“We should be wherever our listeners are.” That’s the very simple premise that former MTV Exec Bob Pittman says Clear Channel is pursuing as he builds out their multi platform strategy. According to Pittman, Clear Channel already has a great strategy and systems in place, it is just a matter of rolling it all out.
Pittman says the listener doesn’t care about what device they are listening on, but they do care what they are listening to. He points out that Clear Channel’s got a large number of those brand loyal consumers. Whereas Google has about 175 million uniques on a monthly basis in the US, Clear Channel has over 200 million. Keeping them satisfied by offering them as many ways to listen as possible is the name of the game.
What about Pandora? Pittman sort of side steps that question, simply offering the stat that “only” about 4% of listening right now is to digital or online platforms, implying he’s not really concerned – yet.. He does point out that listening online “appears to be additive” meaning that listening online adds to total time spent listening to a station, which is of course a very good thing.
Pittman has put $5Million of his own money into Clear Channel, which makes him a credible spokesperson as well. Here’s the quick interview:
Emmis NY’s Hot 97 is working with online video platform Gen2Media to produce an innovative reality video series airs on its website and the website. The docu-series, called The Wizards NYC, features “disc jockeys as the “wizards” behind the booth setting the rules and tone of the night, controlling the crowd through the power of their hands.” It’s meant to “explore the world they truly live in; a world filled with glitz, glamour and more grinding — where anything can happen.”
Gen2Media partnered with Emmis NY to premiere the show, with their production team working directly with long time MTV producers Pamela Gimenez and Serife Turhan, the creators of the show. The first episode aired to viewers online at legendary hip hop artist 50 Cent’s website and Emmis’ Hot 97 site on Wednesday, February 24th.
“A huge audience tuned in to the radio station’s website [and] 50 Cent’s website at 8PM in the evening to watch The Wizards NYC reality show. It is truly groundbreaking, and a win-win for both the audience and advertisers,” notes Benjamin Finley, VP, Branded Entertainment, Emmis Communications Corporation.”
Plans to monetize include integrating advertisers into upcoming shows, with in-Stream Video Advertising, Pre-Mid-Post Rolls, and a Skinned player around the programming. Sponsor messaging carries through to partner sites such as iconic Rap Artist 50 Cent’s website, according to Mary Spio, Co-Founder and President of Gen2Media.
This is a great way for stations to utilize their online platform to extend their brand into video. It’s obviously a big opportunity for the station to connect with their audience, and offer that opportunity to sponsors as well.