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Our thoughts about launching a new radio station

Fun Kids at the EBU

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A presentation I gave to the EBU that explains some of the things we think about when we produce (our successful, profitable) digital radio station - Fun Kids. tl;dr version: Spend as much time on awareness driving as you do with content.

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Page 1: Fun Kids at the EBU

Our thoughts about launching a new radio station

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Digital Radio Moans!No one’s got oneNo one listensIt’s only worth doing a jukeboxWe can’t justify the moneyIt’ll never make it moneyThe internet’s the future man!Everyone’s going to be listening on mobile phones!

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The End!

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Not Quite.

Consumers want more of EVERYTHING

If we provide the same things on the same platforms theywill get bored and consume something else.

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People haven’t stopped watching television

They’re just watching MORE things in MORE places

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People haven’t stopped consuming news

They’re reading MORE news in MORE places

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If radio is just the same stations as it’s always been

...they will find audio entertainment elsewhere too...

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Users like devices that are easy to use

...and provide them real value

Just like the radio has!

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Users like devices that are easy to use

...and provide them real value

Just like the radio has!

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But like iPhone’s and Android...

...our devices and strategies for these devices has to evolve

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A pair of ears is a pair of ears

So the internet, digital TV, mobile should be a big part of that

But the UK shows if you want to generate hours....

It’s all about DAB

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London Market

Digital Reach: 55%(DAB: 38%, Net: 17%, DTV: 15%)

Digital Share: 44%(DAB: 30%, Net: 7%, DTV: 5%)

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So, what have we learned at Fun Kids?

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1. Your structure needs to be different

You’ll start with:No awarenessNo listenersNo money (in or out!)

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Don’t just hope you’ll gradually get there to justify your cost/set-up.

If you just build it. They will not come.

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FolderPD – 2 days/weekSales Director – 2 days/weekSales/Partnerships – Full TimeWeb/Sales delivery – Full Time

Production Co.Programme Manager – 4 days/weekProducer – 3 days/weekMusic/Ads Scheduler – 1 day/week

Presenters7 x Presenters(7 x Half Day)

Freelance ProducersPaid-for contentCommercial Production

We only add staff when success dictates it

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2. You should only spend half your time on content

The other half of your time should be spent generating awareness

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A. Use Content-led marketing

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Supports radio station content

Generates new revenue

SEO’d content to bring new users

Teach people about our products and

platforms

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100 Podcast Channels250k downloads/month

Audio/Video

iTunes Search

Channels not Episodes

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Supporting station activity

Revenue generation

Meme-worthy Content

Pre and Post-Roll explanation

Engage in comments

Use YouTube Ads

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Experiential

Fun Kids at Camp Bestival

FM Licence to the Camp Bestival Site

Broadcast from site all weekend to UK

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I cannot stress how important generating awareness is

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Red – Before Announced ClosureGreen – After Announced Closure

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I cannot stress how important generating awareness is

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B. Develop partnerships

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This year:15 Advertising contras with kids magazines2 Kids Social network partnership campaigns1 Outdoor festival4 Kids discos1 Hosting 1,000 kids event17 Content Partnerships with organisations20 Weeks of presenter full-page columns in big kids magazine

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3. Get a new battlefield

You’re not just a small radio station.Regular radio ratings aren’t the only way to demonstrate success.

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Fun Kids is not just a children’s radio station

We’re a cross-platform brand that speaks to UK Kids.

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• Online Stream Starts: 650k/month (including 150k mobile)• Online Listening Hours – 200k/month• Web Pageviews: 300k/month• Online Competition Entries: 6-10k/month• Mailing List: 15k• Video Plays: 15-30k/month• Podcast Downloads – 130-200k/month• Speak to 40,000 kids/year at events

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OK. So what does all that mean to me?

How does this work in a risk-averse PSB environment? What about the Unions, the red-tape, the regulator!

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The important thing to know is that new stations should be treated differently

Create a high performance teamUse people who know nothing differentGive them the whole budget to spendFind scrappy-marketiers as well as producersUse bits of time of your best staffBe demanding about successReally help with awareness driving

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@matt from @folder talking about @funkidswww.funkidslive.com

[email protected]