RadioApp officially launches with rhyming consumer campaign

The radio industry’s new, unified streaming app for smartphones, RadioApp, has launched officially with a poetic campaign designed to encourage listeners to download it.

RadioApp launch

The new app, which aggregates 250 commercial and ABC and SBS radio stations, allows users to ‘favourite’ stations and swipe left and right to access the next station.

The national marketing campaign will be covered through radio and online advertising, social media and interior bus panels.

There are two versions of rhyming radio adverts, one involving a female voice saying “if you downloaded the RadioApp, you’d never miss a beat”, and a male voice opening with “if you downloaded RadioApp you could listen anywhere”.

The male version:

The female version:

The new app was announced last month at the National Radio Conference in Melbourne, combining the commercial stations with the ABC and SBS as the industry tries to catch up and make it easier for people listening on-the-go.

Joan Warner, CRA chief executive offer, said: “RadioApp is the best way to stream radio on your smartphone because it puts commercial AM, FM and DAB+ digital radio stations as well as ABC and SBS stations all in one place.”

Grant Blackley, CRA board member and CEO at Southern Cross Austereo, said: “What’s in the marketplace at the moment is a very scattered view, with different technology and different apps across different platforms. This brings it all together and makes it easy for the listener, and that’s going to benefit the industry.”

The free app will allow consumers to live stream 250 Australian radio stations covering music, sports, talk and news, as well as digital-only stations.

Features will allow listeners to search for stations, view recently played and purchased songs, and see what is playing on air at any time, with the option to swipe and skip.

“It’s all about setting commercial rivalries aside and putting the consumer experience first, so listeners can simply swipe and listen to their favourite stations wherever they are,” Warner said.

The application will see more developments in the future, including podcast subscription.

The app opens in a market where Australians are spending approximately six hours, on average, listening to Australian radio via mobile phone or tablet each week, according to GfK figures.

The app can be downloaded through the App Store and Google Play.


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