MANAGING RADIO
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MANAGING RADIO
Caroline Mitchell, Brian Lister and Tony O'Shea
CONTENTS
Section 1 - Theory and Background
1.1 Introduction page 10
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1.2 Radio industry overview page 19
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1.3 Working in radio management page 33
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1.4 Core concepts of radio station management page 43
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Section 2 - Practice
2.1 Knowing and researching your audience page 50
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2.2 Station and organizational structures page 66
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2.3 Financial management, sales and fundraising page 79
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2.5 Managing programme content page 110
2.6 Managing music programming page 129
2.7 Managing news and phone-ins page 136
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2.8 Station imaging and marketing page 146
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2.9 Legal Issues for Managers page 162
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2.10 Managing People page 178
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2.11 Managing resources and technology page 195
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2.12 Monitoring, review and evaluation page 223
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Section 3 - Case Studies
3.1 Sunderland local radio page 236
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3.2 Bradford Community Broadcasting page 251
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3.3 'The Joy of Six' - BBC 6 Music page 260
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Appendices:
4.1 List of useful organizations and contacts page 272
4.2 UK analogue radio ownership by groups page 278
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New demands on radio managers
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The manager in radio
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The art of radio management
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Section 1.2
Radio industry overview
Summary
British Broadcasting Corporation (BBC)
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Economies of scale
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Hospital, Student Radio and Restricted Service Licences
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Independent Production companies
Web and podcasts
Audio Platforms and Futures
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Section 1.3
Working in radio management
Summary
Employment patterns and practices
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Administration, Finance, Human Resources
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Section 1.4
Core concepts of radio station management
Summary
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Core values
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Managing creative talent
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The individual and motivation
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Factors influencing the motivation of programme staff
Motivating Demotivating
Positive feedback from management
Positive feedback from co-workers
Constructive negative feedback from management
Constructive negative feedback from co- workers
Positive feedback from listeners
Good audience figures
Improving facilities and environment
Perceived "promotion" on the programme schedule
Rewards linked to success
Lack of feedback.
Feeling that nobody in the stationis listening to the programme
Negative feedback from management
Negative feedback from co-workers
Little or no listener response
Poor audience figures
Poor or faulty facilities
Perceived lack of promotion or publicity for the programme
Perceived "demotion" on the schedule
Success being penalised
The presenter's perceived ladder of success
Fear of stepping forward
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Section 2.1
Knowing and researching your audience
Summary
Is there a typical listener?
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Qualitative and Quantitative Methods
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Audience research terms
Weekly Reach per cent
Defining the station's coverage area
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Section 2.2
Station and organisational structures
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The requirement for structure
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A company limited by shares
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Section 2.3
Financial management, sales and fundraising
Summary
Fixed Costs in Radio
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Service Level Agreements (SLAs)
Issues for community radio fundraisers
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Section 2.4
Applying for a licence
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Managing programme content
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Managing music programming
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Managing news and phone-ins
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Section 2.8
Station imaging and marketing
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Section 2.9
Legal issues for managers
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Taste, decency and offence
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Identification of children and victims of sexual offences
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Managing resources and technology
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