Radio & TV strategies for attracting millenial audience

1. NORSTARNORSTAR
SYNDICATION
IT’S TIME RADIO DIGITAL STRATEGY
IS REDEFINED!
…HOW TO CAPTURE
& CASH IN ON THE MILLENNIAL
MARKET WITH THE VIDEO
CONTENT THEY WANT,
ON YOUR WEBSITE
& ON MOBILE!
AT NO COST…
STARS
MUSIC
LIFESTYLE
CARS
SPORTS
NEWS
FOOD
EVENTS
EXERCISE
WEATHER
CELEBRITIES
& MORE!

2. NORSTAR
• The consumption of online video, particularly among
millennials, is enormous and growing
• Monetization of this content is generating billions of
ad dollars here’s your way to take a piece!
• The sites of local radio and TV stations aggregate a
high volume of users but stations are not monetizing
this traffic by providing compelling video content
needed to attract National & Local advertiser dollars
• Stations are under considerable pressure to maximize
on-air revenue at the same time as staff is being
reduced
• Stations don’t have the time or resources to use
toward enhancing their station sites with premium
video nor the wherewithal to sell national
advertising on that video… We do!
CRITICAL
INSIGHTS
COMEDY
CONCERTS
FASHION
MOTOCYCLES
X SPORTS
FISHING
OUTDOOR
TRAVEL
& MORE!

3. BUSINESS
MODEL
• Norstar has brought together
multiple Video Content
Sources driven by state of the
art technology partners to
drive this program:
• Radio stations
• Content providers
• Content distributors
• Tech suppliers
• No affiliate goes out-of-
pocket, each participant is in
a rev-share position
• Advertising can be sold by
the content provider and/or
by Norstar
• Revenue shares are equitable
and will be discussed based
on level of interest and
audience size.

4. • Norstar has aggregated a strong
portfolio of premium short-form digital
video content
• Stations will get access to a dashboard
that will contain the menu of content
from which it can choose
• If stations request, Norstar can
provide a pre-selected content
menu with vetted, audience-
appropriate selections
• Norstar will handle all technical
requirements
• Norstar and/or the content provider will
handle national ad sales, you sell locally.
• Stations will have the option to sell local
pre-roll inventory on approximately 15%
of all video views
• Some content providers will also provide
:45 of complimentary audio content
which will either come with a sponsor or
can be bartered to the station for radio
time in return for the right
S

5. • Norstar will make your content
available to station sites within our
network of over 2500 radio stations
• Stations will select content to upload
onto its sites, via a dashboard, based
on compatibility with its listenership
• Content publisher can make its
content available on a proprietary video
player and sell pre-roll based on the
impressions that the radio sites
generate
• If the publisher doesn’t have a player, it
can upload its content to our content
management system by providing an
MRSS feed with mp4 files metadata
•Publisher can monetize the
content through pre-roll sales or
Norstar can handle ad
monetization
• Publisher can provide short-form audio
(45 secs) which can be monetized and
can be used to push listeners to the
station site to view your video content
YOUR STATION’S LOGO HERE

6. LET’S WATCH
SOME VIDEO
TOGETHER…
Give us a call or send an email to:
Laurence W. Norjean – 818-470-4989
Laurence.Norjean@norstarmedia.com
YOUR STATION’S LOGO HERE

7. EXPLORING
MILLENNIALS
& MEDIA

8. An Addendum…
EXPLORING MILLENNIALS & MEDIA
An Opinion Paper by
Jayson L. Norjean ( A Senior at SMU) – A BBA Scholar)
with Laurence W. Norjean (CEO, Norstar Media Entertainment)
As a twenty-one-year-old college student, I spend the bulk of my time with millennials. Who are millennials,
exactly? True, we are a generational cohort. But, how are we different than older generations? For the most
part, we are entering, or are already in, the early stages of adulthood. Obviously, we love social media, video
streaming, and music streaming. All of this is common knowledge, yet many television and radio broadcasters
continuously struggle to reach us. In reality, our demands are clear and simple: we want quality entertainment
that is easily accessible everywhere, anytime, on any device...all the time!
CONTENT DISTRIBUTION & STREAMING
It is becoming increasingly difficult to pin down media consumption to age groups due to the abundance of
available content. Millennials possess a wide range of taste; however, there are patterns to the way we
consume media. First, streaming serves as our preferred avenue for entertainment. According to a study
conducted by Pew Research Center, “About six-in-ten of those ages 18 to 29 (61%) say the primary way they
watch television now is with streaming services on the internet, compared with 31% who say they mostly
watch via a cable or satellite subscription and 5% who mainly watch with a digital antenna” (Lee Rainie, 2017).
Similarly, a report published by a digital media agency, Fluent, claims that nearly 80% of adults use music
streaming services, with millennials leading the charge. “We uncovered millennials are more receptive to and are
the primary users of, subscription services” (Mary Lister, 2017). This is no phenomenon. Television and radio
station owners need to adapt to the changing marketplace. Clearly, millennials are not hard to find. Stations just
need to optimize their online streaming processes.
Online platforms continue to pull millennial audiences from terrestrial radio and linear television, and
broadcasters must overcome the confines of limited content distribution. Wide distribution and monetization are
extremely important. Media should be ubiquitous in virtually every form, irrespective of what device it is
consumed on. What sets the more successful broadcasters apart is their ability to introduce a targeted,
personalized approach to content, while ensuring their distribution is far-reaching. No content should be
wasted.

