A) Programme Types
Sheffield Live! is a community radio station that is run not for profit. The station is owned by Community Media Association, which is a non profit organisation that helps the running of community radio. They produce programmes that serve the geographic community and the different people in the area. This can be anything from Aap Ki Awaz, which plays Asian music and presented in Urdu, for the people with roots in those countries but live around Sheffield. Then there is also Sheffield Uprising, that plays popular music but has chat that is much more specific to Sheffield than other, non-community radio stations. They do this to serve all of the community, as commercial stations are run purely for the masses as that is where the money is. So the niche genres of Sheffield Live! give radio shows for a much wider variety of people. Spirit of the Wappentake, Business Live, Eclectica, Platinum Plates and Urban Expression are just a small selection of the shows available.
B) Genres
The Station broadcasts a huge variety of genres on the station. These range from business shows, like Business Live, which gives information and discussions on the business world and starting a company. To specific shows to geographical regions like Aap Ki Awaz, which is in Urdu and talks about the Asian community. Then there are shows like Talking Balls which discusses sport, both local and across the country, which is different to other sports shows as it is more specific to Sheffield and has a less serious atmosphere. These shows are aired, as they give something different to what other stations produce and capture an audience that commercial radio cannot, due to them making less money. This attracts a very loyal fanbase for the shows. They give the stories and points of view from the local community and helps them interact with the community that other stations do not.
C) Audience Profiles
Their main target audience is people who live in the Sheffield area. However the range of genders, ages and cultures is vast. It's shows can range from Men aged 20-60 with a sporting interest, to people of Asian decent that speak Urdu. Their demographic is also very wide, as their adverts are local business' whose prices cover a large range, so their is no particular spending power target by the station. Some shows like Business Live! will target people with a larger disposable income, like ABC1's who want to start a business, whereas Talking Balls may appeal to someone that doesn't have the funds to attend the sporting events they want to, people in the C2DE demographic, so Sheffield Live! has shows for a range of spending powers.
D) Production Process
There will be a number of people that work in the different sections of the shows. Each show is usually written by the presenter/presenters of the show, as well as produced by them. The advertisements can be submitted by the business via email, which is located on the website. These will be passed onto the advertising executive. There will be a meeting before shows with the Station manager and the shows presenters/producers to make sure that the content will fit OFCOM regulations, this will include:
- The removal of any racist/sexist and anything that may be seen as offensive by viewers.
- The show must also not use content that will be seen as slanderous, or any defamation to avoid legal action
E) Market Shares
Sheffield Lives main competitors are Hallam FM and BBC Radio Sheffield as they are both for the local area and offer the locals a chance to have their say on the air. However Sheffield Live's USP is that it is a community radio station and offers a much wider array of shows and genres for its audience. It is specifically made so that the locals can listen and relate to it. It's official share is 32,000 listeners above 15 years of age, with a listenership of 11% per week.
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