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Radio Programming
Radio programming consists of music, news, and
information
Radio station formats cannot be regulated by the
FCC
American radio is programmed to satisfy listener
tastes
Radio Programming
Format freedom
Programmers are on their own
Primary task: provide attractive programming to
meet the informational and/or entertainment needs of an audience
Radio Programming
Three sources of programming
Local (original programming produced by the
station)
Prerecorded/syndicated
From a commercial supplier, advertiser, producer
outside station
Common types = records, tapes, and CDS
Also get programs via telephone lines or
satellites (ABC News, NPR’s "All Things Considered")
Network (programs run same time each day)
Music
Locally produced music programming is rare
Prerecorded and syndicated music are most common
(9 of 10 stations rely on music)
Network music programming has undergone a
renaissance in recent years
Live broadcasts of Westwood One
Concerts of U2, Rolling Stones, Clapton
New/Talk
News, sports, weather, and traffic
Political, civic, medical and financial shows
Syndicated talk personalities
Howard Stern (20 stations)
Don Imus (30 stations)
Dr. Laura Schlessinger
G. Gordon Liddy
Rush Limbaugh
Radio Production
Local, live production
Stations have their own announcers/newscasters
Play CDs and tapes themselves
Live-assist
Syndicated programming (reels of prerecorded or
satellite delivered music)
Local announcers and DJs
Radio Production
Semiautomation
Station relies on services of syndicated program
producer
Large tape machines or satellites send out
program material
Smaller tape machines are triggered to play a
commercial or announcement
May have a live cut in for news and weather
Radio Production
Turnkey automation
Fully automated station
Two forms
Satellite dish and control board (Dish downlinks
radio program service)
CD players or tape machines interface with a
computer
Computers allow a station to exist without any
records, tapes or CDs
Creating the Radio Format
Identify and serve a predetermined set of
listeners
Serve listeners better than the competition
Reward listeners both on and off air
The Format Hole
Carving a unique niche in the market capable of
attracting enough listeners to satisfy advertisers
Internal factors
Station ownership
Dial location
Power
Technical facilities
Management philosophy
The Format Hole
External factors
Competitive market study
Geography
Population characteristics
Two outcomes
Select a new format
Compete head to head
Audience Analysis
Target audience
Demographics
Age, gender, race, income
Psychographics
Attitudes, beliefs, values, hobbies, lifestyles,
motivations for listening
The Hot Clock
The format wheel is used to implement the
schedule: the planning and execution of the station’s sound
Radio dayparts
Morning Drive (6-10 a.m.) (most important)
Evening Drive (3-7 p.m.)
Daytime (10 a.m.-3 p.m.)
Evening (7 p.m.-12 a.m.)
Overnight (12-6 a.m.)
Radio Terminology
Clutter - too many spots
Spot sets - commercial and promotional segments
of the hot clock
Segue - blend elements together smoothly
Format Evaluation
Stations keep track of musical preferences among
listeners through
Call-ins
Call-outs
Focus groups
© B.L. Yates 2000
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