LICA 201: WORK PLACEMENT
WHAT IS THE ROLE OF LOCAL RADIO?
HOW DOES A LOCAL RADIO SEGMENT THEIR AUDIENCE?
INTRODUCTION
Until the 1970s the BBC had a legal monopoly on radio broadcasting and Independent Local Radio in the United Kingdom did not exist in any form apart from pirate radio stations. However, that changed with the election of Edward Heath’s government followed by the introduction of commercial radio (Reynolds, 2007). I had the opportunity to work in the local commercial radio station for Cumbria: Lakeland Radio and in my time there I did a research on: What is the role of local radio and how do local radio station segment their audiences? My work in the radio included audio editing, trimming and scheduling finished pieces and helping …show more content…
I will be looking at statistics about local radio, data found in literature research and with the use of research methods like observation and interviews I will assess the role of local radio and audience segmentation through the qualitative data I have gathered in my work experience …show more content…
The overwhelming majority of radio stations include local news in their bulletins. More than 90% of stations update their local news at least every half hour at the crucial time of breakfast listening and update their local news at least every hour through the day. 60% of all news stories on local stations are about local issues, whilst 92% of all stations feature local news on their websites. “(RadioCentre, 2011 p:12
WHAT IS THE ROLE OF LOCAL RADIO?
HOW DOES A LOCAL RADIO SEGMENT THEIR AUDIENCE?
INTRODUCTION
Until the 1970s the BBC had a legal monopoly on radio broadcasting and Independent Local Radio in the United Kingdom did not exist in any form apart from pirate radio stations. However, that changed with the election of Edward Heath’s government followed by the introduction of commercial radio (Reynolds, 2007). I had the opportunity to work in the local commercial radio station for Cumbria: Lakeland Radio and in my time there I did a research on: What is the role of local radio and how do local radio station segment their audiences? My work in the radio included audio editing, trimming and scheduling finished pieces and helping …show more content…
I will be looking at statistics about local radio, data found in literature research and with the use of research methods like observation and interviews I will assess the role of local radio and audience segmentation through the qualitative data I have gathered in my work experience …show more content…
The overwhelming majority of radio stations include local news in their bulletins. More than 90% of stations update their local news at least every half hour at the crucial time of breakfast listening and update their local news at least every hour through the day. 60% of all news stories on local stations are about local issues, whilst 92% of all stations feature local news on their websites. “(RadioCentre, 2011 p:12