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ffn: Targeting the party crowd on the radio

02.08.2024 - Germany Germany

Harald Gehrung , CEO of the ffn media group, discusses the strategy behind the audio offering for party people in an interview for the MEDIENTAGE MÜNCHEN blog. Radio Bollerwagen, which was initially just a live stream, became a DAB+ station in the middle of the Corona pandemic in 2021. Why? "During Corona, usage increased massively. Listeners uploaded videos on TikTok and Instagram of themselves dancing to music while working from home. A huge fan base developed. And when the live stream overtook the stream of our classic program from Radio ffn , the time had come to take things to the next level. Since there was no FM frequency available, we switched to DAB+. This also helped us in terms of costs, because the cost of broadcasting is only a tenth of what it would be for an FM frequency."

(MEDIENTAGE MÜNCHEN) Read more