Identifying Market Changes that Affect Broadcasting in the Nova FM - Case Study Example

Name: Institution: Course: Date: Nova FM Table of Contents Name: 1 Nova FM 1 Table of Contents 1 Introduction 2 Background 2 Objectives 2 Scope of the Research 3 Sample 3 Results and Finding 4 Theoretical presentation 5 Graphical representation 6 Discussion 17 Conclusion 18 Introduction The Nova FM is one of the leading radio stations in Sydney Australia; it takes up 9.5% of the FM market share. Approximately 3,302,000 listener’s tune in daily to the radio station for entertainment, this is 390000 more than its next competitor. It operates at 96.9 in the frequency spectrum. The station targets audience of the age of 40 and below. The breakfast show charges the most for an advert, and the drive show follows. The building block of Nova Entertainment is the emergence of the youth who are anti-pop. Artists like Spider Bait and Daft Punk primarily influenced commercialization of the anti-pop movement, and this created a gap that Nova is trying to fill. Nova has grown consistently since its establishment and is managed to obtain a significant part of the market that comprises of people under 40s Background Listener’s tastes and preferences are the major elements of Nova entertainment. Any change in the said tastes and preferences will ultimately change the broadcasting. Therefore, to maintain its position in the market it must continuously observe the trends in the market and act accordingly. The major attraction for listeners the Anti-pop movement, and it is also a determinant if the station will maintain its top position. The marketing department always avails resources that help in research and execution, such resources include money, information about the firm that is relevant, research finding that have been done previously to other that are vital to the research process. Objectives This research mainly focused on identifying market changes that affect broadcasting and determine the best ways of adopting the changes identified. To maintain the business objective and the market share, quality of service should be offered. Scope of the Research The anti-pop environment is a volatile environment; Nova operates in this kind of environment. This study covered the information of the changing trends over time. Political, economic, social and legal direction are some of the trends that are uncontrollable even by the firm. The research covered the shifts in the listeners’ tastes and preferences. These preferences and tastes can determine if the audience will continue to listening or will switch to another station that have the choices that they want. This research also covers Listeners' loyalty Sample These techniques helped in the selection of the respondents that were used in this research. It covers people of different social groups, gender, age, marital status, education level and occupation just to list a few. It ensures that the results are not from an individual but rather from many people of very different status and class, it also eradicates the possibility of biasness in the results. The research primarily involved listeners of Nova 96.9 FM. These audiences included current fans of Nova, previous fans of Nova (people who are slightly above 40 years of age) and people who do not listen to Nova. Because the firms target listeners who are between the age of 18 and 39 years, the respondents are in that same age group. Methodology Quantitative and Qualitative research techniques are used for successive studies. The quantitative is a method that involves the questionnaires. The questionnaires consisted of some questions for the purposes of gathering information from the said respondents. Besides, it will help in analyzing what happen when the preferences were changed according to the respondents. Qualitative techniques that are usually interviews that can be online, face to face and over the phone. These interviews require straightforward answers that are honest. Preciseness is essential in the responses that are given to the questions asked. There is room for the respondent to give concerns, opinions, interests, and recommendations and also disapprove what they don’t like; this helps in getting honest answers from the respondents. Reporting tools These are the narrations of the results from the various group of analysis, and it is done theoretically. It helps to formulate the theories that are required to explain the effects of the changes in the preferences. Besides,there is a graphical representation that offer presentation that helps in understanding and interpretation of the findings. Picture presentation is also preferred for simplicity and proper understanding of the said results without technicalities. Timescale Time is usually vital in the research and the analysis of the results and deadlines that are set should be met without fail. Only two weeks are allocated to this research to the respondents, and they have to submit their findings for analysis. Efficiency is ensured by the time that one is given because it is ample. Results and Finding These are the outcomes of the research from the methodology techniques. These findings are honest results from the respondents that participated in the research through interviews that were online, by phone or face to face. The mathematical analysis also gave accurate results that are reliable. Nova is one of the leading radio stations, and its reputation is portrayed in the finding from both the Qualitative and quantitative research. The respondents were not biased in any way and hence the accurate results that Nova can rely on. This because there was criticism that were observed during the interviews. These results can be presented both theoretically and graphically. The theoretical presentation is for the interviews and the questionnaires while graphical presentation the mathematical analysis. The graphical can be done using graphs that include pie charts, histograms and bar graphs. Theoretical presentation Nova Entertainment is the leading radio station, and this is evident since all the respondents that were interviewed always preferred Nova to the other stations. It is a station listeners frequently listen to at all times. It also plays music that is most preferred by the listeners that are rock, other like R&B, Hip-hop, pop, and rap follow suite. The radio station has the music that is most preferred by the listeners; this