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ONLINE COMMUNITY RADIO

MARKETING PROJECT

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ContentsACKOWLEGMENTS

LITERATURE REVIEW AND ANALYSIS

1) ABSTRACT2) INTRODUCTION

3) INTERNET RADIO TECHNOLOGY4) COMMUNITY RADIO5) BENEFITS OF HAVING COLLEGE RADIO ON THE

INTERNET6) DISADVANTAGES7) GENERAL ISSUES IN SETTING UP OF COMMUNITY

RADIO8) CITED REFRENCES AND OTHER WEB REFRENCES

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ONLINE COMMUNITY RADIO

ABSTRACT

Modern-day community radio stations often serve their listeners by offering a variety of contentthat is not necessarily provided by the larger commercial radio stations. Community radio outletsmay carry news and information programming geared toward the local area, particularlyimmigrant or minority groups that are poorly served by other major media outlets. Morespecialized musical shows are also often a feature of many community radio stations.Community stations and pirate stations (where they are tolerated) can be valuable assets for aregion. Community radio stations typically avoid content found on commercial outlets, such asTop 40 music, sports, and "drive-time" personalities.

INTRODUCTION

Internet radio (also known as web radio , net radio , streaming radio and e-radio ) is an audioservice transmitted via the Internet. Music streaming on the Internet is usually referred to aswebcasting since it is not transmitted broadly through wireless means. Internet radio involvesstreaming media presenting listeners with a continuous stream of audio that cannot be paused or replayed, much like traditional broadcast media; in this respect, it is distinct from on-demand fileserving. Internet radio is also distinct from podcasting, which involves downloading rather thanstreaming. Many Internet radio services are associated with a corresponding traditional(terrestrial) radio station or radio network. Internet-only radio stations are independent of suchassociations.

Internet radio services are usually accessible from anywhere in the worldfor example, onecould listen to an Australian station from Europe or America. Some major networks like Clear Channel in the US and Chrysalis in the UK restrict listening to in country because of musiclicensing and advertising concerns Internet radio remains popular among expatriates andlisteners with interests that are often not adequately served by local radio stations (such aseurodance, progressive rock , ambient music, folk music, classical music , and stand-up comedy ).Internet radio services offer news, sports, talk, and various genres of musicevery format that isavailable on traditional radio stations.

http://en.wikipedia.org/wiki/Australiahttp://en.wikipedia.org/wiki/Europehttp://en.wikipedia.org/wiki/Clear_Channelhttp://en.wikipedia.org/wiki/Clear_Channelhttp://en.wikipedia.org/wiki/Expatriatehttp://en.wikipedia.org/wiki/Eurodancehttp://en.wikipedia.org/wiki/Progressive_rockhttp://en.wikipedia.org/wiki/Ambient_musichttp://en.wikipedia.org/wiki/Folk_musichttp://en.wikipedia.org/wiki/Classical_musichttp://en.wikipedia.org/wiki/Stand-up_comedyhttp://en.wikipedia.org/wiki/Australiahttp://en.wikipedia.org/wiki/Europehttp://en.wikipedia.org/wiki/Clear_Channelhttp://en.wikipedia.org/wiki/Clear_Channelhttp://en.wikipedia.org/wiki/Expatriatehttp://en.wikipedia.org/wiki/Eurodancehttp://en.wikipedia.org/wiki/Progressive_rockhttp://en.wikipedia.org/wiki/Ambient_musichttp://en.wikipedia.org/wiki/Folk_musichttp://en.wikipedia.org/wiki/Classical_musichttp://en.wikipedia.org/wiki/Stand-up_comedy

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Internet radio technology

Streaming

The most common way to distribute Internet radio is via streaming technology using a lossy audio codec . Popular streaming audio formats include MP3 , Ogg Vorbis , Windows Media Audio , RealAudio and HE-AAC (sometimes called aacPlus ). The bits are "streamed"(transported) over the network in TCP or UDP packets , then reassembled and played withinseconds. (The delay is referred to as lag time.)

Community radio

Is a type of radio service that caters to the interests of a certain area, broadcasting content that is popular to a local audience but which may often be overlooked by commercial or mass-media broadcasters.

