RADIO 1 (HRAD123-1)

Name: QINISO THABISO

Surname: CELE

Student number: 30HA2301786

Lecturer: A MEIJER

Declaration of Authenticity: (Non-Plagiarism Declaration) (MUST be completed and

signed by BOTH students and included on the Title Page). We understand what
plagiarism entails and are aware of the Boston Media House policy in this regard. (Refer
to the Student Rule Book page 25, sections viii and ix). We declare that this assignment
is our original work. Where someone else's work was used (whether from a printed
source, the Internet or any other source), the due acknowledgement was given, and
reference was made according to Boston Media House requirements. We did not use
our or another student's previous work and submitted it as new work.

Signed: QTC___ Date: 2023/03/09

Signed: _________________________________ Date: .

Question 1
1.1) According to EDGE, (2019, 5) Commercial radio stations are somewhat similar to
that of a business in terms of the way they operate so in other words their purpose to
deliver a profit. So the reason why you would hear more adverts on a commercial
radio is mainly because the organization needs to make money and that is done
through playing adverts during their show, where as their counterpart doesn’t need
to because they are paid by the government.

1.2) If you tune in to SAFM you are more likely to hear news views and music in-
between but if you were to tune in to Jacaranda FM you will get a more music driven
radio station with music genres ranging from Hip-hop to Pop music to local sounds.

1.3) 5FM, Metro FM and Lotus FM get their revenue from the ads they air.

1.4)
1.4)1. Ukhozi FM has the highest amount of listeners with 7 680 Past Seven Day (P7D)
listenership in South Africa according to Broadcasters, (2022).
1.4)2. It is Ukhozi FM which has the highest “yesterday” listenership with a total of 3
695 in South Africa according to Broadcasters, (2022).
1.4)3. Metro FM was the highest privately owned station with 4 768 listeners in South
Africa according to Broadcasters, (2022).
1.5) BBC World Service
1.6) According to cloudrad, (2021) it is country with a staggering amount of 2 202 in
the year 2020.
1.7) According to bbc, (n.d.) There is a lack of resources, training on how to produce
good, editorially sound programming and stations struggle to generate a stable and
sufficient amount of income to manage their staff, resources and equipment
proficiently.
Question 2
2.1) Noted by radioschool, (2020) a demo tape is fundamentally your audition for a
station to demonstrate your skills in different sections of broadcasting. It can also be
referred to as a show-reel. Which in turn gives the station almost a test drive of what
they are getting themselves into.
2.2) Noted by edge, (2019) making the focus point you/your voice so the manager
hears that solely, deciding what your strengths are that help you stand out, make
sure to achieve a specific sound for the radio you are applying for, make sure not to
overproduce your demo just keep it nicely edited, normalise recording your best
material while doing so make it a habit of excluding the weather and traffic and
incorporating the right balance of relatability and engagement and lastly show the
programme managers how well you can sell a product.
2.3) No you should not as this may hinder your chances with the radio because you
essentially shift the focus from you to the music. Short snippets of the audios should
be substantial.
2.4) When it comes to any job, experience is highly appreciated due its value to the
company because an employee with experience is already trained and does not cost
as much to train since they already know their way around this takes a lengthy
amount of administration out of the incorporations process for the radio station you’d
like to work for. So that is why volunteering is important
2.5) I have chosen djankletap who works with YFM for the reason that his Instagram
is a good balance of leisure and work promotion to a point where if you were to go
through his timeline from top to bottom you don’t get the sense of him really
marketing, and this is helped by the captions he adds which usually sound like
words of motivation.
He should add more hashtags to his posts so they get more traction on the platform.
2.6) Make advertising a product more subtle to the point where the viewer would think
that you are just giving them a peek into your life. Advertise as often as possible.
Make sure anytime your social media page is suggested to someone as soon as
they enter your page they are subliminally proposed to the products you are putting
 up for display. Post as often as possible to get suggested more. Broaden your
product range so it broadens your customer range.

