radio 3.0 radio and digital in the developing world

Radio 3.0The end of listeners

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traditionalradiodigital pressesdigital billboardsdigital radioHDTV3DTV$20 Billion $3 Billion

changen

Bandwidth Revolution for Africa

Platforms beat Content

Shift or growth

timing

developingvs

developed

Traditional media is still growing in africa

• Newspapers – circulation is growing • Radio – stable with room for growth• TV – growing with electrification• Outdoor – growing

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

death of listeners

audience

Web & mobileare not competitors to radiobut part of radio 3.0

110 Million internet users

17 Millionfacebook users

in Africa

22 Million mxit users

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

NEW revenue sources

revenue modelsClients/audience

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

broadcast

narrowcast

+

Target new ad 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

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

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

Relevance of content

• Localised for relevance• Relevance increases interaction across all

mediums and feeds into what we send out• Content partnership strategies

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

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

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

Strategies and actions

• Platforms beat content• What can you do best?• What can you create scarcity around?• Managing yields and bundling