If you've ever listened to a radio station, you might have thought about how to select the songs that need to be downloaded. The answer is simple and complicated.
You may be surprised to find out that the music selection in all shows is very rare to Air Personality. Today's song schedule includes sophisticated computer programs as well.
How it works
Most radio stations, or sometimes groups of stations, employ music directors. It is his job to listen to the new releases sent by record publishers every week. These are known as Promo Copies and are free of charge. The stations have been kicking them long before we hear them in the air. It may be 20 or 30 such mailings or even online, as a sound file per week. Record label companies do this because the song played on the radio encourages the sale. When you hear the song you want, you try to purchase or order it in a music collection.
In the audience, the music director often joins the program director and is a group of performers (DJs) who are a small committee. They listen to and appreciate the suitability of each song to the sound of the station and the ability to become a believer. Most bids are rejected and they only make a small proportion of the air. This active song group is the current playlist.
For small stations, the program manager can make all the decisions. Sometimes the record companies employ representatives who bring the songs to the radio staff. It's called Pluggers. In most parts of the world, it is illegal for them to offer any financial incentive for the game. This is called Payola, and there were many scandals in this activity. However, wheels are very often oiled, concert tickets are awarded for student fees or even artistic interviews.
After a song is put on the Playlist, many radio stations use sophisticated market research techniques to play the optimal rotation. This is the repetition frequency that satisfies the student's desire to hear his favorite song. The basic goal is to play songs not too often or rarely.
Radio stations use a sample of their audiences to get a general picture of this popularity. Usually it involves playing short tracks of songs (the bits you remember) and asks whether respondents are more or less often heard of them. The results are then backed up to the scheduling computer or raised or lowered the game. As this type of test is performed on a telephone, Call-Out Tracking belongs to this term. This method generally applies to the Current Song category. That's maybe 20 fancy moments at the moment.
When a song loses its appeal, they say it's Burnt. The latest songs are called Breakers
Radio stations often evaluate other songs by using another system called Auditorium Music Testing.
Again, a sample set is used that represents the solid cross-section of the target market. Maybe a hundred people are invited to a theater where the radio station will play a large number of Hooks. When playing clips, participants will have to evaluate songs on a scale of 1 to 5. This is the level of love and hate appeal. When these votes are tabulated, besides the information on the social class and age, a snapshot of the songs to the station is being made. In order for this information to be valid, the host repeatedly repeats this procedure several times a year.
The core song group is Core. These are the most important songs that determine the station voice. This creates a music footprint that identifies the product and distinguishes a radio station from the other.
Radio is a highly competitive business, and more importantly, advertisers only spend the highest ranking stations. Using and applying Music Research, radio stations can compete between audience and revenue.
About the Author:
Gavin McCoy is a UK based award-winning radio and marketing consultant.
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