Radio center
| Radio center | |
|---|---|
|
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| purpose | Interest group |
| Chair: | Roland Finn (Board Member), Ulrich Gathmann (Advisory Board), Lutz Kuckuck (GF) |
| Establishment date: | 2005 |
| Number of members: | around 90 |
| Seat : | Berlin |
| Website: | http://www.radiozentrale.de/ |
The Radiozentrale GmbH was established in early 2005 as a generic platform established the public-service broadcasters and private radio and has its headquarters in Berlin .
The joint initiative of public and private broadcasting has set itself the goal of strengthening radio in the awareness of market partners and the public as well as providing comprehensive information about the radio medium.
background
With its diversity, quality and reach, radio in Germany occupies a top international position. As the only so-called “anytime and anywhere medium”, the association believes it has a good chance of remaining one of the most widely used media, even in times of unlimited and limitless digital distribution channels.
The radio advertising bureaus in the USA and Great Britain are the model for the radio headquarters .
target
The radio center has set itself the goal of providing comprehensive information about the radio medium. This involves both current surveys on the genre, market and stations as well as modes of operation, effectiveness and data on radio use in Germany or monthly sales monitoring. Last but not least, the advertising industry should also be informed about the importance of radio in the media mix. The Radiozentrale sees itself here as an ambassador for radio in German-speaking countries: The aim is to promote the loyalty, credibility and performance of radio as an advertising medium at local, regional and national level.
information
Providing information via the radio medium is one of the most important tasks of the radio headquarters. On the information and service portal for everything to do with radio, international studies are made available as well as information on radio usage or the most important music formats in Germany. The constantly updated media encyclopedia provides information on the meaning of the most important technical terms in the media and broadcasting industry. The special thing about this media lexicon is the simultaneous translation of the German technical terms into English and French. The radio center organizes conferences and training workshops on the subject of radio. A particular focus is on the target group of advertisers and agencies, for example through the provision of cross-media sample campaigns and best practice case studies, daily news as well as seminars and conference offers.
Generic Marketing
The genre marketing for the radio is an essential part of the tasks of the radio center. In 2007 the image campaign “Radio. Goes in the ear. Stay in the head ”initiated by the radio center. She is also a partner of the German Radio Prize, which was first awarded in Hamburg in 2010. In this way, the Radiozentrale supports its members impartially and across systems with the aim of strengthening the radio medium and, using all market-relevant and technical possibilities, above all, increasing the advertising market share per radio.
Founding members
The founding members were Moira Rundfunk (a subsidiary of Medien Union ), NRJ Group , Neue Welle Bayern, NWZ Funk und Fernsehen, Regiocast , RTL Radio Deutschland , Verlagsgesellschaft Madsack , WDR mediagroup .