Technology & Radio Audiences
Media Studies: Eduqas GCSE, topic 3.4.3
Technology and the Radio Industry
Digital technologies have had a major impact on the radio industry, some of the main changes to be aware of are defined in this section.
DAB radio
- DAB radio stands for digital audio broadcasting.
- DAB radio is now widely used in the UK.
- It is meant to provide a higher quality of sound and enable audiences to access a wider range of radio channels.
- Many radio stations have now switched to a digital only service.
Convergence
- Due to many media companies specialising in different areas of the media, convergence is becoming more common.
- Media producers can use the different elements of their companies to merge technologies and media content and allow audiences to access content via a range of different media platforms.
Streaming
- You can now access live radio broadcasts via a range of platforms such as computer, tablet and smartphone.
- This is called streaming and is another result of digital technology and convergence.
Podcasts
- Podcasts are another form of streaming but rather than live broadcasts they are programmes designed for specific audiences to download.
Radio Audiences
Radio is often a good example of narrowcasting, where specialist radio channels can target small niche audiences with specific tastes.
Targeting radio audiences
- Many radio stations will aim their content at small specialised niche audiences, such as those with a specific religious belief or lifestyle interest.
Target factors
- Radio audiences will be targeted according to factors such as:
- Age
- Gender
- Ethnicity and religion
- Socio-economic status
- Lifestyle and hobbies
- Psychographic profile
General targeting
- Some stations do tend to have a more mainstream target audience but they may provide more specialised programmes at different times of the day.
- For example love songs being played in a late night section of a radio stations daily schedule.
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What does DAB radio stand for?