Upload
others
View
4
Download
0
Embed Size (px)
Citation preview
HD RadioTM TechnologyMonetizing your HD Radio Channels
Jeff Detweiler
Executive Director, Broadcast Business Development
Agenda
Copyright 2017 XPERI
▪ Benefits For Stations
▪ Monetizing HD Radio Channels
▪ Specific Format Examples
▪ Summary
Agenda
Copyright 2017 XPERI
▪ Multicasting is radio’s first “killer app” since the
advent of FM broadcasting
▪ Provides additional content to help bolster
listenership and Time Spent Listening
▪ Helps stations bracket target demo to become more
attractive to advertisers
▪ On-air platform to try new formats and fine-tune
programming ideas
▪ A way to extend a station’s brand and increase reach
and market presence
Benefits For Stations
▪ Allows multicasting on several channels at once using the same frequency
New York Sports RadioDemo: Men 18-54
Washington Sports RadioDemo: Men 18-54
Baltimore Sports RadioDemo: Men 18-54
CBS National Sports RadioDemo: Men 18-54
1 Frequency =Multi-Program
Analog Radio1 Frequency =
1 Program
Copyright 2017 XPERI
▪ Tune-out can become tune-over to your other HD Radio channels
▪ The creation of up to 3 more broadcast channels for you to market
▪ The chance to keep your existing listeners for longer periods
▪ The prospect of generating new listenership from a new audience
▪ The ability to convert occasional listeners to brand-loyal listeners
▪ The creation of cost-effective discrete demographic targeting
▪ “Training Wheels” to help fine-tune new formats on-air
▪ THE OPPORTUNITY TO MAKE MORE MONEY!
Benefits For Stations
Copyright 2017 XPERI
Monetizing HD Radio Channels
▪ A wide range of hyper-targeted new formats are already on the air
Copyright 2017 XPERI
Monetizing HD Radio Channels
▪ Local stations are creating unique, market-specific formats
Copyright 2017 XPERI
▪ Create a salable digital radio sales package by creative use of new & existing programming
▪ Produce a format complementary to your main channel target demographic
▪ Simulcast your existing AM to balance audience delivery and create broad appeal
All NewsDemo: Men 25-64
Simulcast ofco-owned
AM station
Smooth JazzDemo: Adults 35-64
Targeted smooth jazz format
Adult ContemporaryDemo: Women 25-54
Digital simulcast of
analog signal
WWFS-FM / New York
Monetizing HD Radio Channels
Copyright 2017 XPERI
▪ Forward-looking sports teams are migrating to HD Radio stations
Monetizing HD Radio Channels
Copyright 2017 XPERI
▪ Benefits For Stations
▪ Monetizing HD Radio Channels
▪ Specific Format Examples
▪ Summary
Agenda
Copyright 2017 XPERI
Comedy Format: KYGO-HD2 / Denver, CO
▪ Main marketing premises:
▪ Provide Denver a home for around-the-clock comedy
▪ Attract advertising from comedy tours appearing in local area, clubs and restaurants
▪ Generate long listening blocks as opposed to music formats
▪ Key selling propositions:
▪ Unique programming not available on any other local radio station
▪ Dedicated website for fan web promotion - Disney World is a website sponsor
▪ Viral videos used on the website to drive impressions and convert listeners
▪ Unique sales opportunity:
▪ Offer advertisers unique commercial environment
Copyright 2017 XPERI
Sports Format: WXDX-HD2 / Pittsburgh, PA
▪ Main marketing premises:
▪ Enthusiastic Pittsburgh Penguins hockey team support regionally across broad demographics
▪ Strong local advertiser support as part of 37 station regional network
▪ Heavy team local media coverage and viral web presence
▪ Key selling propositions:
▪ Leverage strength of team “brand” for continued product growth & to help negotiate rights
▪ Winning station bundled dedicated 24/7 HD2 for “All Penguins Hockey, All The Time”
▪ “HD is the new FM” positioning to listeners to add to the cool factor
▪ Unique sales opportunity:
▪ 4-hour music blocks featuring content of a different player’s iPod every evening
Copyright 2017 XPERI
▪ Main marketing premises:
▪ No longer have to decide between Christian music, sermons or educational material
▪ Each channel can serve a totally different segment of the community
▪ The different demographics reached by the combination make for an attractive advertiser package
▪ Key selling propositions:
▪ Main channel targets Adults 25-54 with family-friendly music & personalities
▪ HD2 channel is geared to Adults 35+ carrying Christian talk and teaching programs
▪ HD3 channel reaches Adults 18-34 with Christian rock, pop, hip hop and R&B
▪ Unique sales opportunity:
