LO2: Local Voice Summary Document

Written by Becky Jackson/Danielle Baggaley

Name:

The programme will be called ‘Local Voice’ because the purpose of the product will be to provide local people with a platform to voice their opinions regarding their community and improvements they think should be made for their local area to make it a better place to live in. This name is appropriate because it is short, memorable and summarizes the purpose of the product - people who hear or see the name on social media will realize instantly what it's about and what the programme is likely to contain. 

Purpose:

The show will aim to inform people about what other people’s issues/problems are in the local area, as well as educating them on ways they have conquered a certain issue within the community. The purpose will also be to entertain the target audience by providing them with information about local news and events that concern their local area and community.

Content:

The content of Local Voice will include topical discussions featuring issues that affect local communities. The listeners will be invited to get involved and make their local voices heard via pre-recorded phone-ins (to ensure no offensive material is broadcasted accidentally) and online via social media on Facebook and Twitter. Local figures such as religious leaders, politicians, council members, the police, public servants and people from the audience will feature on the show and will be given the opportunity to debate issues with the presenters. The show will also contain information about local charity events and open days at fire stations and medical centers. Additionally, the presenters will deliver the latest news regarding the local area. 

Frequency:

The show will be broadcasted every weekday morning between 7:00am and 8:00am. This is an appropriate time to broadcast the programme because this is generally the period when the target audience will most likely be available to tune into the show - they will be travelling to work and dropping their children off at school at the beginning of their work day. 

Presenters:

The presenters of the show will communicate with the viewers in a informal, conversational manner and will use regional dialect. This is in order to give the show a relaxed vibe and also to give the audience a connection to the presenters and to make them feel included and part of the show. There will be two regular hosts of the show, one male and one female, who will represent the demographic and be from Sheffield so will share the dialect of the listeners. Additionally, they will have a sound knowledge of the City, so they're well informed about the topics they are discussing. 

Target Audience & Demographic:

The target audience of Local Voice will be both females and males of approximately a 60/40 ratio. This is because women generally (but certainly not exclusively) are more likely to tune into talk radio shows as opposed to music radio shows. The demographic will consist of young adults and young families between the ages of twenty and forty. This is because parents are most likely to have young children they need to drop off at school between these ages. Due to the fact the show will be broadcasted on a community radio station, Sheffield Live!, the target audience will live in Sheffield and the local surrounding area. The NRS social grades of these listeners range from C1 to D, meaning that the demographic consists of not only professionals who have strong careers but also students and semi-skilled manual workers. 

Audience Profile:

Stacey is twenty seven and lives with her four year old son Neal and partner Ashley in their small semi-detached property in Arbourthorne, Sheffield. She works as a support worker at East Bank Medical Centre, which is just around the corner from her home, meaning that she is a skilled manual worker. Ashley works full time however Stacey only works part time so she is the parent who takes Neal to school in a morning and provides daycare after school. In her spare time, which is getting increasingly more rare, Stacey enjoys catching up on her soaps such as Hollyoaks and Coronation Street, and likes playing online bingo during the adverts. As a support worker, Stacey is particularly concerned with the health and well-being of her family and the people in her local area. To keep in the know with local news, she often tunes into the radio during her daily drive to work as she generally doesn't have time to catch it on the television when she leaves the house. 

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