Product
Three Levels of a Product
Core Product
Core product actually is a faith and benefit of a product, in order to valuate customers’ life. As the result, CRHK aimed to provide the latest news and entertainment information to audiences. The beliefs of their product are mainly candid and criticizes on daily gimmick topics in order to keep people hooked on to the updated world information.
Actual product
The actual product is a tangible product. As a radio station, their actual products definitely are the channels, radio programmes and DJs. There are three channel frequencies such as FM 881, FM 903 and AM 864. Yet, the radio programmes are mainly provided in FM and clearly targeted to different levels of audience.
- Market segmentation and Positioning
In order to responses the targeted market’s desires., the positioning of programme contents of FM 881 are in professional, critical talk-based while FM 903 are fast-paced, creative and free talk-based with playful atmosphere.
For example, the flagship programme of FM 881 are mainly in News and Public affairs block (在晴朗的一天出發, 光明頂) while FM 903 are in the Leisure and Music (早霸王, 叱咤樂壇).
For this reason, the audiences of FM 881 are mainly in 35-54 years old range. On the other hand, opposite to FM 881, audiences of FM 903 are the youngster which between 15-34 years old.
- Packaging of Hosts / DJs
Based on the target audiences, CRHK packages their programme hosts in different ways. In order to attract more target audience to listen, the hosts of FM 881 are usually guest host such as famous critics and financial experts like陳永陸and陶傑to make the programme be more professional and trustable.
However, as to fulfill the taste of youth, hosts of FM 903 are all famous DJ with jo...
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...also included. For example, the CRHK provides live broadcast of “Ultimate Song Chart Awards Presentation” or “30-hours Famine” on their official website every years.
In addition, CRHK creates Programme’s Fanpage on Facebook and the official forum as to interact with audiences.
Below the line promotion (BTL)
Besides ATL, BTL is another marketing theory refers to forms of non-media communication to promote, such as exhibitions, sponsorship activities or public relations. Under this theory, CRHK also acquires it in some areas.
-Press Conference
All shows and events that produced by CRHK will hold a press conference as to invite and cooperate with other media to make news reports of the event.
-Joint event
To cooperate with World Vision as an organizer of “30-hours Famine”, instead to meet the social responsibility, it also helps promote the brand and image of CRHK.
Howard Stern is a radio personality, producer, actor, author, and is the self proclaimed “King of All Media”. Stern is widely known for “The Howard Stern Show”, which was aired on FM radio from 1986 to 2005, until it moved to Sirius XM Radio in 2006. Stern specific style of “shock jock” radio is what makes him so popular, taking him only four years to get his show nationally syndicated in 1986.
This method is free and can reach hundred of thousands of people. The podcast is available on DJ Jekyll & Mz Hyde’s Facebook page (www.facebook.com/DJ-Jekyll-Mz-Hyde-863962870331473/timeline/?ref=hl) for all current and potential customers all over the world. This podcast could be listened to live or recorded and listened to at a later time. The podcast highlights events and happens around the area that DJ Jekyll & Mz Hyde would attend as well as feature new artists to watch, and give tips and pointers for individuals in the music
first radio jobs Rush went by the name Jeff Christie while working for KQV in
The programme is usually broadcasted from different Christian churches in Britain each week, and about 6 popular hymns are sung. A presenter who finds out about ones life and how their Christian faith has affected them also has a short interview with a member of the public. The target audiences for worship programmes are people who fit under the more strictly religious title, and the older Christian generation. Another type of religious broadcast is called a magazine programme, which can be seen on Sunday mornings between 10.30am - 12 noon. This type of programme includes news from the world of religion, interviews
Physically, Radio was portrayed as being very healthy and active. He’s shown assisting the practices and keeping up with the players. Cognitively, he is somewhat slow but still able to complete tasks with help. Radio has a limited vocabulary, is unable to read or write, lacks communication skills, has little self direction, and becomes repetitive with phrases. Spiritually, he is portrayed as being happy once he became apart of the community. He finds meaning to his every day activities and enjoys being around
...nal Public Radio: News and Analysis, World, US, Music and Arts. 31 March 2010. Web. 31 January 2011.
The article that appeared in Fortune entitled “Radio’s Stern Challenge” by John Helyar discusses Sirius’ marketing strategy to not only take market share from the entrenched and free terrestrial radio industry but also to beat its only competitor, XM. The Fortune article presents how a fat and lazy radio industry has failed to react to an eroding listening base and an increasing number of competing technologies. Issues like lack of attention to programming, no on-air talent, and an increase of 166% in the time devoted to commercials have driven listeners away from radio. Teens aged 12-17 spend 11% less time listening to radio compared to five years ago and adults 18-24 spend 13% less time compared to five years ago (Helyar, 2004). The article further discusses that terrestrial radio has much to fear from competing technologies like satellite radio, streaming digital radio on the Internet, and Apple’s iPod. What terrestrial radio does have in its favor is that it’s free compared to any of the current competing technologies like satellite radio.
Traditional (AM/FM) Radio - it is currently free, but only offers a homogenous shallow play lists with medium audio quality.
Traditional AM/FM Radio. Sirius’s competition also includes traditional AM/FM radio. Unlike SIRIUS radio, traditional AM/FM radio has had a well established market for its services for many years and generally offers free broadcast reception paid for by commercial advertising rather than by a subscription fee. Also, many radio stations offer information programming of a local nature, such as local news and sports, which Sirius does not offer as effectively as local radio. Some radio stations also have begun reducing the number of commercials per hour, expanding the range of music played on the air and experimenting with new formats in order to compete more directly with satellite radio services.
MTV Multiplayer RSS. ©2014 Viacom International Inc. All Rights Reserved., 31 Oct. 2007. Web. 10 Apr. 2014.
Green, Jonathon. "ABC Radio National." Radio National. N.p., 20 Oct. 2013. Web. 28 Mar. 2014. .
has to listen to any popular local radio station after 8 P.M. to hear strings of
Abunda and Aquino Tonight is a new primetime show of ABS-CBN that premiered on February 10, 2014. It is a 15-minute show that features current show business topics and political controversies. Different guests every night are invited to talk about a certain topic, they maybe politicians or celebrities. The show also aims to consider the perspectives of the commoners and discuss issues that could affect them and to what extent will they be affected. They want to use simple terms and discussions to reach a wider span of audience. Aside from that, it promotes audience interaction through surveys and polls. Mostly, it is internet-based to which they ask the so-called netizens for their comments and reactions from current issues. With its timeslot situated late at night, its target audience mainly includes the professionals and the general mass. The show’s theme is entertainment and political topics. It sometimes also includes lifestyle and current events that affect the Filipino community. Since 15 minutes is not that long, the show sometimes shows only one of the themes.
Once again, radio is currently at a crucial stance. FM radio was once the means in which someone could find out about new music artists, hear their favorite top songs, and catch up on local/world news. However, with the surge of the Internet at the turn of the century, the role of the radio starts to diminish. The Internet can now be used for gathering local news or weather in a fast and efficient manner. It can also be used as a way for music fans to find new artists similar to ones that they currently like, and (although not legal) ease in the process of downloading complete albums in high-quality formats for free. CD and MP3 players are now very popular for the person “on-the-go,” and as a result, it’s very easy to find people that remark: “I don’t listen to radio.” The reason for this is that radio has lost its niche. No longer is radio as convenient of a means to get news and experience new or popular music. Radio is forced, once again, to innovate itself in order to keep from being eliminating by the more popular types of med...
FM is since the frequency is varied, station takes up more room on the band.