Investigation Brief on Nova 96.9 FM - Case Study Example

Name: Instructor: Course: Date: Research Brief on Nova 96.9 FM Nova entertainment holds the lead position in the metro radio station network. Its share of the FM market forms approximately 9.5% of the overall market with over 3,302,000 daily listeners taking a lead of 390000 listeners over its nearest competitor. Its diversified media operations include the Nova 96.9 that operates in Sydney, Australia. The FM station targets audience of below 40 years of age with the breakfast show charging the most for an advert followed by the drive show. The emergence of a youth population drawn to the anti-pop movement formed the building blocks of nova entertainment. Artists such as Spiderbait and Daft Punk largely influenced the commercialisation of the anti-pop movement hence creating a gap in the market that Nova entertainment sought to fill. Nova grew consistently since its establishment and managed to obtain a large part of the market comprising the under 40s (Arun & Rachana 2000). Background Nova entertainment has held the lead position in the entertainment industry for decades. Its broadcasting largely depends on the tastes and preferences of its listeners therefore any change in preferences automatically affects broadcasting. Maintaining the top position therefore requires vigilance in the response to changing trends in the industry. The firm has conducted previous research that indicates the most attractive aspect of the radio station is the music that listeners largely identify with (N.a 2011). The anti-pop music hugely attracts listeners and it therefore posses a need to determine whether this remains the main advantage of the station. The marketing department will monitor the progress of the research and facilitate its execution through availing necessary resources such as money, previous research findings, and relevant information about the firm among others. Research objectives The main objective of the research is identifying the changes in the market that affect broadcasting of Nova and determines ways of adaptation to changes. The business objective is therefore the offering of quality services in order to maintain the current market share and eventually expand its market share (Arun & Rachana 2000). The Scope of the Research Nova entertainment operates in a volatile environment where response to changing trends determines the success of a business (N.a 2011). The research should cover information on these changing trends over time. These trends include the political, social, economic and legal trends that the firm cannot control but has to adapt to their changes in order to survive. The research will cover the shift in the listeners’ tastes and preferences due to the changes in trends. These preferences may have led the listeners to listen more to the station or to switch to other stations. It will also feature the reasons for the listeners’ loyalty or the reason for their shift to other stations. Personal information about the respondents such as age, marital status, income level, educational level and residence require documentation to determine the characteristics of the major listeners. Sample The sampling technique will enable the selection of respondents used in the research. Sampling will cover people from various social groups, occupations, educational level, ages, marital status among others. This ensures that the results obtained represent the opinions of the overall population rather than certain individuals (Lallo 2014). The diversity in answers also reduces the possibility of biasness in the findings. The research seeks to involve the listeners of Nova 96.9 in Sydney, Australia (Lallo 2014). The listeners include the current fans, the lapsed fans and those who do not listen to Nova 96.9. The lapsed fan base covers the former listeners of the radio station who no longer listen to it due to their age i.e. slightly over 40. The major respondents are between 18-39years from both genders. The respondents represent different occupations and income brackets. Methodologies The success of the research depends on the use of both qualitative and quantitative research methodologies. The qualitative methods include interviews conducted face-to-face, online and over the telephone. The interviews cover standard closed question requiring a limited range of answers. This offers precision in categorisation of the responses offered. Open-ended questions are also included to give a respondent a wide range of answers to express their opinions, interests, concerns, recommendations and disapprovals. This encourages honesty in the respondents’ answers hence facilitates the collection of valid data (Arun & Rachana 2000). Quantitative research methods will begin with the issue of questionnaires to respondents. The questionnaires offer a standard measure of results obtained and enables the performance of secondary research that includes simple regression and correlation. These will further analyse the effects of changes on the listeners’ preferences. Nova can therefore obtain information that will enable them decide on areas in need of modifications and those that are not affected by changes (Arun & Rachana 2000). Reporting tools The reporting tools include theoretical narration of the findings covering the findings of the various groups involved in the research process. This enables the formulation of theories that aim at explaining the effect of changes in broadcasting to their preference in the radio station (Arun & Rachana 2000). Graphical representation offers a visual presentation that enables the understanding of the research findings hence facilitates their interpretation. Pictorial presentations will further promote the understanding of the findings by offering