Radio Essay

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Commercial Radio Report 1.0 Introduction. The success of national commercial radio stations has combined to produce a sustained long-term growth in advertising revenues to the commercial radio sector as a whole. Today, commercial radio in the UK consists of: 245 International Local Radio services, three International National Radio services and Atlantic 252 although broadcasting from the Republic of Ireland are directed at the UK market. The commercial services have over 31 million adult listeners every week and in 1999, commercial radio advertising revenue reached £464.4million. Commercial radio's audience has not grown as fast as the number of stations but its revenue from advertising and other sources has risen significantly. In part, this is because many of the new stations cater for specialist interest which has drawn in new advertisers keen to reach small but dedicated audiences. In spite of the segmentation of the audience, most of the new advertising revenue has come from mass-market brands such as Coca-Cola and McDonald's. However, this is a trend from which other advertising media, such as outdoor advertising, are also benefiting. The appeal of alternative advertising media has grown as television and print have lost their dominance. Audience fragmentation and the soaring costs of TV advertising have prompted clients to consider alternatives. The UK has led the world in the introduction of digital radio and the first UK commercial stations went on air in digital format in November 1999. The next decade will be an exciting one for radio as digital becomes established with most radio programmes being broadcast in analogue, where the radio waves are a direct representation of the original sound. Atmospheric conditions and some electrical equipment can produce electromagnetic waves that cause sound interference and tall buildings and hills can also

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