Radio 3.0<br />The end of listeners<br />
$20 Billion<br />$3 Billion<br />
n<br />change<br />
Bandwidth Revolution for Africa<br />
Platforms beat Content<br />
Shiftorgrowth<br />
timing<br />
developingvsdeveloped<br />
Traditional media is still growing in africa<br />Newspapers – circulation is growing <br />Radio – stable with room for g...
Developing vs Developed<br />Developing mature middle class and affordability of devices<br />Displacement more common<br ...
death of listeners<br />
audience<br />
Web & mobile<br />are not competitors <br />to radio<br />but part of radio 3.0<br />
110 Million internet users<br />
17 Millionfacebook users in Africa<br />
22 Million mxit users<br />
Radio Penetration<br />Penetration already high<br />No need for electrification<br />Expect increasing attractiveness<br ...
revenue sources<br />revenue models<br />Clients/audience<br />NEW<br />
KNOW your audience<br />Gather info on listeners and collate into large database<br />Demographic, brand affinity, contact...
broadcast<br />+<br />narrowcast<br />
Target newad budget<br />Redesign on-line/mobile rate cards to meet needs of non-radio clients (CPM)<br />Sell to major on...
Target different Clients/Customer segments<br />Identify and approach new “on-line only” clients<br />Look at opportunitie...
Listener generated revenue<br />Our listeners are a source of revenue via revenue share with Telco’s<br />Promote communic...
Relevance of content<br />Localisedfor relevance<br />Relevance increases interaction across all mediums and feeds into wh...
L o n g Interactions<br />Drive traffic from radio to on-line to mobile to radio and vice versa<br />Ongoing interaction a...
Our listeners are our promoters<br />Viral growth and dissemination strategies<br />Facebook apps for our competitions tha...
Reposition<br />Radio is the perfect medium to support new media<br />People normally do something else while listening to...
Strategies and actions<br />Platforms beat content<br />What can you do best?<br />What can you create scarcity around?<br...
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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.

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Radio 3.0 radio and digital in the developing world

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

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