Since the launch of Santa Monica-based public radio station KCRW’s new online channel Eclectic24 in early September, traffic to the station’s all music stream has doubled, logging over 2.4 million total listening hours since launch. The 24/7 music stream reflects the varying tastes of all KCRW’s trendsetting DJs — seamlessly integrated, without timeslots – and provides a much-needed online alternative for fans of eclectic, handpicked music.
Even before the launch of Eclectic24, KCRW’s music stream was one of the chief reasons people visited KCRW.com. Now, the uniqueness of the new channel, which combines brand new bands and classic favorites with exclusive performances and interviews from the station’s vast archive, has resulted in a huge growth spurt just months after launch.
“The tremendous response to Eclectic24 is an overwhelming indication that our listeners welcome a variety of ways of enjoying KCRW’s broad musical landscape. We look forward to continued growth,” said Eclectic24 programming curator and KCRW DJ Chris Douridas.
KCRW’s newest online music destination also has a dedicated landing page with exclusive ticket giveaways to concerts across the country, a dynamically updated interactive playlist with artist information, and a brand new Album Preview feature.
Eclectic24’s Album Preview offers listeners a chance to hear new album releases in their entirety each week. The series showcases artists, composers and film soundtracks that are favorite selections from KCRW DJ’s. The newest selection is streamed live every Monday night at 8pm PST and then available on demand for a limited time. So far, Eclectic24 has previewed new albums by Norah Jones, Flaming Lips, Zero 7, Monsters of Folk, Inara George, and as well as soundtracks from “Where the Wild Things Are” and “The Twilight Saga: New Moon.”
RBR-TVBR observation: This is yet another example of how traditional radio can monetize the net. You take a well-established, heritage brand and globalize it. Advertising will follow – and KCRW is non-comm, so that advertising is all online. This is still radio—just with a larger antenna that reaches PCs, laptops, in-car internet, Blackberrys, iPhones and WiFi radios around the globe. The brand “KCRW” now boasts an audience that has never been bigger.
