Radio Rainbow

8/6/2019 Radio Rainbow

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AIR FM

Re-Launching a Radio Station

New Media Assignment | Category: Media & Entertainment | Brand: AIR FM Rainbow

MUSIC - UNINTERRUPTED


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RADIO INDUSTRY - INDIA

There are a total of 232 FM channels, private and government owned in India.

Current size of the radio industry (2008) is estimated at US$ 170.87 million.

According to a PwC study, the radio industry is forecast to grow at a compound annual

growth rate (CAGR) of 18 per cent over 2009-13, reaching US$ 391.15 million.

In terms of its share of the advertising pie, it is projected that the radio advertisingindustry will be able to increase its share from 3.8 per cent to 5.2 per cent between 2009and 2013.

The government earned US$ 11.05 million from private radio channels during 2008-09.

Radio Mirchi, along with its alliances, is number one in the Indian private FM radioindustry, with a 46.5-million listenership according to Indian Readership Survey (IRS)2009.


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FORECASTED GROWTH

*CII-KPMG (2005) Indian entertainment industry, Focus 2010: Dreams to Reality.


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KEY PLAYERS


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THE METRO MARKET PHENOMENON

18% of all private FM stations in metro markets.

Metro markets contribute maximum revenue to the industry

No room for expansion in metro markets metro markets already have maximumnumber of permitted stations in operation.

Witness fierce competition


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ABOUT AIR FM RAINBOW

A group of FM Radio Channels across India run by All India Radio a government owned

enterprise.

Running since 1992, currently in 12 cities on various frequencies. As per IRS R2 2009,AIR Rainbow is on the fifth position with a total listenership of 85.19 lakh.

The programme content of these channels is mainly popular Indian and Western music,compered in a vivacious and contemporary style and therefore highly popular with theurban youth.

News bulletins and current affairs programmes are also broadcasted at regular intervalsthrough the day.

Some of the most loved shows on the channel are Music on the Rocks, You asked for It,Friend to Friend, Wicked Hour, Matchless Music Hour, Take Off Time Out, WeekendPowerhouse, Live Wire etc.


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No dedicated website for Rainbow only a page dedication on the All India Radio website

(www.allindiaradio.org)

The above website is a very dormant and boring website, with no interesting content forthe young listeners.

FM Rainbow India group on Facebook, currently with 343 members. Most of themembers are fairly active, with regular conversations on the wall page.

A few other fan pages and groups dedicated to Rainbow FM also existing on Facebook,but most of them are not as popular.

FM Rainbow Ning Page claimed to be meant for all Rainbow FM listeners across India, sothat they can get to know each other. Active discussions and sharing of music happeningon this space.

As AIR is the only channel allowed to stream the terrestrial radio online, there is a feature

of Online Audio Programs as well.

EXISTING PRESENCE ON NEW MEDIA
http://www.allindiaradio.org/http://www.allindiaradio.org/http://www.allindiaradio.org/http://www.allindiaradio.org/http://www.allindiaradio.org/http://www.allindiaradio.org/


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www.allindiaradio.org
http://www.allindiaradio.org/http://www.allindiaradio.org/


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FACEBOOK GROUP 343 Members!


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NING Page


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WHY CHANGE?

Most popular FM Channels in India focus on playing mainstream Hindi film music or regionalmusic. No focus on English music particularly.

Most stations programming is based only on the time of the day, and the mood noimportance given to understanding the TA, or establishing a connection with them.

Music enthusiasts are slowly turning passive in terms of radio audience. There is a need torevive them, and make them active listeners.

We need to break the clutter, defy the conventions, and disrupt the radio station promotion

methodology in a way that ensures penetration into the minds of the new listener!!!


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WHAT WE PROPOSE

TRANSFORMINGthe positioning ofthe channel

Theory ofDISRUPTION!!

