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ftm Radio Page - October 15, 2010

Loud Radio Arrives!!!
Branded content everywhere

Internet radio is full of surprises. The wealth of specialty channels boggles the mind… and the Google, I guess.

Goom Radio, the internet radio portal founded by former NRJ programmer Roberto Ciurleo, has expanded into branded radio channels. The most recent is Loud Radio, launched (October 14) in 18 countries and several languages supporting a marketing campaign by Tommy Hilfiger for the “Loud” fragrance brand. (See more on internet radio here)

In March Goom Radio launched another branded radio channel, Coca-Cola Radio. (JMH)

Thoughts on radio advertising
“not sexy”

A panel of experts at the annual Medientage München (October 13) took on the knotty question of radio advertising. Broadcasters, of course, would like radio a bit more attractive to advertisers.

Radio ads in Germany, said Stuttgart-based advertising consultant Wolfgang Kröper, are produced all wrong. “It’s like a TV ad without a picture.” He suggested scrapping the typical 15 and 20 seconds ads for longer form 60 second spots.

Radio producers are “too timid” said Media Sales Management president Norbert Schmidt. He blamed regulators. Broadcasters should, he said, more “trial and error” to make ads “more interesting.”

“Nobody notices,” replied FFH General Manager and VPRT Vice President Hans-Dieter Hillmoth. “Radio is not sexy for advertisers. Radio is sexy with new formats and integration with other media.” (JMH)

It’s all in how you read the ratings
Some things you don’t forget

Outgoing BBC Radio 4 controller Mark Damazer goofed reading the RAJAR audience figures and killed a daily theme song.

The UK Theme had been used on Radio 4 each morning at 0530 local time ahead of the shipping forecast since 1978. Damazer believed listening levels in that quarter-hour were “doing very badly,” he told the Daily Telegraph (via the press Association, via the Independent (October 12). If fact, he was looking at the earlier quarter-hour.

The UK Theme was last heard on-air April 26, 2006. Complaints about its scrapping reached the halls of Parliament.

“These things happen in life,” he mused.

Damazer was appointed Radio 4 and BBC7 controller in October 2004. In April 2010 the BBC accepted his resignation and he took up the academic life at St. Peter’s College, Oxford. (JMH)

More gains for Internet radio
“strange phenomenon”

Radio listening in Serbia is strong. Internet radio is rising and listening via smartphones shows promise. One problem is falling revenues for advertising supported radio stations. Another is more people tuning into TV.

A recent survey conducted by Ipsos Strategic Marketing for IREX and USAID shows an 85% national reach for radio with listening patterns similar to the rest of Europe, reports Agency Beta (October 7). Listening peaks in the morning, through 1100 local time, after which “there begins a slight decline that continues until the end of the day when television takes over,” said Ipsos representative Jasna Milosevic. Details for specific stations were not publicly released. The survey was conducted in May of persons 10 to 70 years in Serbia, not including Kosovo.

”Listening to radio via the internet showed a large increase…to 12 percent,” said Milosevic. “This might seem to be discouraging data but six months ago only 6% said so. This is a significant increase and we assume that the tendency will continue.”

Listeners change stations in Serbia for the reasons they change elsewhere: one in three bolt when they “don’t like a song.” Bad reception and ads caused one in five to change stations. One in three listeners preferred folk music, however that’s defined.

”I expect a tremendous increase in the number of people who listen to radio on mobile phones and integration with the internet will give radio an advantage that other media does not have,” said IREX Serbia director Ricard Meklir. ”But now revenues for radio are falling. We have a strange phenomenon as radio keeps showing strength and opportunities in new media but earnings are falling compared to other media.”(JHM)

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Recently added radio audience figures and references

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Digital Radio - Possibilities and Probabilities – new

Digital radio has many platforms. From broadcast platforms to internet radio and rapidly emerging smartphone platforms, listeners and broadcasters have choices galore and decisions to make. Some regulators have made up their minds, others not, some hedging their bets. This ftm Knowledge file details the possibilities for digital broadcasting and the probabilities for success. Includes Resources 110 pages PDF (August 2010)

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Europe's Radio - Western Europe

Opportunity meets tradition in Western Europe's radio broadcasting. Change has come fast and yet oh, so slowly. This ftm Knowledge file contains material and resources on public and private radio broadcasting in Austria, Belgium, France, Germany, Netherlands and Switzerland. 107 pages. PDF (June 2010)

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Europe’s Radio – Eastern Europe

Eastern Europe’s radio writes new rules. In fact, most everything about radio in this region is new... and changes often. The ftm Knowledge file reports on Belarus, Bulgaria, Czech Republic, Hungary, Moldova, Poland, Ukraine, Romania, Russia and Slovakia. 65 pages PDF (February 2010)

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Europe’s Radio – Northern Europe

Northern Europe’s radio has a very digital sound. And change is in the air. Economic challenges abound for both public and commercial broadcasters. The ftm Knowledge file reports on Denmark, Estonia, Finland, Iceland, Ireland, Latvia, Lithuania, Norway, Sweden and the UK. 72 pages PDF (December 2009)

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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.

100 pages. 2004

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