Tuesday, June 10, 2014

Custom Digital Radio Offered to Candidates, Causes

Candidates, PACs and causes are being offered a new vehicle to ride to election day: customized digital radio stations. Houston-based company RFC will create custom-produced radio stations that "are hand-crafted and live hosted by award winning and nationally known on-air personalities." The music is designed to hit the target demographic and spoken content discusses "issues, candidates and campaigns in a fashion that builds a bridge with your mission-critical demographic." In a press release, RFC CEO Pat Fant promises, "By combining high-value content with legitimate entertainment, we can pull people in rather than just pushing information out. That increases the likelihood they'll participate and share with their friends, and that has a lot of advantages in the political world." Any examples of this idea in practice? RFC has been partnering with NASA for the last two years to create a digital radio station "Third Rock" that blends indie rock with science news. RFC sells its concept by stressing its longevity: As opposed to ephemeral radio spots, the custom station can keep on message and build support even after an election. Also digital radio is embeddable, like a YouTube video, so it can be integrated into the social media of a campaign or cause. For more, see the Tess VandenDolder story from Streetwise Media's InTheCapital at http://inthecapital.streetwise.co/2014/06/05/your-new-favorite-radio-station-could-actually-be-owned-by-ted-cruz/

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