Whether your organisation is a tightly budgeted small radio company or a large multi-million dollar actor in the broadcast industry, the main reason that keeps you away from a successful data strategy might be the same one. It’s not about affordability, but readiness.
1. Know when your listeners are paying attention.
2. Seek Time ENJOYED Listening, instead of TSL.
3. Visualise your power and assume your responsibility on-air.
4. Put listener engagement measurement in the hands of the on-air team.
5. “Listempathise”
Just being able to see first hand, daily, the impact everything you say or do on-air has on your audience will make you more aware, more responsible, more confident, more creative.
The on-air team is the only possible engine for continuous content improvement in your radio show or station. On-air teams must own listener engagement measurement. No matter whether your radio organisation is a national public broadcaster or a local independent radio station, you will embrace daily content evaluation.
Beats 1 airs “The Best of Disclosure”, selecting the best bits from the show. Is Beats 1 reacting to a drop in listening figures? Is data enabling faster reactions in Apple’s radio programming?
Big-data guru, Bernard Marr, believes that big data and its implications will affect every single business and change how we do business, inside and out. Let’s do the exercise of applying Marr’s observations to radio.
Data-analysis in radio enables a new way of programming based on experimentation. Voizzup applies it to continuously checking the health of the format clocks of your radio station.
Data to feed not just artificial intelligent systems, but primarily human teams. To boost the talent and creativity of professionals with emotions, empathy, intuition and care for details. At the service of experts in creating engaging content. That’s the big-data in radio that I believe in.
Vijay Solanki, new digital chief at Southern Cross Austereo, believes in a future in which data-driven radio stations will create bespoke content based on listeners’ preferences.
Big data used in music research for radio: audience’s spontaneous reactions during natural listening are captured through the mobile app of the radio station in the smartphone of thousands of listeners and turned into meaningful information for the station’s team.