The document discusses the target demographics and distribution of a local radio news bulletin in the Brent and Westminster boroughs of London. It notes the bulletin will focus on locality, employment, and English language to be relevant to residents, jobs, and understandability. National organizations like the BBC and IRN supplement local stations with automatically distributed news relevant to each area. A variety of genres like sports, politics and entertainment should be covered to appeal to different listener preferences.

2. Target Audience Demographics
Within the question, the demographic in which our media product lies
within the area and it’s occupants. Our media product has to be:
 Local
 Radio News Bulletin
As our audience is local, we will be focusing on the North West (also
North and West locations) area; more specifically Brent and
Westminster boroughs, not to mention a bit of global news.
Borough of Brent
Borough of Westminster

3. The Importance of
Demographics
The idea of demographics is clinically important as it determines
the audience that you will be receiving. In terms for our media
product, our local news bulletin, being distributed, we need to
have to consider what are the most important demographics and
what are the least important.
What this shows, is the
percentage of news
consumers for each
different site in terms of
Social Media and also
News. This is showing us
the contrast between
different consumers;
showing how the
demographic is important
within news; also
pointing out how relevant
it can be to different
types of consumers.

4. Additional Information on
Demographics
In terms of our local news bulletin, there are demographic that we must
consider. These are:
 Locality
 Employment
 English Speaker/Listener
The reason why they are considered important is because:
a) Locality – this means that local residents will be informed about news that is occurring around
them; bringing up the news value of proximity – which is how near the event is.
b) Employment – this is an important demographic as it enables those to hear the latest news on jobs
and giving information on possible job prospects.
c) English Speaker/Listener – this is very important as you need to consider the fact that some
people may not be fluent within the English language, so you may have to adapt different news items
to those who find it difficult to understand.

5. Additional Information on
Demographics
However, there are other demographics which are as important as
the ones explained with in the last slide. Ones that aren’t
considered as important are:
 Gender
 Disability
 Sexuality
This ones can be seen as not being so important as all the news that is broadcasted shall be
not relevant to the gender, sex or even ability of the consumer. Although elements of this can
be notified, its more important that the others demographics be considered. This is due to
the fact that it news these days not only relate to specific sexes or genders. News has to
depend on have relevant it is to locals; whether it’s understandable and whether the news
has an effect on their everyday lives. For our local news bulletin to be broadcasted, it must
consist of the features that are suitable and relevant towards a media institution distributing
our product.

6. Understanding what is ‘Local’
in our area
The local area of Maida Vale is a very busy and also mixed part of London.
With an array of wealthy buildings and houses, there is also quite a lot of
social housing which is in touching distance of each other.
With the fact that there are lots of commuters within the London area, not to
mention the Maida Vale area, they all or most of them come to work within
the area; what this means is that these workers while travelling may catch
out interesting news bulletins as commute towards their workplaces

7. Radio as a Medium
As a medium, Radio is a really easy one to consume. This is due to the fact that
the Target Audience can be occupied; doing all sorts of other things like;
 Shopping
 Chatting
 Commuting
 Working etc..
All of this can be done while listening to the latest news that the radio has to
offer. In terms of our local news bulletin, it can be heard within the
Westminster/Brent/North-West area due to the convenience that it has to local
places of work or even local places of interest; offering our product to be listened
to at different times during the day-to-day lives of those within the area.

8. Distribution of News
Local radio stations like ours do not have the manpower and budget to collect
local news by themselves. What happens is that very large organisations like the
BBC or Reuters or Independent Radio News (IRN) distribute news items all the
way around the country so that the news that suits Somerset goes to Somerset,
whereas the news that suits Glasgow, goes to Glasgow. The radio journalist
working in Glasgow or Somerset do not have to make the decisions as to what
news is broadcast in their area. This job is done by a powerful computer system
with detailed algorithms sampling up the news to suit each local area. It is a bit
like Google using a User’s Previous Search History to decide what ads and what
search results to give to the user. In this case, news that suits the Brent &
Westminster area will be sent to that area’s local radio news station; in this case
it would be the BBC.

9. News Sources
Throughout the 24-hour period, local stations are fed audio and text from
their national providers. As well as the station having their own news diary,
the Press Association (who are a multimedia news agency operating in the
UK and Ireland and the UK’s largest and leading multi-platform content
provider) publish a daily prospects list; showing all of the major stories that
they are covering that day. In terms of local radio, local stations are
supplemented with a prospects list from either the IRN (Independent Radio
News; who provide a service of news bulletins, audio and copy them
towards commercial radio stations in the UK and beyond) or the RNS
(Regional News Service; which is a global journalist network which offers
on-the-ground local coverage of news from around the world) at the BBC.

10. Commercial Radio News
 Commercial Radio News (otherwise known as private broadcasting) is the broadcasting
of television and radio programming by privately owned corporate media. This is as
opposed to state ownership.
Commercial radio news providers like IRN, Sky News, Metro Network and Reuters all work
in similar ways. For example, IRN, which is owned by ITN (Independent Television News),
has access to all of the material that ITN have and also ITN reporters can supply audio
versions of their stories. In a similar way, these are then sent in the same way as at the
BBC; via a satellite to newsroom computer systems or other automatic recording systems.
In terms of our question, these media institutions would distribute our product, as they would
be able to supplement us with local news relevant to the area we are in. For example; as our
local radio news bulletin is within Maida Vale or the Brent/Westminster borough, they (the
BBC or IRN), would be able to give us news relevant to the area

11. The Genre of News
Not everyone we know is interested in news or even speech radio. There are some key
demographics in which help us to visualize the type of News Consumer that would listen to
our media product (Local News Bulletin). This ideal consumer may be:
 Probably employed and is paying tax; so they may want to know how the local area is
being run
 Quite well educated
 Care about others
 Etc…
Looking at different genres of news, we have to link our news to different genres, as (as
explained above), we may have different consumers that prefer different preferences of
news. For example; some of our listeners may interested in:
 Sports
 Politics
 Entertainment
 Music
 And lots more
For our local news bulletin to be distributed it would have to have all these things, as we
need to make sure we have news not just for one type of consumer, but a wide array of
consumers.

12. Examples of Genres of
News Examples of Genres of News from
the BBC

13. Conclusion
In general, news is seen to be a business, a business that
makes money. In terms of our local news bulletin, this is why
a organisation like the BBC or IRN or even Metro would
bother to distribute our products. This is due to the fact that:
 It considers the certain demographics
 It has an array of different genres of news within it
 Its locality – the fact that it can be relevant to the
occupants of the area or even those outside the area,
who want to hear about different types of news happening
in different areas.