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The Mobile
Handbook For
Broadcasters!10waysradioandTVstaonscanuse
mobiletointeractwiththeaudienceand
generaterevenuesPaywast,2012Rightsreserved
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Thisbookletincludes10ideastoincreaserevenuesandimprovetheloyaltyandinteracon
withyouraudience,throughmobileservices.
Mobileisapowerfulwayforbroadcasterstointeractwiththeiraudience.Morethan50%
ofAfghanshavemobilephones,andonaverage,Afghansspendmorethan6USDper
monthontheirmobilephoneusage.ByimplemenngmobileservicesinyourradioandTV
shows,someofthatspendingcanbecomeyourrevenuewhileatthesameme,
interacngdirectlywithyouraudience.
Thisbookletisforyourinspiraon.Ulmately,asthebroadcaster,youaretheexpert,andyouknowwhatyourlistenersorviewerswant.PaywastisAfghanistanslargestproviderof
mobilemediaservices,andwehavetheexperseandtechnologytoconvertyourmobile
planstoreality.Calloremailusformoreinformaononhowwecanhelpyouconnectwith
youraudiencethroughmobile.
Regards,Paywast
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1 Therearealargenumberofmusicshowsonaireachday,onradioandTVmanyofthemarelivebroadcast.ImproveyourlivemusicshowsbyaccepngmusicrequestsonSMSfromyour
viewersorlisteners.Musicrequestscanbepremiumchargedtogenerate
revenueshareforthestaon.
Theserviceispromotedbeforeandduringtheshow,e.g.Sendyourmusicrequestto729andhaveyourfavouritesongplayedontheshow
MusicrequestsreceivedonSMSwillbedisplayedonaPCintheproduconstudioProducerspickthebestmusicrequeststoplayontheshow.ThesenderoftheSMScanbeendorsed,e.g.ThissongisrequestedbyMohammadfromHerat
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2 DoyouhaveidleTVairmeinthelateorearlyhoursoftheday?LookingforawaytofillitoutandmonezeitwithliZleornoupfrontinvestment?LiveSMSChatisanefficientwaytodoit.
LiveSMSChatcanbefullyautomated,andrequiresonlyaminimumofhuman
involvement.Allyouneedtodoispromoteit,andyouwillstarttomake
revenuesfromyourslowhours.
Allocateanythingfrom1-12hoursdailyforLiveSMSchat,e.g.from10PMto6AM.Encourageviewerstosendtheirchatmessagestoyourshortcode.Thiscanbechargedate.g.5AFS
ThelivechatmessageswillbedisplayedinrealmeonTV.ThiswillallowviewerstochatanonymouslyandhavetheirmessagesappearonTV
LiveSMSChatcanbemoderatedtoavoidspamandabuse
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3 WhichopinionisbeZerthantheoneofyouraudience?Doyouhaveatalentshow,atalkshow,alivedebateorothershowsthatcanbenefitfromtheopinionfromyourlistenersorviewers?AllowthemtobepartofitbyofferingliveSMS
vong.
IfyourshowisonTV,thevongresultscanbepresentedonthescreen,inyour
owngraphics,withrealmeresults.
Priortotheshow,decideonthevongopons.Typically,3-5differentoponsgetthebestresults
Beforeandduringtheshow,encourageyouraudiencetosendintheirvotethroughSMSThevongapplicaonwillcollectthevongSMSmessages,generatetheresultsanddisplaytheminagraphicaldiagram
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4 Thebroadcastmarketismorecompevethaneverbefore.Youarefighngtogaintheloyaltyofyourviewersandlisteners.Onceyouhaveit,youneedtokeepit.BreakingnewsonSMScanhelpyoureachouttoyouraudienceasoenas
youlike,offeringrelevantinformaon.
Whenpeoplesubscribetoyourbreakingnewsservice,theywillkeepgeng
remindedofyourstaoneverymetheygetyournewsSMS.
Decideontheoverallthemeofyourservice.Itcanbegeneralnews,weather,oranythingelsethatisrelevanttoyourstaon
EncouragepeopletosubscribetoyourserviceonyourradioorTVstaonListenersandviewerssubscribebysendinganSMStoyourshortcodeSendmessagestoyourbreakingnewsgroupsasoenasyoulike
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5 ReportersandresearchersworkhardtocreatecontentforyourTVorradiostaon.ButwhobeZertoaddvaluethanyouraudience?Makeyourshowscomealivebyinvinglistenersandviewerstosendtheir
feedback,opinionsandquesonsbySMS,directlytotheshow.Messagesfrom
audiencecanbeevaluatedandincludedbytheproducerorshowhost,or
displayeddirectlyonthescreen.
