Choice FM is a radio station that is ‘number one for Hip Hop and R ‘n’ B’. They started off as an underground station, until 1990 when it started to be broadcasted legally. A few years ago Capital FM bought them.
The site is targeted at teenagers and young adult but there are different shows that are catered for people with different tastes in urban music:
- Masterstepz: British cuts and garage à teenagers
- Natty B: purely reggae
- Martin Jay: ‘The Prince Of Soca’ and does the Caribbean Affair on Sunday nights
- Angie Le Mar Show: is like a radio talk show as well as incorporating some music into the show
The homepage is very informal and has many different blurbs and flash animations to advertise events, competitions and shows: There an access all areas section within the site called ‘AX-S’ where you can sign up to receive behind the scenes information on Choice FM and experience Super-hi stream audio along with message boards and competitions.
Choice gives the audience a chance to give them their own feedback about the Station and they can therefore monitor their audience’ response to their station and know how to improve/develop it.
Key Concepts:
- Interactivity - a selection of different activities, such as viewing pictures, talking to people and watching the studio ‘wapcam’
- Convergence – ‘wapcam’ converges both the Internet and mobile phones and therefore give the audience new ways to interact with the station
In addition to the Choice FM website promoting its own company, it also promotes other companies. Every time you go on the site, the advertisement changes – Digital radios, comic relief and the Job Centre.
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