Programming Strategies and Promotion of Online Radio Station: Case Study of Cat Radio

Abstract

The research aimed 1) to study the process model of broadcasting FAT Radio toward Cat Radio Online 2) to study the strategies and promotion concepts of radio online program 3) to study the factors that related to the surviving of Cat Radio Online business. The research results were analyzed from five-person in-depth interview and related studied document. The study found that Cat Radio and Fat Radio program concept were similar. They used the same strategies to have various content forms in their programs and also have the same strategic direction for all produced program. They created the characters, tastes, and angle of view for program much more variety through the modulators. They presented both international and Thai music and mainly focused on new non-popular songs which were not in trend. They developed the program according to audience needs and completely changed to the 24 hours’ online radio channel. They also provided the life-talk interested content format on top of Contemporary Hit Radio (CHR). Both famous and non-famous Thai and international contemporary songs were presented aimed to promote and supporting new singers. There were many well-known disc jockeys (DJ) from the Fat Radio. More artists, singers and DJs joined the program that enhanced their radio program much more enjoyable. Moreover, the audience could access to their channel anywhere and anytime as well. These strategies were the key of success for their on online radio business surviving. In summary, the key of success which supported them on online radio business competition were opening the Contemporary Hit Radio (CHR), having more diverse of DJs, having the special campaign - continued activities concept from Fat Radio. All factors made them maintain their former audiences and added up new audiences at the same time. These factors created their main income which made them survive on radio online business.