2 - Radio Station Website - Kerrang

The Morning After - with Tim Shaw and Kate Lawler

http://www.kerrangradio.co.uk/sectional.asp?id=18907

'KERRANG's website presents users with a lot of new technology e.g. the internet, podcasts, mp3 and video clips. It is very colourful with a yellow, white and grey colour scheme making it very much based on consuming the media visually. There is not a whole lot of text and has lots of pictures and this, teamed with the bright colour scheme, gives the impression of targeting the younger generation.

Features such as podcasts, interviews and playlists mean that the actual radio show is being replaced. This makes audiences media consumption is much more flexible and convenient due to the concept of TIME-SHIFT. This means there will be more listeners as users will listen to what thye want rather than the whole show which could put them off. This results in higher ratings for the institution behind 'KERRANG' which will result in advertising revenue increase meaning profit.

Podcasts can be downloaded off the site and transfered onto a PC or onto mp3 players meaning audiences can consume the media on the move through PORTABILITY. Furthermore there is the option of subscribing to a specific podcasts whihc will then download automatically when a new one comes out through RSS making it more convenient for users and IMMEDIATE.

There is also a huge choice of not only podcasts but songs and artisist available for listening on the site showing PROLIFERATION. Some areas of the site can only be reached through registering your details which encourages loyalty to 'KERRANG.' This teamed with the choice given to audiences to consume their [now more involving] media in a NON-LINEAR fashion, when and where they want, means there will be more listeners/users. The station will therefore get higher ratings leading to advertising revenue increase and ultimately a higher profit for the institutions behing 'KERRANG.'

The site offers INTERACTIVITY to audiences with other auidences and with the institutions. This comes in the form of forums, phone-in and message options and a rate our music option called 'have your say' where audiences can tell the institutions behind 'KERRANG' what they think.

The radio station does not specifically target audiences based on age or class but rather on tastes in music or genre (mainly rock) showing 'KERRANG' targets a NICHE group. However, the people who tend to prefer this sort of music are predominantly are young adults or teenagers. The advertisments on the website reflect this as they all market things young people may be interested in e.g. universities.