Ximalaya FM
From Wikipedia, the free encyclopedia
Founded in 2013, Ximalaya FM is an online radio application that allows users to upload their own radio production and share their content with others. This application is more interactive than a standard radio because users can do live podcasts, edits, and record audio sources through the application. Furthermore, there are live contests and games people can participate in using the app. There is also an option to request certain songs, podcasts, or other material. Because Ximalaya FM is accessible and useful for everyone, no matter their age, the application became the fastest developing online audio platform in China. [7]
Founded in 2013, Ximalaya FM is an online radio application that allows users to upload their own radio production and share their content with others. This application is more interactive than a standard radio because users can do live podcasts, edits, and record audio sources through the application. Furthermore, there are live contests and games people can participate in using the app. There is also an option to request certain songs, podcasts, or other material. Because Ximalaya FM is accessible and useful for everyone, no matter their age, the application became the fastest developing online audio platform in China. [7]
Contents
1 Introduction
2 Development
3 Layout
4 Features
4.1 Convenience
4.2 Effective Advertisement
2 Development
3 Layout
4 Features
4.1 Convenience
4.2 Effective Advertisement
Introduction
Ximalaya is the largest and one of the most popular online audio service platforms in China. [7] This mobile application was launched in March 2013. Within two years, the application had over 200 million users. Due to its features, such as media sharing, entertainment, live news and contests, the application became the fastest developing online audio platform in China. By December 2015, the total number of audio uploads on Ximalaya FM exceeded 15 million, while the cumulative numbers of daily plays and downloads exceeded 50 million. Currently, Ximalaya has over “40 million active users per month, six million of whom actively use the service [daily].” [5] This ultimately led to Ximalays becoming the “most successful podcast platform in China.” [5]
Development
The cultural emphasis and interest in visual effects and outlets resulted in the near elimination of radio and pure audio media due to the lack of a lasting presence on people’s minds. [1] However, sound media and internet streaming remain an integral part of people’s lives, so investors and developers use “social media, mobile apps, [and] blogs … to further increase revenue and bring in new business.” [6]
Ximalaya is a result of this technological development because the founders, Shanghai Zhengda Ximalaya Network Technology Corporation, recognized the “growing need of modern city dwellers at an early state and were not only able to continuously expand their user base … but also … establish numerous cooperation in the areas of in-car and home entertainment.” [5] In other words, Ximalaya uses the foundation of standard radio broadcasts and improves it by adding features that enhance sound effects and include the ability to interact with other users. These include live contests and requests by the people for certain stations or entertainment content. [5]
Additionally, Ximalaya is easily accessible for people by allowing them to take their music and entertainment on the go. Because this application considers and meets people’s interests and needs, it was selected as one of the Top 30 Influential Investors by Fortune China in 2017. [3]
Ximalaya is a result of this technological development because the founders, Shanghai Zhengda Ximalaya Network Technology Corporation, recognized the “growing need of modern city dwellers at an early state and were not only able to continuously expand their user base … but also … establish numerous cooperation in the areas of in-car and home entertainment.” [5] In other words, Ximalaya uses the foundation of standard radio broadcasts and improves it by adding features that enhance sound effects and include the ability to interact with other users. These include live contests and requests by the people for certain stations or entertainment content. [5]
Additionally, Ximalaya is easily accessible for people by allowing them to take their music and entertainment on the go. Because this application considers and meets people’s interests and needs, it was selected as one of the Top 30 Influential Investors by Fortune China in 2017. [3]
Layout
Because the app is made to be accessible for all ages, the configuration is simple and concise. When users first open the application, the most recent or recommended stations will be displayed momentarily. At the top of the main menu, users are able to look up audio files or stations they want. In the center of the main menu, Ximalaya FM catalogues the programs. The types of the programs are very comprehensive, including news, TV programs, music, audio of novels, learning English, storytelling, financial stocks, health, social science, education and training. This large variety allows the app to meet the various needs of users in all ages. [7]
At the bottom of the main menu, users are able to switch to settings, discovery, and podcaster. On the page for podcaster, users are able to upload, edit, record live radio, and record the audio sources through the application. There is also a help menu that gives step-by-step instructions for people who need further guidance. [7]
At the bottom of the main menu, users are able to switch to settings, discovery, and podcaster. On the page for podcaster, users are able to upload, edit, record live radio, and record the audio sources through the application. There is also a help menu that gives step-by-step instructions for people who need further guidance. [7]
Features
Convenience