is because there are request hours where they ask for what they want to listen. The programming of the station ensures that the listeners are well catered for according to their preferences and tastes, since the one cannot request for what they don’t want to listen to. The advertisement by Nova entertainment is satisfying to the listeners, and they are happy about the adverts. However, there is timing issues and appropriateness of the advert that are advertised. The timing of some advert does not get to the required target because most of them are either in college or at work where they cannot listen to the radio. The listener mostly prefers the important advert to be aired at around 4 and 5 in the evening when they are out of work or school. The inappropriate advert are aired at the early hours of the day, and this is said to be inappropriate because there are aged listeners who are listening to the station as the grown-ups are. There is satisfaction in the non-music content that is aired by the radio station. However, there is biasness to some talk show, where the listeners prefer some non-music content are most preferred than others especially the one around 4 and 5. The comedy segment is also another show that is more preferred by other listeners; this is because it is more enjoyable when there are jokes, and it helps the listener to relax. However, the comedy segment should not take too long because they lose their meaning, and they become too much. There are problems that are evident when turning to the radio station, the listener end up listening to other radio stations that are close to Nova and easy to tune to. However, other listeners barely have trouble turning to Nova, and they have no complaints on that. There are some things that the listeners dislike and these include the variety of the music that are played and also the advertisement. The music that is more preferred by the listeners is rock, if the radio station plays less of rock and more of other genres the listener’s preferences are not met, and there is change of heart towards the radio station. The advertisement is okay, but the timing and the appropriateness of the adverts are disliked. Graphical representation These are the mathematical description of the finding; these are done by the use of graphs that are appropriate per the survey that was done. Age bracket of the respondents Age bracket of the respondents The listeners that were encountered most are the ones that are between the age of 19-24 years, followed by 13-18, 25-34 and 40+. However there was no any respondent of the age between 35 and 39. There is no biasness in this survey and hence accurate results are eminent. Frequency listening to radio Frequency of listening to the radio Listening to the radio is not that common, this is evident from the graph above. The number of respondents who listen to the radio is high compared to other with 20 respondents listening. It is followed by those who listen to the radio a few times in a week that is 20 and once a week with 4 respondents. Respondents who listen to the radio lest often are nine. A radio is expected to be listened to every day. However, these results show that it is less listened to dairy compared to the others combined. Preferred radio station Preferred radio station Nova is a radio station that is the most preferred by the respondents and they do not at all listen to the community radio station. The next compotator of nova is kiss that has 29 of the respondents preferring it compared to 39 that prefer Nova. Type of music listened to by respondents Type of music preferred by respondents The most preferred type of music is the Top 40 followed closely by R&B. dancehall and Dubstep are the preferred by the respondents. Dance is also a preference of music although it is not much preferred as compared Top 40 and R&B Place where the respondent listen to the radio station Location where the respondents listen to radio Listening to radio is usually a choice that the respondents make by themselves. However the circumstances differ allot with the location where the respondent is and the time when they can listen to the radio. Respondents in the cars are the most people who listen to the radio, this is because they are going to work or college of are heading home and want to relax in the form of listening to music. At the work place and in the colleges it is rear to find any one listening to a radio because their concentration is need somewhere else. At home, most people will listen to the radio station as they are either preparing for work or are preparing to retire for the day. How one listens to radio Mode of listening to the radio There are the mediums that are used by the respondents to listen to the radio either in a fixed position or on the move (mobile). Many audience of the radio station appear to be using FM radios; this is because these radios are readily available and they are cheap. However they are fixed in a given location, although the listeners who listen in the car also use the car stereo that also is an FM radio but on the move. The car stereo however cannot be a mobile radio device because the users only use them in the car. The next preferred mode of listening to the radio station is through the digital radios. Broadcasting has changed from the analog mode of communication to digital and one is required to have digital device to enjoy these services with ease and convenience. Compared to the FM radio many prefer FM rather than digital but this will soon change because the analog systems are being rolled out to give way for the digital systems. Online radio has no popularity at all, the online radio requires one to have efficient and fast Internet, and this can be tricky if you done possess or have Internet access that is fast enough. The TV can also be used to listen to radio for entertainment, many are times the TV subscriber prefer watching a TV rather than listen to music through a TV set. Reasons for listening to preferred radio station Reasons for listening Many respondents prefer the radio station because it plays the music that they like. This is because the radio station meets their preferences. If a radio station does play the music, they like the listeners are likely to switch to another station that might be playing the music that they prefer. The presenters are a reason for the listeners to prefer a radio station, listener ted to like a