ASIA

Content from BPRThe digital development path of a particular media business is a journey which is somewhat unique to that business.  There are many variables such as your available resources, competitive circumstances, business scope and strategic intent. For example, a media business involving both radio and publishing assets will need to approach things differently from a business dealing in audio alone.When it comes to a radio business embracing a digital path there are quite a few lessons to be observed however some of the key issues include:

Know what your current listeners truly love about your brand and/or content. Do not commit significant resources until you know this. It is critical for everyone tasked with designing, creating, delivering and marketing your digital strategy to know this.
Provide as many ways as possible for your listeners to connect with what they love about your brand and content. Build communities of interest around what people love wherever possible.
It’s better to do a good job of a few things than an average job of many things.
Maintain a disciplined approach to reviewing and refreshing content and messaging as frequently as you are able.
Have someone within your business who owns the digital strategy implementation and can apply themselves to the task entirely.  A part time or committee driven process usually leads to wastage and failure.
Do everything humanly possible to get your listeners interacting with you via your own App.
Content unique to your station and/or brand is the magic bullet. Beware populating your platforms entirely with re-published or syndicated content. The more you appear like everyone else, the less you achieve.
Place your linear radio station/s at the center of your digital strategy.  Digital strategy should extend out from your brand and the content you are famous for.
Learn from what you do, if you can’t measure and trend it, question your need to do it.
Build flexibility and the opportunity for scale into all you do where possible.
Re-define your business as an Audio business rather than a Radio business.
This final point is particularly important. Creating audio content that informs and entertains is what we (in radio) do well.  The key to the future is being content impassioned and platform acquiescent. What we currently call radio will remain the dominate form of listening product provided those of us in the industry don’t lose sight of what makes our audio product compelling.  “Radio’s” greatest threat is not other platforms or technologies, it is losing confidence in our ability to prevail as the creators of the best audio content.By Wayne Clouten, BPRWayne Clouten has been working with media companies in the development of digital, listener relationship marketing and multi-media strategy for more than 20 years in markets such as the UK, Austria, Germany, Russia & Australasia. […]

Astro Radio is celebrating being 25 years young this year by revitalizing the SYOK app.From November 1, Malaysians can look forward to over 60 new online radio stations offering extensive variety and compilation of music, and a new Chinese news channel ‘YOU-NEIRONG’ for the latest news and current affairs updates.The new stations on SYOK enables users to stream their favourite music genres and categories across languages including ballads, classics, acoustic music, dance music, workout music, K-pop, hip-hop, favourites from the 70s, 80s and 90s, rock, Jiwang, Cintan, Nasyid, Arabic, Bollywood songs, Irama Malaysia, Dangdut and more.

These 60 new online radio stations will be available in addition to all Astro Radio’s brands on-air and on TV including ERA, MY, HITZ, RAAGA, SINAR, GEGAR, ZAYAN, MELODY, GOXUAN, MIX, LITE and more, making Astro Radio and SYOK the first in Malaysia to launch most number of new online radio stations simultaneously.Users can also enjoy many exciting new and upgraded features such as a ‘dark mode’; an ‘alarm’ feature which allows users to schedule their preferred radio station to automatically stream; a ‘live video’ channel, providing users the ability to interact with others during a live video session via chat; and for podcasts – an enhanced podcast search based on categories, enabling users to continue streaming where they left off, organizing downloaded podcasts into folders, sharing on social media; and many more.Kenny Ong, Chief Executive Officer, Astro Radio, said: “As we embark on our journey of transformation to grow as Malaysia’s largest and most influential audio entertainment and infotainment network, Astro Radio is excited to introduce more relevant, audio streaming choices with content curated to our listeners demands. The rapid pace of disruption in the digital space has continued to spur our evolution to offer more online music streams that keep Astro Radio brands relevant. The new SYOK app offers increased personalization with our 60 new online radio stations to suit more lifestyles and preferences. We hope Malaysians enjoy this new entertainment experience on SYOK via the app and web.”Ong continued: “Recently, Astro Radio also collaborated with TikTok to launch three new weekend shows on air and on the SYOK app, to expand reach and cross-promote a wider selection of content and music across platforms. Additionally, we have partnered with ACO Tech, leading smart mobility provider in Southeast Asia, to integrate the SYOK app in vehicles infotainment systems; and with HUAWEI to integrate the SYOK app on the HUAWEI WATCH 3 Series offering users an elevated smartwatch experience. We will announce more partnerships as we continue to innovate and transform the Malaysian radio and audio industry.” Malaysians can continue to stream trending podcasts in various languages exclusively available on SYOK such as Confession Bilik Gelap, TechniPod, Moon’s Parenting Tips, Pei Diary with Lingkesvaran and more, and catch up on all live radio content (radio on-demand) anytime.The SYOK app will also offer Malaysians access to SYOK Originals, short-form videos which will feature relevant, interesting stories such as Everyday Malaysians, SYOK Busybody, SYOK Food Taster and more. Malaysians can also enjoy current articles, news and traffic updates and participate in contests for a chance to take home exciting prizes including the SYOK 101 contest available on the app and on-air from 8 November, for a chance to win cash prizes. […]