a simple way of presenting information without technicalities. Timescale Time is an essential aspect in this research since the industry changes continuously hence the findings is required as soon as possible. The time allocated to this research is two weeks within which the respondents will have submitted their responses for analysis purposes. The analysis presentation to the management of Nova entertainment assists them in identification of the areas in need of modifications and the modifications required (Arun & Rachana 2000). A period of two weeks conveniently offers ample time for the research thus ensuring efficiency. The reporting should therefore take place within two days after obtaining the findings. This offers time for compilation of results into a comprehensive format. Deliverables Full reports are necessary to present the findings of the research accompanied by a presentation to the management team who require the information (Arun & Rachana 2000). A record of raw data should present the actual number of listeners of 96.9 and offer detailed information on various categories of the listeners. The researchers should organise the raw data in a comprehensive format to enable easy understanding. Empirical data On Phone Interview: Respondent One 1. Which radio station do you listen to frequently and why? The first responded answered that he normally listens to Nova. She explained that she enjoys music from Nova because the music is quite relevant to people of her age. 2. What is your preferred music variety? The respondent stated that her preferred music variety include progressive house or a little bit of dope step. She also added that she listens to some rock occasionally. 3. Where do you access most of your music? The respondent said that she access most of her music probably through You Tube and any other social media. Sound clout is the social media that she normally uses to access her music. She added that she occasionally access her music through radio. 4. What scope of music would you like included in the radio station’s programming that you listen to? The respondent stated that she would prefer more alternative music to be included in the radio station’s programming that she listens to. She explained that she does not think that there are many radio stations out there that represent different types of classes of music, alternative rock, among other scope of music. 5. Are you satisfied with the advertisement services the radio station offers? The respondent was satisfied with the advertisement services offered by the radio. However, she opined that there are certain advertisements that should be at a later time. 6. Are you satisfied with the stations non-music content? The respondent stated that she is satisfied with the stations’ non-music content. She stated that she quite enjoy the talk shows, especially the one that run around 4 to 5. She explained that she finds the talk shows very interesting and entertaining because they normally have regular striving people just talking. 7. Are there any problems you encounter when tuning in to the radio station. The respondent stated that she normally tune into the radio with her phone which she explained that in some instances kind of breaks up, forcing her to compromise and tune into a different radio station. 8. Briefly describe some of the things you dislike about radio broadcast. The respondent stated that among the things she dislikes about radio broadcast that she could think of during the course of the interview was the variety of music. Respondent two 1. Which radio station do you listen to frequently and why? The second respondent stated that the radio stations that she listens to frequently are Nova and Kiss FM...... 2. What is your preferred music variety? The respondent stated that her preferred music variety include rock, mainstream pop and a bit of rock. 3. Where do you access most of your music? The respondent stated that she access her music through You Tube, arching and radio. 4. What scope of music would you like included in the radio station’s programming that you listen to? The respondent stated that she would prefer more rap in the radio station’s programming that she listens to. She also stated that she would like to listen to more of such music on the mainstream channels like Nova. 5. Are you satisfied with the advertisement services the radio station offers? The respondent stated that she is satisfied with the advertisement services offered by the radio station, although she sometimes feel like there are inappropriate advertisement especially during the early hours of the day. 6. Are you satisfied with the stations non-music content? The respondent stated that she is satisfied with the station’s non-music content. She explained that she really enjoys the comedy segment stuff, although she did not like the fact that they go a little bit too long. 7. Are there any problems you encounter when tuning in to the radio station? The respondent stated that she does not experience any difficulty and has not encountered any problem when tuning to the radio station. 