“To what extent does the proliferation of technology in your chosen media format (radio) benefit audiences and institutions?”.Poliferal technology is rising in radio to help benefit the audience. For example “radio one” has used the technology of a webcam to show the audiences Chris. M. Who commentated the marathon for red nose day. The webcam benefits Radio 1’s institution because it involves listeners increasing demand of visualisation of radio content, also Chris. M. gains a higher fan base which helps “Radio one” station profile/ reach. Unfortunately webcams are not consistently used during drive times or peak hours (e.g key103).

“Capital Official” has used the technology of twitter to advertise the stars the audience hear on the radio show. They twittered the question “guess who this six pack belongs two?” paired up with a visual image of a torso. Twitter is an advantage for “Capital Official” because it has many users so it opens up to a difference audience and gains a higher reach. This twitter attracts especially to younger woman because if they see a nice body they might listen to the show to hear a voice to match the image. Twitter is very promotional because it’s an easy way to quickly advertise the biggest thing happening on “Capital Official” at the moment. Listeners can learn what to look out for with regular of short summaries of what is happening on the show.

In “BBC radio one” the internet technology “Facebook” has been proliferated to advertise upcoming events and make people “become a fan” of the station. This is an advantage because it is the biggest social networking site at the moment which means they are advertising to a very big and wide audience. Unfortunately, BBC radio one can’t control all the content that goes on their facebook pages such as negative comments from fans and this is a down-side to their advertisement.

“Key 103” has adopted the use of being able to download an app to the Iphone, androids and Ipads which allows listeners to stream podcasts or live radio from the station straight to their device. This means it is possible to listen to the radio station anywhere instead of having to carry an extra gadget, like an analogue radio, to listen to it. Audiences will like this because it is almost effortless for them to listen to the radio station. In contrast “BBC radio one” hasn’t developed an app for its listeners yet on IPhones. Fortunately it is able to have sources on other phones which allows easy access to the radio but IPhones have a very large audience which BBC misses out on.