Enquiries Enquiries

Developing Content that Resonates with Our Chinese Audience

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:

MY Werewolf Game & MY Hungry Ghost Story

developing content that resonates with our chinese audience
Target demographic
  • 16-24 year olds
  • College students and young professionals
  • Up to date on the latest entertainment news and trends
Type of content they consume
  • Entertaining & connected to their lifestyle
  • Bite size content they can consume on the go

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!

MELODY Kids & Health Workshop

developing content that resonates with our chinese audience
Target demographic
  • 35-49 year olds
  • Married or single
  • Family oriented
  • Someone concerned with current affairs and lifestyle
Type of content they consume
  • Educational and informative content
  • Take-out of content needs to be of value

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.

We’re Not Just MC

developing content that resonates with our chinese audience
Target demographic
  • 12-24 year olds
  • Millennials and digital natives
  • Interested in KPOP, gaming and entertainment-based content
Type of content they consume
  • Trendy and entertaining videos
  • Bite sized content to consume on the go

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

 

Hi there! How can we help?