廣播電台以新格式鎖定千禧世代聽眾

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  • 廣播電台以新格式鎖定千禧世代聽眾

      201808/2706:33

    重點摘要 ◎廣播已經越來越少被當作發現新音樂的平台,地方電台正在萎縮,而DJ除了提供播放清單之外的歌曲選擇能力早已不復存在。雖然廣播仍然有嬰兒潮世代和被困在車內的通勤者在聽,但千禧世代,特別是Z世代向來被廣播忽略。而一種名為「現在音樂電台Right Now Music Radio」的新格式希望可以改變這種狀態,並將廣播帶入現代。

    ◎這種格式提供了一個從當前受歡迎的各種數位下載服務和實時的策劃中挑選出的播放清單,就如千禧世代和Z世代聽眾喜歡的模式一樣。更好的是它採用了一種按地區定位的演算法,而不是由廣播集團的中央辦公室所規劃,這樣播放清單會更貼近本地電台聽眾。這種全新方法是由Zapolian Media Strategies和Manngroup Radio所創建的,旨在使音樂電台更能跟上更新的腳步,並拋開過去20年他們編排節目的方式。雖然可能無法讓目標聽眾取代掉他們的數位聆聽習慣,但是當數位選擇不可使用,例如在工作或駕駛時,它就可能會是抓到新受眾的一種方式。

    ◎也就是說,如果想要在未來繼續競爭,廣播音樂電台迫切需要改造。儘管調查數據持續表明該產品被消費的狀況頗高,但很明顯的是由於像Spotify和Apple Music等的數位管道繼續快速增長,因此該產品的發展不會繼續。更重要的是,顯然數位增長還有很大的空間,而廣播電台幾乎已經達到頂峰。到目前為止,似乎沒有任何電台已經採用這種格式,但這可能只是時間問題。

    詳細內文:

    Although radio as a platform for discovering new music has been on the decline for some time, with little to offer millennials, a new format known as "Right Now Music Radio" is hoping it can change this and bring radio into the modern age.

    Guest post by Bobby Owsinski of Music 3.0

    I think most listeners will agree that broadcast radio for music has been dismal for a long time, thanks to corporate radio groups and central programming. Local radio is on the decline and the ability for a DJ to select a song outside the provided playlist is long-gone. While radio still has its boomer listers and commuters trapped in cars, millennials and especially Gen-Zers have been ignored, but a new format called "Right Now Music Radio" hopes to change all that.

    It's a format that offers a playlist culled from what's currently popular on the various digital download services and curated in real time, just the way millennial and Gen-Z listeners like it. What's even better is that it employs an algorithm that is localized by region so that the playlist is pertinent to a local station's listeners, not the central corporate office.

    This fresh new approach was created by Zapolian Media Strategies and Manngroup Radio in order to bring music radio more up to date and move on from the way it's been programmed for the last 20 years or so. While it might not get the target audience to replace their digital listening happens, it could be a way to capture that audience when a digital choice is not available, like at work or when driving.

    That said, broadcast music radio desperately needs a makeover if it wants to compete in the future. Even though the survey numbers continue to indicate that the product is being consumed at a high level, it's pretty obvious that isn't going to continue as digital delivery by the likes of Spotify and Apple Music continues to grow at a rapid rate. What's more, it appears that there's still a lot of room for digital growth left, while broadcast radio has pretty much topped out.

    So far there doesn't appear to be any stations that have adopted the format yet, but it's probably only a matter of time. Take a listen to the number of public service announcements that are aired even on the top-rated drive-time shows. That's as good an indication as any that radio is wilting, and needs some forward thinking ideas to help save it.

    Hypebot https://bit.ly/2AD53lu