Brand "105" makes a comeback

Guiseppe Scaglione's new streaming platform is aimed at the "headphone generation".In 1998, Giuseppe Scaglione went on the air with Radio 105 as the first Swiss youth radio station on the cable network. In 2008, he was the only broadcaster to receive two of the coveted FM broadcasting licenses. His station was named "Radio Of The Year" three times in a row in 2011, 2012 and 2013. But at the beginning of 2014, his Music First Network AG had to deposit the balance sheet.Now Scaglione is coming back with a well-known brand: Under the name "my105," he is already going on the air, or rather online, on May 28 with the first interactive streaming platform in Switzerland. "The days of being able to make everyone happy with just one station are over," explains Giuseppe Scaglione, "the generation of headphones today consumes media very selectively - streaming is the radio of the 21st century."One click to your favorite soundThe main problem with streaming services like Spotify & Co., however, is that media consumers are overwhelmed by the huge offer. "Nobody actually wants to choose from 100,000 web radio stations or 30 million songs on streaming services," says Scaglione. This is where "my105" comes in: "We offer curated, hand-picked music streams for different styles. We act as a filter and have selected the best from 30 million songs and compiled them for our audience. We want to simplify the lives of our listeners!"When "my105" launches on May 28, eight channels will be available to the audience. Through a simple user interface, listeners can access their favorite sound with a single click. They can also vote for or against the songs on the playlist or actively participate in the program with their own voice messages - so-called "audio posts. Social media will also play a major role.Side blow to Schawinski"Because orientation is becoming more and more important with increasing media offerings and many online portals are unknown, we rely on a brand that our target group knows very well," Giuseppe Scaglione tells us, "so we are very proud that we were able to secure the brand rights to 105." The Italian brand owners were also very pleased to work with him again, he says.When Roger Schawinski took over Radio 105 from Scaglione at the beginning of 2014, he was soon confronted with accusations of plagiarism from the Italian company Gruppo Finelco. To avoid a lawsuit, he unceremoniously renamed the radio "Planet 105" and designed a new logo. Since there will soon be two Swiss offerings with the number 105, Scaglione recommends that Schawinski "give up his brand name.Known keypartners in the processmy105" is financed by Giuseppe Scaglione and his wife Paola Libera. In addition, keypartners SEAT, Manor, sobu.ch and Amavita are already involved at the start and will be prominently integrated into all channels and platforms. "We have come to know Giuseppe Scaglione and Paola Libera as passionate radio producers who put their heart and soul into sponsoring partnerships," explains Andreas Huwyler, Head of Marketing at SEAT, "which is why we are delighted to be involved in my105 as a partner from the very beginning. Scaglione is about to sign contracts with further keypartners. "Unlike conventional radio stations, we can always tell our advertisers in real time who they are currently reaching with their advertising with us," says Scaglione. Advertising opportunities include audio spots, exclusive banner placements, promotions, and classifieds for display and audio.