The term has somewhat different meanings in the United Kingdom , the United States , Canada ,and Australia . In the UK, the idea of community-based services can be traced back at least as far as the original concept for BBC local radio in the early 1960s. Thereafter various land-basedunlicensed pirate radio stations (Such as East London Radio, and Radio AMY (AlternativeMedia for You)) developed the idea further. As pirate stations proliferated during the late 1970sand early 1980s these stations were joined by those broadcasting specifically to minorityimmigrant communities ( Afro-Caribbean and Asian etc.), particularly in cities such as London ,

Birmingham , Bristol , and Manchester. Although, "community radio" remains synonymous with"pirate radio" for some people in the UK, most minority immigrant stations focused purely onspecific musical genres and were operated (theoretically at least) on a for-profit basis.Community radio services in the UK are operated on a not-for-profit basis with communityownership and control built in to their structures. Following an experiment started in 2001 by theformer UK broadcast regulator The Radio Authority, since 2005 some 200 such stations have

been licensed by the UK broadcasting regulator ( Ofcom ). Most such stations broadcast on FM(typically at a radiated power level of approximately 25 Watts (per-plane)) although there are afew that operate on AM (medium wave), particularly in more rural areas.

In the U.S., community radio stations are non-profit , community-based operations licensed by

the Federal Communications Commission for broadcasting in the non-commercial , public portion of the FM band. These stations differ from other public radio outlets in the U.S. byallowing community volunteers to actively participate as broadcasters . Pirate radio is virtuallyunknown in Australia because of the strictly controlled allocation of broadcasting frequencies,and the likely application of severe, legislated penalties, including jail, for offenders.

http://en.wikipedia.org/wiki/Streaming_mediahttp://en.wikipedia.org/wiki/Streaming_mediahttp://en.wikipedia.org/wiki/Lossy_data_compressionhttp://en.wikipedia.org/wiki/Audio_codechttp://en.wikipedia.org/wiki/MP3http://en.wikipedia.org/wiki/Vorbishttp://en.wikipedia.org/wiki/Vorbishttp://en.wikipedia.org/wiki/Windows_Media_Audiohttp://en.wikipedia.org/wiki/Windows_Media_Audiohttp://en.wikipedia.org/wiki/RealAudiohttp://en.wikipedia.org/wiki/HE-AAChttp://en.wikipedia.org/wiki/AacPlushttp://en.wikipedia.org/wiki/Bithttp://en.wikipedia.org/wiki/Transmission_Control_Protocolhttp://en.wikipedia.org/wiki/Transmission_Control_Protocolhttp://en.wikipedia.org/wiki/User_Datagram_Protocolhttp://en.wikipedia.org/wiki/Packet_(information_technology)http://en.wikipedia.org/wiki/Laghttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/United_Kingdomhttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Canadahttp://en.wikipedia.org/wiki/Australiahttp://en.wikipedia.org/wiki/BBChttp://en.wikipedia.org/wiki/Pirate_radiohttp://en.wikipedia.org/wiki/British_African-Caribbean_communityhttp://en.wikipedia.org/wiki/Asian_peoplehttp://en.wikipedia.org/wiki/Londonhttp://en.wikipedia.org/wiki/Birminghamhttp://en.wikipedia.org/wiki/Bristolhttp://en.wikipedia.org/wiki/Manchesterhttp://en.wikipedia.org/wiki/Ofcomhttp://en.wikipedia.org/wiki/Non-profit_organizationshttp://en.wikipedia.org/wiki/Federal_Communications_Commissionhttp://en.wikipedia.org/wiki/Broadcastinghttp://en.wikipedia.org/wiki/Non-commercialhttp://en.wikipedia.org/wiki/FM_bandhttp://en.wikipedia.org/wiki/Public_broadcastinghttp://en.wikipedia.org/wiki/Volunteerhttp://en.wikipedia.org/wiki/Presenterhttp://en.wikipedia.org/wiki/Streaming_mediahttp://en.wikipedia.org/wiki/Lossy_data_compressionhttp://en.wikipedia.org/wiki/Audio_codechttp://en.wikipedia.org/wiki/MP3http://en.wikipedia.org/wiki/Vorbishttp://en.wikipedia.org/wiki/Windows_Media_Audiohttp://en.wikipedia.org/wiki/Windows_Media_Audiohttp://en.wikipedia.org/wiki/RealAudiohttp://en.wikipedia.org/wiki/HE-AAChttp://en.wikipedia.org/wiki/AacPlushttp://en.wikipedia.org/wiki/Bithttp://en.wikipedia.org/wiki/Transmission_Control_Protocolhttp://en.wikipedia.org/wiki/User_Datagram_Protocolhttp://en.wikipedia.org/wiki/Packet_(information_technology)http://en.wikipedia.org/wiki/Laghttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/United_Kingdomhttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Canadahttp://en.wikipedia.org/wiki/Australiahttp://en.wikipedia.org/wiki/BBChttp://en.wikipedia.org/wiki/Pirate_radiohttp://en.wikipedia.org/wiki/British_African-Caribbean_communityhttp://en.wikipedia.org/wiki/Asian_peoplehttp://en.wikipedia.org/wiki/Londonhttp://en.wikipedia.org/wiki/Birminghamhttp://en.wikipedia.org/wiki/Bristolhttp://en.wikipedia.org/wiki/Manchesterhttp://en.wikipedia.org/wiki/Ofcomhttp://en.wikipedia.org/wiki/Non-profit_organizationshttp://en.wikipedia.org/wiki/Federal_Communications_Commissionhttp://en.wikipedia.org/wiki/Broadcastinghttp://en.wikipedia.org/wiki/Non-commercialhttp://en.wikipedia.org/wiki/FM_bandhttp://en.wikipedia.org/wiki/Public_broadcastinghttp://en.wikipedia.org/wiki/Volunteerhttp://en.wikipedia.org/wiki/Presenter

