Radio Analysis – CIN Assignment

Radio Analysis – CIN Assignment

There are many factors that define a radio show; style, presenters, content…The nature of the defining factors will determine the target audiences.

Perhaps one of the best-loved and well-known radio shows is radio 1’s ‘The Chris Moyles Show’. This weekday breakfast show has the largest audience listening figures in the UK. Its huge audience, consisting of both males and females aged 15-35, tune in to listed to current chart music and a wealth of features. Some of the best known, e.g. ‘Car Park Catchphrase’ and ‘Duck Register’ are enjoyed around the world with the BBC’s listen online content. A vast majority of the audience are listening to the show from their computers; this opens the door to great opportunities for audience interaction with the programme. Having to go onto the radio 1 web site to listen to the show means that other online content, like videos, photos, blogs, and live web cams, are promoted and subsequently used by radio 1’s audience.

The style of The Chris Moyles Show and the format used gives the show a uniqueness and identity within and out of BBC radio. Often a celebrity guest will be interviewed on the show, the gests are picked with the audiences interest’s in mind, a large extent of Chris’ listeners also watch the XFactor so when judge and singer Cheryl Cole was interviewed by the team the audience’s interests and needs were being fulfilled.

In comparison to The Chris Moyles Show is a fairly recent style of radio called ‘in-store radio’. This cleaver use of advertising and musical accompaniment to shoppers is now widely used; Debenhams, the Lloyds pharmacy chain, Morrisons and Ikea all use in-store radio, but by far the biggest is Asda FM. Asda have integrated this parallel radio universe into nearly all of there stores across the UK. The concept is simple; music, chat and advertising for a distinguished target audience roled into one, then broadcasted to a chain of stores. A company that sets up stations for retail customers say on there website, "Live Radio will fundamentally communicate the here and the now of your brand. It will bring your retail environment to life. Customers feel they are part of an ever-evolving environment learning more about your products and services whilst listening to fresh topical content." Whilst shopping for yogurt and household domestics, you are also a listerner of ‘in-store radio’, therefore can be directly influenced by the content of the radio – “…that was Coldplay with Fix You…Coldplay’s new album is now available in store…why not pick up a copy today…” The presenters relaxed, happy go lucky presenting style eases the shoppers into listening, and there subtle approach to product placement and advertising is entwined into their chat with one another. Similarly to Moyles’ show the producers want audience interaction, but in a different way to one another; Asda wants its audience to buy more products and radio 1’s breakfast show wants light-hearted interaction.