8. Briefly describe some of the things you dislike about radio broadcast. The respondent stated that advertisements are the only thing she dislikes about radio station. She explained that she feels like sometimes the advertisements are a bit too long between music playing. She also said that the advertisements are too many. Online Survey: Age bracket of respondents Age bracket Number of respondents 13-18 23 19-24 26 25-34 7 35-39 0 40+ 1 Frequency of listening to radio Frequency of listening Number of respondents daily 26 Few times a week 20 Once a week 4 Less often (every now and then) 9 Preferred radio stations Radio stations Number of respondents Smooth FM 95.3 14 Kiss 106.5 29 Nova 96.9 39 WSFM 101.7 4 Triple M 4 2DAYFM 104.1 25 The Edge 96.1 27 Community Radio 0 Other 4 Types of music listened to Type of music Number of respondents R&B/Hip-Hop 36 Dance 26 Dubstep 4 Funk 6 Dancehall/Bashment 4 Reggae/Soul 12 Metal/Rock 6 Contemporary 8 Top 40 37 Where one is most likely to listen to radio Place Number of respondents At home 6 In the car 51 At work 2 At college/university 0 How one listens to radio medium responces FM Radio 46 Mobile device (phone/tablet) 4 Online 0 TV 2 Digital radio 7 Reasons for listening to preferred radio station reasons Respondents Plays the music I like 41 Good presenters 15 The shows are relevant to me 1 competitions 1 Time for listening to radio Time respondents Morning-breakfast 26 Mid morning/afternoon (daytime) 24 Early evening 8 Late evening 1 Annoying things about radio Annoying item Respondents Too many commercials 28 Too much talk 27 Not enough music 23 News/sports/weather updates 3 The presenters 5 Qualitative data analysis On phone interview: The analysis of the empirical data that were presented in the previous section has been carried out in this section: 1. Which radio station do you listen to frequently and why? The first responded answered that he normally listens to Nova whereas the second respondent answered that her preferred radio stations are Nova and Kiss FM. The reason that was given by the first respondent for frequently listening to Nova was that she enjoys music from Nova because the music is quite relevant to people of her age. It is evident that both respondents frequently listen Nova. 2. What is your preferred music variety? The first respondent stated that her preferred music variety include progressive house or a little bit of dope step and occasionally some rock whereas the second respondent preferred rock, mainstream pop and a bit of rock. It is evident that both respondents had varying affinity for rock, although they both stated that they listen to rock. 3. Where do you access most of your music? The first respondent said that she access most of her music probably through You Tube and any other social media. Sound clout is the social media that she normally uses to access her music. She added that she occasionally access her music through radio. On the other hand, the second respondent accesses her music through You Tube, arching and radio. It is evident that both respondents access their music through You Tube and radio. 4. What scope of music would you like included in the radio station’s programming that you listen to? The first respondent stated that she would prefer more alternative music to be included in the radio station’s programming that she listens to. She explained that she does not think that there are many radio stations out there that represent different types of classes of music, alternative rock, among other scope of music. On the other hand, the second respondent stated that she would prefer more rap in the radio station’s programming that she listens to. She also stated that she would like to listen to more of such music on the mainstream channels like Nova. It is evident that there was no clear choice of music that both respondents preferred to be included in the radio station’s programming that they listen to. 5. Are you satisfied with the advertisement services the radio station offers? Both respondents were satisfied with the advertisement services offered by the radio. However, the first respondent opined that there are certain advertisements that should be at a later time whereas the second respondent opined that she sometimes feel like there are inappropriate advertisements especially during the early hours of the day. It is thus evident that the respondents had different issues with the advertisement services offered by the radio station. . 6. Are you satisfied with the stations non-music content? Both respondents stated that they are satisfied with the stations’ non-music content. However, the first respondent stated that she quite enjoy the talk shows, especially the one that run around 4 to 5. She explained that she finds the talk shows very interesting and entertaining because they normally have regular striving people just talking. On the other hand, the second respondent explained that she really enjoys the comedy segment stuff, although she did not like the fact that they go a little bit too long. It is evident that the two respondents had different preferences of non-music content offered by the radio station. 7. Are there any problems you encounter when tuning in to the radio station. The first respondent stated that she normally tune into the radio with her phone which she explained that in some instances kind of breaks up, forcing her to compromise and tune into a different radio station. On the other hand, the second respondent stated that she does not experience any difficulty and has not encountered any problem when tuning to the radio station. It is evident that one of the respondents occasionally encounters problems when tuning in to the radio station whereas the other respondent encountered no such problems. 