KISS FM Breakfast show CSP: blog tasks

 Audience

Look at the KISS media pack carefully. This will give you a brilliant background to the brand and how they target their audience (important note: it features the old Breakfast presenting team). 

Answer the following questions:

1) Read page 2. What is KISS FM's mission?

entertains more

15-34yr olds than any other Bauer Media brand and is extremely influential amongstthis hard-to-reach demographic. These young people are always onto the nextthing, they want or already own the

latest cool stuff and have the devicesat their fingertips to facilitate this sense of immediacy. It’s more than just dual screening – it’s about using multiple devicessimultaneously from a mobile, tablet, TV,and laptop!

2) Look at page 3. What is the target audience for KISS FM? As well as writing the key statistics from the media pack, try and suggest what psychographic groups would fit the KISS audience too.

Kiss FM (UK) predominantly targets 15–34-year-olds, with a balanced gender split of 60% female and 40% male While urban listeners form the core audience, 65% now reside outside London, giving Kiss increasing national reach The Kiss audience tends to be tech-savvy, always seeking the latest gadgets and craving immediacy in content consumption  They're music enthusiasts, drawn to dance, urban, and rhythmic styles.Common interests include travel, movies, and cutting-edge technology—they’re connected, exploratory, and culturally engaged 

3) Now look at page 5 - The KISS network. How does KISS use digital media and technology to reach its audience? 

KISS Kube App – offers live streaming of Kiss FM plus on-demand content, podcasts, and exclusive mixes. Web & Smart Speakers – audiences can listen via the website, Alexa, Google Home, and other smart devices. Podcasts & Catch-up – shows are available after broadcast, meaning listeners aren’t tied to fixed schedules.

4) Now look at the other side of page 5. What content do KISS Fresh and KISSTORY offer and how can audiences access those stations?

 Focuses on new music and emerging artists.Plays fresh tracks from genres like dance, R&B, hip hop, and chart crossovers. Highlights up-and-coming DJs and live mixes. Appeals to listeners who want to discover the “next big thing” before it hits the mainstream.  Available on DAB digital radio in some areas. Streamed via the KISS Kube app, Bauer Radio Player, or the KISS website. Can also be accessed on smart speakers (e.g., “Play KISS Fresh on Alexa/Google Home”).

 

5) Read page 6. What are the different ways audiences can actively engage with the KISS radio brand? 

Audiences engage with KISS radio through social media, streaming apps, and the website, where they can comment, share, vote for tracks, and access on-demand shows or exclusive mixes. They can also participate on air by calling, texting, or sending WhatsApp messages for shout-outs and competitions. KISS hosts live events and festivals, and shares DJ sets, interviews, and playlists online, allowing listeners to interact with the brand beyond the radio. These activities make audiences feel involved and connected, keeping the 15–34 target group engaged and loyal.

6) Are listeners to the KISS Breakfast show active or passive? You can argue this point either way - explain your opinion in your answer.

Listeners to the KISS Breakfast Show can be seen as both active and passive, depending on how they interact with the station. Many listeners are active, as they engage through social media, call-ins, texts, or WhatsApp messages, take part in competitions and polls, and participate in challenges or requests during the live show. They also stream the show on the KISS app or catch up on highlights online, which shows they are choosing when and how to consume content. On the other hand, some listeners may be passive, simply tuning in while getting ready for work or commuting, without interacting directly or influencing the content. Overall, I would argue that the Breakfast Show encourages activity, but the level of engagement depends on the individual listener’s habits.

7) Now think about the clips you've watched or listened to of the KISS FM Breakfast show with Jordan and Perri. What audience pleasures are offered by the KISS FM Breakfast show? Use Blumler and Katz Uses and Gratifications theory here.

The KISS FM Breakfast Show with Jordan and Perri offers a variety of audience pleasures that can be explained using Blumler and Katz’s Uses and Gratifications theory. Firstly, it provides entertainment and escapism, as listeners enjoy the upbeat music, lively banter, and humorous interactions between the hosts, which helps them start the day in a positive mood. It also satisfies the need for personal identity, as listeners connect with the hosts’ discussions about lifestyle, pop culture, and relatable everyday situations, reflecting their own experiences and values. The show offers social interaction and integration, giving audiences a sense of belonging through competitions, shout-outs, and social media engagement, which allows them to participate in a wider community of listeners. Finally, it delivers information and guidance, with updates on news, traffic, and events, helping listeners stay informed while they commute or get ready for their day. Overall, the Breakfast Show combines fun, connection, and practical content to meet the different needs of its 15–34 target audience.

8) How have audiences changed in terms of how they listen to music and radio since the 1960s?

