The radio station Capital 95.8Fm is one of London’s most popular station and plays chart and contemporary hits for London. It also includes station news and information, music, presenters and shows, local news, sports and entertainment. The website for Capital FM is not replacing anything in particular, but much like most websites just provides extra information and extra features for fans of the radio station. The technologies involved are broadband internet, online digital radio and podcasts.
The website relates to the audience through a lot of interaction. The radio station itself is extremely interactive, with listeners calling, texting, emailing, and taking part in competitions throughout the day. Capital radio aims to appeal to an extremely large audience, young and old, male and female, and this seems to be part of the attraction. The music played is mostly modern and so perhaps appeals to the younger generation, and the website complies with this younger generation.
The website offers a variety of links:
Upon arriving at the website, one of the first noticeable options is to listen online:
This is one of the most high-tech options on the website and allows fans to listen to their favourite station in perfect quality, wherever they can connect to the internet. It is obvious from listening to the station that the website is extremely popular, with many people emailing in from the website and some even involving themselves in the online dating, which ties in with James Cannon’s ‘Flirty at 9.30’.
The interactivity is extended further through the option to sign up
and join the Capital V.I.P club, the advantages of which are detailed below:
"The Capital Radio VIP Club is your behind the scenes access to the world of Capital Radio and the biggest bonus of signing up as a Capital VIP is - it's free! Joining up as a VIP will only take a few minutes and you'll see the rewards immediately. Once you're a member, we’ll save your details so that whenever you log in you’ll never have to fill in a form each time you want to get in touch or enter a competition again! We'll be saving the best bits just for you! As well as access to a Super-Hi quality audio stream for listening online, our VIP only area is crammed with online exclusives, special offers, live sessions competitions and much more! You'll be the first to hear exciting Capital news whether it's the latest on-air promotion, DJ gossip or forthcoming events in our brand new monthly newsletter delivered direct to your inbox."
This V.I.P Clubs offers personalisation and exclusivity to fans, offering exciting features which they wouldn’t otherwise be exposed to, and links with the extremely interactive nature of the station.
A less committed way to get involved with Capital is through contacting the radio station through phone, text or email, the latter two being new media technologies.
Surfers of the website can also be sent straight to the page they are looking for through the ‘search’ option, which links into personalisation and the growing trend in new media technologies to make everything as easy as possible for the consumer.
This example of capital radio is a good example of personalisation and interaction for the consumer, through a lot of contact and involvement with the public – i.e. features such as ‘Welshy Calling’ and ‘Flirty at 9.30’. a feature I was particularly impressed with was the competition in which unsigned bands and singers can upload an audio of their music and support a popular up and coming band, Ghost.
This seems to represent interaction with the public very well.
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