Established in 2003 by the Community Media Association, Sheffield Live! 93.2 FM is an independent community radio station. Sheffield Live is owned by 'Commedia Sheffield Ltd' and is run by Sangita Busudev. According to broadcasting regulator Ofcom, community radio stations like Sheffield Live! are "small scale, not for profit radio stations operated for the good of the members of the public, or of particular communities, in order to deliver social gain". Sheffield Live! broadcasts a plethora of community-orientated programmes to appeal to the widest possible demographic. The shows vary from programmes covering sport to music and local community debate. Three programmes broadcasted by Sheffield Live are 'Talking Balls'; a "tongue in cheek sports chat show looking at the latest sports news and stories with both interviews, previews and competitions", 'Sheffield Meltdown Scooter Sounds'; "showcasing the eclectic scene that is scootering, plus the diversity of punks, mods, soulies, skinheads and scooter boys and everything in between", and finally 'Aaj Ki Shaam'; "local community issues, light topics, humour, literature including poetry, chit chat and much more".
b). Genres – What genres of programme does Sheffield Live! broadcast? Why? Give at least three examples.
The genres of Sheffield Live's musical output varies greatly and includes a diverse mix of styles. Music broadcasted includes; chart, indie, pop, rhythm & blues, dance, Latin, African, Asian, jungle, ragga, reggae, ska, rock, scooter and Mod. Examples of these programmes include 'Latino Times'; "a programme that introduces all different styles of Latin music from its roots and at the same time inform the audience of the latest issues in Latin America, also interviews with artists visiting the City (not necessarily South American)", "the very best in R&B/Reggae music past and present" with 'Da Beat Down' and finally 'Soul Casino' playing "60 minutes of Rare, Northern and Classic Soul". Sheffield Live! broadcasts such a wide variety of genres in order to gain the highest audience reach possible.
c). Audience Profile/s – Who is their main target audience or do they cater for a range of audiences with their products? Complete a moodboard and written profile of one of their target audience groups. Please put ABC1s etc. in.
Sheffield Live caters for a range of audiences with their diverse broadcasting schedule. Their content is primarily aimed at underserved people who reside in central Sheffield, Nether Edge, Broomhill, Crookes, Walkley, Burngreave, Manor Top, Arbourthorne, Gleadless and Darnall. These people are typically working class individuals of the D/C RAJA categories.
d). Production Process - How do different parts of the company operate to work together to produce and promote products? How do the different areas of the production team work together to produce products?
Different parts of the company work together to produce and promote products by executing different tasks and playing different roles. Sheffield Live provides recording facilities for people to create their shows, and it pays for the PRS license for all of the shows who play commercial music.
e). Market Share – who are the main competitors to Sheffield Live? Why are they considered competitors based on the products the company makes? How does the organisation stand out from the competitors? What is there official share of radio audience? TSA?
The main competitor to Sheffield Live is the radio station Hallam FM. It is a commercial radio station and therefore has profit to spend on its shows. However, Hallam FM targets a wider demographic and has a larger audience reach. Sheffield Live's weekly audience reach is 11%, which means around 32,000 adults tune in to the station every week.
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