The bringing together of talent, music, promotions, news and information in a cohesive and entertaining package. First you must identify and target your audience. Find out “where they live” - know your audience, what are their habits, hobbies, likes/dislikes, favorite hangouts, TV shows, sports etc. Most of us know these things, because we live them every day.
Once you have identified your audience and you have a good idea “where they live” you have to get them to test your product. Most audiences are very loyal so getting them to deviate from their normal listening habits is not an easy task. You must have more and better ... more and better music, more and better contests and prizes, more and better visibility and absolutely more fun.