INSTEREO berkesempatan untuk mewawancarai Stuart Saunders Managing Partner dari GLOBAL MEDIA RESEARCH & CONSULTING PARTNERS yang pernah bekerja sama dengan Ryan Seacrest di awal karirnya, seorang konsultan riset dan strategi untuk radio di Amerika yang banyak mebantu radio-radio di seluruh dunia. Berikut adalah hasil wawancara dengan Stuart mengenai radio modern saat ini dan opportunity bisnis radio di Indonesia :
What makes a radio stands out on the tight market competition?
With ever-increasing competition – not only from other radio stations, but from other mediums and new entertainment options, a radio station must have compelling content and a personal connection with its listeners in order to keep their attention. It’s not enough to simply play popular songs or deliver news updates, as consumers can find these things from multiple sources, and get them on demand via streaming or websites or apps. To stand out from the fray, a station needs to provide something of value to listeners that they can’t get elsewhere.
That could mean interesting personalities, a unique presentation or mix of music, a local perspective, or something as abstract as a sense of community or belonging. The stations that combine several of these elements with strong branding and a visible presence in the market will cut through the clutter and continue to find success, by becoming a part of their listeners’ lives and daily routines. Relevance is super important. Having an unyielding focus on what’s going on here…today is a huge competitive advantage that successful radio stations know how to leverage.
“To stand out from the fray, a station needs to provide something of value to listeners that they can’t get elsewhere”
Do you agree that digital era killed radio industry in the world?
Not at all! Digital advances have made things more competitive for traditional radio by offering listeners other options for consuming media and entertainment, but the industry is adapting, and radio still has incredible reach worldwide. In the US, studies show that over 90% of the population listens to AM/FM radio, and stations still generate listener loyalty (and high revenues). The smartest stations embrace digital platforms to expand their reach, and further develop interaction with their listeners via social media, apps, and streaming. Even if FM radio disappears completely (as it will be doing soon in Norway), stations can transition to the latest technology (DAB, streaming, etc.), and if their content is compelling, they will still find an audience and succeed.
Making sure that your station is part of every possible platform for digital distribution is critical. It’s not enough just to have an app for your station—you need to be on as many platforms as possible and promote all the places where your listeners can find your station.
“The smartest stations embrace digital platforms to expand their reach, and further develop interaction with their listeners via social media, apps, and streaming”
Do you have a success story on successful morning show marketing as a research consultant?
I was part of the team that helped Ryan Seacrest early on in his career. Ryan actually included research in his contract with AMFM/Clear Channel at the time. He knew that using market research to tailor his show to the tastes of his listeners was a key building block in establishing a firm foundation for that show.
“I was part of the team that helped Ryan Seacrest early on in his career. Ryan actually included research in his contract with AMFM/Clear Channel at the time”
How do you see Indonesia Radio Industry, is it evolving and could it be the biggest radio industry in south east Asia?
The Indonesian radio market is robust and very competitive, and seems to be developing with new technology at a similar pace to many of the world’s largest radio markets. Jakarta alone is one of the most crowded markets (in terms of number of stations) we’ve worked in, and the overall radio listening levels are high, with quite a few stations reaching over one million people. Indonesia’s unique archipelagic geography also means that local radio is well-developed and vital, and radio is still a prime source of information and entertainment for many people.
As the 4th most-populous country in the world, Indonesia has the largest listening audience of any Southeast Asian country by far… so it certainly could be the biggest radio industry in the region!
Indonesia’s unique archipelagic geography also means that local radio is well-developed and vital, and radio is still a prime source of information and entertainment for many people.
Do you have a few tips for Indonesia radio to be the biggest in the market?
Again, it’s the same for radio in Indonesia as it is anywhere else: the stations with the most compelling content and the best marketing/visibility will come out on top. Understanding and knowing who is your target, creating the best possible product for this target, and delivering on this target’s expectation every time is a proven winning recipe for success. Especially in a market as crowded and hectic as Jakarta, we think it’s important to remind people that for listeners every button on the radio needs to have a two-word (maximum) description, e.g. button 1 is my rock station, button 2 is news/talk, button 3 is dance, button 4 is top 40, button 5 is oldies, etc.
“it’s the same for radio in Indonesia as it is anywhere else: the stations with the most compelling content and the best marketing/visibility will come out on top”
Do Indonesian market needs more radio consultant to evolve?
The evolution of radio is going to happen by necessity in any case: as technology develops and listening patterns and consumption habits change, radio stations will have to adapt to their listeners’ needs, or become obsolete. A good consultant can be beneficial to any radio station, though (Indonesian or not), and can provide objective opinions, outside ideas, and experienced guidance to help stations develop and grow their on-air products, brands, and visions, leading to greater future success!
A good consultant can be beneficial to any radio station
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