LO1: P2: Describe the Focus of a Chosen Radio Station

Describe the Focus of a Chosen Radio Station 

Within this report, I am going to be describing the chosen radio station of BBC Radio 1 through its type of radio station and different types of radio programmes they host. I will further go onto analyse the target audience along with the main presenters on the radio station and how the BBC use synergy.  

BBC Radio 1 is owned by the BBC. This means that BBC Radio 1 is a public radio station which is funded partially by the Government as well as the license fee that the general public pay. Due to being a public radio station, BBC Radio 1 will not contain any adverts between the music that is playing or will the presenters promote any specific brands or products. This is because the radio station cannot receive money from these adverts as the funding is from the Government and public, so any promotion would be free promotion for the product as well as it could cause some negativity from the listeners as it would seem as they are favouring some brands or products. 

The BBC Radio owns multiple types of radio stations; some regional radio stations across the UK and some national radio stations which broadcast to anywhere in the UK. BBC Radio 1 is a national radio station, meaning anyone anywhere in the UK can tune in. They can do this by adjusting the frequency to anywhere between 97-99 FM to catch BBC Radio 1. Due to BBC Radio 1 broadcasting nationally, unlike regional radio stations for example BBC Sheffield or BBC London, they will not broadcast content which is specific to particular areas like the weather or traffic. Any content they do broadcast will be major and can affect people across the UK, for example any motorways that have accidents or are shut. 

BBC Radio 1 follows a schedule of radio programmes. These programmes are based around the target audience and what the listeners need. For example, at 3:30pm, there is a radio programme called 'Going Home With Vick and Jordan'. This is obviously aimed at people who are driving home from work and the goal is that they put BBC Radio 1 on and listen to Vick Hope and Jordan North chat and broadcast music as they unwind from a day of work. Another example is at 7:00am, there is 'Radio 1 Breakfast with Greg James' which will wake people up from an early morning and give them motivation to start their day. 

BBC Radio 1 mainly hosts the types of radio programmes for music and chat. There isn't any current events or dramatizations radio programmes but these are usually found on other radio stations owned by BBC Radio for example BBC Radio 4 hold a programme called 'The Man Who Invented Motion Pictures' and everyday there will be an episode for ten minutes where people can follow along with the storyline. BBC Radio 1 however, focuses on more music and playlists as well as mentioning the latest celebrity news or trending gossip. The presenters might also play a game to provide entertainment for the listeners as an example Vick and Jordan play I've Got a Problem which gives challenges for the presenters to complete. 

BBC Radio 1's target audience includes people who are of the age range 15-29 year olds. This is because the content contains some news or advice campaigns which cover the topics more relatable to younger adults and the music is more on trending and charts so younger people would like to listen to it. Due to this the social grades are most likely the lower bracket of the social grades C1/2, D and E. These hold the students, unemployed and the careers with more free time than others meaning they will hold the interest and time to listen to the radio on the way home from work. 

Furthermore, BBC Radio 1's target audience will be of the psychographic profile of mainstreamers, aspirers and explorers. This can be seen as BBC Radio 1 offers a range of newer music and supports emerging, rising artists as well as the already established, popular artists which would appeal to both the mainstreamers and explorers psychographic profile. As the presenters discuss the latest celebrity events, this would appeal to aspirers who are influenced by these type of people in society and they would like to hear about the latest events and red carpet events. 

BBC Radio 1 holds a range of radio programmes in order to appeal to a broader target audience. One way they do this is to air different genres of music. For example, one of their radio programmes is dedicated entirely to the genre of rap and it is at 1:00am called Radio 1's Rap Anthems. This broadcasts the latest and throwback songs all included in the genre of Rap which appeals to the target audience of people who are naturally night owls and enjoy listening to Rap music to keep their energy levels up at a late hour. 

The purpose of BBC Radio 1 is to reach its target audience and entertain them by engaging the listeners with a distinctive mix of contemporary music and chat. They also aim to provide the audience with occasional advice or latest news mixed in with their playlists of music. 

BBC Radio 1 uses synergy through promoting their presenters through products owned by the conglomerate BBC. BBC is also a tv station and has recently collaborated with another British popular tv channel ITV to make Britbox. This joint venture allows for both conglomerates to benefit while allowing their audiences to access the best of British tv through having access to both of BBC and ITV's programmes. An example is when Jordan North, the BBC Radio 1 presenter, went on ITV's I'm a Celebrity Get Me Out Of Here programme. Jordan North brought the BBC Radio 1 audience onto ITV to heighten their viewing figures meanwhile ITV's audience would learn about Jordan North and grow to love him bringing their interest back with him after the show ends back to Radio 1. This brings both of their viewing or listening figures up and makes them both more money. 

Another example of this was when Vick Hope, the presenter of BBC Radio 1, went onto BBC's Strictly Come Dancing. This promotes her identity to the audience of Strictly and promotes BBC Radio 1 programmes. Another way of using synergy is that through Vick Hope's social media such as Instagram or Tiktok. During her time on strictly, Vick would be included on Strictly's Instagram account through behind the scenes posts or on the stories before they go on stage. This reaches a new and different target audience as they reach a younger audience on social media. By attracting them to the presenter it then brings them back to BBC Radio 1 which is how they maximise their profit. 

BBC owns other radio stations as subsidiaries and some of these are considered sister stations to BBC Radio 1. An example of this is 1Xtra. 1Xtra is a digital radio station also owned by BBC and broadcasts black and more urban music. An example of this is more hip hop and R&B music. By BBC owning other subsidiaries which are specifically made for broadcasting certain genres of music it can attract a wider audience and therefore create a larger profit. The stations, like 1Xtra, then focus in on their own specific style or genre of music to cater to their target audience which is why they are so popular with its listeners. The BBC uses synergy by taking advantage of their conglomerate status to further own companies to make profit from as well as use these other companies to promote themselves to make further profit.

In conclusion, I have described my chosen radio station of BBC Radio 1, along with the conglomerate and other subsidiaries. The different type of radio programmes they host have been analysed as well as the target audience and the radio presenter's promotion. Altogether, the BBC effectively uses synergy to maximise their profit through things such as joint ventures and social media.