Treatment

The radio station will be called Humber FM, as it is a station localised in the Humberside area.
Alongside local news content, it will play rock and pop music from the 70’s, 80’s and 90’s and
some from the 2000’s, but it will predominantly focus on nostalgic music. The 5 minute segment
that will be previewed is called “The Bottom Line” where an important local issue will be first
introduced by a presenter, and then a vox pop will be played, getting the opinion of the public on
this issue. The segment will be called “The Bottom Line” because it will feature the most
assertive opinions of the public, actively finding people who want to speak on the topic.

This will be run early in the morning, to catch the rush hour traffic, as it is a good way to
stimulate the minds of listeners with a hot topic that demands discussion.
The target audience will be 25-40 year olds in the C1C2D socio economic groups, and the style
will be, while still casual, more sophisticated and intelligent than the average station. Humber
FM will present news in a fairly serious manner, with little conjecture from the presenters, who
could risk misrepresenting a story if they were to insert their own opinions too much. The station
is mainly aimed at mainstreamers and aspirers, as the shows featured will have mainstream
music of the past playing between features, and will feature public opinion heavily. Therefore,
the show would be aimed at those who want to “fit in”.

The station will be casual, in the sense that there will not be many polysyllabic words that may
confuse the audience. However, news will always be presented in a serious and respectful
manner. However, it will also feature talk content with local celebrities and people of prominence
which will be more colloquial and relaxed. Humber FM will never feature any outright vulgar
language as this would weaken the credibility for the audience.
There are several competitors in the local area, namely Viking FM and Lincs FM. Both of these
feature very similar content, however my show will aim to have better production and the USP of
much more serious presenters with no browbeating.