- Discuss the strategies taken by Radio 1 to maintain and grow audience levels with the target audience.
- Reflect on the difference between commercial radio and Public Service Broadcasting.
When producing a Public Service Broadcast, program producers will be required to adapt their content of the broadcast to meet the needs of their audience, whilst satisfying their remit. Radio 1's remit is to inform, entertain and educate, so it's breakfast show has to reflect this, and it has to be able to inform, educate and entertain its audience. In order to appeal to a wider audience, they have to ensure that they are taking into account that their listeners will be from a variety of different ethnicities, ages, regions and socio-economic groups.
A public service broadcast is more likely to reach a wider audience, as it is a service that is ultimately paid for by the listeners. There will be male and female listeners, listeners of both higher and lower classes, listeners that are from the UK and listeners from various different countries and cultures, and from both higher and lower classes. The Radio 1 Breakfast Show ensures that it meets the needs of this wider audience through the use of different aspects of the radio. Radio 1 try to relate to all people of different genders, ethnicities, ages, regional identities and socio-economic groups. Within the particular show that we listened to, the Breakfast Show with Nick Grimshaw, he included elements of the show that would appeal to both males and females. For example, Nick Grimshaw included an interview with Freddie Flintoff, a cricketer, as well as his interview with Demi Lovato, to appeal to both a male and female audience. Male listeners may not want to listen to an interview with Demi Lovato, so they included something that they may want to listen to, so they do not feel as though their needs are being ignored. They also include sport news and football results so that males that are interested in football can have their needs addressed and met.
Radio 1 also appeals to females through the interview of Demi Lovato, and the subjects that they talk about. For example, they talk about relationships, which may be more suitable for females to listen to rather than males, but it open to everyone to listen to also, so males and females do not have to conform to the typical stereotypes. The Breakfast Show with Nick Grimshaw also includes elements within his show that are suitable for people of different ethnicities, one of the main ones is the type of music that they play. They play a mixture of pop music but also some R&B music. R&B music may be associated with African-American culture, so may appeal to a wider audience, not just a White British audience from London. The music they play is also predominantly artists that come from or that are based in and around London. This keeps the music they play close to the listeners, and could make it more relatable for them to listen to, as it can be hard to relate to music that has not been recorded and produced in their hometown. Artists from the UK may also comment on experiences that the Radio 1 listeners have gone through, making it more relatable and more accessible for the audience.
There are various strategies that Radio 1 have taken to maintain and grow audience levels with the target audiences. One way that they maintain their audience, and possibly help it to grow is the use of their games and competitions. For example, one of the games that they play within the breakfast show is called 'Celebrity Gamble'. A radio 1 listener has the opportunity to either choose Nick Grimshaw's song, or to gamble and choose a random celebrity's favourite song. This allows audiences to maintain listening to be in with a chance to be featured on Radio 1. Additionally to this, it may grow audiences as they may want to try and be featured also. They also hold competitions regularly, which would entice existing audiences to continue watching and may attract newer audiences so that they could win the competition. Relating to Young and Rubicam's model, this type of interaction with the audience would relate well with 'The Explorer' as they may want to become involved and discover what they could win if they were to enter the competition. They also try and include celebrity guests on every show if possible. Having celebrity guests on the show allow the show to become relatable with a younger audience and therefore maintain their target audience, which is people from the ages of 15 to 29. This also supports their remit, which is to inform, educate and entertain. The celebrity guest may inform viewers about their new product which will be available to buy for them, they may be invited on the show to educate about a serious topic that many listeners may have a direct relation to and could help them in some way. They will also entertain through the use of the conversation between Nick Grimshaw and themselves, as well as playing games and interacting directly with the audience.
