Commercial Radio Australia

The Australian commercial radio industry has launched its latest brand positioning and identity to underline radio’s strength as a dynamic, innovative and multiplatform medium.

The “Radio Alive” brand and logo will be used across the industry to reset perceptions about radio and highlight its broad ever-expanding reach and influence across broadcasting, online, social, mobile apps, podcasting and live events.

CRA chief executive officer Joan Warner said creative agency Joy had been appointed to develop the new brand identity and launch campaign.

“We recognise there’s a need to refresh the way the advertising industry thinks about radio.

“We are often perceived as a traditional analogue medium, when in reality radio is, and always has been, highly-adaptive. Radio now brings brands to life across multiple consumer touch points,” Ms Warner said.

The new marketing campaign will be officially launched at the annual conference in Melbourne on October 13, which has been renamed Radio Alive 2017.

The “Radio Alive” platform follows the “Radio. It’s a Love Thing” campaign that has been running since 2014 and has successfully promoted the strong emotional connection between radio and its listeners.

The new campaign is aimed at increasing advertising revenue for commercial radio at a time of intense competition from international competitors.

Joy principal Andrew Wynne said: “The Radio Alive brand reflects how radio is alive with talent, ideas and energy.”

“We’re excited to be working with commercial radio and helping to capture its unique strengths as a medium that has successfully transformed the way it connects to audiences in the digital age.”

Joy has worked on campaigns for Nike, eBay, Boost Mobile, Glassons and SBS.

#radioalive #radioalive2017

CRA announces Xtra Insights contract extension for regional radio ratings


The commercial radio industry today announced Xtra Insights has been appointed to a further two years as the official provider of radio audience measurement surveys in regional Australia.

The contract extension is effective immediately, with ratings surveys planned for several major regional centres in 2018, including Hobart, Wollongong, Gosford, Townsville and Bendigo.

Commercial Radio Australia chief executive officer Joan Warner said the industry was delighted to continue to partner with Xtra Insights to further develop the program.

“We look forward to working with Xtra Insights and regional broadcasters over the next two years as we continue to build and evolve the valuable service Xtra provides to these markets,” she said.

“Radio stations that have participated in the surveys have benefited from increased revenue opportunities and improved awareness among advertisers.”

Paul Amos, Managing Director of Xtra Insights, said 2017 was a strong year for regional radio with results from the Regional Radio Audience Measurement Surveys (RRAMS) validating radio’s importance in the community.

“Of the 26 regional markets surveyed in 2017, eight participated under the current methodology for the very first time. More than 21,000 people were surveyed in total, and 60 commercial radio stations participated.

“Xtra Insights is strongly committed to the continuous development of the RRAMS process and will be prioritising industry awareness and education surrounding the regional methodology in 2018,” he said.

Xtra Insights has been the official provider of radio surveys since January 2016 for all regional markets except Gold Coast, Canberra and Newcastle, which are surveyed separately. Under the agreement, commercial radio stations can commission Xtra to undertake surveys in conjunction with public broadcasters in their licence area.

The surveys provide advertisers and agencies with valuable information so they can better target their marketing campaigns and use their advertising dollars more effectively. Media agencies can access the data on regional radio markets online through the Frequency Regional Radio ratings analyser tool.

CRA appoints Jaime Chaux Head of Digital


Peak industry body Commercial Radio Australia today announced the appointment of Jaime Chaux to the position of Head of Digital.

Chief executive officer of CRA, Joan Warner, said Mr Chaux would develop the industry’s approach and strategy across the digital space including responsibility for the all-of-industry RadioApp, podcasting strategy and policy, social media, DAB+ content and other emerging areas of multiplatform innovation.

“Jaime is highly regarded in the industry having worked on initiatives in streaming, podcasting and DAB+ digital radio. He will help us drive commercial radio forward on all platforms and devices where our members want to be. We are very pleased to have him join our team,” Ms Warner said.

Mr Chaux will also support CRA’s DAB+ digital radio team, led by Head of Strategic Development Kath Brown, with a specific focus on DAB+ content initiatives for metropolitan and regional members.

Mr Chaux has held a variety of senior roles in radio and is currently Content Director of Southern Cross Austereo’s on-demand audio digital network, PodcastOne Australia. He previously worked on secondment with CRA on the development of RadioApp, which launched in late 2016.

“There are massive opportunities for commercial radio in a multiplatform future, and I’m enormously excited to join CRA and work across the industry to ensure that radio stays at the forefront of delivering great and innovative digital content to local audiences wherever they are and whenever they want it,” he said.

Mr Chaux takes up the new role in March.