Radio: Introduction to radio

 Introduction to radio

Read Media Factsheet #224 Understanding the Industrial Context of Radio. This will give you a wider perspective on industry contexts for radio with particular focus on the industry theorists (Hesmondhalgh, Curran & Seaton, Livingstone & Lunt). Answer the following questions: 

1) Read the first two pages of the factsheet. How does the Factsheet argue that radio still has cultural significance in the digital age? 

Although digital platforms such as iTunes, Spotify, YouTube and many more platforms may be challenging for it, it still reaches billions of people. In some developing countries in Africa where people still have limited or no access to the Internet – radio is still the dominant medium to inform and entertain them. Radio also accompanies in vehicles, on commutes through mobile devices and can be found in homes through television, radio, and voice activated speakers.

2) Look at the page 4 section on media theories. Briefly summarise the ideas of Curran and Seaton, Hesmondhalgh and Livingstone and Lunt.

Curran and Seaton - argue that media industries are dominated by a small number of large companies that are mainly motivated by profit and power. They believe that concentrated ownership can limit creativity and diversity because a few owners have significant control over media content.

Hesmondhalgh - argues that cultural industries are risky because producers cannot predict what audiences will enjoy. To reduce this risk, media companies often rely on established stars, popular genres, franchises and integration strategies to increase the chances of making a profit.

Livingstone and Lunt - argue that media regulation involves balancing the needs of citizens and consumers. They suggest that regulators must protect audiences from harmful content while also ensuring that consumers have freedom of choice and access to a wide range of media products. They also believe that digital media and global companies  have made regulation more challenging.

3) What is the definition of public service broadcasting?

PSB refers to broadcasting intended for public benefit rather than to serve purely commercial

interests. The communications regulator Ofcom requires that certain television and radio broadcasters fulfil certain requirements as part of their license to broadcast. All of the BBC’s television and radio stations have a public service remit which is to inform, educate and entertain, including those that broadcast digitally.

4) Look at the list of eight key principles for BBC Radio on page 6 of the factsheet. Highlight the three you think are most significant and explain why.

1) Universal geographic accessibility – you can listen to radio anywhere in the country.

2) Universal appeal – across the board the programming will have something for everyone.

3) Attention to minorities – inclusive and non-tokenistic programming.

4) Contribution to national identity and sense of community – programmes which unify.

5) Distance from vested interests – commercial freedom.

6) Direct funding and universality of payment – not for profit/shareholders.

7) Competition in good programming rather than numbers – because they are funded, they can make content that commercial outfits might not bother with.

8) Guidelines that liberate rather than restrict – enables creativity.

5) What does the Factsheet suggest is the future of PSB radio? Do you agree?

The factsheet suggests the future of PSB radio is threatened but still standing. The BBC has developed its Sounds app to converge all its content into one place in order to challenge the new threats to attracting younger audiences offered by streaming sites like Spotify, Apple and Amazon Prime. As it stands the BBC is surviving but its future is looking more and more precarious, especially it cannot convince the young that it is worth paying for. Radio is also threatened by YouTube and other more visual forms. This is why stations like Radio 1 offer more than just the show itself. Social media offers listeners opportunity to see the presenters and communicate with them and other audience members.