9. FACING THE CURRENT CLIMATE OF ONLINE MEDIA
Without a doubt, YouTube spearheaded the eruption of online video streaming by pioneering a
user-friendly platform for content distribution. Many national broadcast networks reacted accordingly
by developing services like Hulu and HBO Go. But, where does that leave local stations? Unfortunately,
smaller stations are struggling to attract new, younger audiences. Once again, attempting to fight the
online migration of consumers is a waste of time. Local television stations need to understand the
trending demand for online video, and they need to partner with video sources capable of attracting
millennials. Undoubtedly, the network of content sharing among publishers has room to grow.
Look at Facebook. The social media company began as a hub of strictly personal content. Over
time, the website popularized the idea of content sharing. By doing so, Facebook fostered, and
continues to foster, a vast inventory of online content. Recently, Facebook has even begun to stream
live concerts, sports, and other events. Facebook is a great example of how and why websites should
incessantly be geared at appealing to the interests of consumers, while making use of the ever-growing
supply of online content and alternative mechanisms of content delivery.
Still, Facebook is losing momentum. Many questions surrounding data privacy, security, and user
base growth potential led to a $100B decline in the social media company’s market cap, at the end of
2nd quarter 2018. Perhaps, now is the time for stations to capture a larger share of the market.
Television and radio broadcasters should limit the amount of content they upload on Facebook and
YouTube, using outside publishers for the sole purpose of driving traffic. Stations have an opportunity to
influence the evolution of online video. Increasingly, videos should be in a promo or “teaser” based
format, utilizing built-in links that direct consumers to view the full video and/or content alike on station
owned websites. If properly executed, publishers can seize a higher CPM than with Facebook and
YouTube, while obtaining more consumer data. Thus, stations can keep up and compete with popular
media hubs by growing their archive of online video content and “contextually” targeting it
to their existing fan base.

10. ILLEGAL STREAMING
Often overlooked, media companies face a large problem with illegal streaming. “Millennials stream sports more often.
In our research, millennial sports fans report using streaming websites and apps (for example, NBCSports.com, Twitter,
and Watch ESPN) almost twice as much as Generation X (56 percent versus 29 percent). They are also more likely to
admit to using unauthorized sports streaming sites, such as Reddit streams (20 percent versus 3 percent)” (Dan Singer,
2017). While the report reveals only 20% admit to streaming illegally, I believe the percentage of millennials who stream
illegally is a lot higher. With the right ad blocker, or enough patience to click out of a series of advertisements, consumers
have access to nearly every broadcast sporting event for free. Why is illegal streaming so popular? The problem many
sports fans face is limited access. Much of the time, local games are only available to watch on local stations. True, cable
providers and larger T.V. stations offer online subscriptions, but they are fairly pricey. Should local stations provide ad
supported streaming options through their websites?
MUSIC STREAMING
While many music streaming services have become household names, one must not mistake their popularity with
success. Despite the large following amassed by music streaming services, they are nearly all struggling to make a profit,
let alone break even. According to Pandora’s SEC filings, the company has posted astronomically high net losses over the
past 3 years, reaching as high as $342 million in 2016. On the other hand, Spotify continues to generate healthy increases
in revenue, yet its profit margins are consistently pitiful. In 2nd quarter 2018 alone, Spotify posted a negative E PS of $2.20.
Is the evidence compelling enough to expect an extinction of music streaming services? Clearly, it is
difficult to create a sustainable business model in music streaming.
So, which music streaming service(s) will ultimately prevail? Considering Apple and Google can fare with an unprofitable
business division, it seems logical to assume the two will dominate music streaming in the long run. Therefore, creating
alternative sources of revenue is imperative to the survival of Spotify, Pandora, Tidal, SoundCloud, etc. According
to Techcrunch.com, Spotify has been producing and publishing video content to generate more ad revenue. Also, it is
exploring the idea of cutting out the middleman, record labels, by making production and distribution deals directly with
artists. Will this help Spotify become profitable, and will artists be interested? Considering Spotify pays approximately 70%
of its revenue to record labels and publishing companies, the idea definitely poses potential. As a result of minimizing its
expenses, Spotify would be in a position to offer attractive deals to artists; consequently, it could potentially lure artists
from other record labels. Furthermore, Spotify would own its artists’ sound copyrights.
Ownership of a sound copyright can lead to even more sources of revenue and less expenses. For example,
the producer of a visual medium must negotiate with an artist’s label (sound copyright owner) and publisher
(composition copyright owner) to obtain a synchronization license. So, Spotify will only have to negotiate with
a publisher to obtain a synchronization license, thereby cutting costs on the music Spotify uses in its video content.

