ASIA

Content from BPR.Every day consumers face a barrage of messages, from information to commercials to conversations.Messages can be visual, audible or both – but we have adapted to the increase in environmental noise by simply filtering out messages that we don’t regard as important.

When new messages or information don’t conform to our assumptions or meet our needs they are rejected or ignored. Existing brands that have established clear impressions can only evolve within an established set of ‘guidelines’, ones that consumers see as consistent with their brand expectations.Positioning your Brand:Brand positioning is a result of a clear focus, consumers understand (and like) what they get, inconsistent or unfocussed content or marketing dilutes these clear ideas, clear positioning also generates brand loyalty.Before you can ask for loyalty from customers, you have to know exactly what it is you are offering them, and how you will consistently offer them that experience each time they choose your product or service. Apple is one of the most recognisable brands in the world, with a customer base that is extraordinarily loyal. Regardless of what it is — iPhone, iPad, Apple Music.Renew or evolve:Over time customer needs develop and evolve – does your brand evolve with them or do you constantly need to bring new customers? This is a major issue for radio, especially those stations aimed at GenZ listeners as a recent Guardian Australia article on some of the difficulties facing Australia’s Triple J network in connecting with its core 18-24 audience.“Most people just find [new music] through the algorithm, It’s right there on our phones giving us recommendations constantly, and there’s no news or banter in between songs.” Unlike those platforms, Triple J can’t possibly be everybody’s everything.The one constant in all of this is that successful brands stay in touch with the changing needs and priorities through audience feedback and market research. For radio, the quest for younger listeners becomes more difficult with the explosion of alternatives including lifestyle, social and music options.In the US, radio is well behind in reaching younger age groups, as noted by prominent US consultant Fred Jacobs.“..The teen (and pre-teen) demographic has become of paramount importance across industry groups and categories.  It is a hot topic, driven largely by Gen Z’s heft and ability to set trends already affecting all of us.  In virtually every business sector, research is being conducted to better understand this generation, their mindset, and their marketing preferences.Except in radio..”These lessons are as applicable to the need to understand the changing needs of younger consumers as they are in maintaining focus on the listeners you already have.By Peter Don, BPR […]

Brian Richmond, a veteran of Singapore Radio, retired after 51 years on air.Richmond, 75, made the announcement on his morning show on GOLD 905, The Vintage Showcase.He began in radio in the 1970s, and has remained a steady presence on the airwaves ever since. He was given a lifetime achievement award at the Singapore Radio Awards in 2005.

“It has been a long journey – 51 years, if you please. But, like they say, all good things must come to an end. The time to make my exit has arrived, and I’ve got so much to be grateful for,” said Richmond.He added, “It’s a painful decision for me, but I’m bowing out while I’m ahead.”“I’m not going on vacation. I’m going on a long, long journey. The heady days have all gone by.”GOLD 905 thanked him for his contributions and wished him well on a Facebook post. […]

Selling Radio Direct with Pat Bryson
Just before COVID hit and made my passport irrelevant, I was attending a Radio Days Europe conference in Vienna. One of the many radio friends I’ve met doing my job (I SO like that about what I do), is a programmer for a radio station in Iceland. Siggi is a tall guy, and I’m sure his entire life has had trouble finding clothing that fit. He mentioned to my friend Evie and me over dinner (it’s not ALL work at these conferences) that he was going back through London to get a Bespoke suit.

Not wanting to sound ignorant, I responded, “That’s nice.”

And then later asked Evie, “What the ___ is a ‘Bespoke suit’?”

That’s why Google was invented. I looked it up. For those of you who might also be uninformed, let me explain. Instead of buying a suit off the rack or having a suite off the rack altered a bit to fit better, a Bespoke suit means that the tailor draws the suit pattern ON YOUR BODY. He doesn’t even alter a previous pattern. He creates a new pattern especially for you. And, guess what? It fits like a glove!

This got me to thinking. What we need to do today in 2023 selling, is to create Bespoke campaigns. We should draw a client’s pattern expressly off their needs and goals. We shouldn’t take a suit off the rack (re: package), or use a campaign we designed for another client. We should create one JUST for this client. When we do, it will fit like a glove. It will meet their needs and goals exactly. Their message can be used only for them.

Now, here’s the thing. Bespoke suits cost more, much more, than off-the-rack suits. But, patrons don’t care. They are willing to spend more because they get a product that is EXACTLY what they want and need. This is the answer to getting clients to give us larger budgets. It’s not about the money: it’s about getting a campaign that fits them exactly.

How do we get there? We spend time up front with clients doing an in-depth needs analysis. We understand their business. We understand the client. We become a member of their team. They view us as a necessary resource. Remember “relationship selling” from our last newsletter?

Today we are charged with selling more than radio commercials. We have multiple fabrics in our garment room. We have many ways to create exceptional campaigns that will raise revenue for our clients. This, in turn, will raise our revenue.

