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Produce station branding, radio and audio trails and commercials

URN: SKSRACC23
Business Sectors (Suites): Radio and Audio Content Creation
Developed by: ScreenSkills
Approved on: 2024

Overview

This standard is about producing station branding, radio and audio trails and commercials.
 
It covers understanding the brand or station and its audience and then creating suitable marketing and advertising content for radio station branding, trails and radio and audio commercials, and briefing others to create such content.
 
This standard is for those who produce station branding, radio and audio trails and commercials.

Performance criteria

You must be able to:

  1. confirm the requirements of each brief to develop branding, radio and audio trails or commercials with relevant people
  2. identify the key audience for the campaign and check that the proposed trail or commercial is suitable to the station or brand
  3. confirm that the costs of radio and audio trails or commercials are within the budgets agreed with stations or clients
  4. select music and sound effects to produce the desired effect for the radio or audio trail or commercial
  5. obtain licences for the use of music and sound effects
  6. commission recorded music that conforms to each client’s requirements and budget
  7. produce and record voice-overs which are of good technical quality, and which are artistically effective
  8. transfer recorded sound sources to digital editing and mixing programmes storing files in line with requirements
  9. edit voices, sound effects and music to meet the requirements of the brief, script and timings
  10. create sound mixes that convey the appropriate mood or message to promote each radio or audio station, production or clients’ products and/or services
  11. create sound mixes with technically accurate transition and blend of sound sources
  12. complete final mixes within specified timescales
  13. maintain back-ups of components and of final products
  14. maintain documentation, including copyright returns

Knowledge and Understanding

You need to know and understand:

  1. how to interpret the brief for the radio or audio trails and or commercials being produced
  2. how to identify the key audience for the radio or audio trail or commercial being produced
  3. the importance of understanding brand or station characteristics when developing suitable radio or audio trails or commercials
  4. the sound and artistic effects are required
  5. the music and sound effects required, and how to select them
  6. how to obtain licences for the use of music, and the limitations on the use of certain music
  7. how to obtain licences for the use of pre-recorded sound effects
  8. how to commission recorded music
  9. how to work with selected artists to record voice-overs
  10. how to use editing techniques for voices, sound effects and music to keep within required durations
  11. the compliance arrangements relevant to the production of radio or audio trails or commercials

Scope/range

Scope Performance

Scope Knowledge

Values

Behaviours

Skills

Glossary

Links To Other NOS

External Links

Version Number

3

Indicative Review Date

2027

Validity

Current

Status

Original

Originating Organisation

ScreenSkills

Original URN

SKSSC26

Relevant Occupations

Station Manager, Production Coordinator, Studio Manager, Radio Presenter, Technical Producer, Broadcast Assistant, Assistant Producer, Producer, Executive Producer, Drama Producer, Comedy Producer, Documentary Producer, Podcast Producer, Audio Producer

SOC Code

Keywords

audio; radio; station branding; commercials; radio and audio rails; produce; brief; requirements; copyright; licences; compliance;