Online advertising can borrow a leaf from radio fragmentation

When Royal Media Services was set up in the nineties, one would have thought that it aimed to serve the country’s leadership dynasties from the name alone.

On the contrary, their first media brand was Citizen TV which has lived up to its name by serving audiences in Kenya and their multitude of radio brands are so far reaching that people refer to the mother company as ‘Citizen’ rather than its formal name.

We’ve picked up a number of insights from their success in traditional media, which can be translated into new media with regards to engaging audiences. The popularity of the flagship TV stations was based on their reverence to the entertainment corridor between 7pm and 10pm consisting of news, telenovelas and local dramas.

Read the full column on the Business Daily site →

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