IAS AR 2004 - Institute of Advertising Singapore

A S I A P A C I F I C B r o a d c a s t i n g C o n f e r e n c e 2 0 0 4
Raymund Miranda expressing “The Power of
Disney”
Kraig Kitchin delivered an excellent presentation
on “Discovering Stars”
■ COMMUNICATING PASSION WITH
A VOICE PRESENTER
Create, Communicate and Produce Better
Ads on Radio, says ‘Mister Radio’ Tony Hertz.
Why is radio relevant when we live in a 100%
visual world Because visuals can translate to
sounds and advertisers should aim to be different
by choosing a unique medium with its own visual
vocabulary. Sound vocabulary makes pictures in
sound using voices, characters, everyday situations
and structured content (depending on soft or
hard-sell approaches).
Raising standards of radio ads is in the
commercial interest of networks reliant on
advertising revenue. Tony is in the business himself
and speaks from firsthand experience. The
Creative and Managing Director of Hertz: Radio
and sought-after lecturer on creative radio
strategies contends that:
■ Agencies don’t consciously push radio for
brands
■ Agencies tend to stick to formulas they
know and are not experimental – thus, no
breakthrough
■ The media doesn’t do much to help
■ Advertisers either avoid radio altogether
or use it tactically, compromising standards
People like to complain about how lousy the
radio medium is - according to Tony, that’s because
those writing radio ads don’t do it very well. “The
silent killer of creative radio ideas is the script.”
Dare to be different and move away from
conformity – there are many ways to SEE radio.
Every single visualization you can think of can
actually make sounds. Begin with a picture leading
to a corresponding sound – a little
experimentation could pave the way to a truly
great radio commercial!
■ PUSHING FOR TALK RADIO
PRESENTER
“It’s an infectious medium that’s entertaining
and enlightening, one that packs a powerful punch
to make people really listen,” says John
McConnell, Senior VP of Programming at
ABC Radio Networks (USA). Talk Radio
overcomes and leaps over great economic
divides and language barriers and has become
the most influential segment of the broadcast
industry. In the US alone there are over 14,000
radio stations, of which 2,000 are Talk Formats.
“Many would consider this a negative platform,
but it’s really a great controversial activity-related
medium.
Let’s face it – heavy emotions motivate
audiences worldwide – this mike-mouth format
has the ability to create an emotional bond with
listeners.”
In an unusual twist, John thinks that this
advertising medium should be directed mostly
at women for top effectiveness. He revealed that
in the US, women control over 82% of buying
decisions. Advertisers and media buyers would
be wise to take note, especially when Talk Radio
begins to kick off in a big way in Singapore!
■ MISTER DIGI-BROADCASTER
The digitalisation and computerisation era
has evolved, resulting in faster, cheaper
computers, more sophisticated internet
broadband networks, hi-tech gizmos and
gadgets such as TVs with hard disks, portable
media centres, media boxes with extreme video,
even rewind radios.
“People are seeking immersive experiences and
immersive advertising has now become the new
revenue stream that still remains relatively
untapped,” says Mock Pak Lum, CEO,
MediaCorp Techologies, I-Net Singapore.
“There has been a subtle paradigm shift of focus
from TV to Video Games to Chatting OnLine.
With increasing levels of sophistication in
broadcast and IT techology, advertisers, viewers
and listeners are in for a thrilling future!”
■ MAGICAL DISNEY PRESENTER
The only entertainment programme with
HEART –and it all started with a magical
dream. The heart & science of Disney TV,
according to Raymund Miranda, Vice President
and Managing Director of Walt Disney TV
International (SEA/Korea), lies in its
compelling content, strategic localization
(touching an aspect of culture, strong
marketing support, kid-empowerment and
character phenomenization (launch–buildextend-sustain).
Synergy is the “S” word in
Disney, translating to 360 degrees consumer
touchpoint marketing. Kids, mothers with kids
and tweens (the in-betweeners) have made
Disney the No. 1 TV channel in SEA because
they understand the brand and what it
represents. After all, it was the late Walt Disney
who proclaimed, “Good family values still stand.
Catering to family is the backbone of any
business.”
■ RADIO STAR SEARCHER
Citing a few well-known local deejays and
presenters as prime examples of natural ‘xfactor’
radio stars who are approachable and
friendly communicators, Kraig T Kitchin,
President and COO of Premiere Radio
Network, a Clear Channel company, gave some
pointers and useful guidelines on how to talentspot
would-be Singapore Radio Idols.
“Look out for everyday people everywhere
– on the phone, at community theatres, cocktail
parties, media events, talent auditions, choir
gatherings, karaoke lounges, comic stand-in
nights. They are the ones who confidently
present their opinions, having a need to share
widely with innate confidence. Find something
funny to talk about, tell it naturally with
humour and passion and you’ll hold the
attention of your audience.”
Kraig was fully aware of the pressure he
faced, being the very last presenter with a
5.00pm deadline to finish his plug for
Developing Radio Stars, just so the audience
could shoot off to enjoy the 1 st day of the GSS.
How considerate - he actually cut short his
presentation and raced through his points with
a local radio deejay from among the audience
timing him with his own watch.
The final curtain closed on the Asia Pacific
Broadcasting Conference 2004 with IAS
President Rod Pullen waxing lyrical about
imagination and emotion and love “that’s what
our business is all about.”
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