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Enhancing Listener Engagement for FM 95.7: A Strategic Pilot for Growth

FM 95.7 is a leading music radio station with a significant listener base aged 12-20 and a highly profitable demographic of 20-40 year-olds. This pilot outlines strategies for retaining and growing this audience through innovative programming, improved technology, and enhanced marketing efforts. It highlights the importance of actively engaging listeners across multiple platforms, including mobile, podcasts, and social media, while maintaining a fun and interactive experience. With experienced presenter Svali Sigvaldi Þórður Kaldalóns at the helm, FM 95.7 aims to capitalize on its strengths and expand its reach.

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Enhancing Listener Engagement for FM 95.7: A Strategic Pilot for Growth

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Presentation Transcript

  1. Case FM 95,7 Örn S. Kaldalóns

  2. Name of the Pilot Profit matching popularity

  3. Decription of Pilot • FM 95,7 is a popular Music Radio Station • Claiming 80% of listeners aged 12-20 • The most profitable group is aged 20-40 • You do grow up • How to keep the growing listeners ?

  4. Svali • Sigvaldi Þórður Kaldalóns • Presenter and DJ for FM 95,7 • Worked for FM 95,7 since 1991 • Skífan Marketing manager • Marketeer of exclusive cars • Member of 4x4 Club

  5. Video killed the Radio Star! • True? • “Wrong again, Watson”! • Why?

  6. Music/Radio • Paint • Sing • Drive • Travel • Music keeps you company! • It’s FUN • While listening, radio lets you • Work • Cook • Jog • Shower • Babysit

  7. FM95,7 offers • Live Radio Broadcast • Websites • Photos and Videos • Top 5 list • Information (all important) • Advertising

  8. FM95,7 websites • www.fm957.is daily program, fun center, hottest hits, Zuuber, etc. • www.b2.is blogs, jokes, funny news, videos of the day, 100 best on YouTube, etc. • www.mbl.is an advanced newspaper web, podcast, etc. • www.visir.is an advanced TV/Radio web, program recordings, etc.

  9. www.fm957.is • offers a variety of entertainment • Radio broadcast • TV broadcast from live Studio • Letters from listeners • Podcast • Choice of funny videos • Downloading Radio Programs

  10. FM95,7 for mobiles • iPOD • iPHONE • MMS • SMS • Videos • MP3’s • ... • Downloading • Programs • Hitlists • Podcast • Videos + trailers • News • Blogs • Streaming • Playlists • Top 30

  11. Audience listening polls • Gallup • Diaries for a week • Listening devices • Carried during survey • Which station is listened to • for how long • TroyReseach • Each FM+ listener for a week • 1000-2000 listeners weekly • Judging 30 songs each time • Prize for each return

  12. Gallup Research week 40

  13. eBusiness and Media • Listeners and their mobiles • Laptops • Webpages • Download • Feedback • Over the network (Troy Research) • Gallup

  14. Conflicts Competition • RÚV (The National Broadcasting Service) • Bylgjan (same owners as FM957) • Price hike risky • Technology in infancy • Recording Studios costly

  15. Brainstorming • Package offerings • You are taken care of - followup • Frequent short Radio references • Over certain time period • References on the most used websites • Studio production • Already making complete Radio Programs • Sell experience to others!

  16. Ideal Final Result • Agegroup 20-40 increase • Radio niche increase • Awareness of FM957’s ability • Production Studio pilot • Improved Technology

  17. Technology limitation • Docking stations in cars • Direct Download to Mobiles (3G) • Recording Mobiles • Merger of Radio, TV, Mobiles, Internet and Computers

  18. Business potential • Total market: 7,2 M € in 2007 • 365’s turnover ~ 1,5 M €/year • FM’s profit ~ 120.000 €/year • Up 10% next 3-5 years? • Studio Production • 20-25% of income in 3-5 years?

  19. FM 95,7

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