Malaysia's Astro Radio head of digital media Jayaram Gopinath Nagaraj tells Computerworld Malaysia of the significant changes in managing media over the last 10 years in tandem with the country's adoption of digital technologies.
"The radio scene has evolved tremendously over the past decade or so," Nagaraj said in his introductory comments. "From being just music aired over various radio frequencies, Astro Radio has grown more localised, has implemented more aggressive marketing strategies and grown more attuned with the digital growth of the country to cater to the evolving digital lifestyles of Malaysians."
He said that in this respect we have made aggressive efforts to increase our reach to Malaysians via popular social media platforms as well as apps on mobile and smart devices. "We have to serve our clients with strong creative ideas and help their brands to reach the masses by bridging our traditional media and digital platforms. Recently, we formed a partnership with Waze, which makes Astro Radio to be the first to provide its listeners with citizen-reporting traffic technology."
"Radio is no longer a box, and it is no longer static," said Nagaraj. "Our mobile apps, internet radio and podcasting now offer more interactive features and also support social media integration, enabling valuable demographic and psychographic feedback. With digitalization in place, we are now able to define who and what we communicate to our target audiences through streaming audio networks, identifying and targeting individual listeners based on gender, age, location or even published music preferences! Through these options and permutations, advertisers are able to customize specific messages and styles that appeal and connect to specific audiences."
"Today, with over 3 million mobile downloads and 3.2 million unique listeners monthly, Astro radio is set to dominate the digital entertainment space," he said. "We have an impressive average of 20 million streaming sessions monthly, with an average listener retention of 22 minutes for mobile, and 37 minutes for web session, there is no doubt we maximize audience exposure rates. Our webpage has registered more than 960,000 unique visitors, with more than 5 million page views. Social media engagement by listeners stands at a robust 10 percent, currently the industry benchmark. Astro Radio is also the first to create radio streaming apps for the iPhone and this contributed to its win for 'Best Mobile Application' at the Innovation Malaysia awards in 2009."
Photo - Astro Radio's Jayaram Gopinath Nagaraj, Head of Digital Media, Astro Radio.
Sign up for CIO Asia eNewsletters.