1. INTERPRET CONTEMPORARY DEVELOPMENTS IN THE TECHNOLOGICAL AND COMMERCIAL ENVIRONMENTS IN WHICH RADIO STATIONS OPERATE AND CRITICALLY APPLY YOUR UNDERSTANDING TO REAL WORLD CASE STUDIES
Application

2. PLAN, MANAGE AND EVALUATE CASE STUDY RESEARCH IN ORDER TO PROPOSE REALISTIC STRATEGIC OPTIONS FOR A RADIO STATION TO MEET THE WIDER CONTEXTS OF THE SECTOR
Enquiry

3. COMMUNICATE CONFIDENTLY AND APPLY TECHNIQUES FOR TARGETING SPECIFIED AUDIENCES IN SIMULATIONS OF THE FOLLOWING PROFESSIONAL SETTINGS: FOR THE STUDIO MICROPHONE, GIVING A VERBAL BRIEFING AND WRITING FOR RADIO AND ONLINE
Communication

4. INTEGRATE AN ANALYSIS OF CONTEMPORARY BROADCAST PRACTICES WITH CURRENT DEBATES ABOUT TRENDS IN MEDIA COMMUNICATION
Analysis

5. DEMONSTRATE A DETAILED KNOWLEDGE OF THE STANDARDS AND PRACTICES OF PROFESSIONAL RADIO BROADCASTING AND THE EXPECTATIONS OF EDITORS/ COMMISSIONERS IN THE USE OF THE TECHNOLOGIES OF AUDIENCE INTERACTION
Practical and Professional

A CASE BASED STUDY may include a presentation briefing and a set of associated audio artefacts, such as station sweeper, jingle and promotional trailer. Learning Outcomes: 1 – 5.

A PORTFOLIO PROJECT may include a project analysis, briefing documentation and completed audio and visual artefacts. Learning Outcomes: 1 - 5

This module explores the production and professional practices distinctive to commercial radio, which accounts for the majority of radio station output in the UK. The sector has grown and changed consistently since its launched in 1973. Today it faces challenges from the effects of the digitisation of the industry, the proliferation of distribution platforms, changing regulatory environments, balancing finances with the costs of localism policies and shifting expectations of listeners. In this module you will explore the key issues for commercial radio in practical terms: examination of station strategies in response to RAJAR figures, how the content and style adapts to the target audience, how it is funded and how a distinctive station brand and identity is to successfully engage with listeners in a variety of contexts. The module aims to equip you with the sophisticated understanding of the workings of contemporary commercial radio equipping you the skills needed to successfully work in the non-public service sector.

This module explores the production and professional practices distinctive to commercial radio, which accounts for the majority of radio station output in the UK. The sector has grown and changed consistently since its launched in 1973. Today it faces challenges from the effects of the digitisation of the industry, the proliferation of distribution platforms, changing regulatory environments, balancing finances with the costs of localism policies and shifting expectations of listeners. In this module you will explore the key issues for commercial radio in practical terms: examination of station strategies in response to RAJAR figures, how the content and style adapts to the target audience, how it is funded and how a distinctive station brand and identity is to successfully engage with listeners in a variety of contexts. The module aims to equip you with the sophisticated understanding of the workings of contemporary commercial radio equipping you the skills needed to successfully work in the non-public service sector.

The module is taught across two semesters and makes use of workshops on current professional practices.

In the first semester there will be seminar presentations and discussions around contemporary strategies available to commercial radio stations to prepare you for undertaking a detailed case study. The aim will be for you to come up with a set of recommendations to present to the station management (simulated). You will write and produce a set of audio artefacts to illustrate in practical terms your proposals for updating the way the station might target its audience.

In the second semester you will focus on the role the website and social media plays in station strategy for reaching its audience. You will discuss examples of the way the Web is being used by broadcasters and plan and produce audio and visual content to be shared via your chosen radio station website and social media platforms. Approximately half of the semester you will spend researching possible approaches and analysing the specific requirements to enable you to produce content relevant your project brief. In the second half of the module you will put the project brief into practice, seeking feedback on the effectiveness of your produced content as part of the process.

England, E & Finney, A. (2007) Managing Interactive Media, Harlow: Addison-Wesley.
Fleming, C. (2009) The Radio Handbook, London: Routledge.
Geller, V. (2011) Beyond Powerful Radio, Oxford: Focal.
Keith, M. C. (2010) The Radio Station, Oxford: Focal.
Starkey, G. (2014) Radio in Context, Basingstoke: Palgrave Macmillan.
Stewart, P. (2010) Essential Radio Skills, London: Bloomsbury Methuen Drama.
Stoller, T. (2010) Sounds of Your Life: The history of independent radio in the UK, New Barnet: John Libbey.

The Radio Centre website https://www.radiocentre.org/
RAJAR website: https://www.rajar.co.uk/

Individual radio websites

Library and Internet resources
Radio Studios
Postproduction workstations
Negotiated access to commercial radio professionals and stations
Blackboard virtual learning environment