Cool Fahrenheit 93 sure of industry survival, catering more to online audience

Cool Fahrenheit 93’s business plan for this year is under the “Living Young and Beyond” concept to appeal to so-called Generation C customers – those “connected” with digital trends. 
It will allocate a Bt60-million budget to implement a radio online measurement (ROM) system to compile real-time ratings on online platforms. 
The station will also develop a new version of its Coolism application to strengthen its leadership among online audiences using the HD Plus system. 
This year, the station’s revenue is projected to exceed Bt515 million, maintaining its market lead. About 65 per cent of that will from traditional on-air radio, 15 per cent from online, and 20 per cent from on-ground activities.
Prin Minsuksaeng, managing director of Coolism Co, the operator of the Cool Fahrenheit radio station, said advertising spending on radio this year was projected to grow modestly, at 1-2 per cent from Bt6 billion last year, as radio is a medium that everybody can listen to everywhere. This figure reflects that radio is not dying and that Thais do not listen to radio less. However, more of them have switched to listening to radio online. 
He said the current ratio between the company’s on-air and online audiences was 70:30. On-air radio will not disappear, as people still enjoy it, especially while driving to or from work and during traffic congestion. However, he expects the ratio of on-air to online audiences will be 50:50 within three to five years.
“We will offer advertising packages to our customers both on-air and online,” he said.
According to a survey conducted by Coolism Co, online radio is projected to grow by 20 per cent this year. Listeners tend to have emotional engagement with disc jockeys, not just listening to music based on the playlists. 
This year, Coolism is celebrating its 16th anniversary. The radio station targets Gen C audiences aged 22-44. 
Coolism Co has set aside a Bt70-million development budget this year, of which Bt60 million will be used to develop the ROM system. It will be able to use these real-time ratings to persuade product owners and brands as well as ad agencies to buy ads on the online radio platform. The measurements will reflect the efficiency of online advertising and how worthwhile it is to advertise on Cool Fahrenheit, the country’s first radio station to have this real-time rating system. 
The company is also developing a new app, Coolism Version 5.0, for both iOS and Android systems, strengthening its status.
Apart from this, it conducts signature events year-around, such as Cool Outings, which will be held every quarter for 12 years straight with the Cool Outing Special 8-Snow Fun..tastic in Hokkaido this year to bring 50 audiences to enjoy happy and fun activities in Japan. 
It also has Coolfarenheir the COOLfahrenheit Music Alive Show every quarter, a free concert with 1,000 seats; Cool Degree Beyond Rewards, a system for collecting reward points on its Coolism app; and the seventh year of Ink Eat All Around with chef ML Pasant Swasdiwat, who will lead a dining tour every two months.