I Institutions and Audiences Key terms- give detailed definitions and examples Platform Multimedia Accessibility Interactivity Brand reach Brand loyalty Proliferation Synergy Convergence Hardware
About Absolute“On September 29th 2008 Absolute Radio was born. Our home is One Golden Square, London.The team is committed to building Absolute Radio into a music and entertainment brand withaudio at its core.”Absolute is at the forefront of developing radio products and services that cater for rapidlychanging technologies and user habits: as much time, money and effort is spent on the online andmobile branches of Absolute as is spent on their radio content.The Absolute stations are owned by TIML Radio Limited. TIML Radio is a subsidiary of The TimesGroup, the largest media conglomerate in India.Both of these links will be vital to your understanding of this case study.Absolute homepagehttp://www.absoluteradio.co.uk/Absolute industry bloghttp://onegoldensquare.com/Absolute Radio 2010 year end listening figuresRead the article then answer the questionshttp://onegoldensquare.com/2011/02/absolute-radio-network-ends-2010-with-year-on-year-growth-in-reach-and-hours/“The Absolute Radio Network had a fantastic end to its second year in today’s RAJAR results, continuing to growsteadily in line with the companies’ long-term strategy; with a 33% increase in reach and 27% increase in hours,year on year”What is the term for this growth?Proliferation.Digital innovation remains core to the brand’s business and Absolute Radio continues to pioneer the radio industryin digital listening. 65.2% of the brand’s listening is now done via a digital platform against an industry average of25%.Print screen and annotate 3 examples of Absolute promoting their digital platforms (e.g. onlineradio, apps, podcasts, Audioboo etc). Use the link below and other parts of the websites that youfind relevant.http://www.absoluteradio.co.uk/listen/on_your_mobile.html
Questions: Select one of the Absolute stations to listen to while you answer these questions. 1. Explore the websites and listen to the station: What do you like or dislike about the branding, the stars used to promote the station, the competitions and the content of the station? 2. How does Absolute’s Faces for Radio promotion use multimedia platforms to advertise the campaign? On which platforms can the campaign be accessed by audiences? 3. How does Absolute encourage brand loyalty in it’s listeners? List the platforms and how they can be used by audiences to access the brand. 4. Using the Absolute radio pages, focusing on the Faces for Radio campaign, quizzes and competitions, can you comment on how the institutions and their sponsors benefit from increased interactivity and accessibility?Follow the link again:http://www.absoluteradio.co.uk/listen/on_your_mobile.html 1. Absolute apps are compatible with many types of device. What is the term for this? 2. How many apps are available for Absolute products and services? 3. If you can, download the app that appeals to you most. (If not work with the person next to you) 4. Explore the app- do you like it? What can it do, and what does it enable you to do?Using the RAJAR table below and the Absolute website, blog and digital materials, write 100words to describe Absolute’s target audiences.
1. How does Absolute’s digital content widenbrand reach?Terms: proliferation, synergy, convergence, audiencehabits, multi- platform devices, brand reach, brandloyaltyPoints for discussion:Apps: marketing, access between audience and institution, interactivity (Audioboo allows audiences torecord a soundbite, email it to the station and it will be played on air- the audiences become the producersof radio content), multi-platform devices (e.g. smartphones), synergyPodcasts: audience access to content, convenience, portability,Online: audiences can access the brand conveniently. Audience can flick between 8 stations withoutleaving the Absolute brandProliferation: technological proliferation leads to audience proliferation. Institutions then tap in tochanging audience habits by producing content that fits in with their lifestyle.YouTube channel/ visual content: keeps audience loyal- habits are changing: we are becoming a visualgeneration and one used to instant gratification because of the proliferation of the internet and internet-enabled devices. By posting and streaming visual content audiences are less likely to leave the institution’swebsite, thereby securing brand loyalty.