Hybrid radio station airs : Massiv Metro, a new South African radio station, has taken a fresh approach to digital radio. Conceptualised by DJ Sbu (Sibusiso Leope), it has been created in partnership with Massiv Media to reach the vast taxi commuter market.
Massiv Metro streams live in 800 taxis and eight taxi ranks and online on www.massivmetro.com. It operates through a device installed in taxis at no cost to the commuter target market while they queue in taxi ranks and travel in taxis. The hybrid model radio station, which bridges the gap between digital and traditional radio, reaches 672 000 taxi passengers per six-day week. The company intends rolling out to 2 000 taxis within the year, reaching about 1.6 million commuters.
Massiv Metro’s strategic plan includes free streaming on cell phones nationwide, with zero rating from cellular partners in year two, and nationwide rollout with replication through Africa in year three, constantly developing innovative means to broaden the reach as Africa becomes more digitally friendly.
Faith Mangope, Station Manager of Massiv Metro and former anchor on eTV’s Sunrise show, says the new radio station is attracting strong interest in the market.
“We are targeting a particular market segment – the urban taxi commuter – on the back of Massiv Media’s wide knowledge and understanding of the taxi commuter market built up over 10 years.”
Massiv Media installs and manages transit screens and interior and exterior branding in taxis, and large format 4G TV screens, super towers, and rank branding in taxi ranks.
“Excellent market intelligence has been accumulated from the commuter market, of which 90% is in the upper LSMs of 6-10. We call it the ‘purpose market’ because one thing they all have in common is purpose. They are going somewhere and they have an objective in mind. Now, through Massiv Metro, we enable them to listen to captivating radio content at no data cost, with free wi-fi at taxi ranks and in taxis.”
High profile presenters include DJ Sbu, Thembe Seete, well known musician and TV star Zola.
Says Mangope, “We’ve signed a joint venture with Soccer Laduma that includes soccer news and updates through all the shows, with special chat shows featuring soccer star Mark Fish, SuperSport presenter Motshidisi Mohono, and celebrity guests covering both local and international soccer on Mondays, Wednesdays, and Fridays from 11-12.”
Massiv Metro is incentivising taxi drivers, providing entertainment for their passengers as well as loyalty packages of airtime and data, vouchers and coupons for the drivers. When a taxi passenger wins a competition, the taxi driver will also get a prize.
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