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AIR FM
Re-Launching a Radio Station
New Media Assignment | Category: Media & Entertainment | Brand: AIR FM Rainbow
MUSIC - UNINTERRUPTED
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 annualgrowth 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.
FORECASTED GROWTH
*CII-KPMG (2005) Indian entertainment industry, Focus 2010: Dreams to Reality.
KEY PLAYERS
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
ABOUT AIR FM RAINBOW
A group of FM Radio Channels across India run by All India Radio – a government ownedenterprise.
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.
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 featureof Online Audio Programs as well.
EXISTING PRESENCE ON NEW MEDIA
FACEBOOK GROUP – 343 Members!
NING Page
WHY CHANGE?
Most popular FM Channels in India focus on playing mainstream Hindi film music or regionalmusic. No focus on English music particularly.
Most station’s 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!!!
WHAT WE PROPOSE…
TRANSFORMING the positioning of
the channel –Theory of
DISRUPTION!!
Redefining Target
Audience
Rethinking Station
Objectives
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 – “Latest English 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.
RETHINKING TARGET AUDIENCE
AND OUR REDEFINED TG will be….
The “undefined” existing target audience is:
YOUNG
Age
14-26
Educated
Urban
Passionate
FunLoving
Aspiring
Social
on theMOVE
MusicLovers
Vocalists | Instrumentalists | Composers
MUSICIANSBudding
StylishTrendy
Tech Savvy
TRANSFORMING THE POSITIONING
MUSICUNINTERRUPTED
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.
“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
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 loveall genres of English Music”
Promoting UNINTERRUPTED MUSIC CONCERT (discussed further) via outdoor.
Outdoor to send out the Key Message of “promoting budding musicians”.
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 Café, Star World, Star Movies, HBO, AXN.
Evening Hour (YOUR PLAYLIST) to be specially advertised across mediums.
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 RJ’s – personal requests, general interaction, fan stories.
Live Online Radio.
Downloads, Uploads, Merchandising (Order it Online).
www.airfmrainbow.in
Downloads:
Wallpapers, music,
screensaversLive ticker with latest
updates, news and
info
Know your favorite RJ, Shows, Chat with them
Podcasts:
Our shows & your content
Polls, surveys,
lucky draws & Contests
Games & Quizzes
Live Online Radio
Blog, interactive
forum & FAQs section
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 account user’s playlist will be selected and logged in the next day in adedicated hour – “This hour is brought to you By – XYZ” Campaign.
SUNDAY TO BE POSITIONED AS LISTENER’S 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.
Listener’s to be invited to the station to meet the RJs on Sundays.
PRESENCE ON SOCIAL MEDIA
– 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
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 listener’s to react to RJ’s updates on Twitter
– Chance for listener’s to share their music – give out their links
– Feedback Mechanism in order to understand listener’s 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.
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).
Facebook Ads
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.
REINVENTED PROGRAMMING
WHO’s THE BOSS?? – THE LISTENER!!
This hour is brought to you by “XYZ” Campaign as mentioned earlier.
LISTENER’S SUNDAY – a whole day dedicated to the listener’s choices, their dedications, andtheir music. Only morning and evening shows to have commercial music, otherwisepromotion of music uploaded by the listener’s on the website.
OUTDOOR BROADCASTS of youth events, gigs, and performances by student RJ’s.
Shows dedicated to the Who’s Who of English Music to be created.
RJ Hunt through online uploads – weekly winner to co-host a show on Sunday.
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
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
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 AIRFM Rainbow
Cultural Hubs - India Habitat Center, IndiaInternational Center, NCPA, The American Center,British Council, Dilli Haat, Max Mueller Bhawan
Parks – Jogger’s 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
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-move”positioned.
Back of Seats, Covers, Handle Bars to be AIR FM Rainbow branded.
AIR FM Rainbow frequency to be played inside the buses.
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 Integration with New Media
Building up of Uninterrupted Concert
Campaign across Metros via print, TV,
radio and outdoor
Interested Musicians to Upload their Music Video/Audio on AIR
Rainbow Website
Contest and Microsite Link to be promoted
On-Air
Listeners can view each other’s uploads, and make their own
walk-groups.
Groups to rehearse together, promote the
concert via walks, play at city locations
Videos of each groups activities to be
uploaded online. Visitors to rate the
groups.
Rating to happen on partner websites,
social network groups of Rainbow, etc
Top 3 Groups with maximum ratings to be selected to play at the
Grand City Concert
Merchandise
Options
MERCHANDISING
Stationery – Diaries, Notebooks, Pens,
Bookmarks, Folders
T Shirts
Mugs
IPod Covers
Mouse Pads
Umbrellas
Sling Bags
Badges
NIKHITA ARORA (08) | NIDHI TREHAN (196)
