What Is Radio Imaging?

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Published: 17th December 2010
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Radio imaging defines the concept of the radio station, and the kind of audience it is trying to reach out to. It enables a radio station to present itself as a unique product within a radio network. Radio imaging is the act of branding and it is widely practiced all around the world. It makes it easier for radio listeners to identify with a radio station, and it helps the radio station achieve better positioning in the industry.



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. The type of niche created will define the kind of sports or music the radio station covers.A theme has to be created to make the station more identifiable to its audience because there may be other radio stations dealing with the same kind of genre.



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. Some of the filler pieces commonly used on the radio include: intros, jingles, promos, liners, stingers, sweepers, and bumpers. 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. The voice over used can immediately give a distinct and captivating personality to a station and listeners will become more attached to that voice as time goes by. Skilled voice over talent will give the appropriate tone and energy to create the right mood for the radio show, capturing the listeners interest. In fact, many radio listeners remain loyal to certain stations because they are regular listeners of a particular program hosted by a talented presenter. This is the reason why leading radio stations do not mind paying huge sums of money to get famous 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.





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Stephanie Ciccarelli is Chief Marketing Officer and co-founder of Voices.com, the voice over marketplace. Specializing in public relations and copy writing, her presence and persona embody the Voices.com brand.

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