How Broadcasters Use Radio Imaging

Radio stations use imaging as a form of branding and it is widely practiced all around the world. Imaging makes it easier for radio listeners to identify with a radio station, and it helps the radio station achieve better positioning in the industry. It defines the concept of the radio station, and the kind of audience it is trying to reach out to. Radio imaging enables a radio station to present itself as a unique product within a radio network.

Before a radio station is set up, its owner has to decide the genre, theme, style, and mood of the station, as part of consumer packaging. The genre of the station can be anything ranging from sports to music. Further considerations have to be made to create a niche, and this will specify the kind of sports or music covered by the station.Since there may be other radio stations dealing with the same kind of genre, a theme has to be created to make the station more identifiable to its audience.

It is important that the theme appeals to the target audience. With music stations, it could be "feel good music" or "soothing tunes", and it should be accompanied by a tagline. The tagline enables listeners to judge whether a station will meet their listening needs. Also, a mood has to be created for the station, and this will reveal whether a station is funny or serious, laid back or intense, or comforting or confrontational. As part of radio imaging, most radio stations include signature filler pieces between programs, commercials, songs, and commentaries, usually lasting no more than 20 seconds. The type of filler pieces commonly used often include: sweepers, promos, bumpers, liners, stingers, intros, and jingles. These fillers create smoother transitions during broadcasting as well as enhance the image of the radio station.

To make radio imaging more successful, a radio station should employ people who possess exceptional voice talent. A distinct and captivating voice can immediately contribute to the unique personality of a station and listeners will become more attached to the voice as time goes by. A good voice talent will be able to deliver the right tone and energy to create the perfect mood for a radio show to capture the interest of listeners. In fact, many radio listeners remain loyal to certain stations because they are regular listeners of a particular program hosted by a talented presenter. It's for that reason that many top rated radio stations pay huge sums to get well known voices to work for them.Radio imaging is an important part of a radio station's marketing efforts; it contributes greatly to its survival and success in the competitive radio industry. All the leading radio stations in the world have very elaborate strategies for radio imaging and even lesser-known stations are aware of the effectiveness of this great marketing tool.