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Conceptions of community in the literature

Communities are complex entities and so what constitutes "community" in Community radio isoften a contentious and tricky debate and will vary from country to country. Community mayalso often be replaced by a range of terms like "alternative", "radical", or "citizen" radio.

Traditionally in sociology, a "community" has been defined as a group of interacting peopleliving in a common location. Community radio is often built around concepts of access and participation and so the term community may be thought of as often referring to geographicalcommunities based around the possible reach of the radio's signal, ie. the people who can receivethe message, and their potential to participate in the creation of such messages. This is of course

problematized by the fact that many radio stations now broadcast over the internet as well,thereby reaching potentially global audiences and communities.

Models of community radio

Philosophically two distinct approaches to community radio can be discerned, though the models

are not necessarily mutually exclusive. One stresses service or community-mindedness, a focuson what the station can do for the community. The other stresses involvement and participation

by the listener.

Within the service model localism is often prized, as community radio, as a third tier, can provide content focused on a more local or particular community than larger operations.Sometimes, though, the provision of syndicated content that is not already available within thestation's service area, is seen as a desirable form of service. Within the United States, for example, many stations syndicate content from groups such as Pacifica Radio , such as

Democracy Now! , on the basis that it provides a form of content not otherwise available, becauseof such a program's lack of appeal to advertisers or (especially in Pacifica's case) politically

controversial nature.

Within the access or participatory model, the participation of community members in producingcontent is seen as a good in itself. While this model does not necessarily exclude a serviceapproach, there is a tension between the two, as outlined, for example, in Jon Bekken'sCommunity Radio at the Crossroads.

http://en.wikipedia.org/wiki/Pacifica_Radiohttp://en.wikipedia.org/wiki/Democracy_Now!http://infoshop.org/texts/seizing/bekken.htmlhttp://en.wikipedia.org/wiki/Pacifica_Radiohttp://en.wikipedia.org/wiki/Democracy_Now!http://infoshop.org/texts/seizing/bekken.html

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Benefits of Having College Radio on the Internet

1. More formats are available than traditional FM college radio stations. Hundreds are available

from jazz and blues to Broadway and opera, to Indie rock and adult alternative and many more.

