The BBC saga- Episode 3: Sounding right

Since radio is sound and no pictures (a phrase constantly repeated by a certain radio tutor back in college, which will one day lead me to a break down) it's need to be right and attractive for all.

This week we had our little BBC session with sound guru Tim Johns. What Tim taught us was that sound software is all pretty similar but more importantly he focused on jingles.

Most people consider jingles to be cheesy little tunes followed by some cheesy pop; however a lot of work goes into it. Like anything in the media it must appeal to its target audience. For example Radio 1's jingles are fast paced to suit its healthy active young audience. BBC Lincolnshire jingles however are a little slower and more relaxed and a slower beat.

Tim taught us any jingle music must be instrumental as any lyrics could clash with the audio within in the jingle. Though to go on top of this he explained timing was deftly key. For (yet) another example a jingle he played us followed the tone of the advert. The ad was about a woman with an eating disorder so the first 20 seconds was quite depressive to match her sad story, though the pace picked up at the end when her story become uplifting and cheerful.

Among his other tricks Tim taught us the concept of allowing a song with lyrics (only use if necessary) to breathe. The idea that if you use a song with lyrics at least allow popping out a few lines before starting with the dialogue. Also he commented that sometimes a specific target audience meant sound was restrictive and you couldn't also pool in new listeners, like for example using a slower relaxed tempo for a jingle appeals to an older audience but probably not a young drum and bass generation.

Tim's final little sound tip or more of a fact was jingle and ad sound could vary in how long it takes to produce. For example if you have clear idea it could be done within half an hour, though if you’re out of your comfort zone a little longer.

Also he taught us sound files weren't the most transferable of software from one computer from another after finding a lot his examples couldn't be opened.