Radio’s passport to a bright future…

8 May

Today sees the announcement that talkSPORT is to launch sports stations in key Asian markets such as Jakarta, Singapore, Malaysia and Thailand.

Its all part of a growing trend to realise the brand equity and content distribution potential of Radio Brands as a whole.

Sports and Football clearly have an international appeal – but Talksport’s move is not the first such move nor is it at all likely to be the last.

As radio and audio moves away from the geographic limitations of pure analogue delivery methods – the online distribution channels open up a great big world of audience. Why not listen to Heart in Houston, Smooth in Sydney, Absolute in Antamanarivo, Magic in Maputo and Oak FM in Ougadougou (alright I’ll stop).

Recently we’ve also had Smooth FM simulcasting with Australia as well as the rise and rise of totally non-geographically limited services such as Spotify, Rdio and many others.

My prediction is that as we look at content which is globalising, so too we will see business metrics which measure ROI in ever globalising terms. Why not be happy with CPLs in Indonesia and Guangzhou every bit as much as CPLs in New York and London?

Consumer power is moving East, content is globalising and the full force of radio brand equity will reward those who have invested in it most.

Not since MTV in 1981 has the broadcast industry reached such a tipping point.

Let’s see which British Radio brands forge the furthest ahead the fastest…..and congrats to Talksport for raising their flag so early…

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. tim.cowland@radioexperts.co.uk. @timcradioexpert

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