online radio in bangladesh

8/2/2019 Online Radio in bangladesh

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Executive Summary


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___________________________________________Introduction

Radio Shobdo is an online radio station. It basically is a website that allows the visitors to

listen to songs on their computers using an internet line. It is called web casting. Our radio

service is not transmitted broadly through wireless means. Instead of AM, MW or FM

media, Radio Shobdo broadcasts all the programs over the internet. It uses streaming

technology. Audio files (Songs, Radio commercials etc.) are continuously transmitted

serially over the internet in TCP or UDP packets, then reassembled at the receiver and

played a second or two later. This is how we can broadcast our programs in almost real

time.

Whats the difference?

Internet radio is "streamed" over the internet and can only be received by internet receivers

such as your PC or by an internet receiver (internet radio). DAB (Digital) radio is

transmitted via special transmitters that allow parallel transmission of radio transmissions

and traffic, breaking news, etc. and will switch channels to each local transmitter while on

the move, unlike conventional radio. Because DAB is broadcast on different wave lengths

and uses different antenna to conventional radio transmissions, you cannot receive their

transmissions on old type receivers.


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__________________________Rationale for product selection

We have chosen online radio station as our service. Online radio stations are immenselypopular in countries like the United States, the United Kingdom, Canada, Australia etc.

From a business perspective:

Online radio stations are a very good source of profit through advertising. Such as

Google Adsense, AdBrite, Local banner Ads etc.

They are usually accessible from anywhere in the world. So it is easy to get more

visitors. The more visitor we get, the better it is for us to earn.

We dont need to spend much on setting up the transmitter and other machineries.

All we need to spend on is our server, website development team and some others

operating costs.

An online radio station can easily promote its brand through sponsorship of an

event, such as a concert. It doesnt have to spend a penny. Rather, Radio Shobdo

will broadcast an Ad of an event. The event will promote its logo as their media

partner.

From a general perspective:

They are usually accessible from anywhere in the world. So Bangladeshi

immigrants, living in other countries can use our services.


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People who generally browse the internet for long hours can visit our internet radio

station for entertainment. People listen to radio while they work. There is more than

one computer in almost every office. The usage rate of computer (with internet

connection) is increasing day by day. People love to listen to the radio on the web

at work or home while doing other things.

Traditional FM radio listeners have to spend money sending SMS in order to

request a song or participate in a quiz. Our customers do not have to spend much on

this issue.

Listeners feel more affiliated with the radio station as they can chat with the other

listeners, participate in quiz, vote for their favorite songs, request a song and chat

with the program anchors. The service costs nothing apart from the monthly

internet bill.


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________________________________________Our Limitations

The first and foremost weakness is that many people of Bangladesh do not have access to

the internet. Moreover slow internet speed is another drawback for a business like ours.

Third, many internet users are not familiar with internet radio stations.

Solution to the limitations

Radio Shobdo is not the first radio station in Bangladesh. We have so many competitors.

So we had to go for a niche and target only a portion of internet users of Bangladesh. We

promote our brand to the Bangladeshi internet users as widely as possible. To fix the

problem of slow internet speed, we have designed our website with no use of flash or java

applets. Its a simple HTML based website, which is quick to load. Besides we compress

the audio files to make them fast to load in the users computers. We use WMA (Windows

Media Audio) to transmit our programs. Another plus of WMA format is that it can be

delivered as a continuous flow of data. Therefore we are capable of delivering a high-speed

radio service.


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_______________________________________SWOT Analysis

SWOT Analysis is very important for a business organization. We have done SWOT

analysis for Radio Shobdo.

Strength:

Our listeners feel more affiliated with our service which is very positive to build

customers rapport and brand loyalty.

Radio Shobdo represents Bangladesh in a wider market. As it is not transmitted

through conventional FM, AM media, anyone from anywhere can listen to our

radio stations. Foreigners can listen to Bangla music through Radio Shobdo.

Our service discourages piracy. Many people download songs from Blogs, torrent

site etc. We encourage people to listen to songs rather than downloading them

illegally.

FM radio stations are sometimes unable to deliver the best sound quality. Because

of weak/bad radio signal, it might sometimes be impossible for the listeners to

enjoy high-quality songs. But Radio Shobdo ensures the quality as it doesnt

broadcast its programs through FM, AM or MW media.

We promote Bangladeshi music and musicians.


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Weakness:

Internet usage rate is relatively low in Bangladesh.

Internet speed is not satisfactory in Bangladesh.

Most people are not very aware of internet technology.

It is not easy to promote an internet-based product.

No proper research available regarding this service.

The commercials are shorter than that of TV media.

Programs attract only a few types of listeners. Most programs are music-oriented.

Opportunity:

For FM media, the number of listeners is increasing but no increase in ad revenue.

This is the situation that every typical FM, AM radio channel is facing. But we

have the opportunity to increase our earning with the increase of customers (who

will only visit our website).

We can develop a forum for Bangladeshi music fans. This way, we have the scope

to increase our market share by capturing more customers.

As internet usage is now growing rapidly, it is now becoming easier for us to grow

bigger.


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Threats:

There are many websites that enable the users to download music. Even though it is

illegal. People might be interested in downloading licensed songs, rather than just

listening to them.

Some FM radio stations are planning to go online. For example Radio Amar. This

is a threat for a business like ours.

