Unit 9 AO3 Legal & Ethical - Agencies

RAB (Radio Advertising Bureau)

This is an organisation made to represent all commercial radio stations in the industry. They help encourage businesses to use radio to advertise their products to their audience. They do this by using their:

Radio Gauge- This puts together effective information about a stations audience and measures the data so that the client sees how reliable and effective radio advertising really is.

Case Studies- More in depth information about how Radio advertising actually does work for businesses and is a successful method to promote products and services.

With their experience they even offer businesses help with their radio campaign. This helps the businesses bring out their ideas so that they can pitch their product to the listeners with really creative ideas.

Radio Centre

Also merged with the RAB, Radio Centre and RACC are all companies that work together to protect commercial radio and get it to work at its best. By working together, the impact is bigger and the companies can all work together in order to bend rules so that commercial radio can still achieve its aims.

This gives UK commercial radio a voice that is able to work with the government so that they have the ability to campaign for changes in the government policy that affect radio. The term for this type of campaigning is called lobbied. The reason why the industry seeks to regulate itself is so that it is protected from going against the rules in radio. By having their own regulators, they have

The RC also promotes commercial radio and ensures that they don’t break rules. Since commercial radio need to advertise in order to get money to fund the station, it is vital that their adverts must abide to the rules.

Commercial stations though that it was unfair how BBC stations can just casually mention companies on their stations without getting paid. Commercial stations won’t be getting as much businesses coming to them to advertise if the BBC is offering to do something similar for free.

The RACC are a company linked to Radio centre that checks adverts for different radio stations. This company checks adverts to see if they comply with the rules about adverts on radio so that the radio stations are not breaching any advertising laws and are confronted my advert regulating agencies.

CAP- (Committee of Advertising Practice)

This is the company that is working with the ASA to ensure that their advertising codes are being followed. CAP created the code which stated that all adverts must be Legal, Decent and Honest. The ASA work by these rules regulating broadcasting and non-Broadcasting companies to make sure that CAP’s codes are being followed.

CAP has two different advertising codes. These are for Broadcasting and for Print. They both have to be Legal, Decent and Honest but because there are two different forms of advertising, the rules have been changed to apply to that type of advertising.

ASA- Advertising Standards Authority

Working by the rules that CAP dictate for them to regulate by, this company works with TV and radio advertising. The ASA enforces all the rules and makes sure both TV and Radio advertisements are Legal, Decent and Honest. The ASA also deal with complaints about advertisements that breach their terms and decide sanctions for the channels that showed the advert and the company that made it.

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PRSformusic.com

This is a company that arranges for commission to be collected by businesses that use music in their environments. In order to play music in a shop you need to be issued with a licence that you have to pay regularly for. The reason why this company has been put in place is because the artist and producer are not getting paid for their music being played in public places which is why it is important that they get paid for their music being used for business purposes.

The licence has been put in place so that music that is used can be paid for.

You need to have licences to play music on Radio, TV channels, in Businesses and in a workplace. Places like hospitals, retail stores and restaurants also need to have a licence to play music. Without the licence, these businesses can be issued with a fine and be told to pay for a licence on a regular basis.

The money is paid to the writer, performer and composer and music publisher members. The Company only takes a small commission fee in order to cover operation costs.

Music Returns- This is a record from licence fee holders which states where they have used music within their business. For Radio, they will need to record the songs that they have played and the songs that are played with adverts or idents. Most of this information has been taken down by their computers, but it is important that the information is recorded which is why some stations white it out by hand as a back-up.