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➡️ Module 2
In this module we will cover:
How to plan for a public health programme in your station
In this module you will learn:
Recapitulate your decisions and agreements from Module 1 Go over your notes from your work with module 1 – do you still agree? Revise if needed – then move on.
Audience research is expensive, and few community radio stations can afford to have such carried out by a professional agency, unless earmarked funding has been sought and received for this. Generally, audiences favour listening to local broadcasts as the issues of immediate importance and the likelihood that someone familiar is on air, is enticing. In the research carried out within this E3J project in Austria, Denmark, Ireland and Spain, stations stressed that audience figures were not solid, but that based on different indicators over time, the assessment generally was that in the course of a week, around 50% - sometimes more – would listen to them.
Having said that, high listener numbers are for community media not the most important*. For commercial radio, 'share'* (listening time) is the decisive currency. The more listeners, and the more minutes they listen, the greater the chance that they will be exposed to an advertisement. For Public Service, 'reach' is crucial; everyone has paid, and everyone should be able to find something of value over time (over a day or a week). For community radio 'coverage' is essential¹. Important here is that the community finds the station an important source of information, putting them in a position to make informed decisions. Here, at the core is that it is fine that we have freedom of expression, but it is not worth much if we do not also have a voice to use it.