Content from BPRWhen considering the development of your radio stations digital strategy the key question is not so much about what you do but why you do it.  It is very easy to fall into the trap of focusing so much on generating activity that the strategic perspective is lost.A fundamental consideration is the intent of your strategy. When it comes to an existing broadcasting business there are basically four primary options:

Is it about defending your existing core business and brands?
Is it about expanding your existing core business and brands?
Is it about changing your existing business into something different and creating additional brands?
Is it about creating something entirely new and separate from your current business?
While most companies will probably want to achieve all four outcomes, each of these strategic intents have different tactical paths.  It’s OK to want it all, however if you rush into the digital space without the priority of your intent being clearly articulated and understood by all involved then two things will likely occur:
The ROI on the digital activity being generated will be poor because of duplication of effort and resources, pursuing dead-end ideas and creating never-ending construction sites.
The people involved will become uncertain or frustrated about what they are doing and why they are doing it and friction will develop.
Point two is particularly worrying because it leads to people focusing on generating activity to justify the digital budget rather than measurable outcomes linked to the strategic intent.  It can also lead to a silo mentality where people become defensive when things become difficult or don’t work out the way it was hoped.  A symptom that things are not right is when staff start using the word “they” rather than “we” when referring to their colleagues.There is a lot of pressure nowadays for media companies to have a strong digital narrative, particularly at a corporate and B2B level. This narrative normally entails a combination of vision and initiative statements supported by activity statistics. All this is great if you are achieving your strategic intent and not just misdirecting attention away from core business issues which are proving too difficult to fix.Digital statistics are intoxicating. Anyone who knows me can testify that I have been leading the charge on radio stations embracing digital opportunities since the beginning of the digital revolution however at the same time I have developed a deep respect for how they can lead you astray from the two primary strategic outcomes for a media business, that being developing more usage of what you create and deliver and most importantly, increasing the profitability of your business.In part 2 of this article on Digital Strategy we will look at some of the practical lessons learned.About the AuthorWayne Clouten has been working with media companies in the development of digital, listener relationship marketing and multi-media strategy for more than 20 years in markets such as the UK, Austria, Germany, Russia & Australasia. […]

A week devoted to helping radio stations broadcast remotely begins on Monday.The special week will bring a program of virtual events and talks from experts from around the world to help stations that need to shift to remote delivery due to Covid and other emergencies.

Organized by UNESCO in partnership with WHO, Remote Radio Week is an online training program aimed at building the capacity of local radio stations to produce accurate and professional radio content in the event of containment measures or emergencies, including financial difficulties.
The program, which will also be available on demand, will cover the several thematic areas, with particular reference to the pandemic crisis.
The program targets radio operators, professionals and managers worldwide with a particular attention to the needs of local radio stations.
Remote Radio Week will propose distinct program in English, French, Spanish and Arabic during the day, featuring experts, examples, debates and technical tips for the audience.

The online event has the goal of supporting the mission and operations of radio stations located on five different continents.
It consists of an online program that provides information on how to:

Train station staff to work remotely (e.g. studio, broadcast, IP, cloud, social networks, and DIY equipment, etc.)
Promote credible and trustworthy radio journalism and public service efforts (reliable information, disinformation, media and information literacy, social links, etc.)
Manage a radio station in times of crisis (e.g. human, economic aspects, social/strategic role, etc.)

