One of the most valuable tools that a radio station programmer can have is a good set of broadcasting templates for planning their broadcasting day. In the competitive market for eyes and ears it has never been more important to make lasting connections with your audience. Great programming often requires great planning!
At the Radio Music Group we speak with DJs from around the world and often listen in to those who have an online stream of their terrestrial stations broadcast. This article is really meant for those terrestrial stations since most internet only stations are more of a music jukebox focused on a specific music genre and not on listener engagement. ( Yes we know that there are exceptions but I’m speaking in more broad terms.)
THE BIG PICTURE
So how do broadcasters work on building a broadcasting template that works for their audience? The first step is to look at the broadcast day divided broadly into morning, midday, evening & night. Knowing what is happening during
those time segments with your listening audience will help you make your best programming decisions.
Think of these average daily time segments and how they might impact your programming decisions:
- Starting their day
- Driving to work
- Taking their morning break
- Having lunch
- Picking up kids from school
- About to end their workday
- Driving home from work
- Getting ready for supper
- Preparing to turn in and call it a night
Knowing what is happening during these times is critical for programmers because it can be a tool of engagement with your listeners.
THE CLOSE-UP
Do you have an hourly template to make sure you have a good balance in your broadcasting schedule? How does the average hour of broadcasting at your station break down?
- How many minutes of music?
- How many minutes of talk?
- How many minutes of revenue generation? (paid ad slots or endorsements or fund appeals for listener supported stations)
- How many non paid information minutes? (public service announcements, event happenings, local time, weather, news.)
- How many DJ/listener connection minutes?
- How many station ID / station imaging minutes?
- How many special programming ad minutes?
- How many minutes of direct listener engagement? ( call ins or station giveaways or social media on air responses to things like a station facebook page)
THE BIG CHANGE UP – WEEKEND PROGRAMMING
What about days of the week? How does the day of the week affect your programming decisions? Do you have a weekend broadcasting template and how does it differ from your weekday template? Making changes for the weekend programming can attract new listeners by offering programming that departs a bit from your main programming focus. For example on Saturdays there might be a sports focus or special music programming of music genres that compliment your stations regular programming, Maybe a hour long broadcast of bluegrass or traditional country music if your station is mainly a country station format.
IN CONCLUSION
Listener loyalty is most often the result of a direct connection with the DJ/Voice Personality that delivers content that the listener is interested in. Stations with high listener retention often are those who engage their audience on multiple levels and realize the value of their listener.
I think that stations who really perform best are those with a template that works best for their audience. Planning your broadcast media content is crucial for maintaining and growing a devoted listener base.
I’d love to hear from you! Send any comments or responses to me personally at musictoradio@gmail.com and let me know how your station plans its programming. We may use your responses in a follow-up and also as part of a planned broadcaster survey.
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