Whilst listening to radio 1xtra you immediately hear the distinct difference from any other radio station in the mainstream, this is because the show is aimed at different target and demographic audience.
The BBC state that - “1xtra Plays the best in contemporary black music, with a strong emphasis on live music and supporting new UK artists. The schedule also offers a bespoke news service, regular discussion programmes and specially commissioned documentaries relevant to the young target audience (15-24 year olds). “
It is clear to see that radio 1xtra, has its own distict sound and presenter style. The mode of address towards the audience is dramaticly more enthusiastic with Westwood uses of projection in his voice creating an intense party like atmosphere. No other station keeps this level of intense presenter style throughout the hole of the show.
Westwood is constantly plays in explosion sound effects after his stop talking or even in-between sentences, this ironic because he sometime shouts into the microphone like his drunk, using teenage slang words. This dose work for the show as stands out to younger audience which they can relate to. The playlist is aimed at a quite niche demographic, playing tracks from America and England. Aim the musing towards a black ethnic minority as most people stereotype the station as. The Idents and soundbeds link to what the station is aimed at, if you were a 40 year old listening to just the idents, i'm pretty sure you would turn off the radio. The ident define what the stations is about. Westwood always has a soundbed throughout the show making sure there is never any dead sound, this is too keep the engery in show constant and most teenage are constantly doing something and don't like waiting around.
Westwood is constantly plays in explosion sound effects after his stop talking or even in-between sentences, this ironic because he sometime shouts into the microphone like his drunk, using teenage slang words. This dose work for the show as stands out to younger audience which they can relate to. The playlist is aimed at a quite niche demographic, playing tracks from America and England. Aim the musing towards a black ethnic minority as most people stereotype the station as. The Idents and soundbeds link to what the station is aimed at, if you were a 40 year old listening to just the idents, i'm pretty sure you would turn off the radio. The ident define what the stations is about. Westwood always has a soundbed throughout the show making sure there is never any dead sound, this is too keep the engery in show constant and most teenage are constantly doing something and don't like waiting around.
Heart Fm
Heart Fm is a national radio station, however it is divide into smaller regional station. These regional stations have their own different presenter and content, but they follow same format and demographic. In this analysis, In this analysis i'm specifically looking at west midlands region. Straight away when listening to the station you notice, their topics of conversation relate to there target audience of 30 – 50 years of age. Topics like xfactor, children, housework and shopping round. The playlist is varied playing tracks from most era’s and playing recent music to, however id class all the tracks played as pop music and would more than like be in the top 20 charts at some point, generally safe music nothing to rock the boat. From listening to this station for about an hour now I get the feeling that this station is more aim towards a female demographic, I get this impression because of the script and playlist selection. As a younger adult I’m 17 years old, I do recognise the tracks, however none of them really appeal to me at all. The station title also indicated it might be female focused ‘Heart Fm’ although doses lead me to think of relaxed, chilled show playing soulful music. As this is breakfast show they give loads of information regarding travel, keeping listening information, this make sense as most of them will be driving like moms going on school run. Another point to make is, the shows mode of address changes dramatically throughout the morning show. At 6 o’clock they will play downbeat, slow passed and feel good music, nothing with a serious beat. As people are waking up, the presenter done is much more relaxed and formal. However at 8 o’clock it the presenter tone changes to informal conversation and more enthusiastic as they promoting feature and competition getting their audience to interacted with the show. Then at 9 they play music more in tune with a younger demographic, as mother will have their son or daughter in the car taking them to school.
Asda Fm
Asda Fm is by far the most unique station that i've analysed mainly because its an in-store radio station, which is played whilst customer are shopping in Asda. This is unusual step for Asda to take as most stores would just play a CD instead. One of this reason Adsa have created the in store station is because they have the ability to advertise for free. This form of advertising uses the hypodermic needle audience theory and product placement, its subliminal give information to their customer, about promotion and offer. Its not contentious and the voice over uses an formal tone towards the customer about products in store about latest offer and general information to do with asda. This station has a massive target audience to cater for, (20-60 years of age.) It’s basically everyone that shops in Asda, however more commonly and stereotypical you would imagine parents mainly wife's shopping for their families.
The voice over on the station said “stock up on school wear for the kids, whilst you at, there’s 2 for 1 on the wine and beer instore today.” - I would say this is predominately targeting towards a female of a family.
They don’t uses presenter for the broadcast as this would be a waste of money, but a pre-recorded voice over. The voice is recorded with a very formal tone which is good tone delivering information, however the presenter get their audience attention by raising their tone and being more cheerful and enthusiastic. When the voice over talk about products in store, offer or promotions they will give this information very subtly. Other key feature this station doesn't use are soundbeds as this would be very irritating as a listener. Also excited idents with lots of sound however and more calmer relaxed idents instead.
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