This module explores the production and professional practices that are distinctive to commercial radio. Accounting for the overwhelming majority of radio stations available in the UK, the sector has grown consistently since it was launched in 1973. Today the sector faces challenges from the effects of the digitization of the industry, the proliferation of distribution platforms, a changing regulatory environment, 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 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. 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.

Introductory lectures on current professional practice
Practical workshops in scriptwriting and production techniques used to create news bulletins, on air advertising and station imaging
Visits to commercial radio stations
Seminar presentations and discussions around contemporary strategies available to commercial radio stations

Key Information Set Data:
Scheduled learning 16%
Guided independent learning 84%

Brierly, S. (2002) The Advertising Handbook. London: Routledge
Fleming, C. (2002) The Radio Handbook, 2nd edn. London: Routledge
Gettins, D . (2006) How to write great copy: learn the unwritten rules of copywriting, London: Kogan Page
Keith, M. (2010) The Radio Station: broadcast, satellite and internet. 8th Edn., Oxford: Focal
Starkey, G. (2004) Radio in context. Basingstoke: Palgrave Macmillan
Stewart, P. (2010) Essential radio skills : how to present a radio show. London: Methuen Drama
Stoller, T. (2010) Sounds of your life: the history of independent radio in the UK. New Barnet: John Libby
The Radio Centre website http://www.radiocentre.co.uk
Individual commercial radio websites

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

A CASE BASED STUDY comprising a verbal briefing and a set of associated audio artefacts.

Link Assessment to Learning Outcomes:
L.O.s 1 - 4

Key Information Set Data:
Coursework 100%