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1 FORMATS 2 Television 3 Specialization/Narrowcasting 4 Specialization/Narrowcasting 5 Specialization/Narrowcasting 6 Specializa 1 FORMATS 2 Television Early 50’s-mimicked radio programming strategies. TV hired radio talent and tech people Radio had to change due to TV’s increasing popularity Radio had to change to survive 3 Specialization/Narrowcasting Salvaged the medium in the early 1950’s Eventually all-things-to-all people stations were challenged by format specialization. Niche Programming, 4 Specialization/Narrowcasting KOWH-AM in Omaha, NB decided to limit their station’s playlist to only those record that currently enjoyed high sales. Observed people playing mostly the same few songs on the jukebox. The programming concept became known as “top 40” 5 Specialization/Narrowcasting Many types of formats have developed Listening audience became more fragmented Challenge for program director is to attract a large enough piece of the radio audience to keep their stations profitable. Demographics 6 Specialization/Narrowcasting Although specialization saved the industry in the 50’s, the proliferation of stations (4X’s the 50’s) has brought about hyperspecialization. Today there are more than 100 format variations in the radio marketplace. 7 Formats Demographics are most important factor when choosing a format. Promotions, public relations, technical sound, equipment availability also determine station sound. Music, personalities, pace, scheduling, style of presentation also distinguish one station from another. 8 Contemporary Hit Radio (CHR) Top 40 - fast selling pop music Nearly 20% of radio audience, young Nearly 20% of radio audience, young Tight, high-energy programming style Lots of contests and promotions Losing popularity due to aging demographics Heart of demographic is 12-18 year olds 9 Contemporary Hit Radio (CHR) On-Air Personalities Changes over the years Hyped Deejay approach started the format Now, sounding more like real people Currently a more mature sound 10 Contemporary Hit Radio (CHR) Advantages Considered by many programmers and advertisers to be radio’s fundamental format Music and research involving music easily available (Billboard/Cashbox) Narrow focus, programmers choices are small Spending much time with small play list and fine-tuning it. 11 Contemporary Hit Radio (CHR) Disadvantages Extreme competition Serious lack of loyalty among listeners. Tune out factor high How often and when to play certain cuts is challenge Not appealing to advertisers because audience is not considered very upscale 12 Album-Oriented Rock (AOR) Started as free-form or progressive rock Reaction against highly commercialized Top 40 Longer cuts of rock, blues, jazz, folk Characterized by laid back style 13 Album-Oriented Rock (AOR) Some concentrate on older rock songs (classic rock) Newest rock releases, cutting edge rock Lower repetition and long uninterrupted music sweeps Newest rock releases, cutting edge rock Lower repetition and long uninterrupted music sweeps Popular with male 18-24 audience 14 Album-Oriented Rock (AOR) Advantages Highly distinguishable Well-researched audience Audience strongly identifies with life-style portrayed by station which is appealing to advertisers who want to target. Listener loyalty 15 Album-Oriented Rock (AOR) Disadvantages Music appeal is often narrow Advertisers view AOR listeners as less affluent Perception that AOR does poor job of reaching female audience 16 Vintage Rock and Roll Attracts oldest listeners, over 35 Many stations adopt style of the time period Music of 50’s and 60’s 17 Classic Rock Music of 60’s, 70’s, 80’s Classic rock is a variant of Vintage Rock and Roll popular with younger listeners ages 25-39 18 Adult Contemporary (AC) Common AM format For audiences 34-39, especially female Largest adult audience of any format Spin-off of MOR, beautiful music, and mellow rock Sometimes Lite rock 19 Adult Contemporary (AC) High-profile morning talent became popular at AC stations Commercial generally clustered at pre-determined times Deejay presence is limited during midday and evening slots. Commercial generally clustered at pre-determined times Deejay presence is limited during midday and evening slots. Strongly geared for info exchange (weather, news, etc.) 20 Adult Contemporary Advantages Direct appeal to primary and powerful buying groups Less tune-out factor, audience tolerant of different styles Not as prone to quick changing public taste Frequent leader in ratings Lends itself well to promotions Great vehicle for skilled announcers 21 Adult Contemporary Disadvantages Competition tight-many formats overlap AC Can be dependent on personalities (expensive personalities) Great deal of music available, formidable task to decide play list. Many AC splinters making it hard to find a profitable niche. 