2. Ability to listen while in multiple places such as home, work, college, library or wherever youhave available broadband access.

3. With college radio on the Internet, there is no dead air. Some college and traditional radiostations have their last broadcast ending at midnight, and the next one starts between five and

seven in the morning. However, utilizing college radio on the Internet and the growing demandfrom students and consumers, this has the potential to increase funding and the listeningaudience base.

4. Set and leave it on one station without having to remember station call letters or numbers. Nolonger do listeners have to remember where they heard their favorite tunes on the dial. Having acollege radio on the Internet can be easily bookmarked in your Favorites list or even set as your homepage.

5. Colleges are able to increase their fan base among alumni and exchange students because withhaving college radio on the Internet, it can be accessed worldwide.

6. Many college radio stations on the Internet tout commercial-free listening or at least minimalinterruptions. This is an important advantage for listeners who do not like all the interruptions

between songs or song sets with station breaks and commercials which can last two minutes or longer.

7. Allows more opportunities for unsigned bands and musical talent to be heard on the radio.With additional opportunities for more format types, bands of all styles will have a medium inwhich to play their music for a specific audience. As with MySpace, unsigned or lesser knownmusicians and bands are trying to gain an audience base and frequently release a couple of their songs so members can upload them to their homepages. College radio on the Internet can

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increase that audience base by featuring the group or musician on its station and have listenerssend their comments via email, blog, online poll or phone call.

8. Unlike a traditional radio station, college radio on the Internet enables listeners to skip a song.If the listener does not care for the song, he or she can merely select skip and move onto thenext song. Only college radio on the Internet and satellite stations have this advantage.

There are many benefits to keeping college radio on the Internet. Although some college stationshave abandoned this medium because it did not reap the rewards as quickly as was expected,now it has listeners ears and they have more invested interest with this medium.

The top online radio networks include Shout cast, Radio@AOL, and MSN Music asreported by Measure Cast, a company which provides next day audience size anddemographic reports for online media networks. Only the top college radio stations onlinehave made the top 10 list, which include a few Ohio college radio station programs too.

Colleges Having Web Community Radio:

The top college radio broadcasts include KALX, Berkeley, CA; WNYU, New York, NY; andKTRU, Houston, TX, which was reported by Radio-Locator.com. Furthermore, a notable Ohiocollege radio station has a list of eight college radio on the Internet stations that are broadcasted

from various locations across the U.S., especially where a broadcasting school is located.Colleges and universities who have the ability and interest to support college radio on theInternet stations are able to employ its own students to undertake all tasks and responsibilities of running the online radio station. Student listeners create an instant audience base because their music interests vary and they are attracted by a variety of formats.

Because Internet based college radio stations can literally reach listeners from all corners of theworld, we would think radio station owners would want to continue college radio on the Internet.Furthermore, college radio stations on the Internet, as well as traditional AM/FM formats, can

run in tandem with one another without radio tower interference. However, many smaller universities and community colleges are not able to afford to keep such options on the Internetdue to failing sponsorship, decreased student population, or fees required to both license musicand the radio station.

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7. Title: Public Radio Goes Global Over the Web.

Authors: MCBRIDE, SARAH

Source: Wall Street Journal - Eastern Edition; 10/31/2006, Vol. 248 Issue 103, pB1-B3, 2p, 1

graphDocument Type: Article

8. Title: Milestone at Pandora Web Radio.

Authors: McBRIDE, SARAH

Source:Wall Street Journal - Eastern Edition; 12/17/2009, Vol. 254 Issue 143, pD4, 0p

Document Type: Article

Other Web Sources:

1. http://en.wikipedia.org/wiki/Internet_radio

2. http://www.wavestreaming.com/articles/how-to-start-an-internet-radio-

station.php#legal

3. http://en.wikipedia.org/wiki/Community_radio

4. http://www.articlesbase.com/audio-articles/college-radio-on-the-internet-

offers-more-advantages-for-listeners-761430.html

5. http://www.neuronbroadcasting.com/benefits_radio_broadcasting.asp

6. http://audials.com/en/blog/article/80/web-radio-an-almost-unlimited-supply-of-free-audio.html

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