8. Briefly describe some of the things you dislike about radio broadcast. The first respondent stated that among the things she dislikes about radio broadcast that she could think of during the course of the interview was the variety of music. On the other hand, the second respondent stated that advertisements are the only thing she dislikes about radio station. She explained that she feels like sometimes the advertisements are a bit too long between music playing. She also said that the advertisements are too many. It is evident that each respondent had a specific dislike about radio station which was different from the other respondents dislike. Quantitative Data Analysis Online survey: Figure 1 shows that majority of the respondents in the online survey fell under the age bracket of 19-24 (45.6%), followed by age bracket 13-18 (40.4%) and 25-34 (12.3%). This implies that most of the respondents were youthful. There was no respondent aged between 35-39 and only 1 respondent aged above 40 years. Additional listener characteristics are given in the appendix 2. Figure 1: what age bracket do you fall under? Figure 2 shows that majority of the respondents in the online survey listened to radio daily (44.1%), followed by those who listen to radio few times a week (33.9%) and those who listen to radio less often (15.3%). The minority of the respondents listened to radio once a week (6.8%). Figure 2: on average, how average do you listen to radio? Figure 3 shows that majority of the respondents (62.7%) listened to Nova 96.9 regularly. A half of the respondents listened to Kiss 106.5 (50.0%). A significant number of listeners also listened to The Edge 96.1 (46.6%), 2DAYFM 104.1 (43.1%) and SMOOTH FM 95.3 at a distant 24.1%. the other radio stations which were listed but did not have as many listeners among the respondents include WSFM 101.7 (6.9%) and Triple M (6.9%). The other texts are included in the appendix 3. Figure 3: what station(s) do you listen to regularly? Figure 4 shows that most of the respondents often listen to Top 40 (62.7%) and R&B/Hip-Hop (61.0%). An average number of respondents often listen to Dance (44.1%) while fewer respondents often listen to Reggae/Soul (20.3%), Contemporary (13.6%), Funk (10.2%), Metal Rock (10.2%), Dubstep (6.8%) and Dancehall/Bashment (6.8%). Figure 4: what type of music do you often listen to? Figure 5 shows that majority of the respondents (86.4%) mostly listened to the radio in the car. This is followed by 10.2% of the respondents who mostly listened to radio at home. Only 3.4% of the respondents listened to radio at work and none of the respondents listens to radio at the university/college. Figure 5: where are you most likely to listen to radio? Majority of the respondents listen to radio through FM radio (figure 6). Other media that the respondents use to listen to radio include Digital radio (11.9%), mobile device such as phone and tablet (6.8%) and TV (3.4%). None of the respondents listen to radio online. Figure 6: how do you listen to radio? Majority of the respondents listen to their preferred radio station because the radio station plays the music they like (70.7%) as shown in figure 7. 25.95 of the respondents listen to their preferred radio station because of the good presenters.1.7% of the respondents stated that the relevant shows as the reason for listening to their preferred radio station whereas the remaining 1.7% stated competition as the reason for listening to their preferred radio station. Figure 7: why do you listen to your preferred radio station? As can be seen in figure 8, most of the respondents like listening to radio during the morning-breakfast (44.1%) and mid morning/afternoon (40.7%). Only a few respondents like listening to radio during early evening (13.6%) and late evening (1.7%). Figure 8: what time are you most likely to listen to radio? Majority of the respondents are annoyed by too many commercials (64.4%). 45.8% of the respondents are annoyed with too much talk in radio stations whereas 39.0% of the respondents are annoyed with not enough music. Only a few respondents found the presenters (8.5%) and news/sports/weather updates (5.1%) annoying (see figure 9 below). Appendix 4 shows the areas that radio stations need to improve on. Figure 9: what annoys you most about radio stations? Findings The following were evident from the analysis of empirical data: 1. There are many listeners of Nova. This is because majority of respondents who were interviewed stated that they frequently listen to Nova. 2. Rock is one of the most preferred music varieties because most respondents mentioned rock as one of their preferred music. 3. Listeners have different choices of music that they preferred be included in the radio station’s programming that they listen to. 4. Different listeners have different issues with the advertisement services offered by the radio station. 5. Different listeners have different preferences of non-music content offered by the radio station. 6. Some listeners encounter problems when tuning in to the radio station. 7. Different listeners have different dislikes about radio station broadcast. Works Cited Arun Kumar, Rachana Sharma. Principles of Management. Express printers. Mumbai. 2000. Print. Lallo Michael. ‘Also Ran Network' seals victory with a Kiis’. The Sun-Herald . 9 Nov 2014. Web. 12 Jan 2015. N.a. ‘The Radio and Television Broadcasting Stations Book’. Australian Communications and Media Authority. October 2011. Web. 12 Jan 2015. Appendix Appendix 1: By Phone Interview: Respondent One 1. Which radio station do you listen to frequently and why? I normally listen to Nova because I do enjoy music from there, it is quite relevant of people of our age. 2. What is your preferred music variety? Normally progressive house or maybe little bit of dope step and some rock, occasionally. 3. Where do you access most of your music? Probably You Tube and any other social media, sound clout, that is the one that I normally use, and occasionally radio. 4. What scope of music would you like included in the radio station’s programming that you listen to? More alternative music, I think. I don’t think there are many radio stations out there that represent different types of the classes of music, alternative rock and other stuff. 5. Are you satisfied with the advertisement services the radio station offers? Yes, I do think that there are certain ads that should be at a later time. 6. Are you satisfied with the stations non-music content? Yes, I quite enjoy the talk shows, especially the one that run around 4 to 5, because they normally have regular striving people just talking and I find that very interesting and entertaining. 