Introductory lectures from current practitioners
Practical workshops in scriptwriting and production techniques used to create news bulletins, on air advertising and jingles
Visits to commercial radio stations
Seminar discussions around contemporary strategies available to commercial radio stations

For your practical assessment, in negotiation with the tutor, you will specialise in radio journalism, advertising / sponsorship or station identity, depending upon the skills and interests you bring with the module. These practical skills are then placed within the wider context of exploring how they fit into a station's wider strategies for survival in a competitive environment.

Radio Studios
Library resources
Post production workstations
Negotiated access to commercial radio professionals and stations
The Blackboard virtual learning environment will be available (where relevant) to support this module. Details will be supplied in the module handbook.

This module explores the production and professional practices that are distinctive to commercial radio, which accounts for the overwhelming majority of radio stations available in the UK. The sector has grown consistently since it was launched in 1973 but today the effects of the digitization of the industry, the proliferation of distribution platforms, a changing regulatory environment and shifting expectations of listeners combine to presents all stations - national, regional and local - with their biggest challenge yet. In this module you will explore the key issues for commercial radio in practical terms: how the news style adapts to the target audience; how today's advertising campaigns are sold, developed, produced and evaluated; how a distinctive station identity is created on air and off air; strategies for competing using the traditional radio crafts combined with the potentials offered by new delivery platforms. The module aims to equip you with the sophisticated understanding of the workings of a modern commercial radio station you will need to work in any part of the sector.

Barnard, S. (1999) Studying Radio, Arnold
Brierly, S. (2001) The Advertising Handbook, Taylor & Francis
Flemming, C. (2004) The Radio Handbook, Routledge
Gettins, D . (2000) The Unwritten Rules of Copywriting, Kogan Page
Keith, M. (2003) The Radio Station. 6th Edn., Focal
McLeish, R. (2005) Radio Production 5th Edn. Focal
Starkey, G. (2004) Radio in context Palgrave Macmillan
The Radio Centre website http://www.radiocentre.co.uk
Individual commercial radio websites

Portfolio 50% [Learning Outcomes 1,3,4]
A portfolio comprising a negotiated set of artefacts produced for a commercial radio station, with supporting documentation. (Portfolios will be themed, for example, as: News, On Air Advertising / Sponsorship or Station Identity)

Case Study 50% [Learning Outcomes1,2,3]
A study, based on a real commercial radio station, which proposes a cross-platform strategy for maintaining / growing audience in the face of increased competition.