As the media landscape becomes more and more saturated with different types of content for consumers, knowing our audience helps Astro Radio come up with the right content to engage and capture their attention.
As the media landscape becomes more and more saturated with different types of content for consumers, knowing our audience helps Astro Radio come up with the right content to engage and capture their attention. The target demographic for our Chinese brands – MY, MELODY and GOXUAN is very different. So, the content we develop needs to cater to the lifestyle and interests of these people.
Here’s what we have lined up for them:
Werewolf is a popular strategy role play mobile game among the young. So with this campaign, fans get to watch MY announcers and selected celebs play the game in video concept and guess who the werewolf is.
During the recent Hungry Ghost m onth, MY solicited for ghost stories from our fans & converted the best of the stories into a single scary video. Promoted on air and via social media, since it’s release at the end of August, the video has racked up 90 thousand views on Fb alone!
Our aim is to always connect to what is topical for our fans; and put a MY twist on it to create content our fans love!
A workshop with selected kids aged between 6-12. We’ll do activities that stimulate their brain eg improve their ability to concentrate; improve memory; teach public speaking.
Selected listeners will be invited to participate in an interactive health workshop that covers issues like nutrition; heart and bone health. To engage a wider audience, the session is also carried on Fb live.
MELODY creates content that appeals to our audience; and delivers it in a way that they like. For example, practical skills that parents would want for their kids. Health is also a popular subject and since we know our audience is busy, we offer content platforms that enables content consumption at their leisure.
Formatted like a reality TV show, ‘We’re Not Just MC!’ is an 8-episode 15-20 minute series which sets our announcers up to experience different career paths and feel the real struggles of different occupations.
This young audience likes content that reflects their lifestyle and aspiration. Plus, when announcers are doing something funny and unusual – eg Learning how to take care of a Durian Farm, or becoming a production assistant in TV shooting.
Article You May Like