Comparing to a traditional live presentation, Ximalaya FM provides more possibilities and freedom for producers: “With online radio, [users] are not limited to one geographic area or dependent upon syndication partners picking up [their] show in order for it to be heard.” [4] In other words, users are able to utilize this app and listen to their podcasts or stations at their convenience, regardless of their location. Furthermore, this application is not only available to people locally, but can be accessed and used by people all over the world. This highlights the convenience of this app in that webcasts or live contests can be reached by large “number of people compared to live events which are designated to hold only a set amount of people.” [6]
Effective Advertisement
Ximalaya FM provides the best service not only for users, but also for advertisers. According to Natalta Johnson, “radio has been a widely used form of media broadcasting for decades and has been used by advertisers for just as long to reach potential consumers and turn them into buyers.” [2] With the rise of online radio service, approaching customers through Internet radio has become one of the most popular ways for advertisers to present their product. This rise of Internet radio services gave companies “another way to reach possible customers, one that directly rivals traditional radio advertising.” [2]
In the traditional platforms, all the audiences from different backgrounds or age groups listen to the same advertisement, while advertisers used ad-targeting techniques to improve the efficiency of their advertisement. However, with online radio and social media, ads are now more individualized and based on the customers’ listening or search query histories. Additionally, because these online radio platforms are popular, companies can constantly show ads, increasing the change that customers will become interested in the product and buy. This is an advertising trap because in order to get rid of the ads, the user has to pay a flat fee, thus giving the company money. Because Ximalaya is so popular, the effectiveness of advertising is greatly improved from standard radio advertising. [2]
Comparing to a traditional live presentation, Ximalaya FM provides more possibilities and freedom for producers: “With online radio, [users] are not limited to one geographic area or dependent upon syndication partners picking up [their] show in order for it to be heard.” [4] In other words, users are able to utilize this app and listen to their podcasts or stations at their convenience, regardless of their location. Furthermore, this application is not only available to people locally, but can be accessed and used by people all over the world. This highlights the convenience of this app in that webcasts or live contests can be reached by large “number of people compared to live events which are designated to hold only a set amount of people.” [6]
Effective Advertisement
Ximalaya FM provides the best service not only for users, but also for advertisers. According to Natalta Johnson, “radio has been a widely used form of media broadcasting for decades and has been used by advertisers for just as long to reach potential consumers and turn them into buyers.” [2] With the rise of online radio service, approaching customers through Internet radio has become one of the most popular ways for advertisers to present their product. This rise of Internet radio services gave companies “another way to reach possible customers, one that directly rivals traditional radio advertising.” [2]
In the traditional platforms, all the audiences from different backgrounds or age groups listen to the same advertisement, while advertisers used ad-targeting techniques to improve the efficiency of their advertisement. However, with online radio and social media, ads are now more individualized and based on the customers’ listening or search query histories. Additionally, because these online radio platforms are popular, companies can constantly show ads, increasing the change that customers will become interested in the product and buy. This is an advertising trap because in order to get rid of the ads, the user has to pay a flat fee, thus giving the company money. Because Ximalaya is so popular, the effectiveness of advertising is greatly improved from standard radio advertising. [2]
Reference
[1] Hilmes, M. (2013). On a Screen Near You: The New Soundwork Industry. Cinema Journal, 52(3), 177-182. Retrieved from http://www.jstor.org/stable/43653120
[2] Johnson, N. (n.d.). Advertising in Radio: Internet vs. Traditional Platforms. Royle. Retrieved from https://roylemedia.com/advertising-radio-internet-vs-traditional-platforms/
[3] Liao, A. (2017). Chinese Innovation is Taking Off and this VC was Founded to Fuel that Trend. Retrieved from https://alltechasia.com/chinese-innovation-taking-off-vc-founded-fuel-trend-2/
[4] Low, J. (2013). The Ultimate Guide: What is online radio and how does it work? Crazy Egg. Retrieved from https://www.crazyegg.com/blog/ultimate-guide-online-radio-work/
[5] Menzel, V. (2018). The Boom of Audio Sharing Portals in China. China Today. Retrieved from http://www.chinatoday.com.cn/ctenglish/2018/sl/201805/t20180515_800129468.html
[6] Walker, B.A. (n.d.). The Benefits of Webcasting. Satellite Communication Systems. Retrieved from
https://www.satellite-commsys.com/blog.php?ID=18
[7] Ximalaya FM. (2018). SlideShare. Retrieved from
https://www.slideshare.net/UnitedMediaSolution/ximalaya-fm-is-a-big-deal-in-china-heres-why-you-should-be-tuning-in
[2] Johnson, N. (n.d.). Advertising in Radio: Internet vs. Traditional Platforms. Royle. Retrieved from https://roylemedia.com/advertising-radio-internet-vs-traditional-platforms/
[3] Liao, A. (2017). Chinese Innovation is Taking Off and this VC was Founded to Fuel that Trend. Retrieved from https://alltechasia.com/chinese-innovation-taking-off-vc-founded-fuel-trend-2/
[4] Low, J. (2013). The Ultimate Guide: What is online radio and how does it work? Crazy Egg. Retrieved from https://www.crazyegg.com/blog/ultimate-guide-online-radio-work/
[5] Menzel, V. (2018). The Boom of Audio Sharing Portals in China. China Today. Retrieved from http://www.chinatoday.com.cn/ctenglish/2018/sl/201805/t20180515_800129468.html
[6] Walker, B.A. (n.d.). The Benefits of Webcasting. Satellite Communication Systems. Retrieved from
https://www.satellite-commsys.com/blog.php?ID=18
[7] Ximalaya FM. (2018). SlideShare. Retrieved from
https://www.slideshare.net/UnitedMediaSolution/ximalaya-fm-is-a-big-deal-in-china-heres-why-you-should-be-tuning-in