Our thoughts about launching a new radio station

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!

The End!

Not Quite.

Consumers want more of EVERYTHING

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

People haven’t stopped watching television

They’re just watching MORE things in MORE places

People haven’t stopped consuming news

They’re reading MORE news in MORE places

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

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

Users like devices that are easy to use

...and provide them real value

Just like the radio has!

Users like devices that are easy to use

...and provide them real value

Just like the radio has!

But like iPhone’s and Android...

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

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

London Market

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

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

So, what have we learned at Fun Kids?

1. Your structure needs to be different

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

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

If you just build it. They will not come.

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

2. You should only spend half your time on content

The other half of your time should be spent generating awareness

A. Use Content-led marketing

Supports radio station content

Generates new revenue

SEO’d content to bring new users

Teach people about our products and

platforms

100 Podcast Channels250k downloads/month

Audio/Video

iTunes Search

Channels not Episodes

Supporting station activity

Revenue generation

Meme-worthy Content

Pre and Post-Roll explanation

Engage in comments

Use YouTube Ads

Experiential

Fun Kids at Camp Bestival

FM Licence to the Camp Bestival Site

Broadcast from site all weekend to UK

I cannot stress how important generating awareness is

Red – Before Announced ClosureGreen – After Announced Closure

I cannot stress how important generating awareness is

B. Develop partnerships

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

3. Get a new battlefield

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

Fun Kids is not just a children’s radio station

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

• 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

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!

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

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

matt@funkidslive.com