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James Cridland is Managing Director of media.info, and an Australia-based radio futurologist. He is a consultant, writer and public speaker who concentrates on the effect that new platforms and technology are having on the radio business. Find out more or subscribe at http://james.cridland.net


Malaysia

Last week, I was the guest of Commercial Radio Malaysia, the trade body for radio in the country. I was keynote speaker, sharing the stage with Lee Riskfrom GfK. Thank you, @serinadiah for this photo.

Lee’s presentation was fascinating: I’m a sucker for radio research data. We learnt that 30% of Malaysians use a TV set-top box to listen to the radio (many services are carried on Astro’s TV platform); a third use a smartphone, though many are using the FM chip rather than internet streaming. We learnt that apparently people think advertising on the radio makes brands more authentic, more appealing and more trustworthy. Radio has the highest social media engagement compared to other media. That 13m “radios” were sold last year. And the real meat of the presentation: 97.2% of Malaysians listen to the radio at least once a week – for over 14 hours a week, and they tune into an average of two stations. The low average (the UK’s about 4) and the low TSL (the UK has 21 hours per listener, 19 hours per head) is potentially because of the lower amount of choice in Malaysia: many stations are also national rather than local.

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