Adcomm's first two issues Adcomm August 2013 Relaunch issue | Page 30

Online radio

Ballz
It takes more

than just ‘ballz’!!

DARREN SCOTT
28 YEARS ON RADIO, 25 ON TV, THE ANCHOR.

Ballz Online Radio, brainchild of Darren Scott and several other radio stalwarts, along with several investors, is South Africa’s only dedicated
sports and lifestyle online radio station. While online radio is still in its infancy in South Africa, Ballz has taken the country’s sporting
fraternity by storm. The result: a unique radio offering encompassing complimentary visuals; dedicated content and a ‘platform with a
difference’ for marketers and advertisers.

In the beginning

Launched on 02 April 2012, with several months
of preparation behind them, Darren’s idea of a
multi-faceted radio platform was born. Officially
termed Extreme Visual Radio, Ballz is only one
platform and astronomical growth is envisaged.
“We wanted to be
different from the
start,” says Darren.
The station’s biggest
differentiator is
that there is no
other dedicated
sports radio station
in South Africa.
That, and the fact
that Internet radio
Simon hill - Creative
offers something
entertainer, sports fundi, voice
that terrestrial radio
artist, mimic and co anchor.
can’t – an active
listenership. How is this defined? Simply put,
active listeners are attentive as they pay for
the service. Terrestrial radio has, according to
Darren, passive listenership which makes it
difficult to gauge exactly your target audience
at any given time.

spontaneously, as strange
as that may sound. But that
is how our station has been
moulded – with fun and a lot
of spontaneity.”

Working for its
market

It isn’t all fun and games
though! On the serious side
of business it’s about growing
listenership, attracting
advertisers and sponsors,
and positioning the station
at the forefront of online
radio. However, this is all done
without ever losing sight of
the initial goal – providing
content listeners want which is
reflected in their everyday
lifestyles with its focus on
sport.

round has a definite influence on their
natural behaviour,” Darren says.
Some examples which have helped Ballz
gain the edge is the ability to film an
entire rugby outside broadcast on ipad
while simultaneously streaming audio;
international listener interaction via
Skype; and unanticipated visuals drawing
listeners like a magnet.

For marketers

The station offers both once-off
advertisement slots and sponsorship.
The focus, however, is on sponsorship
packages. As listeners pay, unlike
terrestrial radio, the station prefers fewer
Kate Nokwe - Sport
Reporter at Ballz Visual and shorter commercial breaks. “At the
Radio.
moment we offer five hours of listening
time and listeners really don’t want to
pay to listen to ad breaks,” is managements’
consensus. “Our preference is brand association
with a certain sport or programme,” says Darren.
Over and above this the station has content
“Awesome” buy-in
that commercial entities can buy into. The
“We have had awesome
station will position this on its website in such a
buy-in from the sporting
way that brand association is formed and, as an
arena,” Darren points out.
added factor, have the content positioned on
Disi fensham “There are sportsmen and Blonde, b.Comm
the client’s website for added exposure.
women as well as agents graduate, provincial
Content
Growth
determination from every major