Two interesting phenomena are happening today. First the so-called “Age of Distribution” which is the expansion of radio, television and print into digital platforms as well as various touch-points with the consumers.
Today, we see consumers watching news outside of their traditional radio-TV, newspapers oand their native websites but are now getting information on social media such as Facebook, Flipboards, Snapchats, Yahoo , Apple and Google. The second phenomenon is the “Age of Programmatic Advertising” which is data-driven exactly the reverse of media ratings happening today.
Instead, media buyers will now use audience data in order to select their optimal advertising placements from traditional commercial spots to digital mobile impressions in websites, mobile apps, VODs and others.
These directions are challenging RADYO INQUIRER990 today into its new journey from a non-rating and simple AM radio station into an aggressive digital/mobile entity determined to seek out the Filipino audience wherever they are at all times.
We are redirecting our news and information content broadcasting not only digital streaming, but also on demand, cable distribution, mobile and even in off-platform sites or in other touch points with our consumer.
We commit ourselves to continually grow and be on the cutting edge.
Our very credible Inquirer brand is the biggest news organization in the country and this makes us competitive to rival the established radio-tv news companies today. In this era of overloaded information, INQUIRER’s balanced news and fearless views on RADYO INQUIRER990 will remain foremost on the minds of every news consumer.
In the past month, we launched our new 20-hour radio programming schedule from 4AM-12MN with an unprecented five daily newscasts in the following schedules 4AM-7AM-12NN-5PM-10PM all days of the week.
This is outside of our hourly news updates and also numerous flash reports on developing stories happening each day.
Our news content revels in our up-to-the minute news coverage by our respected and seasoned multi-skilled radio journalists in the field. Our deep bench of credible and effective anchormen in talk-commentary are the best in the industry, excelling in their news analyses and contextualizing developing day to day events in the Inquirer tradition of “balanced news,fearless views”.
Our public affairs programs consists of news/information-based programming with strong “institutional blocktime shows” with Comelec, SSS, MTRCB, San Miguel Corporation, DOST, to name a few. Our other blocktimers are established organizations with strong nationwide following.
On weekends, Radyo Inquirer990 rocks with the youth programs, GEN YZ, School of Life and Voice of the Youth , building loyalty among college students and yuppies to return to AM radio and therefore acquire greater and useful skills and wherewithal for their future.
This youth aggrupation numbering to 100,000 card bearing members will soon be a major part of our nationwide news coverage as well as our citizen partners in the forthcoming 2016 elections and beyond.
We also launched our Tagalog news site; radyo.inquirer.net where the radio station can be watched and listened via internet, mobile or desktop, here and abroad.
Although still in infancy, radyo.inquirer.net is now competing aggressively in the breaking news genre, traditionally and in social media. We can also be accessed thru inquirer.net, the official news website of the the Philippine Daily Inquirer Group and this gives Radyo Inquirer990 a major edge in news sites, in the same level as ABS-CBN (DZMM) or GMA7 (DZBB).
Two weeks ago, for the first time in Philippine radio, we partnered with a leading LED Billboard group in delivering “street news service” to our mobile consumers , particularly motorists and consumers who always get stuck or are slowly traversing heavy traffic in EDSA. Radyo Inquirer990 in cooperation with HDI Admix, launched “Balita Sa Kalsada” in three LED billboards along Edsa SB specifically those along Camp Aguinaldo.
This updated news service airs from 6AM-10PM daily and initial feedback says it created a buzz among news organizations and advertising agencies for its “newness” and “relevance”.
We are expanding this news service to other LEDs in heavy commuter areas e.g. NAIA, Green Hills, Bonifacio Global city, and Masinag, Antipolo and maybe nationwide in the near future.
We also put up ten (10) static billboards along bus stops in the whole of Edsa stretch bannering RADYO INQUIRER990, our anchor team and news battlecry, “Balanseng Pagbabalita, Walang Takot na Pamamahayag”. Our station posters are also seen in the twenty four (24) commuter stations of LRT1 from Roosevelt QC to Monumento, Caloocan and also on eleven (11) commuter stations of LRT2 stretching from Recto, Manila to Santolan, Pasig.
The next level is RADYO INQUIRER990’s transformation to digital broadcasting, wherein we will be accessible not only on AM RADIO, and other audio distributions, (podcasting) but will be “highly visible” also on Mainstream Social Media including INQUIRER APP, Mobile, and on Cable TV both local and International.
This aggressive positioning of RADYO INQUIRER990 in both traditional,digital, cable and out of home reach will deepen and boost the consolidated menu of the Philippine Daily Inquirer Group for advertising agencies and industries/companies who wanted to reach their targeted consumer across this exploding information blowout and dispersed consumers in traditional mass media.
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