-bc.co.uk>> wrote:
> This is massively key for the sector, but I don't see much conversation/energy on this forum about it.
>
> I wonder why?
>
> Glyn
> --
> Glyn Roylance - Principal Consultant
> Associated Broadcast Consultants <http://www.a-bc.co.uk/>
>
>
>
>
>
> On 15 October 2015 at 17:34, CMA-L <cma-l at commedia.org.uk <mailto:cma-l at commedia.org.uk>> wrote:
> Community radio services broadcasting on FM or AM provide social gain and other community benefits on a not-for-profit basis.
>
> Each station is required to provide the service described in its licence, which is based on the proposals it made during the application process for the licence.
>
> These service descriptions recorded in community radio licences are called ‘Key Commitments’.
>
> This Ofcom consultation seeks views on a proposal to streamline and simplify the Key Commitments.
>
> This will free up community radio stations, enabling them to focus on serving their target communities, adapt better to the changing needs of those communities, and deliver social gain.
>
> Ofcom invites written comments on the questions raised in this consultation, to be submitted by 5pm on 21 October 2015. Ofcom strongly prefers to receive responses in electronic format and their web form will allow you to indicate your data protection preferences and send your views to the team responsible for this consultation.
>
> http://stakeholders.ofcom.org.uk/consultations/key-commitments/ <http://stakeholders.ofcom.org.uk/consultations/key-commitments/>
>
> \\
>
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