Cult temporary programs
Private Radio
Private radioMore and more advertisers are using temporary radio programs to reach their niche audience away from the mainstream.
The Swiss radio landscape is practically cemented for non-state broadcasters by the narrow frequency grid that the Federal Office of Communications (Bakom) has defined for private radio stations. In between, however, there is occasionally room for regional or local broadcasters.
limited programs. For some time now, OFCOM has been using this leeway to grant temporary broadcasting licenses to culturally or ideally motivated bodies.
One such license was granted to rundfunk.fm, for example. When its creators go on air for a month on August 19, there will be two anniversaries to celebrate. The program itself is in its fifth year of operation, and one of its main sponsors, the French-speaking Swiss mineral water supplier Henniez, is celebrating its centenary at the same time. The radio producers congratulate the Romands on their milestone birthday, and Henniez in turn congratulates rundfunk.fm with specially printed labels on 20,000 bottles, which are distributed throughout the radio's coverage area.
Temporary radios established
This close collaboration is no coincidence: both doctoral partners have been working together intensively for years.
together. Without Henniez' sponsorship commitment, rundfunk.fm would not exist. This, in turn, would be a shame for some of the mostly young people in the Zurich area, who are among the approximately 80,000 listeners who prefer a program beyond the musical uniformity of the well-known private radio stations. Selected DJs and compiling artists from Switzerland and abroad weave the carpet of sound. rundfunk.fm sees itself as a soulful, jazzy alternative to the techno-heavy Street Parade and its likewise temporarily licensed station. Sony-Ericsson is sponsoring a campaign for a new cell phone model - for the media agency of
Sony-Ericcson, Mediaedge CIA notabene an important additional benefit.
Another new temporary radio station called RadioAffair has also emerged in Zurich, which only a few days ago suspended operations for just under a year before - who knows - going back on air next year.
In addition to the SRG, either existing private radio stations or festival organizers act as broadcasters of these part-time programmes. They use the free frequencies to additionally broadcast their events over the airwaves, such as the Festival of Electronic Art in Lugano or Christopher Street Day in Zurich.
There are two reasons why some well-known advertising clients are getting involved with the exotic players on the private radio scene and providing substantial funding: On the one hand, temporary advertisers offer attractive forms of cooperation that the large private radio stations cannot. rundfunk.fm, for example, offers promotional clients such as Redbull entire packages. In addition to sponsorship trailers, these also include integration into the station's visuals and other activities.
As rundfunk.fm is not just a radio station, but also an open-air DJ festival and an Internet event, it can offer advertising customers opportunities that other radio stations can hardly dream of: banner advertising on the website, advertising on the flyers and in the courtyard of the venue for product sampling or other advertising campaigns.
Medium with high impact
Advertisers such as Henniez are looking for this consumer proximity: "As the only independent, nationally active Swiss mineral spring, we are in competition with major international brands. We seek proximity to opinion leaders through the targeted use of local events," explains Henniez Marketing Director Jean-Paul Schwindt. With the aforementioned radio campaigns, Schwindt wants to break existing brand codes and rejuvenate the brand stature.
Schwindt is convinced that the commitment is worthwhile. In addition to the contacts made through the radio spots, there are also those generated by the media partnership between rundfunk.fm and the commuter newspaper 20 Minuten. Henniez appears there as a sponsor of the daily coverage of rundfunk.fm events.
As a further piece of the mosaic in the communication mix, around 100 trendy stores and bars in Zurich broadcast the rundfunk.fm program while the station is on air. This extends the useful life of the medium and at the same time increases the level of awareness. National advertising agencies such as Radiotele
has shown interest in rundfunk.fm. However, the initiators are still shying away from a complete opening. Although a comprehensive commercialization of the program would be possible according to the concession, it would destroy the character of the program.
Good old radio is rejuvenating itself with trendy temporary programs.
Raymond Lüdi
The Swiss radio landscape is practically cemented for non-state broadcasters by the narrow frequency grid that the Federal Office of Communications (Bakom) has defined for private radio stations. In between, however, there is occasionally room for regional or local broadcasters.
limited programs. For some time now, OFCOM has been using this leeway to grant temporary broadcasting licenses to culturally or ideally motivated bodies.
One such license was granted to rundfunk.fm, for example. When its creators go on air for a month on August 19, there will be two anniversaries to celebrate. The program itself is in its fifth year of operation, and one of its main sponsors, the French-speaking Swiss mineral water supplier Henniez, is celebrating its centenary at the same time. The radio producers congratulate the Romands on their milestone birthday, and Henniez in turn congratulates rundfunk.fm with specially printed labels on 20,000 bottles, which are distributed throughout the radio's coverage area.
Temporary radios established
This close collaboration is no coincidence: both doctoral partners have been working together intensively for years.
together. Without Henniez' sponsorship commitment, rundfunk.fm would not exist. This, in turn, would be a shame for some of the mostly young people in the Zurich area, who are among the approximately 80,000 listeners who prefer a program beyond the musical uniformity of the well-known private radio stations. Selected DJs and compiling artists from Switzerland and abroad weave the carpet of sound. rundfunk.fm sees itself as a soulful, jazzy alternative to the techno-heavy Street Parade and its likewise temporarily licensed station. Sony-Ericsson is sponsoring a campaign for a new cell phone model - for the media agency of
Sony-Ericcson, Mediaedge CIA notabene an important additional benefit.
Another new temporary radio station called RadioAffair has also emerged in Zurich, which only a few days ago suspended operations for just under a year before - who knows - going back on air next year.
In addition to the SRG, either existing private radio stations or festival organizers act as broadcasters of these part-time programmes. They use the free frequencies to additionally broadcast their events over the airwaves, such as the Festival of Electronic Art in Lugano or Christopher Street Day in Zurich.
There are two reasons why some well-known advertising clients are getting involved with the exotic players on the private radio scene and providing substantial funding: On the one hand, temporary advertisers offer attractive forms of cooperation that the large private radio stations cannot. rundfunk.fm, for example, offers promotional clients such as Redbull entire packages. In addition to sponsorship trailers, these also include integration into the station's visuals and other activities.
As rundfunk.fm is not just a radio station, but also an open-air DJ festival and an Internet event, it can offer advertising customers opportunities that other radio stations can hardly dream of: banner advertising on the website, advertising on the flyers and in the courtyard of the venue for product sampling or other advertising campaigns.
Medium with high impact
Advertisers such as Henniez are looking for this consumer proximity: "As the only independent, nationally active Swiss mineral spring, we are in competition with major international brands. We seek proximity to opinion leaders through the targeted use of local events," explains Henniez Marketing Director Jean-Paul Schwindt. With the aforementioned radio campaigns, Schwindt wants to break existing brand codes and rejuvenate the brand stature.
Schwindt is convinced that the commitment is worthwhile. In addition to the contacts made through the radio spots, there are also those generated by the media partnership between rundfunk.fm and the commuter newspaper 20 Minuten. Henniez appears there as a sponsor of the daily coverage of rundfunk.fm events.
As a further piece of the mosaic in the communication mix, around 100 trendy stores and bars in Zurich broadcast the rundfunk.fm program while the station is on air. This extends the useful life of the medium and at the same time increases the level of awareness. National advertising agencies such as Radiotele
has shown interest in rundfunk.fm. However, the initiators are still shying away from a complete opening. Although a comprehensive commercialization of the program would be possible according to the concession, it would destroy the character of the program.
Good old radio is rejuvenating itself with trendy temporary programs.
Raymond Lüdi