RedefiningTarget

Audience

RethinkingStation

Objectives


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RETHINKING STATION OBJECTIVES

Need to revamp the feel of the AIR Station has to be more energetic, full of color andfervor. More interaction amongst the team in order to promote the station as a whole.

Young, and enthusiastic RJs to be hired, with keen interest in the various genres of EnglishMusic.

Promotion of the station as a place that speaks out loud LatestEnglish Music.

Promoting music, and NOT advertising. AIR is a government channel, and hence as suchthere is no need to turn commercial. Thus, the station should include as little advertisementsas possible most of it as against the strategic tie-ups.

Take up the cause of promoting music as a career option as a station.


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RETHINKING TARGET AUDIENCE

AND OUR REDEFINED TG will be.

The undefined existing target audience is:


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YOUNG


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Age

14-26


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Educated


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Passionate


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FunLoving


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Aspiring


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on the

MOVE


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MusicLovers


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Vocalists | Instrumentalists | Composers

MUSICIANSBudding


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StylishTrendy


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Tech Savvy


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TRANSFORMING THE POSITIONING

MUSICUNINTERRUPTED


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THE NEW POSITIONING

English Music pop, hip-hop, jazz, country, oldies, rock, reggae, R&B, classics, rock-n-roll,

folk, metal, fusion, rap, etc

Young and Peppy Overall Feel.

Less Talk, MORE Music.

Slash the Ads.

Interactive.

Latest Playlists.

AIR FM RAINBOW for the people, of the people and by the people.


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RE-BRANDING THE OLDEST BRAND IN THE COUNTRY

Outdoor Campaign

Print & Television Campaign

New Media Campaign

Reinvented Programming

Strategic Marketing Tie-Ups

Unique Product Innovations

On Ground Activation

Merchandising


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OUTDOOR CAMPAIGN

Colorful and Playful Outdoor Hoardings to act as a teaser campaign, before the finalchange of positioning comes into execution.

Rainbow colors to be used to catch the attention of the passer-bys.

Not just Hoardings, but a lot of ambient media to be used as well bus stands, danglers ontrees, petrol pumps, metros and metro station, subways, banners in popular hang outmarkets, road signs, etc.

One Copy of the Outdoor Hoarding could read this hour is brought to you by NikhitaArora a communication management trainee from Symbiosis who claims to love

all genres of English Music

Promoting UNINTERRUPTED MUSIC CONCERT (discussed further) via outdoor.

Outdoor to send out the Key Message ofpromoting budding musicians.


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PRINT & TV CAMPAIGN

Print Ad announcing the re-positioning of the channel. Look and feel of the ad to be againvery young, energetic and colorful.

Outdoor Messaging can be replicated in print as well.

Ads to appear in youth magazines (YUVA, Teen Today, JAM, DU Beat etc), music relatedmagazines (RSJ, Raga To Rock, etc), and other teen tabloids.

Advertisements focusing on the new programming to appear in newspapers as well. HTCity, The Times Of India, DNA, Mid Day, and the other young papers to be targeted acrossIndia.

A television commercial to be created, that can be aired at regular intervals on channelslike MTV, Channel V, Zoom TV, VH1, Zee Caf, Star World, Star Movies, HBO, AXN.

Evening Hour (YOUR PLAYLIST) to be specially advertised across mediums.


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AIR FM RAINBOW WEBSITE

www.airfmrainbow.in to be created.

Look and feel of the website to be youthful, colorful, and energetic.

Interactive User Interface helps to create a connection with the users.

Dedicated section on the programming content of the channel and the daily schedule.

News Ticker Current Affairs, Latest Updates in Music & Entertainment Industry, MusicReviews.

Chat with RJs personal requests, general interaction, fan stories.

Live Online Radio.

