Programme types
Ethos
The ethos for Sheffield Live is for social gain which is for the benefit of the community as they are a non profit organisation which means any money made through advertisement is put back into the radio station to help fund programming. They are also part of social gain because they aim towards mixed communities and they must provide education for the unemployed if it is requested. They are an independent company which means they are not part of a conglomerate. An example of a mainstream company which is part of a conglomerate, would be Hallam Fm the cater for a mass audience which is all about grabbing as many people as possible for listener ship, whereas Sheffield Live is all about catering to a underserved audience. Which is an audience of people who aren't catered for on mainstream radio such as Hallam FM, which again is all about social gain.
Ownership
Community Media Association, which was founded in 1983 this is the organisation that owns Sheffield Live. They are a non profit organisation thats main goal is to help develop and establish communication medias to help promote different cultures and peoples creative expressions.
Programmes on the station
An example of a program on the station is Aaj Ka Sabrang, this program is all about playing different types of Asian music. To cater to an Asian audience which aren't getting their cultural music played on stations such as Hallam FM. This show also covers interviews with local members of the council. This show is also unique as they use several different languages, including Urdu, English and Punjabi. Which again enforces the cultural diversity.
Another example of a radio show on Sheffield live would be Africabeat presented by Andy Healey this is a music show which plays the "best" music from Africa which again is providing a service which you wouldn't find on Hallam Fm and to help expand his listenership he has his music spanning from different time periods including modern releases to older classics.
Cool Beans Radio Show is a more general show hosted by Chris Arnold this creates a contrast to the other shows. It has old music, new music and has a talk radio element added within it.
Mixtape, Mixtape radio is all about highlighting Mixtapes from DJ's, producers and club nights. And is also all about telling people about local events at bars and clubs swell as bands that are in town.
The Indie Hour capitalises on the amount of Indie bands on the scene in Sheffield and deposes the best of the music, this show is produced by Denzil Watson and Stevlor.
Genres
Sheffield Live specialise in a varied range of genres to cater for an underserved audience, who may not be getting the specific type of programming they want from mainstream radio the first genre I'm going to be looking at is music.
Music
Sheffield live cater towards a vast underserved market within the music genre, therefor not playing music you would expect on a mainstream level. A perfect example of this is Africabeat as this is a show that shows the different African music spanning across Africa from each continent and from different time periods. As opposed to generic pop music you would find on other radio shows such as Hallam FM, therefor catering to an underserved audience.
Educational
Sheffield Live has a show called Business Live hosted by Jamie Veitch which is a show for people that are interested in business and making their own business. This show has interviews from people within the business profession to talk about their own experiences within the business profession as well as tips that they would give advice to people aspiring to be within the business profession. This again caters to an underserved audience as there is not any radio show on a mainstream level that goes into as much depth within the business realm as that is quite a niche audience which is something I will be talking about in the audience profile section.
Entertainment
There are quite a few shows that are aim to have an entertainment aspect within them on Sheffield Live which also manage to cater towards an underserved audience. A prime example of this is Adal Voice of Eritreans . Which is a show that caters for the Eritrean community on a global scale. This show has several elements to it which includes history, reportage, multicultural arts and music, celebrity interviews, lifestyle, women's issues and young peoples programming as well as news and current affairs.
Audience Profiles
Main Target Audience
Sheffield Live hosts a variety of different scheduled programming as they serve to an underserved audience, which is an audience that don't get the type of programming they are looking for through mainstream radio. Social Gain means the good of society which something that Sheffield live specifically target. They aim towards mixed communities and give underserved people a platform for their creativity to be exposed to an audience, which is 11% of their target sample audience. Which evens out to 32 thousand people per week, which is quite a large audience for an independent station to draw in. They achieve this by having a variety of different shows aiming towards a very niche audience, which caters towards the underserved people that nare interested in listening to the radio on a regular basis but are looking for something that links to their ideal listening preference.
Audience Profile
David is a 35 year old business man that makes £700,000 a year. Due to the successful business that he runs. He tunes in to Sheffield live because its a cheap way to find out about the current state of the business world in todays economy.
underserved
sheffield in focus
add to first
Hallam FM are mainstream conglomerates
small station
non profit
any money made through advertisement is put back into the station to help fund programmes.
reaches 11% of target sample area 32thousand a week
aim for mixed communities and to give underserved people an outlet for their creativity and a variety of different music.