Question 3
3.1) This helps the radio station find out who they’d like their audience to be and to
make sure they are known for that specific sound so regulars stay tuned because
they enjoy that type of music. This also helps the ICASA group when they
categorising radio stations.
3.2) ICASA also known as Independent Communications Authority of South Africa.
3.3) Adult contemporary (AC)
3.4) UkhoziFM
Umhlobo Wenene
3.5) This move is ground-breaking mainly for the reason that this will attract new
listeners because the radio station is made for music more so than sports so this will
increase listener numbers according to Bizcommunity. (n.d.).
3.6) This could be seen as controversial solely on the basis of Robert working for the
other closely related radio station and bringing new listeners to 947 by taking away
listeners from Talk 702.
3.7) There are way less regulations when it comes to that form of radio/podcasting
because it’s not build on the foundation that everyone has access to it so not
everyone is able to tune in so this gives the podcast creator some freedom to hone
their craft without much restriction.
3.8) Twitter has been very helpful in the case of the famously known ‘Podcast and
Chill’ franchise created by MacG and Sol through their crafty snippets posted on the
platform grabbing and showing the juiciest parts of the interview and making it go
viral
Tiktok is another form selling something to someone in a short span of time by the
use of a snippet that gets viewers hooked to see the backstory of what lead to that
scene.
 Instagram is also a commonly used form of promotion, but it works better with other
social media accounts posting your material for you so that way your material
spreads out to all audience types.

Question 4

4.1)
4.2) Religion is a topic that must be avoided in its first beginnings because it may
drive some listeners away
Politics as well due to different standing in the political scene
Controversial world views as they may be too much for the listener to handle
4.3) 20 per cent of the time is the sweet spot when dedicating time to relationship
content.
4.4) According to EDGE Learning Media (Pty) Ltd, (2019); adapted from Radio
Today,(n.d.) 60% per cent of the shows content should be dedicated to great
storytelling to try reinvigorate the product. A compelling story gets your heart racing,
 it appeals to our emotions which can take the listener on an imaginative journey that
can help create perspective to the radio show.
4.5) Execute ‘one’ thing on the show every quarter-hour the commands the listeners
attention i.e. breaking news, top headlines, word on the street
Execute ‘one’ thing every hour that causes a definite emotive response i.e. share
personal stories, let listeners call in to share their stories
Execute ‘one’ thing per day that your audience would share with their friends i.e.
Host a game show once a day where listeners can win weird prices, prank call
participant’s victims.
Reference list
Bizcommunity. (n.d.). It’s a win for sports fans as Robert Marawa joins Primedia’s 947 -
Primedia Broadcasting. [online] Available at:
https://www.bizcommunity.com/Article/196/59/235432.html [Accessed 14 Apr. 2023].

Broadcasters (2022). RAMS Amplify Radio Listenership Report Oct’21-Sep’22. [online]

Broadcast Research Council of South Africa. Available at: https://brcsa.org.za/rams-
amplify-radio-listenership-report-oct21-sep22/ [Accessed 28 Mar. 2023].

EDGE Learning Media (Pty) Ltd, (2019). adapted from Malakooti, 2013. [book] EDGE
Learing Media [Accessed 28 Mar. 2023]

EDGE Learning Media (Pty) Ltd, (2019). adapted from Radio Today, n.d. [book] EDGE
Learing Media [Accessed 28 Mar. 2023]

radioschool (2020). Create the Perfect Demo Tape. [online] The Radio School.
Available at: https://www.radioschool.ie/create-the-perfect-demo-
tape/#:~:text=A%20demo%20tape%20is%20essentially [Accessed 28 Mar. 2023].

www.cloudrad.io. (2021). The Most Popular Radio Formats of 2021: Internet &
Traditional. [online] Available at: https://www.cloudrad.io/top-formats [Accessed 28 Mar.
2023].

www.bbc.co.uk. (n.d.). Strengthening community radio in Zambia. [online] Available at:

https://www.bbc.co.uk/mediaaction/where-we-work/africa/zambia/radio-
waves/#:~:text=Despite%20the%20popularity%20of%20community [Accessed 28 Mar.
2023].