3 interesting books

1. http://www.radioadvertisingbook.com/
A good read to get in to the topic.

2. http://www.FutureRadioProgrammingStrategies.com
What needs to be done and what do we want...

3. http://www.HowardStern:ABiography.com
The perfect innovative read for radio.

Five Keys to Radio Advertising Success

1. Frequency of Ads

A commercial that airs multiple times in a day has a better chance of reaching the listener than a commercial that only airs a few times in a week.

2. Target Audience

Make a list of the radio stations in your market. After listening to them try to identify which ones work with your product and don’t conflict with the message you want to present.

3. Producing Your Commercial

Unlike television commercials, production is more simple for a radio commercial. You need a script and voice talent.

http://www.youtube.com/watch?v=6rPFvLUWkzs

However, that doesn't mean you should just slap something together. Your copy isn't relying on any visuals so it's vital you capture the listener's attention from the start.

4. Rates

Take advantage of the low ad rates for radio.

5. Timing Your Spending

Ad rates are generally less expensive in the first and third quarters. Radio commercials in these time frames are easier to negotiate and cheaper for you to advertise.

Mikael Presentation 

Hi my name is Mikael and I come from and live in Helsinki. I am studying at Åbo Akademi on my master’s degree in International Marketing. I got my bachelors degree at Arcada in International logistics. In between schools I worked for some years. And lived in Verbier, Switzerland and Begur, Spain.

Mikael Portfolio

What do you know about the theme of your project?

The company is Digita and our theme is “radio always and everywhere”. The thought is to create new and innovative ideas for them with radio as the main focus.

What do you know about your company?

Digita is a broadcasting company in Finland working with radio and TV networks and stations.

What do you know about the company's customers?

Since Digita can reach pretty much everywhere in Finland via radio and TV it make them the most lucrative partner for all customers.

What do you know about the industry of the company?

Broadcasting Radio and TV, networks, transmitions, channels, services…

What do you know about the competitors of the company?

Digita is the main player in its field. The only local competitors in TV are DNA and Anvia but also foreign radio and TV networks can compete via internet.

Action plan

How to make a phenomenon of our product and how to spread it?

1. What knowledge do we still need and where can we find it?
2. What skills do we need?
3. What actions do we need to make?
4. What media should we know how to operate?
5. Who are the key persons needed to make it happen?
6. What kind of message is needed to make it sticks in the minds of target groups?

Action plan by Victor, Ellen, Maria & Joni

Digita and Interactivity

Digita and interactivity

Theme: always, everywhere and interactivity

Digita is a radio and TV broadcasting company with a network covering almost the whole of Finland. Its customers are media companies, household consumers and mobile and broadband operators.It´s the biggest company in Finland so it hasn´t got many competitors; they are not rivals because it is so big.

During the group meetings, readings and while gathering information I have come to realise that radio is more important than what I thought. We listen to radio every day and everywhere even without noticing.

The traditional view of radio is disappearing towards a tendency to interactivity. This means that instead of listening to the radio when the programmes are available, we listen to it when we want to, and that is when we have free time. Now we can use our computer, phone or tablet to choose exactly the programmes we want to listen to and when we want to listen to them. The user is able to decide and choose, something that he was not able to do before. There is also a tendency to make it each time more interactive, as people like giving feedback and taking part in it. This can be done through the use of multimedia, social media, computer clouds and a variety of ways. The audience is no longer passive but active. They get bored if they can´t take part in the programmes.

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Sources

http://www.digita.fi/
Radio becoming r@dio: Convergence, interactivity and broadcasting trends in perspective - Paula Cordeiro

 

Modern Radio-interactivity

Modern Radio

The new media environment challenges traditional radio broadcasters who are online to improve their traditional broadcasting towards multimedia content and distribution.

Internet is available worldwide, which has led broadcasters to approach the Internet in two ways: using it as a process (creating intranets for content production and management, and as a working tool, as a  source of information and news gathering); and as a distribution platform.

Multimedia takes radio out of its traditional business and broadcasting model, giving the listener a broad set of capabilities.

Interactivity

Interaction is the communication between user and system.

The purpose of an interactive system is to aid a user in accomplishing goals from some application domain.

An interactive communication is characterised by three factors: it is multi-way (it involves two or more actors), it is immediate, as responses occur within seconds; and it is contingent in that the responses of one actor follow directly and logically from the action of another.

By using digital devices and computer interfaces, interactive systems and frameworks applied to radio establish different types of interaction, changing its effectiveness, which depends mostly on two different factors: the design of the interface that allows the user to express himself; and the computer literacy of the radio listener.

In media, the goal is to be able to give feedback, introduce ideas, comment or simply take part in the communication process, participating in media content and conversations.

Nowadays listeners’ participation in radio is also an online participation. It is characterised by written posts, such as emails, blog comments, or online social network posts; images video and audio.

Cloud computing aims to allow access to large amounts of data in a virtualised manner, by aggregating resources and offering a single system view.

Radios today create a media that broadcasts real-time audio. Audio that can be accompanied by texts and images, even if these aren’t necessary to understand the message being broadcasted.

Radio broadcasting has evolved into something more than just an audio media with new features (web-only music channels, web-only video channels, blogs, polls and online comments).

Radio stations are developing multimedia content, storing and sharing online (videos, audio archives and pictures), incorporating webblogs, photoblogs, podcasts, videocasts, wikis (as examples of social media) into their websites with associated sharing platforms, such as Facebook or Twitter buttons.

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Sources

Radio becoming r@dio: Convergence, interactivity and broadcasting trends in perspective - Paula Cordeiro

Interactive radio

http://www.mediauk.com/article/34367/the-top-5-best-examples-of-interactive-radio

Interactive radio

·         People should have better channels to influence that what happens in radio. Not just by phone but also by Internet.

·         Facebook, Twitter, Spotify, SMS and blogs - They all should somehow be connected to radio world.

·         People want to be heard the easiest way there is so that they don’t have to pay much or make huge efforts to get their voices “on-air”.

·         Radio with website is dynamic and ever-changing. Its homepage shows what the station is doing right now: Now-playing merges with favored tweets from the audience, links to interviews, photos from the studio and elsewhere, links to features and more information, and sometimes live videos.

·         This homepage widget is like a golden standard for music radio station websites. It reinforces the benefit of talent and ‘shared experience’ that you get with radio.

The most interactive radio stations and programs:

http://www.mediauk.com/article/34367/the-top-5-best-examples-of-interactive-radio