Chinese Radio Looks to Modernize with Mobile

From widespread smartphone penetration to a massive spike in mobile marketing campaigns, China is now one of the world’s biggest markets for mobile.

And today we’re learning that radio is the next industry in China that will embrace the mobile tools and technologies of the time to help modernize the medium.

On Wednesday, Red Loop Media – a provider of mobile cloud marketing services – publicly confirmed its selection by China National Radio Mobile to deliver mobile advertising services for their mobile TV and radio applications.

CNR Mobile, which happens to be the nation’s biggest provider of mobile TV and radio programming, is among “just a handful of firms to be granted one of China’s most coveted national mobile video-audio programming service licenses by the State Administration of Radio, Film and Television (SARFT).”

China’s rapid growth in mobile has propelled it to the world’s largest market for smartphones, which has fueled the demand for mobile content from their traditional media providers. According to a new PwC report, “Global Entertainment and Media Outlook 2012-2016,” China now ranks as the third largest market for entertainment and media worldwide. The number of mobile Internet subscribers is expected to reach 2.9 billion by 2016 with 1 billion of those in China alone.

“With the proliferation of smartphones and tablets, consumers spend ever-increasing amounts of time interacting with their mobile devices, which has led to significant demand for our high-quality content on those devices. As the state-level platform for digital media, we are making full use of our extensive resources to create a rich mobile video and audio experience for our subscribers,” said Andrew Zhang, President and CEO of CNR Mobile.