III.V: Audience
Tailor Content to the Audience Other Information:
Success, for any radio station anywhere in the world, depends on the station becoming an integral part of the lives of its
audience. This is what must ultimately happen for U.S. international broadcasting to succeed. This will establish the trust
and loyalty that will pave the way for our news and information mission.· Where appropriate, we must make strategic use of
music and entertainment as vital programming tools. We have to be realistic. The target audiences for Radio Sawa are young
adults aged 15-30. This group, for the most part, listens not for news, but entertainment. We have to attract them with the
programming they want to hear and expose them to the news and information we want them to hear. This means strategically using
music and entertainment. Since music will be a vital programming tool, it must be absolutely current. A major competitive
advantage of Radio Sawa is access to specialized music researchers who use state-of-the-art music research to stay up to the
minute on changing audience preferences.
Indicator(s):
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