Southern Cross Austereo is looking to on-demand event streaming to increase the amount of time people spend listening to radio content. It is making the recent Coldplay gig at Sydney's Enmore Theatre available as an on-demand stream for the next three weeks to tap into the growth of time shifted media consumption.
The on-demand audio stream will be housed on a dedicated microsite and is accessible across SCA's digital assets, including its 90 mobile-optimised websites and 72 smartphone apps.
Southern Cross Austereo director of digital and innovation, Clive Dickens, told AdNews SCA will look at creating more on demand experiences for its audiences, as an extension of its radio brands, although he added that radio's core value proprosition remains “live and local”.
“Consumers are time-starved. There is a plethora of choice for consumers to deal with and time shifting media entertainment is something that consumers really like to do,” Dickens said.
“If we can extend the amount of time that people spend with radio content, of course we'll look to do that and if consumers respond positively to this shift than we'll do more.”
It follows SCA's live audio stream of the gig, which Dickens said made a new record for the biggest audience on the company's website.
“The live event was broadcast on all of our stations and streams to the world and it brought over half a million unique visitors to the site in 24 hours, so it was by far our most success event,” Dickens said.
“To negotiate on-demand rights to the audio means that over the next 28 days we'll be able to bring it to plenty more people who either weren't at Enmore or weren't avalaible to listen on that night.”
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