Another strategy that Radio 1 use to maintain and grow audience levels with the target audiences is through social media. Radio 1 breakfast show listeners have various different opportunities for social interactions. They are able to phone into the show directly and share stories, choose songs and enter competitions. They are also able to connect through their various different social media accounts. For example, if they were listening to the breakfast show, they could follow the breakfast show's twitter account but they could also follow Nick Grimshaw himself and tweet him something to get onto the show. Radio 1 have Facebook, Twitter, Instagram, Youtube and Tumblr. All of these social media platforms allow them to connect directly with the audience, and also engage other people to watch the show. This will gradually increase numbers and encourage people to listen to the Radio 1 Breakfast Show more often, therefore becoming regular listeners.
There are a few noticeable differences between Commercial Radio and Public Service Broadcasting (PSB). Commercial Radios are usually privately owned and rely on advertisements and sponsors to keep them running. For example, Radio X is a commercial radio, and it is a radio station that's target audience is mainly male, and includes content and advertisements that are aimed at men, as they know that this is their target audience and that men are the most likely gender to be listening to the show. For example, there is an advertisement for Strongbow and an advert for Greene King. These companies are being advertised on Radio X as they are aware that the predominant audience is male, and know that men are more likely to take notice of these adverts and buy the products advertised. This radio station could be seen as offensive to women due to the fact that it is advertised as a male radio station, and that there are no female presenters. A female audience may enjoy the music that they play, but may feel as though they are not welcome to listen to the radio stations due to the fact it is dominated by a male audience, and these products also direct themselves towards the male audience. Additionally, diversity is limited due to the fact that it is only aimed at one gender, and that the music generally consists of artists that a male audience would listen to. For example, Nirvana mainly had a male following. Show hosts are also only male, meaning a female audience may not be interested in listening to the show.
Public Service Broadcasters (PSB) are broadcasting services that are funded by the government, by non-profit organisations or funded by collecting a fee from the viewers. For example, BBC Radio 1 is a public service broadcaster that is funded through the BBC and through the collection of the TV license that people pay every year to access all BBC channels and platforms. They offer a wider range of programs as they are aware that because they are a public service broadcaster, this enables them to reach a wider audience and this means they will have to provide programs that meets everyone's individual needs. Radio 1 includes content for both male and female, whereas Radio X only includes content for a predominantly male audience. Public service broadcasting is more inclusive as it may be generating higher listening numbers from a variety of different people from different backgrounds. Radio 1 also include content for a wider audience, and not just for a specific type of person. This helps them to increase their following, but also helps to allow everyone to be included in the target audience.
A public service broadcast is more likely to reach a wider audience, as it is a service that is ultimately paid for by the listeners. There will be male and female listeners, listeners of both higher and lower classes, listeners that are from the UK and listeners from various different countries and cultures, and from both higher and lower classes. The Radio 1 Breakfast Show ensures that it meets the needs of this wider audience through the use of different aspects of the radio. Radio 1 try to relate to all people of different genders, ethnicities, ages, regional identities and socio-economic groups. Within the particular show that we listened to, the Breakfast Show with Nick Grimshaw, he included elements of the show that would appeal to both males and females. For example, Nick Grimshaw included an interview with Freddie Flintoff, a cricketer, as well as his interview with Demi Lovato, to appeal to both a male and female audience. Male listeners may not want to listen to an interview with Demi Lovato, so they included something that they may want to listen to, so they do not feel as though their needs are being ignored. They also include sport news and football results so that males that are interested in football can have their needs addressed and met.
Radio 1 also appeals to females through the interview of Demi Lovato, and the subjects that they talk about. For example, they talk about relationships, which may be more suitable for females to listen to rather than males, but it open to everyone to listen to also, so males and females do not have to conform to the typical stereotypes. The Breakfast Show with Nick Grimshaw also includes elements within his show that are suitable for people of different ethnicities, one of the main ones is the type of music that they play. They play a mixture of pop music but also some R&B music. R&B music may be associated with African-American culture, so may appeal to a wider audience, not just a White British audience from London. The music they play is also predominantly artists that come from or that are based in and around London. This keeps the music they play close to the listeners, and could make it more relatable for them to listen to, as it can be hard to relate to music that has not been recorded and produced in their hometown. Artists from the UK may also comment on experiences that the Radio 1 listeners have gone through, making it more relatable and more accessible for the audience.
