Question 1

“In this age of online video streaming and live radio, listening to audio broadcasts [has become a] popular way to stay informed and be entertained … While a podcast may be less time than a live radio broadcast, its on-demand nature gives it an edge. Audiences can choose what they want to listen to, and when.”

With the above statement in mind, conduct primary research on listeners’ views of podcasts and secondary research on the trends that affect radio listenership. Pick ONE local radio station from SPH Radio or Mediacorp Radio network as your research subject.

a) Briefly analyze the issues and challenges faced by the radio industry. (10 marks)

b) To determine the listeners’ views on podcasts and trends that affect listenership (for the radio station you selected),

i) propose a research topic and the appropriate research questions for your research project;

ii) employ a proper research method in view of your research topic, and

iii) discuss THREE key findings from the research. (50 marks)

c) Based on your key findings, prepare a brief communication plan containing recommendations for your selected radio station to reach its listeners more effectively. (20 marks)

d) Appraise the research method (that you used in your research) in terms of its usability and relevance in addressing your research study, and evaluate the usefulness of communication research for media organizations. (20 marks)

The length of the report must be between 3000 and 3500 words, including quotations but excluding footnotes, bibliographical references and essential appendices (see below).

The report should use 12 point font size, double-spacing and 1-inch margins on both sides. Include a word count at the end of the essay.

Ten (10) marks will be deducted if your report exceeds the word limit.

The references you list at the end of your report are excluded from the word count.