ABSTRACT
E very radio programme is designed to a particular format that takesinto account the time of day it is broadcast, the target audience andthe station’s brand values. Phone-ins, for example, tend to be scheduled when listeners are likely to have time to participate like mid-mornings, evenings and weekends. Sports programmes usually centre on key sporting times like Saturday afternoons and mid-week night games. Similarly the content of these programmes needs to be of interest to the target audience and in line with the way the station promotes itself. A mid-morning phone-in on a family-orientated station is unlikely to feature ‘blind dates – are they foolish or fun?’ as its topic, but it would be quite appropriate for a late-night programme that targets a young audience.
