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GOLD 90.5FM

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by

AL-Hafiz Alhz

on 4 February 2014

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Transcript of GOLD 90.5FM

Music
Current
Current
GOLD
90.5FM

PROGRAMMING CONTENT
ONLINE
WEBSITE
Take home the

GOLD

OBJECTIVES
To revamp the currently “old” to a “new” image

To increase listenership, especially among 35 to 49 year olds

To retain existing, loyal listeners at the same time

Beatrice Decruz | Muhammad Al-Hafiz
Nur Farzana | Syafiqah Iqbal

SOCIAL
MEDIA
Singapore
Population
Target Audience
Jane
Jack


Jane is a 38 year old accountant that earns $3.5k per month. She stays
in a 5-room HDB house with her husband and her 2 kids, who are
11 and 13 years old.
She enjoys yoga, jogging and loves exploring healthy new cuisines for her family. She wishes for more free time for spa and shopping sessions. She is very concerned with her children's education.
She is active on Facebook and and values her friend's opinions a lot.
Jack is 40 year old creative director in an advertising firm. He earns $8k a month and lives alone in a condo. He is single and waiting for the right partner.

He is health conscious and enjoys working out and travelling. He listens to rock music but is starting to explore pop music. He is active on Facebook and YouTube.
SWOT ANALYSIS
STRENGTHS
-current-
Classic hits
Good sense of nostalgia
Strong brand awareness
Popular and experienced DJs
(Flying Dutchman, Vernetta Lopez)
Top 5 radio stations in Singapore

WEAKNESSES
Plagued with the “old” image
Plays only “old” classics
Outdated music for current audience
Failure to retain CUME listeners
Online platforms are limited and not fully utilised

THREATS
OPPORTUNITIES
Tastes in current culture
Continue with talks and seminars
Encourage sponsorships

Competitors: Kiss 92FM, Class 95FM

SWOT ANALYSIS
STRENGTHS
-for revamp-
Classic hits
Balanced music mix
Good sense of nostalgia
“New” image
Strong brand awareness
Popular and experienced DJs (Flying Dutchman, Vernetta Lopez)
Top 5 radio stations in Singapore
Lively and interactive programming content

WEAKNESSES
Insufficient revenue
Insufficient manpower

THREATS
OPPORTUNITIES
Attract relevant sponsors

Competitors: Kiss 92FM, Class 95FM

PERCEPTUAL MAP
New Image
Old Image
Old
Listeners
Young
Listeners
MUSIC
NEW PROGRAMMES
IMPROVE
EXISTING
PROGRAMMES
Mondays, 6pm - 7 pm, once a week

Greatest hits are played for an hour (from various artistes)

Modern spin (plays "new" classics as well)

Allow Gold 90.5FM to see if the "new" classics appeal to listeners

The Golden Hour
I’m The Superstar
(Rock Superstar, Pop Superstar)
Tuesday, Lunchtime Jukebox hour

DJ will announce the ‘music genre of the day’ on Facebook, 1 hour before the programme

Listeners will be encouraged to “comment” a playlist of 4 songs of their choice

3 playlists will be selected at random and runs for an hour


Shift The Vintage Showcase to Sunday, 5pm to 8pm

Replace The Vintage Showcase with Goldies Sunday, 8am to 12pm

Touches on workout songs, meditation, dance and exercise regimes

Let listeners tune in while on morning exercise

Tie in with listeners’ concerns: Health-related issues

The Vintage Showcase to

Goldies
Music
Format
Promos
70s to 90s

Classic Rock hits, Soul, R&B, Vintage

Good mix

“Newer” classics like Michael Buble, Beyonce, Whitney Houston, Celine Dion, The Script (as far as early 2000s)

Still appeals to TA
Old Classics (%)
New Classics (%)

Content (%)
After Revamp
Increase
70
5
25
60
10
30
-10
5
5
On Air
On Site

Once in the week

The Gold Breakfast Show

A birthday sig tune will be played on random

One lucky birthday listener who calls in stands a chance to win cash/ vouchers

Listeners have to constantly tune in to stand a chance to participate





Every last Wednesday of the month, The Gold Breakfast Show

Listeners need to guess where the gold is placed (historical/tourists sites) from hints given by DJs

First listener to guess correctly wins

“Mystery” prizes every week revealed after winner is selected

Wheel of Birthdays
Golden Treasure Hunt
Thank You (TANGS You)
Hello Again
Given profile of a person (real people that needs help)

4 people given 10 mins to run around the entire TANGS (sponsor) to grab up to $100 worth to be given as a gift

Best gifts (usefulness, logical, thoughtfulness) awarded participant with $100 TANGS voucher

Person to also receive gifts from TANGS and GOLD 90.5FM
Every Friday

Call in and share a memorable experience of a long-lost friend of more than five years

DJs will reconnect the winners of Top 3 Best stories of each week, to their long-lost friends

Winners surprised with a Breakfast Set, personally delivered by the DJs

Special moment and the success of reuniting will be recorded and shared on YouTube
After Revamp

Postings every Friday, 7.30pm

Reveals a mini secret or unknown fact about the DJs

Light-hearted feel

Creates close relationships

Example - Tim Oh's Dirty Secret of the day: He still sleeps with his bear soft toy ever since he was five.

“Psst...Night Time Secrets” FB Postings
Proposed inclusion of
Twitter

Convenient and fastest way to inform listeners
Updated events
Tie in with The Lady Who Lunches
Proposed inclusion of
Second most popular social media platform
Gold TV
Include live cams, seminars, vlogs, entertainment videos, on-site promotions, podcasts
To give a free and easy feeling to listeners

Golden Thoughts
Wednesdays, The Gold Breakfast Show

Each week, DJs will share a short story

Family, friends, work, sentiment over materialistic value
Guess The Grub
Wednesday, Homestretch

Duos’ good chemistry together

Promote family bonding

Possible sponsor: Swensen's

Mechanics:

DJ blindfolded and describes the food to listeners

Smell, touch and taste senses

Listeners to make a guess

First caller to answer correctly, wins
Coffee with Gold
Thursday, Gold Afternoons

Marriage counsellor will be invited to the programme

Tips and ways to work through a marriage e.g. handling a difficult parent-in-law

Marriage is Key
Both weekends, afternoons

Saturdays: Daddy’s Help book

Sundays: Mommy’s Guidebook

Offers tips for parents to handle work-family life balance

Encourages family bonding

Possible sponsors: Aramsa Spa, Banyan Tree and Sky on 57

Re-energise tired parents with a day of pampering (spa and dine-in vouchers)

Bundle of Joy
POSITIONING STATEMENT
To make Gold 90.5FM the number one English radio station in Singapore, offering current and entertaining content, improving its music mix and boosting the social media strategies.

SURVEY RESULTS
Thursday, The Gold Breakfast Show

DJ will tackle the gossip or news of the week

Gossip is in relation to local news or information

Inspired by The Noose, classy yet hilarious

Possible sponsor: Nescafe

YOU FOUND
THE
GOLD
Full transcript