to the di Rcs Broadcast traccia il primo bilancio di Play Radio e annuncia un piano di acquisto per aumentare la copertura
Oramai è trascorso un mesetto da che RcsMediaGroup ha lanciato Play Radio. È tempo di un primo bilancio e Pietro Varvello, amministratore delegato di Rcs Broadcast, ha accettato di lasciarsi tastare il polso per misurare la "temperatura" della nuova emittente.
Siete fuori dai rilevamenti Audiradio. Vi siete però fatti un'idea di come sta andando Play?
Una nuova radio è automaticamente fuori dalle rilevazioni. Abbiamo scelto di stare fuori anche per il 2006 perché due anni sono il tempo giusto per la necessità fisiologica di mettere a punto il prodotto. Inoltre in Audiradio la notorietà del marchio è rewarding and until we are at full capacity is better to be on the bench. moreover, they did even 24 and Radio m2o. However, we have the pulse of the situation, but we measure to see internal objectives. The feedback has been positive in the programs reach peaks of 100 sms and 70 to 80 calls. Of course this is a rough indicator for internal use but is useful for generating a reinforcement of the sentiment. Then the plan is that late this year or early 2006's plays are monitored by a research institute at national level.
What strategies were used to retain the public?
We follow the canonical method is adopted for the launch of a new product campaigns, we plan to mark up the umbrella at year end. Next year we will focus on two or three programs at the times to point to the canonical name of the programs.
Explain better.
We put the word play in association with a specific identifier in the name of each program to give greater visibility and to enhance the prestige of the conductors so as to come in a targeted manner in the range of listening.
how advertisers are reacting?
The reception is positive. But there was no particular preference for either transmission: it is a general assessment of satisfaction for news editorial. We are studying a time slot (the one from 9 to 10 am) and in the coming months we rotate the wires to implement the range of choice and to retain the public to other names. On
thing, however, were still working?
There are always things to improve. For example, the combination of music to suit the mood of each shift and to better customize the fascia. It is a continuous process of aging and also serves to test the songs.
What has given the hype?
is too soon to make the measurements. It would be premature "to give the numbers" after a month. But the innovative use of media has reinforced the position and was perceived as such even if the product is still in the running.
what mood you breathe now in place?
The spirit that reigns in the radio is just the point that on Monday we also give a party together with all the internal wires. We also inaugurated the custom of cederci once a month to share progress. It is a practice that much because I denotes participation in the project in which they each want to put his. Well I am very happy because in this way the project is strategic for the whole group.
At the time of presentation she had mentioned a plan to acquire new frequencies. How are you doing?
for this year as we closed the budget forecasts for next year we expect 10 million investment. We will move "a stain leopard "throughout the country. But we know where we want to buy: we are interested in the chief towns with more than 50 000 inhabitants and busiest motorways. As we want to be a radio service, we strive to provide information, for example, as traffic . We also know that 50% of listening is done in the car so we have to carefully evaluate this issue.
