Course Resources Archive

This module examines in detail the techniques that radio managers and programme makers use to build and retain audiences.

It builds on the basic understanding of radio as a series of institutions gained at level 4.

This module will explore the different ways in which radio segments its audience, and how it seeks to attract and retain listeners. It will explore how stations use marketing techniques such as audience profiling in an attempt to identify audience interests, and how it shapes its output to attract and retain its target audience. It will examine the role branding, promotions, tie-ins, interactivity and the presenter as personality in building loyal listener communities. It will assess the role of a brand identity within the context of unprecedented listener choice. Students will undertake a series of in-depth case studies of a range of radio stations examining how they brand themselves through both audio and multiplatform content.

A student passing this module should be able to:

1) Critically evaluate the relationship between listeners and broadcasters

2) Demonstrate a comprehensive knowledge of current radio institutions, their output and target audiences.

3) Identify the role of market research and brand identity in the production of radio4) Have developed an informed and critical response to current radio

5) Devise appropriate programming strategies for identifiable audiences.

The Library Catalogue contains full details of the current reading list for this module. Further details may also be found in the Module Guide.