Our target audience for the show will be people who have fond memories of the 90s and who grew up in that era, typically women who were teenagers at the time. This means they will be aged around 16-30. Although this is our specific target audience, anyone is able to listen to the show and enjoy the music, just they may not be as aware of the songs.
Our main competitor will be Absolute Radio 90s as they are really the only major other radio station that shares our genre of music. Looking at Absolute Radio 90s RAJAR figures, it has a population of 53,302,000 people but only has a reach of 665,000, meaning that only 1% of its population listen to the station. Absolute Radio 90s has a male listenership of 56% and a female listenership of 44% with an age range of 25-44. 60% of these are ABC1 listeners. This means that our show will be targeting a different age range and demographic to that of our competitor.
As our show will be broadcasted on Sheffield Live! which is a community radio station, it usually has a listenership of less than 50,000. Survey results show that the station has a weekly audience reach of 11% which is equivalent to around 32,000 listeners every week. We understand that our show will have a lower listenership than our competitors as they are commercial and we are community. Our music is for the people whereas theirs is for a profit.
We hope to hammock our show in between Siteen Daqiqa be Alarabi which is on, on a Thursday evening 8pm-9pm as our show would start at 9pm until 10pm and Des Parades which is currently broadcasted on a Thursday evening 9pm until 11pm, which covers the time that we wish to broadcast. We will try and come up with a compromise to ensure both shows still get aired but just share the broadcast space.
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