The proportions of various offerings like information, spoken items and music were investigated. On the level of concrete contents, the interest lay in the variety of offerings in respect of topics, practitioners and regional connections. The offerings of various regional newspapers were included in the analysis as a basis for comparison in the area of information.
To gain an overall picture of the radio landscape in Schleswig-Holstein, the results of the programme-analysis were combined with three other parts of the investigation: the provider analysis looked at the strategies of the stations in the radio market and in other markets relevant to the media. It served as a basis for organising the results of the programme analysis.
In the framework of an audience analysis indicators were established on the basis of the range data from the media analysis and showed for what audiences and in what situations of using them the individual programmes proved attractive. These quantitative data were augmented by the results of a questionnaire for representatives of relevant social groups with regard to their perception of the radio offerings in Schleswig-Holstein.
The legal, economic and technical framework influences the strategies of the radio stations and with that the future development of the radio offerings. Determining this framework in the context of the analysis of documents and of interviews with experts represented a further component of the investigation.
A comprehensive picture of the radio landscape of Schleswig-Holstein emerged in the subsequent discussions of the results, which linked the four separate parts and also dealt with the perspectives for radio in times of change in the media.
Student Assistants: E. Boller, A. Burmester, K. Behrens, A. Conrad, L. Dmitrieva, L. Külper, K. Schade, pp. Voß, F. Yildirim, M. Zingg