11. Without a doubt, we are well past the era of many independent record labels. The music recording business
is dominated by three large players; Sony, Universal, and Warner. Yet, the rapidly changing climate of the music
industry is starting to shift the control of power away from record labels. In John Costine’s article, “How Spotify
Is Finally Gaining Leverage over Record Labels,” he argues that large record labels’ rely heavily on revenue from
Spotify. So, Spotify may be able to negotiate lower royalty rates with record labels moving forward. Although
many music streaming services are failing to turn a profit, consumer demand, especially from millennials, will
likely force a restructuring of music streaming businesses to ensure their existence in the foreseeable future.
OVERARCHING STRATEGY
Where does that leave AM/FM radio stations? From my perspective, a 21-year-old millennial, the future of
local and national radio is bleak, but hopeful. Clearly, the addition of auxiliary ports and Bluetooth capabilities in
cars has contributed to the decline in radio station ratings, as much as music streaming has. Generally, in terms
of audio consumption, millennials prefer a type of freedom that traditional radio fails to provide. So, how can
radio stations attract more millennials and generate other sources of revenue, especially in the case of stations
that target their on-air content directly to millennials? While combating the music streaming giants is an arduous
and nearly impossible task, radio stations should take advantage of their existing listeners on an online front.
Using airtime as promotion, stations should provide ad supported music and video content (station playlists,
reports on musicians, and interviews with artists) that mirrors their radio format. Essentially, they should provide
their already loyal listeners with a familiar alternative to other online streaming options. In addition, stations need
to introduce new, exciting formats to their broadcasts. For example, a pop radio station could offer work for hire
agreements to up and coming local market musicians/influencers and have them perform live sets on air. Then,
the station should simultaneously publish the set on their own website, as well as syndicate the content
through other sites.
Everything that YouTube and Facebook have created can be done locally by TV and radio stations. With
their local market promotion power, TV and radio stations can build up a short-form video library through
revenue-share content syndication. Using the right social media marketing, broadcasters can be a
powerhouse by becoming a local market media destination for millennials…all the while generating
increased millennial traffic and incremental digital revenue!

12. EXPERIMENT WITH MILLENIALS
In every market, there are influencer millennials with a huge population of social media followers.
Why not create a team of the top millennial influencers in your market? Put them on air in the early evening,
or on weekends after PM drive time, and “plug in” a video camera to stream them live on your website
(simulcast). By having popular millennial influencers on air and online, you can attract new listeners,
build your station’s brand, collect audience data, and remarket to them (especially when you have
entertainment and sports celebrities in the studio). By building up an inventory of your station’s original
video that can be syndicated to other markets, you will be creating a new, ancillary revenue stream.
IN CONCLUSION…
Now is the time for Radio and TV to realize that local market broadcasters must create a new paradigm to
attract larger, younger millennial audiences. Stations need to be seen as more than just an audio and video source.
On every device and platform possible, stations should be offering audiences all kinds of media: short-form video,
audio blogs, sports, lifestyle entertainment, etc. All of which represent a wide spectrum of new
sponsorship/advertising opportunities and revenue.
WORKS CITED
Constine, Josh. “How Spotify Is Finally Gaining Leverage over Record Labels.” TechCrunch, TechCrunch, 18 Mar. 2017,
techcrunch.com/2017/03/18/dictate-top-40/.
Lister, Mary. “Music Consumption: Millennials and Gen Z Disrupt the Industry.” Fluent, Inc., 31 Aug. 2017,
www.fluentco.com/resources/disrupting-music-consumption/.
Rainie, Lee. “About 6 in 10 Young Adults in U.S. Primarily Use Online Streaming to Watch TV.” Pew Research Center, 13 Sept. 2017,
www.pewresearch.org/fact-00000tank/2017/09/13/about-6-in-10-young-adults-in-u-s-primarily-use-online-streaming-to-watch-tv/.
Singer, Dan. “We Are Wrong about Millennial Sports Fans.” McKinsey & Company, Oct. 2017 www.mckinsey.com/industries/media-
and-entertainment/our-insights/we-are-wrong-about-millennial-sports-fans.
FOR MORE INSIGHTS CONTACT: laurence.norjean@norstarmedia.com
WEBSITE: NorstarMedia.com