There are various strategies that Radio 1 have taken to maintain and grow audience levels with the target audiences. One way that they maintain their audience, and possibly help it to grow is the use of their games and competitions. For example, one of the games that they play within the breakfast show is called 'Celebrity Gamble'. A radio 1 listener has the opportunity to either choose Nick Grimshaw's song, or to gamble and choose a random celebrity's favourite song. This allows audiences to maintain listening to be in with a chance to be featured on Radio 1. Additionally to this, it may grow audiences as they may want to try and be featured also. They also hold competitions regularly, which would entice existing audiences to continue watching and may attract newer audiences so that they could win the competition. Relating to Young and Rubicam's model, this type of interaction with the audience would relate well with 'The Explorer' as they may want to become involved and discover what they could win if they were to enter the competition. They also try and include celebrity guests on every show if possible. Having celebrity guests on the show allow the show to become relatable with a younger audience and therefore maintain their target audience, which is people from the ages of 15 to 29. This also supports their remit, which is to inform, educate and entertain. The celebrity guest may inform viewers about their new product which will be available to buy for them, they may be invited on the show to educate about a serious topic that many listeners may have a direct relation to and could help them in some way. They will also entertain through the use of the conversation between Nick Grimshaw and themselves, as well as playing games and interacting directly with the audience.
Another strategy that Radio 1 use to maintain and grow audience levels with the target audiences is through social media. Radio 1 breakfast show listeners have various different opportunities for social interactions. They are able to phone into the show directly and share stories, choose songs and enter competitions. They are also able to connect through their various different social media accounts. For example, if they were listening to the breakfast show, they could follow the breakfast show's twitter account but they could also follow Nick Grimshaw himself and tweet him something to get onto the show. Radio 1 have Facebook, Twitter, Instagram, Youtube and Tumblr. All of these social media platforms allow them to connect directly with the audience, and also engage other people to watch the show. This will gradually increase numbers and encourage people to listen to the Radio 1 Breakfast Show more often, therefore becoming regular listeners.
There are a few noticeable differences between Commercial Radio and Public Service Broadcasting (PSB). Commercial Radios are usually privately owned and rely on advertisements and sponsors to keep them running. For example, Radio X is a commercial radio, and it is a radio station that's target audience is mainly male, and includes content and advertisements that are aimed at men, as they know that this is their target audience and that men are the most likely gender to be listening to the show. For example, there is an advertisement for Strongbow and an advert for Greene King. These companies are being advertised on Radio X as they are aware that the predominant audience is male, and know that men are more likely to take notice of these adverts and buy the products advertised. This radio station could be seen as offensive to women due to the fact that it is advertised as a male radio station, and that there are no female presenters. A female audience may enjoy the music that they play, but may feel as though they are not welcome to listen to the radio stations due to the fact it is dominated by a male audience, and these products also direct themselves towards the male audience. Additionally, diversity is limited due to the fact that it is only aimed at one gender, and that the music generally consists of artists that a male audience would listen to. For example, Nirvana mainly had a male following. Show hosts are also only male, meaning a female audience may not be interested in listening to the show.
Public Service Broadcasters (PSB) are broadcasting services that are funded by the government, by non-profit organisations or funded by collecting a fee from the viewers. For example, BBC Radio 1 is a public service broadcaster that is funded through the BBC and through the collection of the TV license that people pay every year to access all BBC channels and platforms. They offer a wider range of programs as they are aware that because they are a public service broadcaster, this enables them to reach a wider audience and this means they will have to provide programs that meets everyone's individual needs. Radio 1 includes content for both male and female, whereas Radio X only includes content for a predominantly male audience. Public service broadcasting is more inclusive as it may be generating higher listening numbers from a variety of different people from different backgrounds. Radio 1 also include content for a wider audience, and not just for a specific type of person. This helps them to increase their following, but also helps to allow everyone to be included in the target audience.
