2. Radio Station Website - Capital FM - The Breakfast Show with Johnny and Denise

http://www.capitalradio.co.uk/Sectional.asp?id=7328

Technology used
The technology present on this website consists mainly of mp3 files as it is a radio show, but with some video clips. The website contains interviews and podcasts of the shows, meaning that it is replacing listening to the actual show because its material can be accessed at any time, rather than just between the times it is aired. This increases the number of listeners because some people tune in throughout the day to listen to the interviews, rather than wanting to listen to the whole show. The website also contains a playlist full of music being played on the station as well as a link to listen to the live radio show.

The Media being used
The media content present on the website includes mp3 files, podcasts and video clips.

Mp3 files
The mp3 files of interviews and sections of the show allow the listener to either re-listen to an interview, such as the one with David Tenant, or if they missed it, it allows them to access the material without having to listen during the time the show is aired. This allows Capital to encourage listeners to tune in earlier or continue listening for longer in order to catch the good interviews. It also allows Capital to advertise the high standard of celebrity that they interview, possibly encouraging listeners to tune in for the interviews.

Podcasts
The podcasts provide the opportunity for listeners to download the breakfast show’s ‘best bits’ from the week, with a date for easy manoeuvring through the podcasts and a small summary to allow browsers to see what is going to be in the podcast it provides the listeners with the opportunity to take the show with them wherever they go. It also encourages long term loyalty to Capital as a brand and Johnny and Denise’s breakfast show because people can re-listen to the jokes and the funny events.

A RSS feed is also available for podcast software so that whenever a new podcast becomes available it automatically downloads, keeping the listener up to date on the week’s show.

Video Clips
Video clips are used to break up the audio and provide something visual for the audience. It allows you to see interaction between the interviewer and the interviewee, such as the interview between host Lucio and pop star Robyn. It also allows the audience to see inside the studio and get a glimpse of how things work into the studio. Video clips act as something unique for the viewers of the website as, due to the nature of radio, the interviews aren’t seen by those listening, so it gives the viewer an exclusive look into the way the breakfast show runs.

Audiences
The website appeals to any age of listener and gender because there is something for everyone, although young children may be excluded as it isn’t very visually stimulating. I feel that the audience isn’t targeted by age or gender demographics but rather by their tastes in humour and music. Capital mainly play Pop music and Indie music, so anybody who didn't enjoy those genres of music probably wouldn't find much to appeal to them as it is based very much on that. Johnny and Denise also have a very particular style of humour, making jokes with undertones and insinuated meanings, so you would have to appreciate their style of humour to really enjoy the show.

The website is mainly to promote the station and the shows, as well as the characters of the presenters with a ‘meet the gang’ section. The audience are using the website to catch up on any interviews or parts of the show they missed and also to re-listen to their favourite parts and interviews. They may no longer be tuning into the radio station every morning, but rather downloading the podcast to catch the funny bits and listening onto to the interviews. It benefits the audience by offering a second chance to listen to interviews, a podcast of the ‘best bits’ that they can store on their iPod and listen to on the go, as well as exclusive video clips of interviews which aren’t seen by those who don’t access the website.

Institutions
The institutions involved include the Capital radio station, but to some extent the film and music institutions are include too. Capital is using the website to advertise its show and encourage loyalty within listeners, however the music industry benefits from having it’s artists music stored on the playlist and everyone being interviewed is being kept in the public eye, in effect it is free promotion of singles and new movies coming out.

It brings Capital new listeners because people may be looking up their favourite show on the station, such as Lucio’s show and stumble across the breakfast show. They can read about the show, listen to the podcasts and interviews and there is information on scheduling time, allowing listeners to broaden their taste and consumption for themselves.
By having things such as the playlist online, people can listen to music online and chose what songs they want to listen to and new music for free. This again allows them to broaden their tastes and offers them a free service.

Key Concepts
The key concepts which apply to this website are interactivity, non-linear, portability and time-shift.

Interactivity and Non-linear
The audience can interact with the website by choosing podcasts to download, live streaming of the show, video clips and mp3 files of interviews. All of this allows the audience to choose how to consume the content of the show. The audience no longer has to listen to the show when it is on, they can pick out their favourite sections such as the interviews, and ignore sections they don’t like. The audience can also listen to sections of the show at any time of the day, not just when it is aired, this allows the audience to work the show around their schedule and desires, rather than the other way around.

Portability
With the introduction of podcasts the audience can now consume the media wherever they want. The best bits can be downloaded and taken on the tube, something never possible before due to lack of radio reception. They can also be taken abroad and on aeroplanes, which wouldn’t have been possible, also due to the reach of the radio station.

Time-shift
The audience no longer have to listen in a linear fashion to a show to listen to an interview. The audience also now have the possibility to listen to an interview, even if they don’t like listening to the actual show due to the time of day or the host. It provides the audience with a more flexible consumption of the media, meaning that they no longer have to tune in at the exact time; they can fit it around their lifestyle. Another factor for the audience is that they can re-listen to shows again and again, rather than missing something or only listening once. The audience now has more options concerning its consumption of the media.