Researching radio station awareness, image and identity. The case of the BBC

Robert Kitching

This paper describes the work that has been carried out for the BBC World Service to further understanding of the image and identity of the station and to assist appropriate positioning in rapidly changing media environments.

Researching Radio Station Awareness, Image and Identity. The Case of The BBC

Robert Kitching (BBC World Service) United Kingdom

WHY DOES IMAGE MATTER?

For most people, most of time, radio listening behaviour is driven less by the product itself, and more by the lifestyle of the listener. A multiplicity of factors combine in an often complex manner to determine what stations and programmes are listened to - why, when, how, where and with whom.

Sometimes there are strong motivating forces which drive a listener to seek out a specific programme or station at a specific time, for a specific...

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