22 Middle of the Road (MOR) No one-type-of-music format Concentrates on “good” music in general Much syndication available Nostalgia is one form (Sinatra/Big Band/Ballads) 23 Middle of the Road (MOR) Advantages Good for capturing segment of audience disenfranchised from other radio offerings Identifiable demographic appeal to advertisers (over 45) Strong audience loyalty 24 Middle of the Road (MOR) Disadvantages Total numbers of listeners are limited Aging audience shrinking (those who remember the music) Difficulty finding announcers who are familiar with the music 25 Country Difficulty finding announcers who are familiar with the music 25 Country More stations are using country music format than any other single form of music programming Country targets quite a sophisticated adult audience. Country has widest range of age demographics of all formats 26 Country Advantages Broad appeal to wide age groups Strong advertiser ID with certain products (trucks, beer) Disadvantages Mistaken by advertisers as a blue collar commodity Usually characterized by strong likes and dislikes, making programming difficult 27 News/Talk Dominates AM programming Goal of talk radio is to let audience do most of the talking Mainly AM and Public stations Very expensive to run Lots of people Lots of equipment needs Services for weather, stock market, news 28 News/Talk Can allow AM radio to compete with FM Sports Radio is a variation of News/Talk Good format for small markets Blue-collar and retirees among biggest listeners 29 News/Talk Advantages Can create a immediately distinguishable format from competition Lots of syndication, network options available to programmer Highly local and community-oriented 30 News/Talk Disadvantages Expensive Disadvantages Expensive Dependent on good-quality air people Format fails with poor quality air people 31 Urban Contemporary (UC) Primarily in metropolitan with large heterogeneous populations Hip-hop and rap influences, danceable music Very ethnically diverse, appealing to ethnic fragment of population Ethnic, Soul, Blues, Jazz, Hispanic, Asian Churban-CHR based sound 32 Easy Listening Elevator music, calming music (past programming) New age music breathing life into this format #1 in ratings in many cities Very little DJ presence, subtle Ads adopt soft-sell attitude AC stations may fall into this format 33 Easy Listening Advantages Appeals to most affluent of all audience segments Low staffing requirements because of high use of automation Many advertisers listen to this format 34 Easy Listening Disadvantages Programmer has to deal with strong audience likes and dislikes Must be FM, AM not quality enough for orchestral music Need highly trained announcers Much audience research must be done to fine-tune this format to individual market’s audience 35 Classical Radio’s first format Small, but loyal audience Fewer than three dozen full-time commercial classical stations in the country Advertisers are interested because listeners include most educated and professional demographic ages 30-55. Fewer than three dozen full-time commercial classical stations in the country Advertisers are interested because listeners include most educated and professional demographic ages 30-55. 36 Religious Typically found on AM and Non-com FM Some talk, some music focused Specific and consistent message Wider variety of religious music - Christian Contemporary,gospel, soft rock, hard rock, inspirational 37 Religious Advantages Most are non-profit Very loyal audience Group ownership is increasing Program availability increasing, many stations are tied to a network Disadvantages Commercial stations are not profit-makers 38 Non-Commercial Radio Over 1500 stations operate without direct advertiser support. After WWII, FCC reserved 88to 92 MHz for non-commercial facilities Three main categories Public, college (educational), community Noncommercial religious stations emerging 39 Non-Commercial Radio According to Intercollegiate Broadcasting System, more than 800 schools and colleges hold non-commercial licenses. Community noncoms are usually licensed to civic groups, foundations, school boards, and religious associations. 40 Public Radio Main goal of public stations is to involve the community as much as possible in local, regional, and national issues. Many formats News, information, jazz, classical 41 College Radio Dominate the noncommercial channels 41 College Radio Dominate the noncommercial channels Typically present “alternative” programming Notorious for eclectic programming and schedules 90% have music formats Usually programmed by students as learning laboratories or school activities 42 Community Radio Smallest number of stations in the country Low power levels Moorhead Community Radio - 1610 AM Non-profit, run by special interest groups, more public access.
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