20 Minuten launches its own national music radio station in May
Music streaming has become an integral part of millennials’ daily lives. And the trend continues to gain momentum. According to the latest NET-Metrix-Base internet study, more than a third of the Swiss population streams radio over the internet. 20 Minuten is responding to this trend by launching its own digital radio station in May 2017.
Commuters prefer to consume music via their smartphone. With the new music radio, 20 Minuten will be offering its users musical inspiration directly via the app every day and around the clock from May 2017. This in the best sound quality and tailored to the consumption situation on the road.
For the content implementation of the new platform, 20 Minuten works with a team of proven specialists. The music editorial team creates new playlists every day based on the pulse of the times. In addition, as a social medium, 20 Minuten offers its users the opportunity to actively help shape the radio program. The songs played can be rated by the listeners. The voting flows directly into the program and so songs with many "upvotes" are played more often and songs that are not well received by users are removed from the program. "With radio, we want to address our target group via a new channel and continue to position the 20 Minuten media brand as young, trendy and innovative," explains Marcel Kohler, Head of Advertising & Commuter Media and member of Tamedia's Executive Board.
One station for all of Switzerland
Users in German- and French-speaking Switzerland can listen to the music radio for free via the 20 Minutes app (iOS and Android). In Ticino, it is broadcast via the Tio app and the 20minuti.ch/tio.ch mobile page. In this way, the 20 Minuten media brand is also present throughout Switzerland with its latest development.
Marketing
20 Minuten's music radio is marketed in cooperation with Swiss Radioworld - a subsidiary of the Goldbach Group and responsible for the national placement of radio advertising. Swiss Radioworld already markets brands such as Spotify and Tunein in this area. "We are very pleased to add this enormously attractive brand to our digital audio portfolio," says Ralf Brachat, Managing Director Swiss Radioworld.
