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ftm Radio Page - May 31, 2013

Hip-hop ditched for oldies as media buyers question young people
Sign of the times

The Planeta radio brand in Poland will disappear from the FM band, replaced by a new oldies channel – Radio Zet Gold. The dance and hip-hop music channel is currently broadcast across most of the country on FM. When the change takes place, to be announced later, Planeta will continue only on the web.

The move will place the new Radio Zet Gold in direct competition with Radio Zlote Przeboje (Golden Oldies), owned by Agora Group, one of the fastest rising stations in recent years. Behind the change, said an insider quoted by wyborcza.biz (May 29), are new market realities. “Ten years ago advertisers didn’t want the 45-year plus target. Older people were out and the most interesting for advertisers were the young in large cities. Now the opposite is true. The bane of young people is unemployment and lack of prospects. Those who managed to grow old by now and managed to scrape together a little money suddenly turned out to be a good target group.”

For owner Eurozet, part of Lagardère Active Radio International (LARI), the change adds another brand extension to market leader Radio Zet and easy listening channel Chili Zet. (See Poland – Major Media – Radio Broadcasting in Resources here) (JMH)

Innovative radio adapts to light, sound and motion
Perfect for the Millennial mind… and advertisers

At the Thinking Digital Conference in the UK last week the BBC’s Future Media North designers unveiled the prototype for what they see as the future of radio broadcasting. The concept brings together broadcasting, customized content and patentable technology. Necessity remains the mother of all invention.

The Perceptive Radio device knows where you are, among other data points, and adjusts content accordingly. Demonstrated was a radio drama in which the script was adjusted for weather conditions. The BBC’s lead inventor, Ian Forrester, perceives “karaoke drama” with the microphone-enabled device allows listener-generated content. (See more on the BBC here)

“The device's intelligent control over content provides the possibility of making ads relevant to users' interests or location, similar to how Facebook, Google, and most other websites tailor ads based on user data,” noted advertising trade magazine AdAge (May 22), seizing the obvious. A motion – not to be confused with emotion – detector might be added to subsequent iterations. Developers will be invited to get creative with the open source software soon.

Not soon enough, said some, was the death later last week of the BBC’s Digital Media Initiative (DMI). Five years and GBP 90 million later the project to create an internal all-digital single access point to archive material remained hopelessly behind in more ways than one. BBC Director General Tony Hall “suspended” chief technology officer John Linwood. BBC Trust member Anthony Fry suggested off-the-shelf software could do the job.

“I have serious concerns about how we managed this project and the review that has been set up is designed to find out what went wrong and what lessons can be learned,” said DG Hall in an email to staff (May 24).

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