Southern Cross Austero (SCA) has 99 commercial radio stations, 105 TV channels, over 108 weekly podcasts, 25 music jukebox stations, and more. Listnr combines all of these things together, combining your favorite local and national live radio stations as well as content from partners such as the BBC, ESPN, Apple Music and more.
In 2015, SCA found itself without a digital position and wandering without a strategy, says Grant Blackley (CEO of Southern Cross Austereo and President of Commercial Radio Australia). Stations were compartmentalized and unorganized and Sothern Cross had a ‘patchwork’ of access.
The radio does not have a consumption problem but has a listener access problem. How can radio stations make content more accessible to listeners?
Content is king, but localism and distribution might be queen. Ditching its physical infrastructure, SCA took a digital stance by moving delivery media to the cloud, using data and analytics to further inform decisions, and launching Listnr. The advantage of live audio in Listnr is the data. SCA sells ad slots in its podcasts at a 20x markup over its radio ad offerings, primarily because there are fewer ad slots available, but also because more data is available to the customer.
Listntr enables greater content discovery. People who think they hate radio can download Listnr to listen to an SCA podcast and then come across an SCA radio brand they like. Grant called it the “House of Listnr”, as if each station was a room and listeners wandered down the hall. It’s a “personalized, reliable, curated experience” and Grant can envision a time when Southern Cross Austereo might one day be called Listnr.