III.II: Radio Formatics
Adopt the Principles and Practices of Modern Radio "Formatics" Other Information:
In its early days, radio was a medium characterized by specific programs broadcast at known times. Radio stations had very
wide intended audiences and sought to be “all things to all people.” Then, partially in response to the drastically increased
availability of media, radio developed into a “format” medium where each station targeted a specific segment of society with
a specific kind of programming (e.g. all-news, all-sports, all-talk, all-rock, golden oldies, etc.). Successful, modern radio
today, is based on providing a consistent, clear, targeted service to a target audience 24 hours a day – a “format” rather
than a collection of unique programs. The United States led the development of format radio starting in the late 50’s and
early 60’s. Since then, format radio has become the norm in Europe, Asia and increasingly in other parts of the world as well.
This has strong implications for U.S. international broadcasting, if we are to effectively compete with listeners.· Where
we control the distribution channel (e.g. Radio Sawa), formatics will shape our program philosophy.· Where we are rebroadcasting
via affiliates, we will shape our programs to fit into the affiliates 'formatics. Having identified the target audience and
how best to reach them, we will consider the following aspects of formatics in designing our programs:· Music – Selection
of what songs to play and in what proportions, creation of program clocks to schedule specific types of music at specific
times each hour of the day.· News – what types of news to cover and in what proportions (i.e. international vs. national vs.
local news), development of an on-air style of presentation, creation of a schedule of news to meet the needs of the audience
at different parts of the days.· Feature programming – What other kinds of non-musical programming the station will present
(i.e. topics, lengths, scheduling during the day).· DJ presentation – What types of on-air personalities the station will
use, including their on air attitude (will they be funny? serious? warm and friendly?).· Imagery – Slogans and so-called “positioning
statements” which, along with the other elements, help create the station’s image in the listeners’ minds.· On-air and off-air
promotion – What kinds of contests and other activities will be conducted to make direct contact with the target audience
and develop a bond between them and the radio station.
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