Absolute Radio uses multiple digital platforms like apps, podcasts, and online streaming to widen their brand reach and encourage loyalty among changing audience habits driven by new technologies. By developing content that can be accessed across devices and integrating interactivity, Absolute synergizes their brand across platforms to converge with modern audiences dependent on digital and mobile access. This proliferation of their brand through innovative digital products captures more listeners and keeps them engaged with Absolute Radio.

1. I Institutions and Audiences
Key terms- give detailed definitions and examples
Platform
Multimedia
Accessibility
Interactivity
Brand reach
Brand loyalty
Proliferation
Synergy
Convergence
Hardware

2. 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 with
audio at its core.”
Absolute is at the forefront of developing radio products and services that cater for rapidly
changing technologies and user habits: as much time, money and effort is spent on the online and
mobile 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 Times
Group, the largest media conglomerate in India.
Both of these links will be vital to your understanding of this case study.
Absolute homepage
http://www.absoluteradio.co.uk/
Absolute industry blog
http://onegoldensquare.com/
Absolute Radio 2010 year end listening figures
Read the article then answer the questions
http://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 grow
steadily 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 industry
in digital listening. 65.2% of the brand’s listening is now done via a digital platform against an industry average of
25%.
Print screen and annotate 3 examples of Absolute promoting their digital platforms (e.g. online
radio, apps, podcasts, Audioboo etc). Use the link below and other parts of the websites that you
find relevant.
http://www.absoluteradio.co.uk/listen/on_your_mobile.html

3. 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 100
words to describe Absolute’s target audiences.

4. 1. How does Absolute’s digital content widen
brand reach?
Terms: proliferation, synergy, convergence, audience
habits, multi- platform devices, brand reach, brand
loyalty
Points for discussion:
Apps: marketing, access between audience and institution, interactivity (Audioboo allows audiences to
record a soundbite, email it to the station and it will be played on air- the audiences become the producers
of radio content), multi-platform devices (e.g. smartphones), synergy
Podcasts: audience access to content, convenience, portability,
Online: audiences can access the brand conveniently. Audience can flick between 8 stations without
leaving the Absolute brand
Proliferation: technological proliferation leads to audience proliferation. Institutions then tap in to
changing 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 visual
generation 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’s
website, thereby securing brand loyalty.