[cma-l] Pilot Project: Community Radio Smartphone App trial

[CMA-L]

Dear Friends & Colleagues

The CMA, in partnership with Exaget <http://www.exaget.com/>
Ltd<http://www.exaget.com/>is looking for a number of community radio
stations who are willing to
trial a new smartphone app called UTuneMe <http://www.utuneme.com/> that
will deliver customised and targeted audio advertisements and other content
to listeners based on their profile. Exaget provides this service to
broadcasters and advertisers to leverage the benefits that smartphone
technology can deliver to their business. *
*

**
*Background:*

UTuneMe is a brand of Exaget Ltd and was set up to smartly mobilise
applications and services used by consumers and businesses today and
creating new ones that will be needed in the future. Exaget's vision is to
make audio and radio advertising get the best of both the audio and digital
advertising world to both the large and small advertisers and broadcasters.
UTuneMe's USP is that it aims to be a cost-effective solution to monetize
mobile audio listeners

*The proposal:*

To develop a mobile App for community radio. The objective being:

   - Provide a dedicated single listening source for mobile devices
   - Provide a mobile solution ‘made easy’ for all parties
   - Create and develop an alternative revenue stream
   - Provide mobile audience listening behaviour data

*Why:
*

We can’t get away from the fact that listening via mobile devices is
growing fast with current RAJAR research showing a 14% quarter on quarter
rise with 42.9% of 15+ claiming to have listened to radio via a mobile
phone.

Mobile digital advertising is the fastest growing ad spend and according to
IPG Magna Global is forecast to grow by 54% in 2013. Digital is highly
targetable, highly sought and highly valuable. Collectively community radio
can deliver the scale and share in this revenue opportunity.


*How will it work?*

One of our key drivers is to make the process as simple as possible for all
concerned.

*Who builds the App?*

UtuneMe will develop a feature rich ‘Community Radio Application’, for IOS
and Android platforms. Stations will supply just the stream URL and their
logo.

Ongoing updates and upgrades will be remotely and automatically managed.

*What features will the App have?*

   - Facebook, Twitter, website, call, SMS, map
   - Search by location or station name
   - Favourites list

*What are the revenue opportunities and who will do the selling?*

Revenue opportunities will come from the sales of audio/visual pre-roll and
instream ads.  This inventory would be sold by UTuneMe and or a third party
such as a sales ad agency. Terrestrial broadcast ads will not be affected.
The CMA will control, collect and distribute all revenues.

*Who will quality control the ad type and content? *

Broadcasters and the CMA - with no adverts for alcohol, gambling, dating or
money lending from the outset. Any broadcaster has the option to decline a
particular ad. All campaigns will be communicated to the station before
broadcast.

*What will the stations have to do?*

For the ad insertion we need help from the stations as they need to
create/allow the instream inventory for network ads to be inserted. This is
created by a simple piece of metadata. There would need to be conformity
across the stations e.g. all stations to release 30 seconds per hour. Any
space that is not sold would be filled with relevant and agreed
content/promo/message. This pilot project will determine any technical
challenges that need to be solved.

*Who manages the ads?*

UTuneMe manages the whole process beginning to end from campaign scheduling
through to post campaign evaluation. The client sends the ad to UTuneMe
which is then served through the ad server.

*How much is it going to cost?*

Nothing the App comes FREE.  No upfront costs and no ongoing licence or
service costs.

*How do you join?*

Please email phoneapp at commedia.org.uk

\\

Community Media Association
-- 
http://www.commedia.org.uk/
http://twitter.com/community_media
https://www.facebook.com/CommunityMediaAssociation
Canstream Internet Radio & Video: http://www.canstream.co.uk/
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