New technology has helped the radio industry evolve and increase in popularity.
There's been a huge increase in the number of people downloading podcasts and streaming internet radio. Most radio stations archive past broadcasts on their official websites, for listeners to access on-demand.
Studio webcams and social media have changed the audience relationship with radio by making listeners feel more connected to the presenters.
A radio station's target audience can be identified by the music it plays; a station like Gold, for example, focuses on playing classic pop songs for an older audience.
Another feature of house style is the language presenters use on air.
For example, Radio 4 uses clear diction and formal language whereas a station targeting a young audience will be more energetic and use informal, everyday language that may include some slang or abbreviations like ‘LOL’ or ‘YOLO’.
The BBC is a good case study to show how a single broadcaster can have a range of brand identities that target different audiences.