Service: MySpace Mars Planets Radio
What has happened? MySpace has teamed up with Mars to launch a weekly radio show presented by Alex Zane
Owner: News Corporation
In the first three weeks of its operation, the show's MySpace profile has attracted 11,407 friends and received almost 900 comments from the community. The show has received nearly 15,500 track submissions for the weekly playlist and more than 100 people have uploaded their auditions to be a radio presenter.
In a media world saturated with content, MySpace Mars Planets Radio has devised a cutting-edge concept that brings undiscovered talent to the surface. Mars has taken its "Mix it up" concept to the heart of the areas where its target consumers are spending much of their time - social networks and band fan sites - and fused it with a new radio proposition. Radio has always been used to promote new music and remains a trusted source of discovery. MySpace and Mars have taken this concept to the next level.
The signing of Alex Zane to host the show was a good move. Without him guiding listeners with his credible music reputation, it would become lost. However, as with all programme formats that rely heavily on user-generated content, the quality of the show is lacking and one has to question the shelf life of a concept like this.
There's no doubt that the initial interest is high and the level of engagement is impressive, but what budding music fan wouldn't want to push their content out and "be discovered"? The question is: who is actually listening?
What's good? It's a clever concept combining the traditional strengths of radio in a more interactive, on-demand, digital manner.
What could be better? The quality of content.
Would I book my clients onto this? Yes, if the service is sustained in the right way, with the right PR and the right level of promotion.
Amanda Barrett, radio engagement specialist, Universal McCann.