Ladies, in case this seems targeted for the gentlemen, have you seen “Mrs. Harris Goes To Paris”? If not, I recommend it with a box of popcorn and some tissues. It will answer the “Bespoke suit” for women. […]

Papua New Guinea’s National Broadcasting Corporation (NBC-PNG) is looking to Indonesia to advance its broadcasting capabilities.Its Managing Director, Kora Nou, met executives of Indonesian government television and radio stations to start the process towards a Memorandum of Understanding, NBC News reports.The move to look towards Indonesia is in line with the government’s intention to look to PNG’s closest neighbour for economic opportunities.

Nou said PNG and Indonesia shared a land border and it was only fitting for NBC to engage with Southeast Asia’s fastest growing economy to engage and share expertise.The MoU, in its draft stage, looks at five key areas including capacity building, an exchange program, content gathering and sharing, and transmission and studio equipment procurement and supply. […]

Comrex has officially announced BRIC-Link III, the newest addition to the popular BRIC-Link family of codecs. This new codec debuted at NAB 2022. There are over 10,000 BRIC-Link codecs circulating world-wide, and BRIC-Link III is an updated version that takes advantage of the latest improvements in IP audio transmission technology.BRIC-Link III is a true codec, offering a full-duplex stereo encoder and decoder in each box. A jitter buffer manager is incorporated that automatically balances delay and stability, dynamically increasing and decreasing delay based on network performance. BRIC-link III offers a wide range of encoding algorithms including stereo and mono linear mode, FLAC modes, AAC/HE-AAC modes, Opus, G.722 and G.711.BRIC-Link III features a new, more powerful processor for improved reliability. BRIC-Link III also features enhanced front panel indicators, including four buttons which will trigger contact closures by default and configurable for auto-connections to other Comrex IP audio codecs.

BRIC-Link III is compatible with all other Comrex IP audio codecs, including the ACCESS codec line as well as older BRIC-Link models. BRIC-Link III also works with Gagl, a new service now available for purchase for audio contribution. Gagl turns any Comrex IP audio codec into a hub for up to five remote participants.Like other BRIC-Link codecs, BRIC-Link III includes CrossLock VPN technology, Comrex’s proprietary suite of reliability tools. In addition to bonding technology, CrossLock also includes a Redundancy Mode for mission-critical applications. BRIC-Link III can take advantage of HotSwap, meaning that users can set a 4G/5G modem as a backup connection to only be engaged when the primary internet fails, providing an extra layer of reliability.Customers can also choose to purchase an optional one-time license per codec to utilize SwitchBoard, a private server that Comrex maintains which allows for easy connections between IP codecs.BRIC-Link III features a user-friendly HTML-5 based interface. BRIC-Link III is also built with a compact chassis, so it’s easy to fit into a studio set-up. A dual rack kit accessory for housing two BRIC-Link III codecs on a rack shelf side-by-side will be available for purchase.BRIC-Link III is built for multiple modes of operation, including BRIC-Link normal (UDP), HTTP (Streaming Server, Icecast/Shoutcast, Multistreaming), RTP, TCP, IP Multicast & EBU 3326/SIP mode for compatibility).As with all Comrex products, firmware updates are included at no additional cost. Free technical support in English and Spanish is available during business hours. Each unit comes with a one-year manufacturer’s warranty. […]

WorldDAB is renewing the call for DAB broadcasters to make sure their station branding looks good in all car screens in the dashboard, by providing high quality “metadata” alongside the audio stream.Metadata enables the visual information, text and graphics – such as the station name and logo, presenter, song title and album artwork – to be displayed while a station is playing. Stations produce the visuals which are essential for the car to make DAB radio stations look as good as they sound.“We want radio station managers and technical teams to make sure their station is looking its best in the car,” said Patrick Hannon, President, WorldDAB. “With broadcast radio facing increased competition in the dashboard, it’s vitally important for broadcasters to supply the right metadata with their audio. This will ensure the logo and now playing information is provided, helping listeners to find their favourite stations and have the best possible in-car experience.”

The call comes with three weeks to go until WorldDAB’s annual Summit, where metadata and DAB radio in the car are key topics. Speakers at the Summit in London on 17 November include Gregor Pötzsch, Product Owner for Radio at CARIAD Volkswagen Group, and David Holroyd, Director of Technology at Global. The Summit will be hosted by UK technology journalist and broadcaster, Spencer Kelly.WorldDAB offers resources to assist broadcasters, including explainer videos and an information sheet aimed at senior radio managers and technical teams, which gives information on:
The exact type of metadata the car industry requires
Why metadata is important for broadcasters and drivers today
How broadcasters can effectively provide metadata
Metadata requirements and other technical information
These are available on WorldDAB’s website at: https://www.worlddab.org/automotive/metadata […]