Marketing
Radio stations market themselves through advertising.
They often use their own stations, official websites and social media channels as media platformA media platform is where a media text is presented; this can be TV, cinema, computer, games console, digital media player, smartphone, tablet, magazine, or newspaper to promote forthcoming shows, new presenters, or the general brand identityThe image a company constructs for itself through the use of logos, slogans and other marketing tools in order to appeal to an audience. of the station itself.
Radio online
Official websites may contain additional content; when a pop star is interviewed on Radio 1 there may be exclusive excerpts which are only available online.
This is called media convergenceWhen audiences use one platform to consume various types of media texts..
This allows for interactive participation, for example, the audience submitting questions before and during an interview via the website or social media.
Webcams can be used to streamA method of downloading digital media such as audio and video as a temporary file. radio shows as they are broadcast, allowing the audience to see what is happening in the studio. In this way, radio isn't just audio-based; it is transformed via new technology into an audio-visual medium.
Regulation
The radio industry is regulated by Ofcom, who also cover the TV industry.
Ofcom's duty is to examine complaints made against radio stations, to determine if the Broadcasting CodeOfcom's Broadcasting Code sets standards for television and radio shows which broadcasters have to follow. has been breached.
Ofcom exists to ensure the broadcasting code is being upheld and that listeners are protected from harmful or offensive material, unfair treatment and loss of privacy.