Analysis Of One Radio Show - Sheffield Live! - Sheffield In Focus

Sheffield Live!

Sheffield in Focus

19-11-13 

Part 1: 15:00
Part 2: 16:00

By Sheffield live!
-------------------------------------------------------------------------------------------------------------------------------------------------------------------

Database

Link

http://www.sheffieldlive.org/podcast/index.php?page=2

Target Demographic


- Sheffield Live! will focus on the urban inner city core of the Sheffield metropolitan area which is a relatively compact and distinct zone, just over 5km radius and having some of the highest levels of urban deprivation in the UK. This area is roughly defined by the ten inner city wards of Central, Nether Edge, Broomhill, Crookes, Walkley, Burngreave, Manor, Arbourthorne, Gleadless and Darnall, with a total population of 190,000 people. It is notable for its cultural diversity, its relatively young population and its relatively high levels of unemployment and economic inactivity.

- The Sheffield metropolitan area has a total population of 513,000 . It has a geographical coverage of more than 500 square kilometres consisting of the inner city heartlands, outlying sub-urban and semi-rural neighbourhoods and large areas of rural moorland and forestry.

- Black and ethnic minorities make up an average of 21 per cent of the population across the proposed coverage area (40,000) the largest single group being Pakistani (7.2 per cent) and others including Caribbean, Somali, Yemeni, Indian, Bangladeshi, Chinese, Irish and Eastern European. There is also a large student population with two major universities and including significant numbers of international students.

-  Young people aged 16 to 35 make up 36 per cent of the population compared to 28 per cent for Sheffield as a whole. Of the economically active population 9.2 per cent (7,500 people) are unemployed, compared to 6.6 per cent for Sheffield as a whole. 

	Census 2001	Sheffield Live!
White British	79.1	46.1
White Other	3.1	8.3
Pakistani	7.2	3.3
Indian	1.0	1.2
Bangladeshi	0.9	0.4
Chinese	0.8	1.0
Asian Other	1.0	2.4
Caribbean	1.9	2.1
African	1.5	16.9
Black Other	0.2	5.7
Mixed	2.4	8.8
Other	0.8	3.6

A majority of the Sheffield Live! community are young men under 35. Of the sample surveyed 22 per cent were 16 or under, 49 per cent were in the range 17 to 25, 18 per cent were in the range 26 to 35, and 11 per cent were 36 or older. Men disproportionately outnumbered women at Sheffield Live! by a ratio of 3 to 1. 

Our survey results and other quantitative evidence that we have gathered shows the demand and support for Sheffield Live! to be predominantly from young people, especially men, who are unemployed or on low income and have few educational qualifications, with a majority being from black and ethnic minorities. This profile is consistent with Sheffield Live! objective to combat disadvantage and exclusion. It will also inform our future outreach programme which will include particular initiatives to involve more women and to increase participation from the Pakistani community.

Station Information

- Community Radio Station
- Aimed at the minority 

Time Of Broadcast

Part 1 - 15:00 Duration 60 minutes 
Part 2 - 16:00 Duration 60 minutes

We currently broadcast on the Internet four days per week, Friday to Monday, a total of 72 hours. In time for the launch of the community radio service we will review the programming and increase the hours to a minimum of 17 hours per day and more at weekends. The normal broadcast hours for live programming will be as follows:

Monday – Thursday 7.00am to midnight Friday – Sunday 7.00 am to 2.00am 

Automated output will have a music mix that reflects the diversity of Sheffield Live! 

Key Presenters

- Bill Skipworth

- Carol Mac

- Dolton Kyne

- Matthew Saunders

- Treener Brown
- Don Kite
- Always Guests

Genre

- Talk
- Music

Narrative/structure

- Talk (Introduce who's on etc)
- Talk (Usually Weather)
- Quiz 
- Talk (More on what shows they have watched etc, general opinions)
- Play Music
- Back to talk
- Play Music
- Back to talk

Communities Live! speech programme 10% 
General music/speech magazine programming 20% 
Magazine programmes in community languages 10% 
Music programming with speech content 20% 
New writing and other creative speech 5% 
News broadcasts 5% 
Music only with presenter links 30% 

Adverts

- Unwanted PCs for africa
- Advertising On Sheffield Live!
- Mercury Taxis
- Spirit of the wapentake

Basic Content

- Talk
- Quiz 
- Music

How The Show Is Financially Successful Key Advertisers

-------------------------------------------------------------------------------------------------------------------------------------------------------------------

Analysis

Use Of Sound Effects

- Fades
- Repetition
- Electronic Tones
- Guitar

These are quite simple sound effects and are simple but effective ways to have a good variety of sounds during the podcasts. 

Use Of Jingles (Sound Branding)

Introduction is quite unique. Has guitar playing as main instrument. Has a folk music feel to it. When listening to the introduction it has a peaceful and calming feel to it, which make this suitable to a younger audience and will probably appeal more to ethnic minorities as it is a friendly calming introduction. 

Use Of Vox Pops

They always have a guest on, who talks about what they do and why they are here. They also hire presenters from different ethnic minorities to become presenters. This will be to give the show variety and add to the ethnic minority support that sheffield live try to achieve. 

Use Of Interviews

They always have a guest on, who talks about what they do and why they are here. This gives the show variety in the presenters, which will appeal to the audience. 

Use Of Competitions

They have recommended different clubs and activities to check out and get involved in. This will appeal to the audience as people (especially younger) of an ethnic minority as they will want to go out and make friends and get involved with clubs and become part of the community.  

Use Of Presenters

The presenters do not have strong accents/dialects, therefore they are easier to understand for the ethnic minorities that Sheffield Live intend to reach out too. 

-------------------------------------------------------------------------------------------------------------------------------------------------------------------

Presenters

- Bill Skipworth

- Carol Mac

- Dolton Kyne

- Matthew Saunders

- Treener Brown
- Don Kite
- Always Guests

Music

Sheffield Live! will sound distinctly different from other local services in the area and has already demonstrably built it own niche and community profile. There is no local commercial radio service dedicated to Sheffield. Hallam FM and Magic AM are both South Yorkshire wide services catering also for Barnsley, Doncaster and Rotherham and both have a mainstream popular music format with Hallam FM playing mainly chart music and Magic AM carrying easy listening. Galaxy FM (dance/RnB) and Real Radio (music and talk) are regional services not based in South Yorkshire. BBC Radio Sheffield has a higher speech content but caters for an older audience. 

Club and dance, RnB 20% 
Reggae, ragga, jungle 15% 
Hip-hop, rap 5% 
Asian pop (bollywood, bhangra, indi pop) 10% 
Asian traditional (ghazals, geets, sufi) 5% 
Latin (salsa, meringue, rumba, chachacha etc) 5% 
African (afrobeat, juju, highlife etc etc) 5% 
Chart and Indie 15% 
Other (various) 20% 

This makes sheffield live unique as they have very unique music that they play that will appeal more to the ethnic minorities than other radio stations.

Discussion Topics

- Recent Shows they have watched
- Current Weather
- About guests
- General Life
- Politics
- Ethnic Issues 

Competitions/Sponsor comps

- Mapping Street/Writers - Seeing
- Mercury Taxis

Local Events sponsored by station?

- Mapping Street/Writers - Seeing