Today, the youth segment is spending less time watching television and listening to the radio as a result of using the Internet to consume information.
One thing has not changed though, music is still a powerful medium for youth expression, individuality, and for social change. This fact inspired the integration of ASTRO Hitz and Hitz.fm to create a compelling single brand.
“If we simply crisscross the platforms with music, it will only fraction and weaken the field,” says Zainir Aminullah, Executive Director of ASTRO Entertainment. “Music must be embraced as part of the youth media field. It must be all-inclusive, incorporating radio, television, print, and technology equally. Music is a potent tool that has the ability to influence and affect social and attitudinal change.”
When the idea to integrate Hitz as a brand was first mooted, everyone agreed that it requires a lot more than having shared brand attributes carrying the same message.
“The key elements of a well-integrated brand must be anchored by the audience, message, and appeal,” suggests Dato’ Borhanuddin Osman, Executive Director of Airtime Management and Programming (AMP). “From our perspective, the Hitz integration is centred around one clear, focused and big idea for the brand.”
ASTRO Hitz has built a loyal audience base of 819,000 since its inception three months ago. ASTRO Hitz and Hitz.fm reach various groups in the youth segment comprising students aged 14 to 15 years, college students aged 18 to 22 years, and first jobbers aged 23 to 26 years.
The television-radio combo for Hitz is fast turning into an effective media for reaching today’s youth. Both media contribute to the pathway to purchase and brand image matters more on television, while information and validation matter more on radio and online.
“Our research findings reveal that practical considerations rank highest when youth determine a brand’s desirability, particularly those with trust and credibility as their main attributes,” observes Dato’ Borhanuddin.
He adds, “Despite the tentative economic climate and challenging circumstances for advertisers, we are convinced the integrated Hitz brand’s ability to reach the youth audience in the most direct, impactful way is a cost-saving proposition,” argues Dato’ Borhanuddin.
A research study commissioned by ASTRO Hitz showed the youth do not consider television as primary source of entertainment. So, instead of force-feeding them to the desired destination, the team worked harder to envelope the target audience through radio, online, and on-ground activities to ensure that they enjoyed the same brand experience when they are at home, office, class, or on their way to work.
“We want people to love the brand for a lot more than just the price,” champions Dato’ Borhanuddin. “Advertisers can win with the total reach of both platforms at an affordable rate. We want to enliven the commercial turf by getting the job done from within the content. It’s a way to give advertising an original spin.”