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ftm Radio Page - week ending May 5, 2017

New station “nails” audience, serves lunch
"Marconi plays the mamba"

Crowded media markets can be great incubators for new ideas. But radio broadcasters often succumb to doing what they’ve always done. Forget the genius playlist; Spotify has thousands. Focus on obvious but under-served audiences.

Fix Radio is now on the air in London on the local DAB multiplex. It’s a bit different. The target audience is tradespeople; carpenters, painters, plumbers, bricklayers and electricians. The banter is about, well, building; weather reports not forsaken for obvious reasons. Since target listeners are not inclined to fiddle with changing stations, hammers always handy, the upbeat ’80’s hit music is no-repeat during the work day. (See more about digital radio here)

The idea has been developed by start-up artist Louis Timpany and legendary UK radio programmer and consultant Paul Chantler. Of course there’s a launch promotion; lunch trucks affixed with the station logo - slogan is “We’re Nailing It” - are delivering ham sandwiches during the first month. The first tune (April 26) was the 1985 hit “We Built This City” by Starship.

 


Radio Page week ending April 28, 2017
radio in France, Paris radio audience, Mediametrie, RTL, Radio France, France Inter, Europe 1, Lagardere Active, NRJ, Skyrock, Radio Classique, Mouv', Radio Latina, Radio Nova, TSF Jazz

Radio Page week ending April 21, 2017
radio in France, radio audience, Mediametrie, RTL, Radio France, news radio, France Inter, Europe 1, Lagardere Active, NRJ, RFM, RTL2, Skyrock

Radio Page week ending April 14, 2017
radio in the Czech Republic, Radia Dalnice, RRTV, FM licenses, highway radio, Isoradio, Avtoradio

Radio Page week ending April 7, 2017
radio in the Czech Republic, Kiss, RRTV, Radio United Broadcasting, radio licenses, millennials

Radio Page week ending March 31, 2017
radio in Sweden, radio licenses, Bauer Media, radio advertising

Radio Page week ending March 24, 2017
radio in Norway, digital radio, TNS Kantar

Radio Page week ending March 17, 2017
radio in France, Mediametrie, electronic measurement, radio advertising, radio in Hungary, radio in the UK, radio in Italy, radio in Ireland

Radio Page week ending March 10, 2017
radio in Germany, ag.ma, MA Radio 2017/I, public broadcasting, Antenne Bayern, Radio NRW, WDR, BR, SWR3, Star FM, MA 2017 Audio, streaming, digital radio, EinsLive, B5 aktuell

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The Six Radio Brands is about the uniquely European development of radio brands. Competition among broadcasters - and certainly between the public and commercial sectors - gives radio in Europe a rich dynamic. As consumers become more media-literate and demand more attachment broadcasters find target markets illusive.
Regulators, advertisers and broadcasters take turns trying to influence radio brands. Culture and technology makes an impact. More and more, the greatest influence comes from consumers.
The Six Radio Brands describes advantages and pit-falls of brand strategies, with illustrations from current radio practice.

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