An important part of radio is ensuring that certain shows are broadcasted at the right time and in the right place with the correct content for the target audience. As my results from the questionnaire show, there are more popular times for people to listen to the radio and less popular times. Therefore I need to ensure that my clip of radio is placed in the correct slot and reaches the correct audience in a successful way.
People consume radio in a variation of ways; however I found that the most popular place for people to listen to the radio was in the car. This was between 8am and 12pm which showed me that it was on people’s journey to work and therefore the breakfast and later morning shows are very popular and reach a large majority of people. This would mean that ideally, my piece of radio would be played somewhere between these times, however, between 6 and 10pm was also a popular time for people to listen to the radio, assuming this is their journey on the way back from work this could be another option of a slot to place my piece of radio into.
However, in the car is not the only way radio is consumed. Many people have the radio on in the house a lot of the time, as a background noise and are likely to turn it up for shows they enjoy. Although radio’s are still a way of consuming radio, less and less people are buying radios in the modern day, as it is easily accessible to listen to the radio through the television or the internet; most radio stations have a ‘listen live’ option featured clearly on their website. Also, if a show someone particularly enjoys is missed in many cases it is possible to access this through the internet and listen to it from the beginning. Many ‘smart phones’ can also access radio, therefore radio is a very dominant way of entertainment, it is accessible from pretty much anywhere and a very successful industry allowing information to be spread very quickly.
Much like television, the BBC radio stations are funded through television licence fees; this means that the BBC does not play adverts throughout their shows or at all. However, local radio stations do not have the ability to use TV licence funding; this is a BBC only option. Therefore, they have to find a way to fund their shows; they do this by playing adverts on a regular basis throughout all radio shows. Depending on the length and the time adverts are played, will depend on the cost that companies will have to pay, however this cost is paid to the radio station and is the way local radio stations are funded. This is again similar to the television; adverts have to be used to fund the different channels.
As what I will be creating is a five minute news bulletin, I know that news bulletins are played throughout the day. However the show our news bulletin will be in I intend to take place between 9am-12pm daily and therefore would have more than one news bulletins in it so it should be considered whether I want to use the same newsreader each time or not. I think it is necessary to have the same newsreader in one show, not necessarily every day, but within the same show having the same newsreader ensures that the show maintains some continuation. News bulletins are usually regular within a radio show, this is because different people tune in at different times and through playing them regularly it means the news is reaching as many people as possible whereas if it was only played once an hour or every two hours it is likely that most people would miss it; it is not often that someone has the time to listen to a radio show from start to finish. Therefore the news bulletin could take place every 15 minutes, for example, 10:00, 10:15, 10:30, 10:45 and then again at 11:00. However this then may be too much, as it would be taking up 15minutes an hour of just news, therefore a good idea could be for us to have a five minute news bulletin on the hour within peak hours and a quick news recap every half an hour.
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