Downloads, Uploads, Merchandising (Order it Online).
http://www.airfmrainbow.in/http://www.airfmrainbow.in/http://www.airfmrainbow.in/http://www.airfmrainbow.in/http://www.airfmrainbow.in/http://www.airfmrainbow.in/


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www.airfmrainbow.in

Downloads:

Wallpapers,music,

screensaversLive tickerwith latest

updates,news and

info

Know yourfavorite RJ,Shows, Chatwith them

Podcasts:

Our shows &your content

Polls,surveys,

lucky draws& Contests

Games &Quizzes

Live OnlineRadio

Blog,interactive

forum &FAQs section


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PROMOTING ARTISTS ONLINE

CREATE YOUR OWN PLAYLIST option wherein people can create an account of theirs, andthen make music playlists based on genre.

Everyday one lucky accountusers playlist will be selected and logged in the next day in adedicated hour This hour is brought to you By XYZCampaign.

SUNDAY TO BE POSITIONED AS LISTENERS DAY, with most of the music content toinclude new music from upcoming artists and bands. This content to be picked up from theupload section of the AIR FM Rainbow website.

COLORFUL SUNDAY to be celebrated Upcoming RJs (as selected from their video uploadson the website) to co-host shows with the Rainbow RJs, Winners of Contests to be rewardedand taken on-air, music stalwarts to visit station on Sundays.

Listeners to be invited to the station to meet the RJs on Sundays.


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PRESENCE ON SOCIAL MEDIA

Facebook

Profile/ Fan Page / Group

To connect the English music fan community, music lovers, amateur artists, upcoming Indian bands,college groups etc.

Campaign and contest updates

Polls and surveys Photographs of station events, RJs, contest winners and celebrity visits to Rainbow

Members to post links of their music: audio and video

Application supporting music downloads, liking music tracks, and adding music to their own profiles

Orkut Profile/ Community

Photographs of station events, RJs, contest winners and celebrity visits to Rainbow

AIR FM Rainbow Theme Page

Interactive Games

Upload your Music section


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PRESENCE ON SOCIAL MEDIA

Twitter Account

Regular tweets about music, latest station updates, special shows, contest winners, contest, results ofpolls and much more

Chance for listeners to react to RJs updates on Twitter

Chance for listeners to share their music give out their links

Feedback Mechanism in order to understand listeners take on Shows, RJs, Music etc

Ning Page

Revamping the existing Ning page, and connecting with their admin

Using Ning to take forward the cause of promotion of music artists

Making it the Music Space for Artists online: the page to be inserted as a microsite link on the Rainbowwebsite.


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ONLINE ADVERTISING

Search Engine Optimization and Search Engine Marketing Google AdWords, AdSense.

Banner Advertising on music related websites, social networking websites, websites ofpartners (as mentioned in upcoming slides: RSJ, CCD, MySpace, OML, Colleges, PlanetM, etc).

FacebookAds

Massive Digital Ad Spends on MySpace, so as to promote the concept of Rainbow promotingbudding musicians. Getting MySpace users to upload their music on Rainbow website.


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REINVENTED PROGRAMMING

WHOs THE BOSS?? THE LISTENER!!

This hour is brought to you by XYZ Campaign as mentioned earlier.

LISTENERS SUNDAY a whole day dedicated to the listeners choices, their dedications, andtheir music. Only morning and evening shows to have commercial music, otherwise

promotion of music uploaded by the listeners on the website.

OUTDOOR BROADCASTS of youth events, gigs, and performances by studentRJs.

Shows dedicated to the Whos Who of English Music to be created.

RJ Hunt through online uploads weekly winner to co-host a show on Sunday.


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STRATEGIC MARKETING TIE-UPS

TIE-UPS WITH UNIVERSITIES/COLLEGES

Example Delhi University, Mumbai University, Pune University, BHU, Jadavpur University, CalcuttaUniversity, SNDT University, Manipal, Symbiosis, IIMs, IITs, NIFT, Amity University, and many more.

