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Radio 3.0   radio and digital in the developing world
Radio 3.0   radio and digital in the developing world
Radio 3.0   radio and digital in the developing world
Radio 3.0   radio and digital in the developing world
Radio 3.0   radio and digital in the developing world
Radio 3.0   radio and digital in the developing world
Radio 3.0   radio and digital in the developing world
Radio 3.0   radio and digital in the developing world
Radio 3.0   radio and digital in the developing world
Radio 3.0   radio and digital in the developing world
Radio 3.0   radio and digital in the developing world
Radio 3.0   radio and digital in the developing world
Radio 3.0   radio and digital in the developing world
Radio 3.0   radio and digital in the developing world
Radio 3.0   radio and digital in the developing world
Radio 3.0   radio and digital in the developing world
Radio 3.0   radio and digital in the developing world
Radio 3.0   radio and digital in the developing world
Radio 3.0   radio and digital in the developing world
Radio 3.0   radio and digital in the developing world
Radio 3.0   radio and digital in the developing world
Radio 3.0   radio and digital in the developing world
Radio 3.0   radio and digital in the developing world
Radio 3.0   radio and digital in the developing world
Radio 3.0   radio and digital in the developing world
Radio 3.0   radio and digital in the developing world
Radio 3.0   radio and digital in the developing world
Radio 3.0   radio and digital in the developing world
Radio 3.0   radio and digital in the developing world
Radio 3.0   radio and digital in the developing world
Radio 3.0   radio and digital in the developing world
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Radio 3.0 radio and digital in the developing world

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presentation from AMLC conference in dar es salaam.

presentation from AMLC conference in dar es salaam.

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Transcript

  • 1. Radio 3.0
    The end of listeners
  • 2. $20 Billion
    $3 Billion
  • 3. n
    change
  • 4.
  • 5. Bandwidth Revolution for Africa
  • 6. Platforms beat Content
  • 7. Shiftorgrowth
  • 8. timing
  • 9. developingvsdeveloped
  • 10. Traditional media is still growing in africa
    Newspapers – circulation is growing
    Radio – stable with room for growth
    TV – growing with electrification
    Outdoor – growing
  • 11. Developing vs Developed
    Developing mature middle class and affordability of devices
    Displacement more common
    Traffic patterns
    In car – growing
    Radio R&D
    Office listening
    Do listening habits change with wealth?
    Measurement and its impact on market maturity
    Research and content quality
  • 12.
  • 13. death of listeners
  • 14. audience
  • 15. Web & mobile
    are not competitors
    to radio
    but part of radio 3.0
  • 16. 110 Million internet users
  • 17. 17 Millionfacebook users in Africa
  • 18. 22 Million mxit users
  • 19. Radio Penetration
    Penetration already high
    No need for electrification
    Expect increasing attractiveness
    Shift of wealth
    Shift in transportation models
    Increase in office environments
    Key risks are
    Competitive environment (within radio segment)
    Station ratings
  • 20. revenue sources
    revenue models
    Clients/audience
    NEW
  • 21. KNOW your audience
    Gather info on listeners and collate into large database
    Demographic, brand affinity, contact details
    Use loyalty club to reward ongoing interaction and information
    Surveys, likes/dislikes, LSM info
    Provide information to advertisers to enhance targeting and thus value
    Pre-campaign sms/email alert for liked brands (entered competition before)
    Develop “closed loops” to develop efficacy measures
    Ongoing research with our listeners to enhance our programming
  • 22. broadcast
    +
    narrowcast
  • 23. Target newad budget
    Redesign on-line/mobile rate cards to meet needs of non-radio clients (CPM)
    Sell to major on-line agencies who spend web budgets only
    Identify and secure direct large accounts who have separate on-line/mobile budgets
    Work with existing clients to identify separate budgets
    develop integrated solutions with a clear value split
    New ideas to target competitive budgets
  • 24. Target different Clients/Customer segments
    Identify and approach new “on-line only” clients
    Look at opportunities for Small business market segment
    Classifieds
    Vouchers
    directories
    Mixed revenue models based on impressions and acquisitions
  • 25. Listener generated revenue
    Our listeners are a source of revenue via revenue share with Telco’s
    Promote communications via PSMS
    Votes, thoughts, competitions, quizzes, requests
    Promote calls to revenue share number
    IVR services for traffic, news, leave a message for air
  • 26. Relevance of content
    Localisedfor relevance
    Relevance increases interaction across all mediums and feeds into what we send out
    Content partnershipstrategies
  • 27. L o n g Interactions
    Drive traffic from radio to on-line to mobile to radio and vice versa
    Ongoing interaction across multiple mediums (i.e. radio and phone)
    Call to actions, reminders, related material for page depth
    loyalty points as incentives
    Visual radio/live show page
    By increasing time with us, increase TSL, pageviews, mobisite views, PSMS etc
  • 28. Our listeners are our promoters
    Viral growth and dissemination strategies
    Facebook apps for our competitions that gather our listeners friends
    Rewards for adding our logo to their site (non cash affiliates)
    RSS feeds
    Don’t just be a fan, be a part of it
  • 29. Reposition
    Radio is the perfect medium to support new media
    People normally do something else while listening to the radio
    Strong frequency for listeners on both radio and other assets
    Radio can provide measurement and response
    PSMS response and conversion paths
    On-line conversions and entries
  • 30.
  • 31. Strategies and actions
    Platforms beat content
    What can you do best?
    What can you create scarcity around?
    Managing yields and bundling

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