Five themes will be delivered across the week. View the full program here.

Registration is free. Register here. […]

Content from BPRI have just finished reading a very interesting book called Media Unmade by Tim Burrowes (main picture: Linkedin).Burrowes is one of the founders of marketing and media company Mumbrella and is perhaps uniquely positioned to have observed the changing face of Australian Media over the past decade, Media Unmade is an observer’s view of the changing composition of media ownership in the period 2010 – 2020 – but it also highlights changing consumer habits that have underpinned these changes.Newspapers have been facing a decline of readership and advertising, driven largely by ageing readership and the loss of traditional revenue streams (rivers of gold) together with the rise of digital consumption as a preference for consumers and marketers.The dramatic fall of magazine numbers and readership is as much a commentary on ownership and mismanagement as it is a reflection of reader priorities.In all this – there are some positive stories of resurgence although some, like out of home and movie have also been impacted by covid.In television, Channel 9 emerges as a strong TV/Digital/Newspaper/Radio group while Channel 7 is in the process of reconstruction and re-focus while 10, under new ownership is now the Australian partner for the Paramount+  video streaming service.Media Unmade is a well-constructed, highly readable and interesting overview of the Australian media universe, however many of the lessons highlighted here are also being repeated in a number of countries.In Australia, Radio is not without its challenges. In attracting ad share, radio is holding its own, but behind the scenes it’s also reinventing and restructuring as digital streaming and other audio challenge for listening time.SCA – (Hit / Triple M networks) announces a new ‘Digital First’ strategy built around the company’s LiSTNR app. ARN (KIIS / Gold) also announces a new Strategy and Connections initiative connecting data, content and revenue. Nova Entertainment (Nova / Smooth) has also launched its own new podcast network (NEPN).In the UK the BBC launched SOUNDS a couple of years ago as a way of consolidating its outputs into a single content aggregation. The success or otherwise of this is yet to be fully seen ..What is clear is that the media landscape continues to evolve and change either leading or responding to changing consumer priorities.Over the coming weeks we’ll be unveiling a new BPR International All-Audio project designed to shed light on what is happening to audio consumption that impacts radio listening and other audio consumption.By Peter Don, BPR […]

It’s all about the tension levelsSelling Radio Direct with Pat BrysonI was teaching a new group of salespeople last week and we were discussing how to manage the tension level that usually arises when we are asking a prospect to buy. If prospects are uncomfortable, they usually won’t buy from us. It’s up to us to bring the tension level down, to make our prospects comfortable. How do we do this?We want to make sure that we use words from the world of our clients, not from the world of radio, TV or newspaper. Our industry terms should never be used outside our offices. Most of the time, our prospects don’t understand fully what we are saying. They may not want to ask us to explain. More than likely, they simply don’t buy. They are uncomfortable.We also need to make sure that we speak clearly. How’s your grammar? Do you use dialects? In some areas of the country, it’s considered acceptable to use improper English. Actually, it’s not acceptable. You might get away with it in a small area, but if you talk to anyone outside the area, you will come across as uneducated. This makes it difficult to establish credibility. After all, we’re supposed to be the marketing experts.What about those “ticks”, those physical things we do, often unconsciously, that signify that we are nervous. If we are nervous, soon our prospects are also. We transmit our nervousness to them.There are also some words that we can use to manage the tension level, to bring it down: authorize, approve, agreement, results, proven, easy, save, results, profit, let’s.On the other hand, there are words we should omit from our closing vocabulary because they will spike the tension level: contract, deal, sign, cost, buy, liable, obligation, price, pay, decision.One of my former students had been a newspaper salesperson for 15 years prior to coming to radio. When we were studying these words, he shared with me how he had used them in his former profession. When he was calling on a prospect who used a competitor’s product, he used the words like this:“How liable are you when you sign their contract? What type of obligation do you have to pay for their deal? With our agreement, we make it easy. All you have to do is authorize this campaign and the results have been proven by other of our clients.”In other words, he used the bad words when referring to the competition and the good words when referring to his own. Diabolical? Yes. Brilliant? Yes!Our job is to reduce the risk and stack the value. Doing so makes potential clients comfortable in saying, “Yes” to our offers. Higher billing awaits!Pat has a New Book […]