Preparetoeitheraskyouraudienceaspecificqueson,orletthemcommentfreelyonanythingtheylikePriorto,andduringtheshow,encourageviewersandlistenerstosharetheirfeedbackonSMS,throughteasersandvoiceovers
AudiencesendtheirfeedbackthroughSMSinEnglish,DariandPashtotoyourshortcodeReceivedmessageswillbereceivedandcanbeaccessedonawebsiteand/ordisplayeddirectlyontheTVscreen
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6 Ifanysinglecontentformathasshapedthebroadcastentertainmentmarketinthelastdecadeitstalentshows.Internaonally,anumberoffranchiseshavebeenverysuccessfulandoneofthereasonsforthisisaudienceparcipaon.
Allowingyourviewerstovoteinyourtalentshowisamust.Itcreatesasenseof
affiliaonbetweentheparcipantandtheviewer,anditisanefficientwayfor
thebroadcastertogeneraterevenues.
SMSvongmustbeanintegralcomponentintheplanningofyourtalentshow.DecideearlyonhowyouwantyouraudiencetovoteAllowparcipantsintheshowtopromotevongforthemselvesonsocialmediaandotherchannels.Thiswillincreaseviewership,votesandrevenues
Collectvotesconnuouslynotjustduringtheshows.Viewerswillvotewhenevertheyareencouragedtodosothiscanbeanymeofday
Displayvongresultsallthemeduringtheshow.Thisincreasesexcitementandvotes
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7 IfyourradioorTVstaonisfocusingonentertainment,musicisprobablyanimportantelementinyourprogramming.Whetheritslocal,regionalorinternaonalmusic,makingandmaintainingmusicchartsandhitlistsgenerates
excitementandloyalty.
LetyouraudiencedecidetheweeklyhitlistbyvongthroughSMS.Thehitlist
willberankedbasedonvotesforthecurrentpopularmusic.
PlanyourhitlistshowtoincludeSMSvongbyassigningeverysongwithauniqueIDEncourageyouraudiencetovotefortheirfavouritesongbysendinganSMSwiththeuniqueIDofthesongtoyourshortcode
ThehitlistapplicaonwillautomacallyrankthemusicbasedonincomingvotesPublishthehitlistinyourshowsandontheInternet.Usethehitlisttodecidewhatmusictoplayinthenextweek
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8 Youdonthavereportersinallcornersofthecountry?Noproblem!Youraudiencecanbeyourmostimportantjournalists,bysharingnewspswithyou,throughSMSandphonecalls.
Newspsfromaudiencecanboostyournewscoverage,andisavaluableacvity
tohelpyoureachoutgeographicallywhereyouhavenotpreviouslybeenable
to.
EncourageyouraudienceconnuouslytosendnewspsthroughSMSInaddion,youcansetupanautomatedphoneline(IVR)toautomacallyrecordnewspsfromlistenersandviewerscallingyou
EditorswillprocessandevaluateincomingnewspsseveralmesdailySincerenewspscanbefollowedupbyeditors,andcoveredinyournewsandcurrentaffairsshows
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9
CreateanSMSlistforthevarioussportsyouwanttocovercricket,soccer,boxing,etc.AllowyourlistenerstosignupforsportsupdatesforoneormoreoftheirpreferredsportsSendresultsonSMSfromanygameormatchinthecategoriesyoucoverMakesuretosendextranoficaonswhenyoucoversportsliveonyourradioorTVstaon,tomakesuretheaudiencewilltunein
Whenyoucoveralivesportsevent,youwanttogettheresultsaswellasthe
analysisofthegameouttoyouraudienceasquicklyaspossible.Whatifyou
couldsendoutthelatestsportsresultstoyouraudienceonSMS,innearreal-
me?
Allowyourlistenersandviewerstosignupforasportsupdatefortheirpreferred
sports,andsendthemthelatestresultsfromgamesandmatchesaroundthe
world.
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10Lookingtomakeyourliveeventsinteracve?UsemobiletoengageyourvisitorsandsharetheirthoughtsthroughSMS.DisplayyourvisitorsmessagesonTVsorprojectorscreens,andstream
themdirectlyonTV,radioandsocialmedia.Thiswilladdanew
dimensiontoyourliveevents,andcanbeusedtogenerateloyaltyand
increasevisitorsasfacon.
DecideinadvancehowyouwanttopublishyourvisitorsSMSinputonlivescreens,TV,radio,socialmediaandotherchannelsEncourageyourvisitorstosharetheirthoughtsonSMSthroughofflinepromoonsandSMSnoficaons
TheLiveEventapplicaonwillstreamtheincomingSMSdirectlytoyourscreensandchannels
Incomingmessagescanbefilteredtoavoidspamandabuse
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Thekeytoengageyouraudiencewithmobileservicesisinformaonand
repeon.Refineyourcommunicaontomakeiteasyfortheaudience,
thenrepeat,repeat,repeat.
Whenlaunchingyourmobileservices,focusonvolumesmorethan
revenues.Encourageyouraudiencetoparcipateasmuchastheylike,
evenifitmeanschargingless.Asloyaltygoesup,youcanincreaseyour
pricepoints.
Makemobileanintegratedpartofyourstrategy.Byfocusinglong-term
onqualitycontentthatincludesmobileservicesandinteraconwith
youraudience,youwillsuceedwithyourmobileservices
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