RMSA customised radio changed the way Argentinians listen

By Rubén Corda and Diego Poso

RMSA (La 100 FM)

Ciudad Autónoma de Buenos Aires, Buenos Aires, Argentina

The radio realm of traditional media has evolved in regards to content creation, production approach, and how it relates to its audience — yet little has changed in its delivery.

However, what has changed is audience expectations. Listeners are increasingly more active and demand new content. This is why at RMSA (La 100 FM) in Buenos Aires, we are constantly looking for ways to innovate and offer new products to our audience.

We asked ourselves: What if a radio could provide its audience with the opportunity to tune into their regular programming, but with the extra perk of being able to choose what music to listen to?

Our answer was Match 100, a new digital project that has revolutionised how our audiences listen to the radio. 

Match 100 was the RMSA radio answer to growing a new audience.
Match 100 was the RMSA radio answer to growing a new audience.

From the very beginning we knew this project would mean an evolutionary leap in the radio broadcasting industry. With Match 100, we brought together the analog and digital worlds and, for the first time ever, the audience was provided with a truly customised product.

La 100 is a multi-target Contemporary Hit Radio (CHR) station. On our Web site, listeners can hear the traditional signal featuring a variety of music styles, as well as five new categories of tunes, added to meet the varied music preferences of our audience: Local Rock, Top40, Classics (1980s to 2000), Latin, and New Classics. Each of these styles is created and curated by specialists.

The main goal we wanted to achieve by developing Match 100 was to offer a customisable product, something nonexistent in our market. This initial goal later will allow us to also increase our digital audience.

To achieve this, we had to face several challenges:

  1. The technology needed for the endeavor was not yet available. Neither the domestic nor the international industry had technology that would meet the requirements of the project. Therefore, the final product was conceived and designed by our own staff, and developed by a local provider.
  2. Timing was key. Everything had to be timed and fit perfectly together: music, commercials and hosts’ entries and exits. This issue was tackled with a specially designed clock that gave hosts and the producers precise control over when they went on and off the air.
  3. Match 100 required the readjustment of most of our production procedures and involved 70% of the company: technology, advertising, music, operators, production, and hosts. It was a success thanks to the dedication of everyone involved.

The specially designed clock installed in the Match 100 studio gave precise control over air times.
The specially designed clock installed in the Match 100 studio gave precise control over air times.

In the six-month period of monitoring Match 100, while on air, we obtained the following data:  

  • It ranked third in our universe of players, where there are over 500 iRadios.
  • It was right behind our two broadcast radio stations.
  • The audience has grown 150% since launch.
  • We expect Match 100 to reach 20% of La 100’s digital audience by its first anniversary.

We believe this project, which had a fledgling start in the hands of a pioneering radio station, can send a message to the radio industry: There is still much yet to be discovered out there. And above all, it is about proving that the radio never loses its edge.

We can experiment with and develop new products to strengthen our bond with the audience. Match 100 is a paradigm shift, and it positions La 100 as an alternative, innovative, and cutting edge radio station.

About Rubén Corda and Diego Poso

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