With nearly three quarters (74%) of its online listeners now accessing its streams via a mobile device, Corus Radio has significantly enhanced its app offering.
The Toronto-based broadcaster has introduced mobile apps for its 38 stations across the country. The free apps encompass all formats, including news-talk, rock, country and hot adult contemporary.
Corus previously had a single app – downloaded by more than 100,000 people – that aggregated all of its stations. Chris Duncombe, the company’s Vancouver-based director of new media, said its functionality was basically limited to tuning into individual stations.
In addition to music streaming, the new apps – developed by SoCast, a Toronto company that specializes in digital solutions for broadcasters – allow for real-time interactivity with on-air announcers and listeners, as well as the ability to share photos and text.
“It’s truly a conversation platform, and that’s a critical piece we simply never had in place before,” said Duncombe. “We recognize that our success will be found locally, so we wanted to create a unique opportunity for each of the stations.”
The apps also offer users a variety of functions including videos, competitions and concert listings, as well as breaking news and weather and an interactive map that offers real-time traffic updates.
The program has been in development for the past six months, with the apps debuting in the past week.
Online listening is a key growth area for Corus, accounting for approximately 6 million hours in January, a 9% increase over the previous month. The number of connections made to its online streams were also up 2% on a year-over-year basis, with Duncombe telling Marketing the company expects to see significant increases in online listening as a result of the new apps.
He said it won’t be just stations with younger-skewing formats that drive consumer adoption of the apps, saying both news-talk as well as stations in major markets like Vancouver and Toronto will play a key role in consumer uptake.
The apps will feature both audio and video pre-roll units, as well as in-stream ads and additional “premium” opportunities. The company has taken what Duncombe described as a “good hard look” at the IAB’s Rising Stars units with a goal of increasing interactivity for advertisers.
