Grant Blackley shares SCA DAB+ strategy with international broadcasters

• Blackley was one of the speakers at the World DAB symposium in Malaysia last week.

Just last month SCA chief executive Grant Blackley told investors and Mediaweek how the company was utilising its growing DAB+ digital stations’ audiences for advertisers. It’s a strategy that has been underway for some time.

Blackley told Mediaweek: “We have well and truly outperformed the market which has been driven by the stability of our schedule and an improvement in ratings with the FM plus DAB+ plus audience coupled together.

“There has been an 8.5% increase (367,000 people) in our reach because of our strategy of joining those audiences together.”

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Now the media executive has been sharing that strategy with international broadcasters.

Blackley was one of the speakers at the World DAB symposium in Malaysia last week. Other Australians taking part in Kuala Lumpur included CRA chief executive Joan Warner and media trainer Steve Ahern.

Blackley started his presentation with an overview of Southern Cross Austereo by splitting the company into three categories – capital city radio, regional radio and TV, and then national exposure on other platforms including PodcastOne and the SCA network of 94 websites.

He then gave the audience a summary of the state of the DAB+ market and how the major broadcasters SCA, Nova and ARN were using their collection of licences.

Blackley then presented three key PowerPoint slides that gave an insight into the SCA DAB+ planning:

• SCA’s brand strategy grouped under the Hit and Triple M brands. “A safe, trusted family of brands,” said Blackley.
• How SCA is adding the audiences from its FM and DAB+ stations to increase reach for advertisers. A controversial slide for some because it ignores the DAB+ presence on other networks.
• Monetisation strategy that shows how advertisers using Triple M benefit from increased reach of the brand across its DAB+ portfolio.

Other topics covered by Blackley included its digital streaming eco-system, how SCA nurtures new talent and its plans for smart speaker integration.

Top Photo: Grant Blackley in Malaysia last week

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