ersonalized evolutio - pananon-radio/lapsed listener: not listened to radio ever or last listened to...
TRANSCRIPT
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The Future of Radio
Evolution Personalized
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Radio Evolution Abroad
Mobile Radio
Syndication in programming
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Podcasting / Netcasting
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Satellite radio via XM & Sirius
Clear Channel’s over 850 US stations
Digital Transmission
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Internet Music
Regular internet radio without terrestrial broadcasts
Terrestrial Internet Streaming
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The Philippines
A Unique Environment
Multicultural
Multilingual 171 dialects
Developing Country
Regionalistic
Social and interactive
Trendy
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Radio Market Highest number of listeners is posted in Mindanao followed by Visayas…
70 67 62 64 79 83
30 33 38 36 21 17
Total - Metro Manila Mega Manila B. Luzon Visayas Mindanao
Listener (Past Month) Non-Listener
Area Total
Radio Listener: Past month Listener Non-radio/Lapsed Listener: Not listened to radio ever or Last listened to radio over past 4 weeks. Universe: 36,741,000 Base: Males and Females aged 10+ across all socio-economic classes in National Urban Philippines Source: Nielsen Media Index Q2 2011
36,741,000 9,208,000 15,965,000 4,955,000 6,692,000
Nielsen Media Research September 2012
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The Listeners Personal Needs are Key
Understanding the listener is the crux
Addressing
individual needs
With a more segmented audience.
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Interaction with Listeners On Air
Virtually On Line
Physically Face to face
In the Field
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Internet.
Mobile
More ways to listen to radio
Incidental listeners
Traditional radio
In Vehicle
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Enhancing research demographics might include listeners personal preferences
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Culturally
Regionalistic In Dialect
Customizing content
Through Interaction
“If radio is going to survive, which I believe it will and I believe it can,
it’s got to get back to being live, local and getting involved in the community… Radio works best when it talks to me like it is my friend.”
Donna Halper
Radio Historian and Author
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Using Personalities as a Driving Force
Bombo
Tambalan
Papa Jack
Unconventional
Listener Preferenced
Gusto ko Daku!!
Hip and trendy
RMN
Progressive
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The Importance of Freedom
Allowing personalities freedom to grow
Bombo
RMN
Papa Jack
Progressive
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Getting into the Field
Interaction with listeners
Language Habits Trends Fashion
Building Relationships
Personalizing
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Radio Springboarding on The Net
Radio Station Homepages
Local Audiences
OFWs
To attract audiences
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Using
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Source : theglobalreview.com; March 2013
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Source : beevolve.com
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Building on Social Media to increase following
Building Personalized Radio Social Networks and Media platforms
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Further Expansion into New Media
Online streaming expansion
Online Interactivity
Integrated online ad and promo expansion
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Feedback Driven Evolution
Instant online feedback through facebook and twitter and other responses
Unedited and brutally frank
Demand for change NOW!
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Complimenting other Media
TV
Internet
“I think that Pandora, Spotify and iTunes are all in the music collection phase. About 90% of people say that they discover music on the radio; it’s part of our job to build new artists.”
Clear Channel CEO Bob Pittman
Collection
Broadcast
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Swapping out one of two television ads for two radio ads increased unaided brand recall by
34% and replacing one of two newspaper exposures with two radio ads almost
tripled unaided brand recall.
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When two radio ads replaced one of two TV exposures, more people chose the advertised brand as their first-choice product. Consumers who heard two Radio ads (and only one TV ad) could restate a campaign’s main message just as well as those exposed to two TV ads. Trading a newspaper ad for two Radio exposures gave much better message playback than seeing two newspaper ads.
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Digital Radio
More choices
Handsets or broadcasters first ? A question of price
So when
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The issues of Royalties and Fees
Persistent Challenges
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Interchannel Interference
The choice of Standard IBOC USA Phils DRM DAB Europe ISDB Japan
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Digital Accountability and Surveys
Today, in New York City, you have 200 choices on the radio. We have tried as a radio industry doing commercial-free HD stations… no one came. Why? They’ve already got 200 choices. Clear Channel CEO Bob Pittman
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If not yet digital where?
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Mobile Radio Listening
cellphones with radio
Android Non Android
Smartphones and apps
In 2010 in the Netherlands 50% of all devices capable of receiving radio were Cellphones
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Source: Nielsen Key Media Trends 2013;
Consumer Media View
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Its more fun to text in the Philippines!
Average 600 texts per person per month Mashable.com 2009
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Radio Usage is Up
77% in 2010 86% in 2012 thanks to mobile listening
Numbers may increase with more data
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The All Important Survey
Increase in frequency of surveys Rrc and nielsen
New trends Manila monthly Key cities quarterly Secondary markets annually at last
Past Difficulties in radio surveys
Better methods Tarps Reach and frequency Ebb and flow
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All this attracts advertisers
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What might Advertisers Want?
Personality Based
Personalized
Localized
Multi Media
ROI Generating
Customized
Cost Efficient
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So what is the future of radio?
Multiplatform
Trend Setting
Personal and Interactive
Complimenting new media
A keystone to TRIMP media
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The future of
Radio