Serious request

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Serious request
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Current issues regarding public music
broadcasters

• How do I
• distinguish content from commercial competitors
  and still serve a large audience?
• stand out in an overcrowded radio market?
• commit listeners to my station?
• launch new radio talent?
• claim a leading position in cross media
  programming?

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The answer Serious Request!

• Doubles audience reach
• Intensifies image of radio station regarding
  public values
• Commits the audience to the station and to each
  other
• Delivers substantial media attention
• Creates radio heroes
• Creates social impact
• Establishes fantastic teambuilding

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Serious Request the Format

• Fixed concept
• 3 DJs produce a live programme, non-stop for 6
  days without food
• Locked in a glass studio on an easily accessible
  location for public
• Airplay on request for a donation, benefits to an
  'undervalued' calamity
• Cross-media programming Radio, TV, Internet,
  Mobile
• Broadcast in the week before Christmas

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Serious Request the Format

• Principles
• Cooperation with The Red Cross
• Support for a shared goal
• Availability of the entire DJ and Production team
• Substantial broadcasting time on Public
  Television
• Excellent public financial justification

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(No Transcript)
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Serious Request results 2006
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Brand awareness Serious Request

• 3FM Serious Request awareness increased to 78 in
  2006
• 78 is 11.1 million Dutch inhabitants aged 10
  yrs and older.
• Especially strong increase within group 34-54 yrs.

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Total reach Serious Request

• Total reach Radio TV Internet
• 2006 8.1M (57) new record
• 2005 7.5M (55)
• Reach 2006
• Radio ca. 4.0M (normal weekly reach 2.2M)
• Television ca. 5.3M
• Internet ca. 440.000 (normal weekly reach
  90.000)

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Radio Broadcast reach

• Radio programmesrange increased from 24 to 28
  4.0M Dutch listeners 10 yrs
• Reach has increased within all groups

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Radio Listening behaviour (10-34 yrs)
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Television Reach

• 6 yrs 35 5.3M (2004 29 4.3M)
• 13-19 yrs 23
• 20-34 yrs 38
• Source SKO. Results of all Dutch persons 6 yrs
  and
• older who have seen at least 1 minute of the
  broadcasts

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Internet visitors 3FM.nl
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More information?Please contact
Florent Luyckx florent_at_3fm.nl