My analysis of sister radio conglomerates Cherry Creek Radio and Main Line Broadcasting upgrading to the Mobile Web and building their brand online.

1. PRESENTATION II
cherry creek radio & main line broadcasting
on the benefits of a mobile phone/tablet upgrade

2. MOBILE INTERNET UPGRADE
Mobile Internet adoption is outpacing desktop adoption.
Smartphones will out-ship the global PC market in 2012.
Heavy Mobile users will triple to One billion by 2013
This market is emerging very fast, now is the time to take advantage of this growth and provide
a greater streamlined experience for your listeners.

3. SMALLER SCREEN - TARGETED CONSUMERS
Web design on Mobile pages is constricted to a smaller screen, therefore limiting what you can
include. While this may be a deterrent to some business, essentially this gives focus to the most
important of your services.
80% of the content you would have on the traditional monitor is non-existent on a mobile browser. Trimming the fat of
contests and promotions forces companies to concentrate on the bare necessitates.

4. MOBILE ACCESSIBILITY
Pros:Flexibility
Pros: Multitouch Control (Certain
Models)
Pros: Integrated Media
Pros: Handicap Accessibility
Pros: GPS/Digital Compass
Cons: Slow Speeds
Cons: Spotty Network Performance
There is many different platforms to make mobile
Cons: Many Different Platforms like sites that differ from traditional websites. You have to
CSS3 which is not universally research which service is most popular with your
compatible. audience and develop accordingly.

5. NON-FRIENDLY WEBSITE FOR MOBILE
I researched this website called Centralhome.com http://centralhome.com/ where the CEO
John Barendrecht himself, expressed frustrations on LED Digest.com http://www.led-
digest.com/content/view/777/54/ about his frustrations adapting e-commerce to mobile
phones. Centralhome is a straight laced e-commerce site that concentrates on DVD’s and
CD’s of Fitness, Dance and Sports. Mr. Barendrecht expressed his frustrations with people
using the small screens to pick out their items and then fill out their applications and credit
card information. The site is full of information about their products which would make
navigation difficult.
The company I chose for this assignment, Cherry Creek Radio also does not have a mobile
web friendly website. It is full of information about the company and its corresponding radio
stations. Their is a scrolling list of stations which do not link to the them, you have to go to
the station links. With links to their stations, interactive maps, info on their culture,
corporation, careers and contact info. The main site is powered by Intertech Media but does
not feature any streaming on the website. Of the 53 stations, some had website links and
many didn’t even have an individual website. While great website for the internet it does not
work well for the mobile web.

6. MOBILE FRIENDLY WEB
As an e-commerce site, Amazon is a leader in the adaption of mobile web access. With the
recent launch of Amazon Kindle http://www.zdnet.com/blog/cell-phones/amazon-kindle-app-now-
available-on-windows-phone-7/5221 they have set the standard on e-commerce mobile adaptions.
Their easy to use, simple interface for products on mobile phones and early usage of the Cloud
player coupled with their adaption of their mass library for ebooks on Kindle, will attract
naysayers nervous of the new tech frontier. http://www.amazon.com/ is truly huge.
As a media company Radio-One has been on the forefront of innovative tech and design from their
roots as a Radio Conglomerate to branching into television TVOne, Reach Media and now interactive
media with Interactive One http://interactiveone.com/. iOne presents all of their media easily accessed
online and on mobile phones with convenient apps for digitalradio One. Their brand portfolio also
includes the social media site BlackPlanet.com, The UrbanDaily (Entertainment News), NewsOne,
HelloBeautiful, GiantLife, Elev8 (Health) and MiGente (Hispanic).

7. CHERRY CREEK RADIO AND MAIN LINE
BROADCASTING PORTFOLIO
CHERRY CREEK RADIO IS A WEST COAST ORIENTED 53- STATION RADIO
CONGLOMERATE THAT ALSO OWNS LONG BEACH RADIO AS A STAND ALONE
IDENTITY IN NEW YORK STATE. THEY ARE PART OF THE ARLINGTON CAPITAL
PARTNERS PORTFOLIO OF INVESTMENTS, WHICH INCLUDES EAST COAST
ORIENTED MAIN LINE BROADCASTING WITH 19 RADIO STATIONS.

8. *
Cherry Creek has the upper hand online with an impressive main website http://
www.cherrycreekradio.com/index.php with links to their
stations, interactive maps, info on their culture, corporation, careers and contact info.
The main site is powered by Intertech Media but does not feature any streaming on the
website. Of the 53 stations, some had website links and many didn’t even have an
individual website.
Of the websites found many were radio station standard. You’ve seen one radio station
website you’ve seen them all, no matter what genre or company brand. They keep the
standard top celebrities on the top page, station identification, list of disc jockeys, links to
contests, promotions, advertising links, contact info, community issues and photos. All
feature generic celebrity gossip seemingly from the disc jockeys, but obviously pulled
from national sources. Some stations used Intertech while others used Envisionwise
Web for streaming but most of the streaming consisted of local soft-ball games,
community p.s.a’s etc. and not actual station content.
Example radio site; http://www.kthcradio.com/

9. *
Surprisingly Main Line does not have a web presence whatsoever. In this new digital age, brand
imaging online for your company is crucial for success. Never mind embarking on the mobile phone
frontier - you need to start first online. Possibly since they are only a small 19 station business they
don’t feel the need to build their presence or possibly they don’t have the resources. They claim
they want to expand into more markets (suggestion; Pittsburgh, hint hint) but research shows they
had to sell off a few under performing stations recently.
The stations under the portfolio have the same standard radio station website setup. I have no idea
why stations cling to this antique format, similar to their same code of conduct in what they play.
Everybody’s playlist reflects national trends, nobody experiments with new music or new trends.
This many be from major label pressure where their support may be threatened if they buck the
norm. It has gotten worse since the major labels have been hurting from losing market shares and
have consolidated into larger monopolies. Most innovation comes from unsigned artists and
independent labels pushing new music and from online (Including services such as Pandora) and
community radio stations that aren’t chained to industry standards.
On a greater scope, if the traditional terrestrial radio stations want to compete in the emerging
digital industry, such as mobile phone broadcasting, they need to shake unnecessary pressures to
keep them in the 20th century. The music business is hurting everywhere, with so much
competition it makes sense for a small conglomerate to lead the way in innovative tech.
Sample radio station: http://www.hot1029.com/

10. MANIFESTO
Consolidate Radio Portfolio. Cherry Creek has the stronger presence.
Build Brand.
Strengthen Online Presence - Product.
Invest in new tech formats HD Radio - Online Only Stations.
Consolidated product on mobile web (Example: Cherry Radio).
Keep current focus and blanket it over new endeavors.
Be innovative leaders and buck antiquated industry standards.

11. Additional
http://www.netmagazine.com/features/mobile-first.
http://www.sitepoint.com/7-tips-to-make-
your-web-site-mobile-friendly/
http://www.uxmatters.com/mt/archives/2011/01/designing-
for-the-mobile-web-special-considerations.php
http://sixrevisions.com/web-development/mobile-web-
design-best-practices/
Full Sail University 2011 FWD Mobile Media Presentation by Christopher Joseph Christopher.j88@gmail.com