Radio

on
Different platforms:

  • AM - Amplitude Modulation
  • FM - Frequency Modulation
  • DAB - Digital Audio Broadcasting, available via DAB radio
  • Dedicated stations' website
Case Study: Heart FM
  • UK's most popular commercial (advertisements) radio brand
  • All star cast - appeals to target audience
  • Targets 25-44 year olds
  • Reach 9.7m listeners every week on air
Ownership:
  • Owned by Global
  • Radio network of 22 stations
  • Sister channels of Heart include: Classic, Smooth, Capital, Radio X, LBC and Gold
  • 19 of the 22 channels are owned by Global
Advertising:
  • Above-the-line - Exposure
  • Traditional - Billboards - Print-based 
Questions:

How is sponsership used across the website?
They use banners across the website advertising external businesses. E.g Zing Flowers.

How can listeners access the station?
There is a "listen" button that visitors to the site click in order to play the station. They also have the number of the srtation for those who wish to listen on radio devices.

Which aspects of the website appeal to the target audience?
There are competition portunities advertised on the website. For example "Win £5,000 with Heart's 12 Plays of Christmas".
There is a "Parenting" section on the website, which would appeal to audiences who have children. There is also a "Royals" section. This would typically appeal to older audiences.

Key Terms:

Jingles: 
  • A short slogan, verse or tune designed to be easily remebered 
  • Especially used in advertising
  • Adds to brand diversity and a products overall identity
  • Elements that distinguish it for the consumer
Mode of address:
The way in which a media product speaks to, or attracts its audience.

Sound Motif:
A sound effect or combonation of sound effects associated with a particular setting, character or idea.

Ident:
A short of audio or audio-visual content produced by radio television stations to identify themselves on air.
RAJAR:

  • Stands for 'Radio Joint Audience Research' 
  • The official body in charge of measuring radio audiences in the UK
  • Jointly owned by the BBC and the Radiocentre - on behalf of the commercial sector 

















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