University Radio Hour (city-wise)

Sunday Student RJs

Outside Broadcast Jockeys from Colleges report their fests, youth centric activities in the city, etc

TIE-UP WITH ONLY MUCH LOUDER (Artist Management Company)

Promoting new albums of artists

Promoting the shows of the artists being handled by OML

Contests on-air and free tickets to these concerts being given out

TIE-UP WITH ROLLING STONES

Promotion on Website, Journal and TV Show

Promoting budding musicians, bands, and their music

Partnering with their shows


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REINVENTING MARKETING METHODOLOGIES

TIE-UP WITH www.myspace.com

Banner Ads on website

Music Games to be created

E-Mailers to all users about the station and their artist promotion scheme

TIE-UP WITH Planet M

In Store Music to be AIR Rainbow FM

Posters/Flyers of Contests to be placed in the store

Music Walks to be promoted here

Discount Coupons to be given On-Air

TIE-UP WITH CCD

In Cafe Music to be AIR Rainbow FM

Posters/Flyers of Contests to be placed in the cafes

Coffee Date to be promoted On-Air
http://www.myspace.com/http://www.myspace.com/http://www.myspace.com/http://www.myspace.com/http://www.myspace.com/http://www.myspace.com/


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UNIQUE PRODUCT INNOVATIONS

BRANDED RADIO KIOSKS

AIR FM Rainbow to put up music booths with theirfrequency set on the headphones at various locations invarious cities across the country. The booths to primarilyact as on-the-go music parlors, which not only helppeople while away time, but also familiarize them with AIR

FM Rainbow

Cultural Hubs - India Habitat Center, IndiaInternational Center, NCPA, The American Center,British Council, Dilli Haat, Max Mueller Bhawan

Parks Joggers Park, Lodhi Garden, PriyadarshiniPark (PDP), Hanging Garden

Beaches e.g. Carter Road, Marine Lines

Malls courtyard, food courts, foyer

University Areas Common Hang Out Places, Eat OutJoints, Bus Stops, etc


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UNIQUE PRODUCT INNOVATIONS

BRANDED BUSES

Strategic Partnerships with colleges, institutes and universities, in order to brand their staffand student buses outside, and also on inside.

AIR FM Rainbow logo and colors to be painted on the exteriors: Rainbow FM on-the-movepositioned.

Back of Seats, Covers, Handle Bars to be AIR FM Rainbow branded. AIR FM Rainbow frequency to be played inside the buses.


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ON GROUND ACTIVATION

PROMOTION OF NEW POSITIONING OF STATION ON-GROUND

The Uninterrupted Concert - a grand music festival played across the 6 metros,providing fresh uninterrupted music by the city musicians. 4 hours of uninterrupted music.NO BREAK. NO BREATHES. ONLY MUSIC.

Music Nights to be organized at various locations (pubs, cultural centres, etc) in the city eachday of the week, leading to a Grand Concert at a large level.

Grand Concert to have stalwarts of the music industry performing, along with the mostfamous youth bands of the city.

The promotion of the activation will involve a Music Walk option, where in amateurmusicians will form a group at the different locations and walk around playing their style ofmusic. The crowd will be encouraged to join in with the artists.

UNINTERRUPTED CONCERT


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UNINTERRUPTED CONCERTIntegration with New Media

Building up ofUninterrupted Concert

Campaign acrossMetros via print, TV,

radio and outdoor

Interested Musicians

to Upload their MusicVideo/Audio on AIR

Rainbow Website

Contest and MicrositeLink to be promoted

On-Air

Listeners can vieweach others uploads,

and make their ownwalk-groups.

Groups to rehearsetogether, promote the

concert via walks, play

at city locations

Videos of each groupsactivities to be

uploaded online.Visitors to rate the

groups.

Rating to happen onpartner websites,

social network groupsof Rainbow, etc

Top 3 Groups withmaximum ratings to beselected to play at the

Grand City Concert

C A S G


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Merchandise

Options

MERCHANDISING

Stationery Diaries,Notebooks, Pens,

Bookmarks, Folders

T Shirts

Mugs

IPod Covers

Mouse Pads

Umbrellas

Sling Bags

Badges


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Documents

Radio Rainbow