station that has entertaining. Relevancy of the show and competition has very little impact on the preference of the listeners. Time for listening to radio Preferred time of listening The listeners have their time that they prefer listening to the radio though some circumstances affect the time of listening. These circumstances may include work, school, time to retire and the concentration. Respondents preferred the breakfast show more because it is the only time they are headed to either work or school depending on the age gap. Mid-morning is another preferred show because respondents are resting again and taking their lunch and need to relax from the morning workload. In the evening the listeners are either retiring for the day or are spending time with their families, the late evening is inappropriate time to listen to radio because most of them have slept. Annoying things about radio Annoying thing about radio These are the things that respondents do not like; they are some of the things that they prefer changed. The commercials that are in a radio’s program are too many; the respondents only want to enjoy the music and no listen to the commercials repeatedly. The radio managers should reduce the frequency of the talks that are in the radio station. The music on the other hand should be increased because the respondents term it as annoying when the music is limited and there no entertainment is achieved when there is limited music. The presenters should not be boring because the respondents are keen to their entertainment ability. The News are sometimes not relevant, where they are brought after every hour making the station of a news broadcasting station than an entertainment station. Discussion Radio broadcasting is one of the entertainment hubs and a communication medium. A radio set is a very cheap, affordable, reliable, portable and efficient device and the communication is achieved in large scale by using the frequency modulation (FM) that is in the frequency spectrum between the ranges of 88.7 MHZ to 107.6MHz. Nova entertainment is in the range of 96.9MHZ in the frequency spectrum. The communication medium that the respondents prefer are either mobile device that include phones and tablets, FM radios, TV sets, digital radios and online through the Internet. The most preferred medium is the FM radios because it has all the characteristics of a good communication medium that include cheap, efficient and reliable. The preferences and tastes should always be checked to avoid misconception of the listeners that can ultimately lead the listeners to switch to another station. The trend should constantly be observed, and proper planning should be done to change according as the trend changes, the trends include social, legal political among others. Music played by the station is also another preference for the listeners and the talk shows that are aired by the radio station. If these changes are not observed the popularity of Nova is in jeopardy. Compared to other radio stations in the region Nova is most preferred. It has attained this title that terms it as the most popular radio station because it plays the music that people like; its talks shows are appropriate, and there are good presenters. The music that is liked by the listener is the R&B and the Top 40 followed by others like Rock, Dance, Reggae, and Dancehall among others. The appropriate shows include the comedy sessions. Radio listening is not frequently done nowadays; listeners can listen to it daily, a few times in a week, once in a week or even occasionally. The frequency is also limited further because many people prefer to listen to the morning breakfast compared to other shows like mid-morning/ afternoon, early and late evening. The reason behind all this is because people in the age bracket of 40 years and below are either working or in campus reading. The only appropriate time to listen to the radio is in the morning while heading to work or school. Other times of the day, the concentration is in other pressing matters like work and trying to get an ample education. The radio is a preferred mode of entertainment. However, there are items that are annoying to the listeners. These include too many commercials, the presenters, too much talk not enough music and news updates that include sports and weather updates. Commercials that are many make a show more of advertising show rather than an entertainment show. When there is a lot of talks, the music is minimal. Hence, the preferences of the listeners are not met. The presenters have to be entertaining so that the shows are lively so that the listeners can be entertained and choose the radio station to be their first choice. News that is aired every hour after hour makes the station seem like it is a news station, and the listeners do not like the news aired at every hour. Conclusion Nova entertainment popularity depends on the taste and preferences of the listeners, to cater for these preferences the radio station always keep track of the changes in trends that suits the listeners. The anti-pop is one of the trends that help the radio station to stay on top of its competitors. The music that Nova plays is another key factor that helps it to stay on top, listeners like R&B, dance, reggae, and Rock among others. These music genres should always be updated to suit the listeners’ demands, which ultimately gives Nova high ratings. The breakfast show is a popular show, and it should always be entertaining because most of the listeners tend to listen to it more often compared to the other shows. The best presenters should be on this show. The commercials should be at a minimum, less talking, and minimal news updates. The frequency at which the music is played will be increased because there will be fewer commercials, less talking and no often news updates. The adverts that Nova makes are welcomed but to some extent they are inappropriate. They are termed inappropriate when they are aired at hours that no one can get to hear them. Listeners would prefer them to be aired at around 4 and 5 when most of them are listening and also when there are no young stars listening. Competition is stiff between Nova and stations like Kiss FM among others, to keep its position and attract more listeners Nova must keep up with the tastes, preferences, and the trends. It must always change with accordance to the changes in tastes, preferences, and trends. Read More