Audiences have changed dramatically in how they listen to music and radio since the 1960s. Back then, most people listened to music on AM/FM radio, vinyl records, and later cassette tapes, often at home or in the car, with schedules and playlists controlled by radio stations. Music consumption was largely passive, as listeners tuned in at set times and had limited choice over what they heard. Since the 2000s, digital technology has transformed listening habits: people now use streaming platforms, apps, podcasts, and smart speakers, giving them on-demand access to music and radio anytime, anywhere. Audiences have become more active, creating playlists, sharing content on social media, and choosing exactly what and when to listen. Overall, music consumption has shifted from scheduled, communal listening to personalized, interactive, and mobile experiences.

9) How does the KISS FM Breakfast show contrast with Tony Blackburn's 1967 Radio 1 Breakfast show and the launch of BBC Radio 1?

The KISS FM Breakfast Show with Jordan and Perri contrasts sharply with Tony Blackburn’s 1967 Radio 1 Breakfast show and the launch of BBC Radio 1 in terms of style, audience, and technology. Tony Blackburn’s show was more formal and presenter-led, with a focus on playing chart hits, introducing records, and providing occasional light chat, reflecting the limited music and technology options of the 1960s. Radio 1 itself was launched to attract a younger audience who wanted pop music, but listeners were largely passive, tuning in at set times with no interaction. In contrast, the KISS Breakfast Show is highly interactive and multi-platform, combining live banter, social media engagement, competitions, and on-demand content. It caters to a 15–34 audience who expect instant access, choice, and participation, offering a more informal, playful, and socially connected experience than the structured radio of the 1960s.

10) Use Stuart Hall's Reception theory to offer a preferred and oppositional reading of the KISS FM Breakfast show. For the preferred reading, why do fans love the show? On the oppositional side, why might someone criticise the show or not want to listen?

The preferred reading occurs when listeners accept the intended meaning of the show. Fans love the show because it is fun, upbeat, and engaging, with lively banter between Jordan and Perri, popular music, competitions, and interactive social media content. Listeners feel part of a community, enjoy being entertained while getting ready or commuting, and connect with the hosts’ personalities and lifestyle discussions, which reflect their own interests.

The oppositional reading occurs when audiences reject or resist the intended meaning. Some people might criticise the show for being too loud, superficial, or focused on gossip and celebrity culture. Others may not want to listen because they prefer different music genres, dislike the informal style, or find the constant social media and competition elements overwhelming or unnecessary.

Industry

1) When did KISS FM first launch and what type of station was it then? 

KISS FM first launched in 1985 as a London-based pirate radio station. At that time, it primarily played dance, soul, and urban music that was not widely available on mainstream radio, targeting a younger, club-going audience. The station operated unlicensed for several years, focusing on underground music and catering to listeners who wanted more contemporary and diverse music than what BBC or commercial stations offered.

2) Look at the Bauer Media Group's list of brands. How many different types of media can you find on there? What brands do you recognise?

Recognizable brands from Bauer's portfolio include KISS, Absolute Radio, Magic, TV Choice, Grazia, Empire, and Car. These brands span across radio, television listings, fashion, film, and automotive sectors, reflecting Bauer's broad media reach 

3) How does KISS FM make money? 

KISS FM makes money primarily through advertising and commercial partnerships. The station sells airtime to brands that want to reach its 15–34 audience, including ads during shows, sponsored segments, and competitions. KISS also generates revenue through digital platforms, such as banner ads, app promotions, sponsored content on the KISS website, and in-app advertising. Additionally, the station benefits from events and festivals, like the KISSTORY Festival, where sponsorship, ticket sales, and brand collaborations contribute to income. Some revenue also comes from licensing and partnerships with other Bauer Media Group brands, as cross-promotion can help attract advertisers across radio, digital, and print platforms.

4) How many listeners does the KISS Breakfast show have and how has this changed in recent years?

As of March 2024, the KISS FM Breakfast Show, hosted by Jordan Banjo and Perri Kiely, attracts approximately 2.2 million weekly listeners across the UK, according to RAJAR data.

Over recent years, the show's audience has experienced fluctuations. In 2018, it reached a peak of 2.1 million listeners, but by 2023, this number had declined to around 1.2 million. This decrease could be attributed to factors such as increased competition from other stations, changing listener preferences, and shifts in media consumption habits.

Despite these challenges, the KISS FM Breakfast Show remains a significant player in the UK radio landscape, particularly among the 15–34 age demographic. Its interactive format, engaging content, and presence across multiple platforms continue to attract a dedicated audience.

5) How is KISS FM regulated and what can happen if they break the rules?

KISS FM, like all UK radio stations, is regulated by Ofcom (the Office of Communications). Ofcom sets rules for content, broadcasting standards, and advertising to ensure that radio stations operate responsibly. This includes rules about offensive language, fairness, accuracy, harm and offence, and protecting children, as well as ensuring that advertising is clearly labelled and not misleading.

If KISS FM breaks these rules, Ofcom can take action, which may include: issuing formal warnings, fines, or in severe cases, suspending or revoking the station’s licence. The station could also face public criticism or reputational damage, which can affect audience trust and advertising revenue.

This system ensures that while KISS FM can offer entertaining and edgy content, it must still stay within legal and ethical broadcasting standards.