KISS Breakfast on KISS Radio

 Context:

1) Deregulation refers to overruling previous strict laws, and shifting the power from the government over to a free market.

2) Deregulation allowed big conglomerates to buy smaller radio stations and build bigger brand monopolies.

3) It allowed Bauer to play KISS from one radio station but have access to everyone across the UK.

4) Sub stations like KISS afrobeat's and KISS 80's can be accessed via the app rather the radio itself so it doesn't have to undergo complicated laws.

Industry: 

1) Bauer is multinational media conglomerate and differs completely from the BBC as they are purely profit driven.

2) They are competing with radio one as they both have similar target audience, alongside Spotify and apple music. The sub genres are KISS afrobeat's and KISS 80's.

3) Rayo platform offers different genres of KISS but a small monthly fee which one way they receive profit. It opens a wider psychographic of listeners and more money.

Audience:

1) Target age bracket is 15-34, with an urban demographic and slightly female bias.

2) 84% of Gen-z listeners strictly use Rayo. KISS breakfast make short clips/reels to attract a younger audience. The constant scrolling on TikTok and Instagram made by young people on a daily basis is a lot, so making those short videos that are bound to fall onto their feed is guaranteed and the shortness of the videos engage young viewers.

3) They do easy giveaways and prize driven competitions which are easily accessible to listeners.

4) A preferred reading may be the comfortable discussions and friendly conversations with listeners show respect and attraction to new listeners. They show diversion by they pun "manifestation", personal relationships by first name basis with listeners, identity by song appeal, and surveillance by celebrity gossip.

Extension:

12 marker-

Commercial radio productions like KISS use technological convergence to engage with an active audience via the Rayo app. This app exclusive to KISS allows listeners to access KISS from any device, anywhere. It includes multiple genres of music for almost any audience, and includes podcasts; it is guaranteed to appeal to majority of psychographics. This ultimately gives listeners a premium experience and the Rayo app also offers sub-genres as part of their premium listening experience at a small price of 3.99 a month and free 30-day trial. In terms of branding, KISS have social media platforms on TikTok, Instagram, X, and YouTube to reach their audience and engage in content. Over the last decade, scrolling on platforms like TikTok and Instagram have shortened attention spans, so KISS making short reels reaches a younger audience and can gain new listeners. Their modern marketing strategies definitely appeal to a younger generation and strategically engage with a lot of listeners.