LO1 Task 1 'Investigating Radio Station(s)'

A)

Programme Types -

Sheffield Live ethos is to bring something new to the community by putting something back into society, the station does this by introducing them to something different/new. Sheffield Live is owned by Community Media Association, the station produces a variety of different programmes such as Dubstep Central, Latino times, X-Rated, Drop the Funk, Drop the Base, to Africa Beat with the genre of each varying as it would allow them to target a range of audiences.

B)

Genres -

Sheffield Live broadcast a variety of different genres such as reggae, news, talk shows, educational programmes i.e. documentaries and world news, pop-music, dub step, classic rock and punk rock etc. It also covers several nationalities using their programmes with Latino times which is a programme about Spanish music to latest issues with Latin Americans. Three reasons why Sheffield Live have so many genres is so they have a larger audience and by having such a variety of programmes and genres it allows them to hit a larger group of audiences therefore achieving their ethos which is to put something back into the community/society.

C)

Audiences Profile(s) -

Sheffield Lives’ main target audience is people that live in or around the area of Sheffield however this means they target a range of audiences using their products.

Here is an example of one of their target audiences in the format of a mood board.

D)

Production Process -

The different parts of the company work together to produce and promote products by using methods known as horizontal and vertical integration. For example the company called Community Media Association could use Sheffield Live to produce a product and promote a product and vice versa i.e. Sheffield Live could use the conglomerate Community Media Association to promote/and help produce a product using the resources they have. The different parts of the production team work together to produce products in several ways one of which is by having a production plan i.e. the pre-production, production and post-production teams work together to get a deadline for all of the stages of the production i.e. when the scripting, advertisement/marketing and financing of the product is to be finished i.e. they work together to get a schedule for the production of the product, The production teams also work together to make the scripting/promotional products and advertising content is up to scratch and not considered offensive. They also work together by making sure the producer gets what s/he wanted i.e. the pre-production stage would state what type of sound, music and jingle(s) the producer wants and the production stage would create or find that sound, piece of music or jingle(s) that is needed. They would also do this for the advertisement that would be used, the pre-production team would state what is needed/wanted and the production team would create it and the post-production team would distribute it.

E)

Market Share -

The main competitors of Sheffield Live are BBC Radio Sheffield and Hallam FM. They are considered competitors as they all share and operate in the same industry and have the same genres / type of product and have the possibility to 'steal' Sheffield Live audience. The organisation, Sheffield Live stands out from the competitors by ensuring that they have a variety of products to offer to their audiences. The official share of radio audience of Sheffield Live is 11% which is a small number in its self however as it 11% of 275,000 people which is 32,000 people its a good amount of radio share as its non-profit radio station.

Draft Deadline: 09/03/2015