ftm Radio Page - June 20, 2014

Converging media reaching millions
Media-dark no more

Enjoying the sun as they do most every year at the Cannes Lions advertising festival in the south of France, luminaries of the art and craft of selling anything pause between dance steps and schmoozing to recognize triumphs of commercial communication. As usual media convergence oozes.

Winning Gold Lions in the mobile category this week was Unilever’s India division Hindustan Unilever (HUL) for its radio channel Kan Khajura Tesan (Earworm Channel). It operates in the Bihar and Jharkhand states in eastern India, combined population roughly 135 million. The region doesn’t have electricity several hours a day, difficult for traditional radio, but it has mobile networks, penetration about 85%.

Anybody with a mobile phone can simply place a call to be automatically connected to Kan Khajura Tesan for 15 minutes at no charge, anytime. Listeners are treated with music, DJ banter and, of course, ads. Hindustan Unilever is India’s biggest consumer products company. The advertising people know opportunity when it knocks.

“Areas that were otherwise termed to be media dark are now entertainment-enlightened with Kan Khajura Tesan reaching out to more than 11 million subscribers,” says HUL spokesperson Priya Nair, quoted by Quartz (June 19). “Our ads have been heard 100 million times.” The convergent idea is so successful HUL has pulled radio ads from local broadcasters.

HUL claims Kan Khajura Tesan has the biggest radio audience in the region. Expansion is planned as other advertisers want to be included. Of course, HUL is collecting lots of customer data.

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Recently added radio audience figures and resources

• Greece - Major Media - Radio Broadcasting (June 2014))
  public and private broadcasting, owners, executives, market share
• Portugal - Major Media - Radio (May 2014)
  public and private broadcasting companies, channels, management, platforms, audience estimates
• UK - National Radio Audience (May 2014)
  market share, trend, sectors
• UK - London Radio Audience (May 2014)
  market share, trend
• UK - National Radio Audience (May 2014)
  BBC/commercial 'gap'
• Spain - National Radio Audience (April 2014)
  national channels, reach share, trend
• France - Greater Paris Radio Audience (April 2014)
  national and local channels, market share, trend
• France - National Radio Audience (April 2014)
  national channels, sectors, market share, reach/TSL
• Germany - Radio Audience (March 2014)
  leading stations, audience trend, daily reach
• Italy - Major Media - Radio Broadcasting (March 2014)
  public and private broadcasting companies, channels, audience reach/share, management
• France - Greater Paris Radio Audience (January 2014)
  national and local channels, market share, trend
• Switzerland - Radio listening by region (January 2014)
  public and private sectors, penetration, time spent listening
• Switzerland - French region Radio Audience (January 2014)
  share, trend
• Switzerland - Swiss-German region Radio Audience (January 2014)
  share, trend
• Switzerland - Italian region Radio Audience (January 2014)
  share, trend
• Bulgaria - Major Media - Radio Broadcasting (12/12/2013)
  public and private radio channels, management, platforms, market share
• France - National Radio Summer Audience (03/10/2013)
  national channels, summer period 2008-2013 trend
• Austria - Major Media - Radio Broadcasting (09/09/2013)
  public and private broadcasters, owners, management, audience trend
• Belgium - Major Media - Radio Broadcasting (French region) (28/08/2013)
  Wallonia region, radio broadcasters, public, private, owners, platforms, audience trend
• Belgium - Major Media - Radio Broadcasting (Flemish region) (28/08/2013)
  Flemish region, radio broadcasters, public, private, owners, platforms, audience trend
• Turkey - Major Media - Radio broadcasting (15/08/2013)
  ownership, management, program formats, platforms

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