ID promos are used exclusively as audio identification for a radio station. These are created either alone or as part of a package. They may be in the form of no-frills commercials, jingles, dramatized commercials or simply a dry mask – anything is possible here. They are usually short and stick in the memory, which also makes them suitable for insertion in pauses between songs. ID consists of the name and frequency of the station, its slogan, and perhaps a feature that distinguishes it from others. Similarly, program promos which are produced for particular programs, to frame advertising breaks, weather reports and so on, all fall into the category of ID promos.
Why is identification important for a radio station?
This is rather like asking why clothes are important to people. There is enormous competition in the ocean of radio frequencies in the region and it is vital to stand out from the pack. It is essential to attract potential listeners. The dials of listeners should be tuned to your frequency for as long as possible.
What attracts listeners?
• a catchy station name
• great announcers and presenters
• high quality programs
• a well-defined station image
• clear understanding of the target group
… and, of course, excellent ID promos which incorporate all these elements. These station promos let you project an image of your station as a stylish, tasteful and creative medium. In this way you position yourself as respected and authoritative, an image which is essential for attracting potential clients.
