KISS FM Breakfast show CSP: blog tasks

 

Audience

Look at the KISS media pack carefully. This will give you a brilliant background to the brand and how they target their audience (important note: it features the old Breakfast presenting team). 

Answer the following questions:

1) Read page 2. What is KISS FM's mission?

By reaching them wherever, whenever,

however they want which informs both our

editorial policy and our commercial strategy.

2) Look at page 3. What is the target audience for KISS FM? As well as writing the key statistics from the media pack, try and suggest what psychographic groups would fit the KISS audience too.

The KISS audience is a 15-34, 60/40 Female to Male

1.3m downloads of the KISS Kube App,

Audience is predominantly urban, but increasingly national with 65% now living outside London. Social platforms reaching a potential 321m people, seamlessly integrate Facebook, Twitter, Instagram

and Snapchat

3) Now look at page 5 - The KISS network. How does KISS use digital media and technology to reach its audience? 

YouTube, live events and on- demand streaming on apps, KISS connects with its audience through a multi- platform strategy of presenting content around the music they love and the things they’re into, wherever, whenever and however they want it.

KISS FM UK is available on FM, DAB, Freeview and Sky,

plus at KISSFMUK.COM, via the KISS Kube app, on social

and at events across the world.

4) Now look at the other side of page 5. What content do KISS Fresh and KISSTORY offer and how can audiences access those stations?  

It plays the biggest urban and rhythmic tunes in Hip Hop, Dance, House and Afrobeats with shows from top DJ’s like Tiffany Calver, DJ Pioneer and James Hype. Get ready to hear huge tracks from Stefflon Don, Camel Phat, Drake, Wilkinson and Calvin Harris mixed with some of the freshest tunes.

KISS FRESH is available on DAB (in London), Freeview, Sky, plus at KISSFMUK.COM, via the KISS Kube app,

on social and at events.

5) Read page 6. What are the different ways audiences can actively engage with the KISS radio brand? 

online, the audiences can listen live and get the latest from The KISS Network via kissfmuk.com, where you’ll find the latest news, reviews, competitions from our commercial partners and the intel on our upcoming events.

6) Are listeners to the KISS Breakfast show active or passive? You can argue this point either way - explain your opinion in your answer.

The audiences are active as they can send in requests or shout outs to friends via social media platforms (KISS FM are particularly active across Instagram, Snapchat and TikTok). They use interaction and involvement is a key aspect to the Breakfast show and Perri has over a million followers on TikTok. Audiences can download the KISS Kube app to stream shows at a time convenient to them. KISS runs over 100 events every summer that helps them connect with 300,000+ listeners. They also host an annual Halloween event at Wembley Arena for 11,000 fans. 

7) Now think about the clips you've watched or listened to of the KISS FM Breakfast show with Jordan and Perri. What audience pleasures are offered by the KISS FM Breakfast show? Use Blumler and Katz Uses and Gratifications theory here.

Their style is like a conversation/interview, they involve humour as well as serious topics as well as give out a relaxed tone overall which makes the audience relate to the topics and humour as well as prefer to listen to it as there is no obnoxious sound effects.

8) How have audiences changed in terms of how they listen to music and radio since the 1960s?

The audiences are currently active as they can send in requests or shout outs to friends via social media platforms (KISS FM are particularly active across Instagram, Snapchat and TikTok). They use interaction and involvement is a key aspect to the Breakfast show and Perri has over a million followers on TikTok. it is currently informal which attracts younger audiences.

However, in 1960s, the audience would not be able to do that and therefore be a passive audience. It is also more formal in the past which would've attracted adults more.

9) How does the KISS FM Breakfast show contrast with Tony Blackburn's 1967 Radio 1 Breakfast show and the launch of BBC Radio 1?

BBC uses sound effects as well as a bit of acting which gives the feeling of it being rehearsed. while with Kiss radio, it feels more natural due to having it feel like a real conversation or interview as well as the lack of unnecessary sound effects. Friends in real life and have a natural 'chemistry' which is so important for breakfast radio and connecting with audiences. They are known for their 'banter' and personality.

 Today, The BBC radio is struggling to get a younger audience, while KISS radio is struggling to keep their audience, regardless of age.

10) Use Stuart Hall's Reception theory to offer a preferred and oppositional reading of the KISS FM Breakfast show. For the preferred reading, why do fans love the show? On the oppositional side, why might someone criticise the show or not want to listen?

The preferred reading is that they are cool, they relate to the audience and speak about political issues. They want to be be on every platform for the audiences preference. They are cool and are young enough to relate to younger audiences.

The oppositional reading is that they are trying too hard, they are on too many medias and it might confuse people depending if they are missing out on anything. Perhaps they might criticise on how they act, it might not be interesting at all if it is just a conversation. Too many choices might overwhelm the audiences. They are still adults and might be seen as cringe when they try to relate to audiences.

Industry

1) When did KISS FM first launch and what type of station was it then? 

Kiss FM first broadcast on 7 October 1985 as a pirate radio station, initially to South London then across the whole city. Transmitting seven-days from the start, it would be regularly taken off-air by the authorities and so became a weekend operation shortly afterwards. This means that it has its origins in common with radio in the 1960s (such as Tony Blackburn’s Radio Caroline show) as KISS was originally an illegal station that became legitimate as it grew in popularity. KISS FM is now seen as more mainstream and less controversial and has been operating legally since 1990. In 2007, it was bought by international conglomerate Bauer Media.

2) Look at the Bauer Media Group's list of brands. How many different types of media can you find on there? What brands do you recognise? 

Audio brands, is just more radios except I hadn't heard of any of them at all.

Publishing brands, magazines, I recognise HEAT.

3) How does KISS FM make money? 

KISS FM makes money through advertising, sponsorship and events (such as summer festivals and the Wembley Arena Halloween party). The KISS FM Breakfast show is one of the most popular slots for the radio station so losing around one million listeners over the last few years means Bauer Media cannot make as much money from the KISS brand as it used to. Indeed, Bauer Media Group's revenue is down from 2.3bn euros - in part due to the increasing pressure on traditional media such as magazines and radio.

4) How many listeners does the KISS Breakfast show have and how has this changed in recent years?

Like most traditional media brands, KISS FM is struggling to maintain its audience in the digital age. The previous breakfast show hosted by Rickie, Melvin and Charlie had over 2 million listeners but by the time Jordan and Perri took over it was already down to 1.4m. The most recent figures have Jordan and Perri at 980,000 listeners so less than half the 2m figure the KISS FM Breakfast show used to enjoy.

5) How is KISS FM regulated and what can happen if they break the rules?

KISS FM is regulated by Ofcom. This means the KISS FM Breakfast show must follow the Ofcom broadcasting code and not include anything inappropriate for children or younger listeners. 

In 2006, KISS was fined a record fee for any UK commercial radio station of £175,000 by media regulator Ofcom. Ofcom punished KISS for "numerous and serious breaches" of broadcasting codes after receiving 10 complaints from April to November 2005. They involved prank calls on the Bam Bam breakfast show where consent was not sought from the victims and controversial material aired when children were likely to be listening. KISS said it accepted the findings and apologised for any offence.