Spamming for the ear canals
Spamnetradio.ch produces web radio for advertisers as of January
Spamnetradio.ch produces web radio for advertisers from JanuaryBy Bruno Amstutz Internet radio still ekes out a wallflower existence in Switzerland. Spamnetradio
.ch wants to remedy this state of affairs - with a web-based special interest radio station that has the advertising industry in its sights.
A radio program can be broadcast via the web without a huge infrastructure and frequency license. On the receiver side, all that is needed is a computer and a fast connection to the network. The Internet is ideally suited for special-interest radio, but this option is still hardly used in Switzerland.
With Spamnetradio.ch, a pilot project will be launched in January to discover the potential of web-based special interest radio - with advertisers as test animals. They serve as a test audience for a program specially tailored to the advertising industry, which sends editorial contributions through the network of networks on Friday afternoons and music the rest of the week.
Responsible for the project are Roland Schmid from Jingle Jungle, responsible for production and music editing, Thomy Häusermann from Comzept, who looks after the technology, and Dominik Schaetz from the Internet agency Nikin, who contributes the website. They are convinced that special interest radio is the radio of the future. "We don't want to produce average programming suitable for the masses, as can be heard on any local radio station," says Schmid, explaining the concept, "but rather targeted programming that listeners are also interested in." The advertising industry offers the ideal stomping ground for a pilot project, since the radio producers are very familiar with the scene. That's why they also see Friday afternoons as the predestined broadcasting time for editorial programming, since in their eyes the chill-out phase is already setting in at the agencies.
The name Spamnetradio.ch already hints at what advertisers must be prepared for: satirical attacks on the industry and its exponents and infotainment from the scene about the scene. "The program will not be straightforward, but peppered with provocations and humor," Häusermann announces, "it should be funny." The moderation will be done by seasoned professionals in their profession, who will also guarantee the quality of the broadcasts.
Also gloating can now be
publicly disclose
In addition to the simple distribution channel, Internet radio also has advertising advantages: According to the current RTVA, there are no advertising restrictions for radio on the web, and there are also no legal limits to the imagination in terms of content. However, the new RTVA could curtail this freedom again.
"Advertisers have the opportunity to be present not only acoustically on the radio, but also visually on the website or the Radioplayer at the same time," explains Dominik Schaetz. In addition, forums on the website offer various opportunities to provide feedback.
In this way, the appeal and success of the programs can be monitored, and the click rates allow conclusions to be drawn about the number of listeners. The aim of the radio producers is to reach the target group of advertisers as completely as possible. If the project proves successful, special-interest programs on other topics could be created.
On Monday, January 14, Spamnetradio.ch will go on air for the first time and will closely follow and comment on the election of the Advertiser of the Year this week. Among other things, the "spammiest" advertiser can be chosen at www.spamnetradio.ch as an alternative to the official Advertiser of the Year. Secret gloating can thus be made public from January.
.ch wants to remedy this state of affairs - with a web-based special interest radio station that has the advertising industry in its sights.
A radio program can be broadcast via the web without a huge infrastructure and frequency license. On the receiver side, all that is needed is a computer and a fast connection to the network. The Internet is ideally suited for special-interest radio, but this option is still hardly used in Switzerland.
With Spamnetradio.ch, a pilot project will be launched in January to discover the potential of web-based special interest radio - with advertisers as test animals. They serve as a test audience for a program specially tailored to the advertising industry, which sends editorial contributions through the network of networks on Friday afternoons and music the rest of the week.
Responsible for the project are Roland Schmid from Jingle Jungle, responsible for production and music editing, Thomy Häusermann from Comzept, who looks after the technology, and Dominik Schaetz from the Internet agency Nikin, who contributes the website. They are convinced that special interest radio is the radio of the future. "We don't want to produce average programming suitable for the masses, as can be heard on any local radio station," says Schmid, explaining the concept, "but rather targeted programming that listeners are also interested in." The advertising industry offers the ideal stomping ground for a pilot project, since the radio producers are very familiar with the scene. That's why they also see Friday afternoons as the predestined broadcasting time for editorial programming, since in their eyes the chill-out phase is already setting in at the agencies.
The name Spamnetradio.ch already hints at what advertisers must be prepared for: satirical attacks on the industry and its exponents and infotainment from the scene about the scene. "The program will not be straightforward, but peppered with provocations and humor," Häusermann announces, "it should be funny." The moderation will be done by seasoned professionals in their profession, who will also guarantee the quality of the broadcasts.
Also gloating can now be
publicly disclose
In addition to the simple distribution channel, Internet radio also has advertising advantages: According to the current RTVA, there are no advertising restrictions for radio on the web, and there are also no legal limits to the imagination in terms of content. However, the new RTVA could curtail this freedom again.
"Advertisers have the opportunity to be present not only acoustically on the radio, but also visually on the website or the Radioplayer at the same time," explains Dominik Schaetz. In addition, forums on the website offer various opportunities to provide feedback.
In this way, the appeal and success of the programs can be monitored, and the click rates allow conclusions to be drawn about the number of listeners. The aim of the radio producers is to reach the target group of advertisers as completely as possible. If the project proves successful, special-interest programs on other topics could be created.
On Monday, January 14, Spamnetradio.ch will go on air for the first time and will closely follow and comment on the election of the Advertiser of the Year this week. Among other things, the "spammiest" advertiser can be chosen at www.spamnetradio.ch as an alternative to the official Advertiser of the Year. Secret gloating can thus be made public from January.