▪ The ability to call on virtually any advertiser and deliver their customers
Religious Format: WAWZ-HD2/HD3 / Zarepath, NJ
Copyright 2017 XPERI
▪ Main marketing premises:
▪ No longer have to decide between Christian music, sermons or educational material
▪ Each channel can serve a totally different segment of the community
▪ The different demographics reached by the combination make for an attractive advertiser package
▪ Key selling propositions:
▪ Main channel targets Adults 25-54 with family-friendly music & personalities
▪ HD2 channel is geared to Adults 35+ carrying Christian talk and teaching programs
▪ HD3 channel reaches Adults 18-34 with Christian rock, pop, hip hop and R&B
▪ Unique sales opportunity:
▪ The ability to call on virtually any advertiser and deliver their customers
Religious Format: WAWZ-HD2/HD3 / Zarepath, NJ
Copyright 2017 XPERI
New Music Format: WSTW-HD2 / Wilmington, DE
Copyright 2017 XPERI
3rd Party Leases: DaNu Radio
▪ Main marketing premises:
▪ Programmer wanted high-profile 24/7 service to cover New York, Philadelphia and Miami
▪ Huge, well-educated & affluent Russian-speaking population in key metropolitan areas
▪ Opportunity to market their well-heeled audience outside strictly Russian advertisers
▪ Key selling propositions:
▪ Approached local HD2 stations with straight cash lease deal
▪ Programming a mix of talk, music & news appealing to advertisers
▪ Geared to appeal to both First and Second-generation Russian consumers
▪ Unique sales opportunity:
▪ Were able to negotiate iHeartRadio web channel as part of their lease
Copyright 2017 XPERI
Niche Format: KNDE-HD2/HD3 / College Station, TX
Copyright 2017 XPERI
Heavy Metal: KISW-HD2 / Seattle, WA
▪ Main marketing premises:
▪ Program a hard-rocking radio station that filled a specific programming gap in the market
▪ Station was initially launched 100% interruption-free to quickly build audience
▪ Create channel that supplements their main channel target demographic
▪ Key selling propositions:
▪ Recorded drops from metal bands used on-air to build “hip” image for advertisers
▪ Live broadcasts from local clubs created exclusive sales opportunities
▪ Social media promotion/engagement delivered value-added element to spots
▪ Unique sales opportunity:
▪ Branded promotional items tied advertiser & station logos together
Copyright 2017 XPERI
▪ Benefits For Stations
▪ Monetizing HD Radio Channels
▪ Specific Format Examples
▪ Summary
Agenda
Copyright 2017 XPERI
Summary
▪ What do all these stations have in common?
▪ All viewed the technology as creating new sales opportunities
▪ All treated their HD2 / HD3 channels as additional radio stations to program and promote
▪ All targeted their programming to fill niche in market currently unserved or under-served
▪ All were willing to “seed” the marketplace with receivers for key potential advertisers
▪ All created additional sales incentives for their salespeople selling HD2 / HD3 sales packages
▪ All emphasized that sales and programming needed to support these additional channels
and . . .
▪ None just “threw in” these HD2 / HD3 commercials at no charge with main channel buys
Copyright 2017 XPERI
Summary
▪ What do all these stations have in common?
▪ All viewed the technology as creating new sales opportunities
▪ All treated their HD2 / HD3 channels as additional radio stations to program and promote
▪ All targeted their programming to fill niche in market currently unserved or under-served
▪ All were willing to “seed” the marketplace with receivers for key potential advertisers
▪ All created additional sales incentives for their salespeople selling HD2 / HD3 sales packages
▪ All emphasized that sales and programming needed to support these additional channels
and . . .
▪ None just “threw in” these HD2 / HD3 commercials at no charge with main channel buys
To Your Customer, Your
Product’s Value Is Directly
Proportional To What You
Charge For It!
▪ HD Radio Technology . . .
▪ . . . Provides enhanced audio quality for both AM and FM
▪ . . . Provides additional new business opportunities
▪ . . . Provides new marketplace growth possibilities
▪ . . . Provides potential current and future new revenue sources
▪ . . . Provides unlimited ways to target and deliver new audiences
▪ . . . Provides natural line extensions for your station’s brand
▪ . . . Provides growth path for smaller advertisers
Summary
Copyright 2017 XPERI
Copyright 2017 XPERI