You need to know this! Have a good look at the Statistics about radio consumption patterns from RAJAR (Radio Joint Audience Research Ltd) and see what they can tell you about:
- how consumers are listening to radio
- whether FM radio is still being listened to
- how much mobile phone radio listening is increasing
- how many people own a DAB (digital) radio
- how the BBC compares with commercial radio institution for share of audience
Include these facts in your case study.
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