2) Radio Station Website

Kerrang! Radio - http://www.kerrangradio.co.uk/

Kerrang! Radio is a specialist rock music radio station broadcasting to the West Midlands. The radio station is based in Birmingham but now is broadcast on digital radio via Sky Digital, on DAB, on Freeview and can be streamed on the website. The station plays a mix of modern & classic rock with speech programmes targeted at young people. The website is not neccessarily replacing the traditional radio, but expanding it, by allowing the station to be played to areas outside the broadcasting zone. The website itself is replacing radio magazines such as 'The Radio Times' and can go into more in-depth detail, due to its non-linear layout.

The homepage of the website is very busy, and appears hectic and full of information, to look interesting for the young audience. There is a section for all the music news, and a short summary of all the top stories, there is a section dedicated to the presenters and different shows, with a link to presenter profiles, there is also competitions and quizes, as well as exclusive performances and interviews by new and classic musicians. Along the top of the homepage, there is a link to listen to the radio station live from your computer.

The key concepts that the website uses are: interactivity, non-linear, immediacy, reach, quality, time-shift and analogue vs digital.

Interactivity - There is a section on the website called 'Rate Our Music' where the listener can give thier oppinion on the music being played, in order to give the listeners what they want and allow them to get involved in improving the radio station.

Non-Linear - All websites can be navigated around in a non-linear fashion, and allows the users to only look at the things that they want. On the homepage, there are many sections (including News, Competitions, Presenter Profiles etc), which gives the audience a lot of choice.

Immediacy - The website is constantly updated and the website can play the radio live, keeping contantly up-to-date.

Reach - Due to the creation of the website, the radio station has become available to people outside of the broadcastign zone, allowing a larger number of peopel to listen in to the station.

Quality - The audio quality of the station on the website will be better than the traditional radio, as there will be less interferance, due to the use of digital signals.

Time-Shift - From the website the audience can access shows that they may have missed. Allowing them to listen in at any time.

Analogue vs Digital - The digital radio featured on the website has much better quality and less interference than the traditional analogue radio.