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LISTAENR Leveraging Integrated Sms for Target Audience ENhancement in Radio
Challenges Entered:
Radio is a powerful medium for many reasons - it is handy, portable and inexpensive. It reaches even the remote locations in India and allows for regional language editions. The Community Radio (CR) policy of November 2006 allows Indian organizations to set up CR broadcasting stations catering specifically to local populations. Since the local community constitutes the target audience in these stations, understanding and engaging the listener community becomes an important aspect of their competitive strategy.
The proposed project LISTAENR seeks to tap the potential of an integrated web and mobile-based application to enable two-way communication between any CR station and its audience.
CR stations can subscribe to the LISTAENR service through a user-friendly web interface. They can use this interface to enter audience details, message details and manage user response logs. When a station wishes to announce a new program, award, competition, service, scheme, opportunity or reminder, requisite information is fed into the system. The message is then broadcasted via integrated SMS to the target audience.
Conversely, listeners can respond to a radio program, ask a query or place a request through a mobile SMS, with appropriate tagging. These messages are automatically integrated into the system, and a short summary with response analytics is sent to the CR station. If required, CR stations can access the raw data online for further understanding of user responses.
The project will use a basic, cost-effective and scalable mobile-server connection (independent of SMS providers) for sending the messages.
LISTAENR can help address important questions of promotion and outreach, revenue generation and sustainability, and participatory radio content production. It can supplement and enhance instruments like telephones, letters, or phone-in facilities to sustain close linkages with the local people and their issues of concern.
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when commercial radio
when commercial radio stations have completely integrated sms into their programming - why should Community radios be left behind? It's a great idea to provide this service to CRs!
Commercial and Community Radio
It is true that commercial radio stations do encourage listeners to send in mobile messages on their phone-in programmes, but it is unlikely that these are being stored for further use. Program content comprises mainstream music and commercials to engage the audience, and they typically do not send out mobile messages to listeners.
In the wake of a rapidly expanding commercial sector in FM radio, CR stations need to be really competitive. Unlike commercial stations, CR stations have little access to funding and human resources, so they need to capitalize on close linkages with local people and their concerns.
1. LISTAENR is inexpensive and available online.
2. Any CR station can access this service, given some internet connectivity
3. It integrates mobile messages to a backend database.
4. It provides online analytics that can help CR stations understand the audience better.
It is true that commercial
It is true that commercial radio stations do encourage listeners to send in mobile messages on their phone-in programmes, but it is unlikely that these are being stored for further use. Program content comprises mainstream music and commercials to engage the audience, and they typically do not send out mobile messages to listeners.
In the wake of a rapidly expanding commercial sector in FM radio, CR stations need to be really competitive. Unlike commercial stations, CR stations have little access to funding and human resources, so they need to capitalize on close linkages with local people and their concerns.
LISTAENR is inexpensive and available online. Its unique features are that:
1. Any CR station can access this service, given some internet connectivity
2. It provides for integration of mobile messages to a backend database.
3. It provides for online analytics that would help the CR station understand its audience better.
Commercial and Community Radio
Dear friend,
Thank you for your encouraging comment.
It is true that commercial radio stations do encourage listeners to send in mobile messages, particularly on their phone-in programmes, but it is unlikely that these are being stored for further use. Program content comprises mainstream music and commercials to engage the audience, and they typically do not send out mobile messages to listeners.
In the wake of a rapidly expanding commercial sector in FM radio, CR stations need to be really competitive. Unlike commercial stations, CR stations have little access to funding and human resources, so they need to capitalize on close linkages with local people and their concerns.
LISTAENR is inexpensive and available online. Its unique features are that:
1. Any CR station can access this service easily (provided there is some internet connectivity)
2. It provides for integration of mobile messages to a backend database.
3. It provides for online analytics that would help the CR station understand its audience better.
Best regards
Geetha
its gr8
its gr8