Broadcasting, Cable, the Internet and BeyondChapter 8.ppt

1、Broadcasting, Cable, the Internet and Beyond Chapter 8,Quick FactsNumber of Americans who listen to radio each week: 250 million Number of Americans who listen to Rush Limbaugh each week: 19 million (est.) Percent of radio audience under age 35: 55% Radios most important time of day: 6 to 10 A.M. Mo

2、st popular program on National Public Radio:“Car Talk” Favorite sport of talk radio listeners: Football Number of direct broadcast radio satellites in U.S. orbit: 5,Broadcasting, Cable, the Internet and Beyond Chapter 8,Radio Regulation and Format DesignRadio stations can choose their own programmin

3、g Section 326 - Communications Act - gives broadcasters freedom from censorshipAmerican Radio has format freedomTask - provide attractive programming to meet informational and entertainment needs of audience,Broadcasting, Cable, the Internet and Beyond Chapter 8,Matrix of Radio ProgrammingLocal Prog

4、ramming - original programming produced by radio stationPrerecorded or Syndicated Programming - obtained from a commercial supplier outside the stationNetwork Programming - obtained from radio nets such as ABC, CBS or National Public Radio,Broadcasting, Cable, the Internet and Beyond Chapter 8,Kinds

5、 of Radio ProgrammingMusic - most popular form of radio programming Prerecorded or syndicated 9 out of 10 stations use music as programming backbone Network music programming has undergone a renaissanceNews/ Talk - Local shows includes news, sports, weather, traffic Popular talk personalities are sy

6、ndicated via satellite,Broadcasting, Cable, the Internet and Beyond Chapter 8,Modes of Radio ProductionLocal, live Production - station employs its own announcers and newscasters Live-assist Production - station uses syndicated programming but retain local announcers Semiautomation - station uses sy

7、ndicated producer for majority of programming Turnkey automation - station is fully automated Voice tracking - computer automation makes it possible to program more than one station with same personnel,Broadcasting, Cable, the Internet and Beyond Chapter 8,Creating the Radio FormatFormat - the overa

8、ll sound and image of the radio station Includes stations approach to talk, music, promotion, ads community relations, personalities, etc Keys to successful format To identify and serve a predetermined set of listeners To serve those listeners better than the competition To reward listeners both on

9、and off the air, make them consistent customers for the products and services advertised on the station,Broadcasting, Cable, the Internet and Beyond Chapter 8,The Format HoleProgramming Strategies Do a better job at a specific format than the competition Develop a niche that will deliver a large eno

10、ugh audience to attract advertising revenue to the station Internal Factors Station ownership, dial location, power, technical facilities, management philosophy External Factors Geography, population characteristics,Broadcasting, Cable, the Internet and Beyond Chapter 8,Audience AnalysisGoal of radi

11、o programming - attract and maintain an audience Target Audience - the primary group sought by the station is defined by Demographics - age, education, racial/ethnic background, sex Psychographics - attitudes, beliefs and lifestyles,Broadcasting, Cable, the Internet and Beyond Chapter 8,Listener Dem

12、ographicsRadio has phenomenal reach Reaches 250 million people each week Just under half of all 12+ listen between 6 and 10 A.M. Between 6 A.M. and 6 P.M. radio reaches more people than TV, cable, newspapers, magazines and online services Demographic categories - age breakouts (e.g. 18-24, 18-34, 18

13、-49) Ideal Target Group - women, mid-30s,Broadcasting, Cable, the Internet and Beyond Chapter 8,Listener PsychographicsCurrent research rage - measures qualitative research (values and lifestyles of listeners) Attempts to understand Attitudes Beliefs Leisure pursuits Political interests “Radio W.A.R

14、.S.” example of classic study,Broadcasting, Cable, the Internet and Beyond Chapter 8,The Hot ClockThe “format wheel” - looks like the face of a clock Used to plan and execute the stations sound Shows where music, commercials, news, occurs within the program schedule Stations may use different clocks

15、 for different dayparts,Broadcasting, Cable, the Internet and Beyond Chapter 8,Radio Dayparts Morning Drive 6-10 A.M. - most important time Evening Drive 3-7 P.M. - second most important time Daytime - 10 A.M. - 3 P. M. - about one in five people listen Evening and late night - after 7 P.M. ratings

16、drop as people watch TV Weekend radio - Saturday late morning and early afternoon are most important,Broadcasting, Cable, the Internet and Beyond Chapter 8,Radio Programming TerminologyThree main types of information on hot clock: Commercial time positions Promotional position Programming - music an

17、d news/talk segments Clutter - when too many commercials have been placed on the format most stations program between 8 and 18 minutes of commercials per hour,Broadcasting, Cable, the Internet and Beyond Chapter 8,Radio Programming TerminologySpot sets - the commercial and promotional segments of th

18、e hot clock Subcategories of musical segments Current hits - given most airplay Recurrent - recent hits still popular Gold - oldies Segue - overlap one program element with another Sweep - musical set,Broadcasting, Cable, the Internet and Beyond Chapter 8,Format EvaluationPlaylist - stations publish

19、 list of songs played on specific formats - used by major record labels to guage what gets airplay Tip Sheets - Billboard, Radio and Records Call-ins - requests to station are logged in Call-outs - hooks are played over the phone Auditorium tests - 200+ song hooks tests with large group Focus group

20、study - in-depth interviews about musical preferences,Broadcasting, Cable, the Internet and Beyond Chapter 8,News/Talk and Sports FormattingTalk formats are as complex as music formats Four common programming elements News Talk Business Sports Format wheel - shows various program segments All News -

21、 cyclical format News/ Talk - news segments mixed with talk segments,Broadcasting, Cable, the Internet and Beyond Chapter 8,Noncommercial Radio ProgrammingThree classifications Public - Approximately 400 CPB qualified stations rely NPR and PRI for programming College - Approximately 800 stations lic

22、enesed to colleges. Operated as student activities. Mixed formats Community - Operated by civil and religious organizations, school boards, charitable foundations. Programming is mixed. Block programming used Micro-Broadcasting (Lower Power FM) - new authorization for very-low power FM stations Non-commercial - ideal for small community organizations,Broadcasting, Cable, the Internet and Beyond Chapter 8,