Industry snapshot with Channel 4 Radio Network’s Mohammad Jundi

Interview with Mohammad Jundi, Network sales director, Channel 4 Radio Network

Mohammad Jundi, Network sales director, Channel 4 Radio Network

How is digital media changing radio as a medium?

Digital is the future and radio has successfully and seamlessly integrated into this future. Radio in today’s digital era is designed to create a bigger impact for both consumers and marketers.
Thanks to digital media, traditional radio is now not just limited to car listening. It has expanded into people’s homes and work spaces through their mobile devices. As recently as a decade ago, the only way to engage on the radio was through SMS or phone calls. Today, with the power of digital platforms, listeners interact with the station in real time, connect with DJs on social media, see them live through station cameras and can even take part in competitions through the click of a simple button. The power of radio has risen rapidly, with the spread and impact of digital media resulting in higher listenership and clients reaching out to bigger audiences.
For advertisers, the marriage between traditional radio and digital platforms helps in getting a bigger bang for their buck. Since listeners are constantly exposed to their radio stations through social media, it gives advertisers a stronger impact through the power of video. Radio presenters are strong social media influencers, with lots of fans following their every move. This influencing power is helpful in achieving greater results for advertisers.

How are consumers changing the way they listen to content?

Today, consumption patterns have changed, with people having shorter attention spans and needing content that is bespoke to them. Digital media services have also changed the way listeners consume content.  Many listeners want content that is specific to their needs, and radio fulfills that need by creating content that appeals to them through research and experiential learning. Tailor-made podcasts, book reviews and the power of live content integration are integral to the changing needs of today’s listeners.
The power of live radio is also effectively used to create content that is moving and interactive. For example, one of our presenter s connected a father and daughter live on the radio. They had not spoken to each other for years. Another example is the impact of international cricket and radio listening. Be it expert analysis, match wraps or live commentary, radio to day gives more to create an impact on the listener’s mind with tailor-made content offerings. Hence stations connect with listeners through bespoke activities that go beyond a music playlist and disperse it through traditional radio and digital media.

What advice would you give to marketers looking to reach people with radio content?

Radio gives maximum reach at the least cost. It is without doubt the region’s most cost- effective solution for advertisers. Radio is not only about commercial spots; it is about a deeply integrated partnership where the focus is on achieving tangible and measurable results. Television, newspapers and outdoor advertising all have limitations since they are unable to interact in a deeply personal way like radio.
Radio is a live medium where we give a deeply interactive and experiential solution to clients: live road shows, live experiences, competitions, giveaways and more. This personal connection helps in effective brand-building with our loyal listeners who consume radio every single day on air and online.