Radio and podcasts

AS Level Media Studies 9607 – Media Areas

Objective: Radio and Podcasts

This set of notes outlines the key concepts, production processes, and analytical frameworks required for the Cambridge A‑Level Media Studies examination when studying radio and podcasts.

1. Definitions

• Radio – An audio‑based broadcast medium that transmits programmes via electromagnetic waves (AM/FM/DAB) or digital streaming to a mass audience in real time.
• Podcast – A digital audio series that is uploaded to the internet and can be downloaded or streamed on demand, typically organised into episodes and often distributed via RSS feeds.

2. Historical Development

1. Early 20th century – First public radio broadcasts (1920s).
2. 1930s‑1950s – Golden Age of radio drama and news.
3. 1970s‑1990s – Commercial radio expansion, FM stereo, and talk‑show formats.
4. 2000s – Emergence of internet radio and the first podcasts (e.g., Serial 2005).
5. 2010s‑present – Growth of on‑demand audio, niche podcasting, and integration with smart speakers.

3. Production Process

The production workflow for both radio and podcasts shares many stages, but the emphasis differs according to the medium’s delivery method.

Stage	Radio	Podcast
Concept Development	Broad audience appeal; alignment with station format.	Targeted niche; often creator‑driven.
Research & Scripting	Short, timed scripts; adherence to broadcast regulations.	Long‑form scripts; flexibility for editing.
Pre‑production	Booking guests, securing licences, scheduling slots.	Planning episode series, arranging interview logistics.
Recording	Live-to-air or live‑to‑delay in studio; limited retakes.	Studio or remote recording; extensive retakes possible.
Post‑production	Quick mixing, insertion of jingles, compliance checks.	Detailed editing, sound design, episode sequencing.
Distribution	Transmission via transmitters or digital streaming platforms.	Upload to hosting service; RSS feed syndication.
Promotion & Audience Engagement	On‑air promos, cross‑promotion with sister stations.	Social media teasers, listener reviews, subscription drives.

4. Formats and Genres

• Music Radio – Playlist curation, chart shows, live sessions.
• Talk Radio – News bulletins, current affairs, call‑in discussions.
• Specialist Radio – Sports, comedy, cultural programmes.
• Documentary Podcast – Investigative series, true‑crime, history.
• Interview Podcast – One‑to‑one conversations, expert panels.
• Educational Podcast – Language learning, academic lectures.
• Fiction Podcast – Audio dramas, serialized storytelling.

5. Audience Analysis

Effective analysis requires consideration of demographic, psychographic and behavioural factors.

1. Demographics – Age, gender, location, socioeconomic status.
2. Psychographics – Interests, values, lifestyle, media consumption habits.
3. Behavioural – Listening time (live vs on‑demand), platform preference (FM, DAB, smartphone apps).

For podcasts, additional metrics such as download numbers, completion rates, and subscriber growth are relevant.

6. Commercial and Regulatory Context

• Radio
  • Funding models – Advertising, public service licences, sponsorship.
  • Regulation – Ofcom (UK) content standards, advertising limits, watershed rules.
• Podcasts
  • Monetisation – Sponsorship reads, dynamic ad insertion, premium subscriptions.
  • Regulation – Generally less stringent; must still comply with advertising standards and copyright law.

7. Comparative Analysis: Radio vs Podcast

Aspect	Radio	Podcast
Delivery	Live broadcast, scheduled slots.	On‑demand, episodic release.
Audience Reach	Mass audience, geographic limits (unless internet radio).	Global niche audiences, unlimited reach.
Production Time	Fast turnaround; limited editing.	Extended post‑production possible.
Interactivity	Live call‑ins, real‑time feedback.	Comments, reviews, social media interaction after release.
Revenue Model	Advertising slots, licence fees.	Sponsorship, listener support, premium content.
Regulation	Strict broadcast codes.	Less formal regulation; self‑regulation common.

8. Skills Required for Examination

• Critical analysis of audio texts – tone, pacing, sound effects, music.
• Understanding of production terminology – mast, playout, RSS feed.
• Ability to apply media theories – Uses & Gratifications, Agenda‑Setting, Reception Theory.
• Comparative evaluation – strengths and limitations of radio vs podcast for a given purpose.
• Effective use of evidence – quoting transcripts, referencing audience data.

9. Sample Exam Question & Mark Scheme Outline

Question: “Evaluate the effectiveness of a podcast series in reaching a young adult audience compared with a contemporary radio programme covering the same topic.”

1. Identify the target audience and relevant demographic data (2 marks).
2. Analyse the format, content, and delivery of both media (4 marks).
3. Apply at least two media theories to explain audience engagement (4 marks).
4. Compare strengths and limitations, using specific examples (4 marks).
5. Conclude with a balanced judgement supported by evidence (2 marks).

10. Suggested Diagram