ABSTRACT
E very radio station strives to achieve an identifiable style. Although the style may be similar to others within the same group – for example, BBC local radio or all Global radio stations – every station wants to be heard as offering an
identifiable product that is different from other stations available in the area. The most obvious way a station declares its identity is through its choice of music (or lack of it) and the style of its presenters. But the identity of a station is also detectable in its jingles, its logo, the type of competitions it runs, and all its promotional material, as will be examined in more detail later in this chapter. In other words, a radio station is more than just its output: it is a set of attitudes and values that constitutes its brand.