7. Are there any problems you encounter when tuning in to the radio station. I normally tune into the radio with my phone and sometimes it kind of breaks up and I have to compromise and pick a different radio station. 8. Briefly describe some of the things you dislike about radio broadcast. Probably the variety of music, that’s probably the only thing I can think about right now. Respondent two 1. Which radio station do you listen to frequently and why? Nova and Kiss FM . 2. What is your preferred music variety? I like Rock, mainstream pop and a bit of rock 3. Where do you access most of your music? You Tube, arching and radio 4. What scope of music would you like included in the radio station’s programming that you listen to? I would prefer more rap, especially on the mainstream channels like Nova, more of that 5. Are you satisfied with the advertisement services the radio station offers? I am, but sometimes I feel like they are inappropriate advertisements especially during the early hours in the day 6. Are you satisfied with the stations non-music content Yes, I really enjoy the comedy segments stuff, I just sometimes feel they go a little bit too long 7. Are there any problems you encounter when tuning in to the radio station No, I don’t have any difficulty with that 8. Briefly describe some of the things you dislike about radio broadcast. Just with the advertisements, I feel like sometimes its a bit too long between music playing, so many adverts. Listener Characteristics (Appendix 2) Subquestion Answer text marital status Single income level NA educational level Tertiary residence - region Parramatta residence - region wentworthville marital status single income level . . . educational level TAFE (business cert 4) marital status single income level 92,000 educational level graduate residence - region auburn marital status single income level low educational level yr 12 residence - region auburn marital status single income level low educational level year 12 residence - region auburn residence - region sydney marital status single educational level undergraduate educational level year 12 residence - region nsw marital status Engaged income level under 20,00 marital status Single income level Low educational level High school residence - region Parramatta residence - region Bondi marital status married income level 300,000 educational level Phd marital status Not married income level $15000 educational level University student residence - region NSW residence - region Granville marital status Single income level 100 fortnightly educational level School residence - region Sydney marital status single income level unemployed educational level 1st year uni residence - region Sydney marital status married income level 60000 educational level year 12 residence - region lidcombe marital status single educational level year 12 marital status single income level 25000 educational level year 9 residence - region sydney marital status single income level - $40, 000 educational level HSC residence - region Sydney marital status Single income level LOW educational level secondary residence - region auburn residence - region Inner West marital status Single income level Low educational level University marital status single income level 70000 educational level year 10 qualified mechanic residence - region australian marital status single income level casual educational level high school residence - region parramatta educational level Tafe residence - region sydney marital status Single income level $5000 marital status Single income level Average educational level University residence - region Sydney marital status Single income level 200 a week educational level University residence - region Merrylands marital status single income level 50000 educational level uni residence - region parramatta marital status single income level $400-$500 per week educational level high school graduate/ university student residence - region NSW westmead marital status Not income level Low educational level Year 12 residence - region Northrocks marital status Deaf to income level 55k educational level diploma residence - region Baulkham hills marital status N/A income level N/A educational level HSC Attained, Currently in UNI residence - region Western Suburbs marital status Not married income level part time educational level diploma residence - region parramatta marital status Single income level 50000 educational level year10 residence - region australia marital status Single income level 15000 educational level currently at university residence - region blacktown marital status Single income level $45000 educational level graduate residence - region indian marital status Single income level 0 educational level hsc residence - region christian residence - region Western marital status Single income level Casual educational level High school marital status Single income level $200 a week educational level Year 12 residence - region Parramatta marital status Single income level N/A educational level Graduated High School residence - region Oatlands marital status Married income level 50.000 educational level Yr 10 residence - region Rosehill income level 50.000 educational level Yr 10 residence - region Rosehill marital status Married marital status Taken income level 31000 educational level year 11 residence - region Guildford marital status Na income level na educational level year 11 residence - region carlingford income level $300/week educational level year 11 residence - region inner Western Sydney marital status single income level Read More