During natural disasters, the service of FM radio stations is not usually interrupted.

Where as our customers, especially who use a broadband connection or dial-up

connection, may face problem receiving our service.


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_________________________________Target Market Analysis

We have conducted a sample survey among the FM radio listeners. Most of them are aged

under twenty five. Over half (60%) of the listeners have access to the internet. As we are

not the first radio service provider, we have targeted only the internet users who are

Bangladeshi by nationality and aged below twenty five. We have targeted both who listen

to FM radio stations and who do not use such service.

Internet User

No Internet

Access

Demographic Segmentation: Our targeted segment is aged below 30. We target both male

and female Bangladeshi people, who are educated and capable of using and affording

internet.

Geographic Segmentation: Our targeted customers mostly come from Bangladesh. But

Bangladeshi immigrants living in other countries are also targeted.


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Psychographic Segmentation: Our targeted customers have interest in music, latest trends

etc. They are more up-to-the-minute and technology conscious than others.

________________________________________Brand Element

Brand Name: Radio Shobdo the brand name reflects our service. We are basically

delivering sound over the internet. This is what our brand name is inspired from.

Logo:

The logo is a combination of text and symbol. The three disks, replacing Os in the text

reflect music. The green colored swirl represent growth of our company.

Color: The logos color is green, which represent Bangladesh, patriotism and youth.


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Slogan: Addae ar gaane Tarunno boye jaak praane The slogan reflects youth, chat and

music.

_____________________________A Screenshot of the website


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_______________________________________Value Innovation

Differentiation:

In todays ultra-competitive world, we have to differentiate our brand from others in order

to survive. With terrestrial radio business, there are a vast number of choices within brand

categories now available to consumers. Consumers find Sirius, Internet radio, Ipods and

other audio entertainment sources, how do listeners choose between all thats out there?

The key to our survival as an online radio service provider is to make our service as unique

as possible. Some of our exclusive features are as follows.

1. Interactivity:

Interactivity is one of our most attractive features. Radio Shobdo offers instant chat

facilities. Listeners can listen to our programs, while at the same time chat with other

listeners, send a song request, vote for his/her favorite song or artists, ask a question,

chat with the radio jockeys (RJs) and participate in weekly quiz programs. Interactivity

makes our listeners feel more involved with the radio service.

2. Wide range of options:

Our website has five different sub-channels to allow our users to choose the type ofsongs they want to play. Channel 1 plays only Bangla soft (pop, folk) songs, Channel 2

plays Bangla Rock, Metal songs, Channel 3 plays hip hop and trance music, Channel 4

plays English music, Channel 5 plays Hindi/Urdu songs.


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3. Additional services:

Along with internet radio service, we also provide some additional services, for

example free news headlines, daily horoscope, stock price update etc.

Positioning:

In marketing, positioning has come to mean the process by which marketers try to

create an image or identity in the minds of their target market for its product, brand, or

organization. Radio Shobdo has positioned itself by offering unique services. We have

unique promotional activities. For example, Radio Shobdo is the first online radio

broadcasting service that promotes the brand through TV media. Besides, we distribute

leaflets amongst the guest of various events like musical concerts. Moreover we have

chosen Facebook (a very popular social networking website) as one of our media for

promotion. We have a fan page redirecting internet users to our main site. Another

effective way to promote our brand is to sponsor different types of events as a media

partner. Our brand is promoted through concerts, fashion shows, trade shows whilst we

dont need to spend any extra money. We only spend the media space. Moreover we

have plan to develop a forum for Bangla music fanatics enabling them to request song

lyrics, post album reviews, post concert news etc. Another way to position our brand is

to Participate on other online radio stations, such as Radio Circle, Radio Dhaka, Radio

Gunjon etc. The best way to grow an online radio station is to be in front of the

audiences of other radio stations. Appearances on other stations similar to ours willgive us a chance to promote our show to people who already consider online radio

stations viable forms of contents.


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_________________Leveraging Secondary Brand Association

Brand associations may themselves be linked to other entities, creating secondary

association. In our case, we have selected Events (through sponsorship). We sponsor

different types of cultural shows, such as concerts, fashion shows, fairs, exhibitions, reality

shows etc. Through sponsorship, our brand is linked with that of any musical celebrity,

event organizing firm or occasion. We act as the media partner of different types of events.

For example we have a plan to sponsor a concert of several underground Rock bands. This

way our brand will be linked with the underground music industry. Moreover we can link

our brand to a specific mainstream artist through sponsorship of their albums. At the same

time we invite guest artists in our live interview programs. This is another way we use to

link ourselves to the celebrity.


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____________________________________________Conclusion

Radio Shobdo is not the first online radio in Bangladesh. It has many competitors

successfully running their business in this industry. But we have differentiated our service

by making it more interactive and adding some other unique features. Even though it is not

easy to attract customers to an internet-based service in a country like Bangladesh, we have

found a niche among the internet users and targeted them. We have our exclusive ways to

promote our brand. Internet usage rate is not very high in this country. Besides internet

speed is relatively low. But we have developed our website in such a way that it quickly

load in users PC. We have plans to expand our building a forum for music lovers. Finally,

the road to success might not be as smooth as it seems, but if our team of dedicated

employees can keep up the spirit and continue putting their best effort to make it even

better, the success can no longer be unreachable for Radio Shobdo.

online radio in bangladesh

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