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Community Radio - The voice of a sustainable community
This was a milestone that paved the way for Ofcom - the independent regulator and competition authority for the UK communications industries - to advertise a new tier of community radio licences to complement existing independent local radio stations.
Community radio licences were designed for small-scale, not-for-profit radio stations operating for the good of members of the public, or of particular communities, and in order to deliver social gain.
Effectively, community groups were given the opportunity to apply for a radio licence, enabling them to train and gain experience as broadcasters and learn other transferable skills. However, more importantly, the benefits to their respective communities were much farther reaching. Community radio has been proven to be an effective vehicle for tackling social exclusion; encouraging community development and regeneration; promoting linguistic diversity where English isn't a first language; and, providing education and training opportunities to people from all cultures, ages and backgrounds.
As highlighted by the Communications White Paper (December 2000):
- very local community based radio can help increase active community involvement, and local educational and social inclusion projects
- small radio stations can provide a nursery for the next generation of broadcasters, providing hand-on training and experience
- such stations can also satisfy the demand for access to broadcasting resources from specific communities, whether based on locality, ethnic or cultural background or other common interests
In order to be viable for consideration, every application needs to fulfil a rigid set of criteria. In its guidelines to interested parties, Ofcom states that:
"The output and programmes broadcast by a community radio station must reflect the needs and interest of its audience, but rather than "talk at" its community, the station should become a central part of it. This means creating direct links with its listeners, offering training opportunities and making sure that members of the community can take part in how the station is run."
Ofcom only allows community radio stations to fund up to half their annual running costs via advertising and sponsorship sources. At least 50% must come from other areas, such as public funding from local and central government, other government agencies, the European Union, the National Lottery or charities.
As a not-for-profit venture, a community radio station must plough all of its assets and profits back into the communities that the station represents to ensure a constant cycle of community benefit. In addition, depending on the nature of the applicant's proposals, Ofcom can award either a short or long-term restricted service licence.
The response to this new tier of broadcasting licences was overwhelming. At the time of writing this report, the second round of applications are being considered by Ofcom. To date 109 community radio stations have been awarded licences and this number is expected to increase. Those community radio stations that have been approved, bring disparate elements of the community together, unite people from a variety of backgrounds and ages who would otherwise not necessarily meet or interact. They have also set out to create understanding, breakdown community barriers, provide a vital information service and enhance the lives of the residents.
Three case studies follow that provide an insight into successful community radio applications and outline different approaches, community objectives and results.
DO AND DON'TS
Do put the word around to all your contacts, friends and family when looking for volunteers with expertise; you'll be amazed how many willing helpers come out of the woodwork
Don't be put off by the technical side it's easier than you think
Do keep the initiative and your rationale firmly focused on delivering community benefits this is vital criteria for adhering to the social outcome objectives set out in the Community Radio order and which make up the licence agreement.
Don't forget that funding is an ongoing challenge - make sure you explore all options including the Lottery Fund and various Government organisations that offer funding routes such as Building Communities programme, the Learning and Skills Council and Lifelong Learning
Do be proactive with a community outreach programme to generate interest and support for the radio station, as well as source volunteers, story and programme ideas
Do draw as many disparate people together as possible to keep the programme ideas as wide and varied as possible
Do consider how the radio station can facilitate productive networking and promotion for local small businesses that provide important community services
Do prioritise the skills and qualities that people can learn from the initiative such as self-esteem and confidence as well as presentation and communication skills - these are the benefits that will make the initiative sustainable, evolving and fresh
Do capture as much anecdotal feedback as possible to use as evidence to show the impact that the station is having on the community
Do look for sponsors and advertisers that have a strong Corporate Social Responsibility policy and are socially aware
Don't just focus on "on air" promotions, remember that "off air" promotions such as selling merchandise to your audience and community are just as important
Do approach local government and public agencies such as councils and primary care trusts to set up service level agreements for providing a public information service via the radio station - this can be a valuable source of income
Do manage and train volunteers - as this can take up a substantial amount of time, do identify volunteers with the right experience who can mentor and train others internally. Training is fundamental and again forms part of the licence agreement for Community Radio
Do join up - the Community Media Association or the Association for Community Radio will both provide you with essential resources, toolkits and support
Do visit other established community and commercial radio stations and see how they work
Do think about what legacy your radio station will leave behind in the community
Do think carefully about location - the radio station needs to be visible and easily accessible by the target communities. Sharing premises with other similar community based organisations could provide excellent benefits and ensure a constant flow of volunteers and programme content
Do look for opportunities to partner with complementary initiatives such as adult education, arts and youth groups
FIND OUT MORE
More information about setting up and applying for a community radio station licence can be found from:
- http://www.ofcom.org.uk/
- http://www.commedia.org.uk/ (The website of the Community Media Association)
