Hi and welcome back to Learn Media Direct! In this vlog I'm going to be teaching you about my local radio station, Hallam FM. Hallam FM is a subsidiary owned by cross-media conglomerate company Bauer Media. Hallam FM broadcast in South Yorkshire and the North Midlands. Their genre of music is adult contemporary. It is the number one commercial station for the people of South Yorkshire. It was launched in October 1974. Hallam FM is part of the Bauer Place portfolio. It is financially successful as it is funded by Bauer which is a multi-million pound conglomerate. We asked some members of the UTC their opinion on Hallam FM. Big John @ Breakfast has an audience demographic of 41% ABC1 listeners. This is a low percentage for Bauer as a conglomerate as South Yorkshire is classed as a deprived area meaning the average income is below national average. 51% of their listeners are female whereas 49% of their listeners are male. This is because a high percentage of women participate in the daily school run. The average age of listeners is 25-45. This is because the content and music choice is more appealing for adults.
" I think my favorite show on Hallam FM is probably; Big John at Breakfast."
"Yeah, i really like Big John at Breakfast"
"What times it actually on till?"
"I think it starts at 6"
"6?!"
"Yeah and it finishes at 9"
"Who listens to that?"
"generally people getting up early and people going to work"
"owh yeah, i really like Big John"
"Who are the other presenters on it?"
"Jennine and producer James"
"You cant forget Alex the weather man"
"owh yeah, they have such a laugh i really like listening to them"
"I can really relate to what they're on about"
"Yeah they really make my day."
In order to understand why the public feel so emotionally connected to Hallam FM, we decided to analyze a podcast from Big John at Breakfast. The show aired on the 2nd of December 2013. As the show is 3 hours long we specifically looked at 6:40 am until 7:10 am, we chose this section because it is the peak time of the show. The show begins with four local, regional and national adverts.
*subway add*
The first is subway; which is promoting their new low calorie range, this appeals to every listener but mainly to people wanting to lose weight or keep fit. Perhaps listeners on a morning run or workout listening to the station. This is a national advertisement as there are subway stores through out the country.
*South Yorkshire police department add*
The second advert is from south Yorkshire giving a festive awareness campaign given to listeners aged 18 and above. This is a local and regional advert used to advertise to members of the community to stay responsible this Christmas.
*Burrows Cars add*
The third advert is by burrows; a local car company located in Sheffield. This local company advertises their business aiming to create more custom to those with car problems and who are interested in buying a new vehicle.
*Gravity add*
The final advert is an international adverts showing the new Hollywood blockbuster Gravity. This is being advertised as there are a number of cinemas located around South Yorkshire which people may regularly visit, or those who fancy a day out. Advertising films which are being shown in local cinemas increases local economy. Next 'Wake Me Up' by Avici is played.
*Song*
This song is a mainstream dance anthem which is currently in the charts, meaning a variety of people will be familiar with it. The song is very upbeat meaning it will generally put people in a good mood in a morning when hearing it.
*Big John clip*
Big john informally makes the listener feel like he is speaking directly to them, connoting friendliness. He continues predicting the weather forecast for the day and constantly reminding people of the time. This is helpful to this listener especially if they're getting ready while listening as it will help them choose appropriate clothing for the weather that day.
*Question clip for active audience*
This question is relevant to the population of male listeners. Also because there is a low percentage of male listeners it is important that they are just as involved as the female listeners. We asked the question to some people in the UTC to see their responses.
*clips of responses*
He finishes the section with another song. Although this sounds long and complex, the dialogue only lasts for roughly 3 minutes. This is to ensure that the listeners stay engaged. Then Naught Boi ft. Emili Sande is played.
*song played*
This song is upbeat but subtle again creating an easy listen first thing in a morning. A Vox pop is used when Big John rings up listeners who have correctly answered the repeated question. And instantly gives away free cinema tickets in time for Christmas.
*example of Voxpop*
Heat showbiz is mentioned to show the Bauer portfolio and advertise it self. This is an example of cross branding cohesion.
I hope you've found this information helpful, watch out for more from Learn Media Direct.
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