Radio: KISS FM Breakfast show CSP

 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?

Kiss FM's mission is to deliver music and entertainment that reflects young audiences' lifestyles through radio, digital platforms, and live events.

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's target audience is mainly aged 15 to 34, KISS FM targets a young, music-loving audience interested in pop culture and digital media.

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

They use apps, streaming, social media and podcasts.

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?  

KISS Fresh plays new hits; KISSTORY features throwback tunes. Both are available via DAB radio, the KISS Kube app, and online streaming.

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

KISS radio actively engages its audience through a multi-platform strategy encompassing on-air radio, social media, live events, and streaming services. Listeners can interact with the brand by tuning into shows like KISS Breakfast with Jordan & Perry, participating in social media discussions, attending live events like KISS Haunted House Party.

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 are generally considered active, not passive. While they might passively listen to the music, the show encourages engagement through social media interactions, song requests, and shout-outs.

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.

Diversion:

• Focus on gossip, entertainment and reality TV offers escapism
• Competitions on the show engage listeners

Personal Identity:

• Young, Black presenters may be relatable to younger Black audiences
• They discuss many issues a young audience can identify with and relate to, such as relationships, being bored in lockdown, etc.
• Ethnically diverse guests may help engage their primarily Black audience
• Informal way of speaking targets a young audience

Personal Relationships:

• They may have some fans from being part of a dance troupe, Diversity, who appeared on Britain's Got Talent
• Jordan and Perri are friends and so have a natural chemistry that appeals to audiences
• The show will appeal to fans of celebrities who become guests on the Breakfast show
• Audiences can send in requests or shout outs to friends that are read out, creating a parasocial relationship

Surveillance:

• Parts of the Breakfast show offer education and information to listeners 
• Educational content is simple and easy to understand

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

Since the 1960s, people have changed how they listen to music and radio. In the past, they listened to live radio at certain times and had to hear whatever was played. Now, people use streaming apps like Spotify and YouTube to choose their own songs anytime. Kiss FM has changed too, by going online, making shows available to listen later, and using social media. Today, people often listen on phones or smart speakers, usually by themselves.

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 is very different from Tony Blackburn’s 1967 Radio 1 Breakfast Show. Back then, Tony’s show was more formal, with scripted jokes and safe pop music for a wide audience. It marked the start of BBC Radio 1, trying to replace pirate radio in a controlled way. Today, KISS FM’s show is more relaxed, with lively chat, social media, and music like hip-hop and R&B. It’s aimed at a younger audience and feels more modern and fast-paced.

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 would come from younger listeners who enjoy the music, relate to the topics, and support the show's messages, like Black Lives Matter. They would also like Jordan and Perri’s fun humor and enjoy the celebrity guests. The oppositional reading might come from older people who prefer different music or don’t find the humor funny. Some may also disagree with the show’s political views or dislike the presenters because of racist beliefs.

Industry


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

KISS FM first launched as a pirate radio station in 1985. It was not legal at the time and played dance, hip-hop, and other music that wasn’t played on mainstream radio. It was aimed at young, urban audiences who wanted something different from the BBC.

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 recognize? 

radio stations, magazines, films, news, etc. I recognize: KISS, Magic Radio, Grazia and Heat. 

3) How does KISS FM make money? 

KISS FM makes money mainly through advertising. Companies pay to have their ads played during shows or on the station’s website and app. KISS FM also earns money from sponsorships, where brands pay to be linked with certain shows or events. Sometimes, they make money from live events, merchandise, or partnerships with other media platforms.

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

As of early 2025, the KISS Breakfast Show has around 980,000 weekly listeners, which is lower than the 1.4 million it had before the pandemic in 2020 when Jordan Banjo and Perri Kiely became hosts. Overall, the KISS Network reaches about 3.9 million listeners each week and has seen small growth in recent years.

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

KISS FM is regulated by Ofcom, the UK’s radio and TV rules watchdog. Ofcom makes sure the station follows rules about fair and safe content. If KISS FM breaks the rules, they can get fined, warned, or told to fix the problem. For example, KISS FM was once fined for playing inappropriate content when kids could be listening.