Tritech Media expands into the US
Through its software business Colony.
Media technology company Tritech Media has expanded into the US with the launch of its software business Colony – marking the group’s second foray internationally.
Its prepaid distribution business, Stellr India, recently launched in India.
ColonyLive, which was developed in South Africa, is a software-as-a-service platform that provides radio stations with engaged audience metrics and advertisers with return on investment readings.
ColonyLive’s product basically provides on-air presenters with a real-time, customisable panel-style dashboard to easily segment, search, view and respond to all interactions and campaigns across mobile, internet and other digital channels. Data from all interactions with listeners is mined and analysed, reporting up-to-the-minute who is engaged with a station and its campaigns.
The business currently represents some 80 percent of commercial radio stations and 26 community radio stations in South Africa in addition to radio stations in Botswana, Kenya, Namibia and Zimbabwe.
Colony has concluded a deal with Eastlan Ratings, the second-largest ratings agency in the US, which represents more than 1,000 radio stations across 90 radio markets, including affiliates.
“The US is the most lucrative radio market in the world spanning some 16 000 radio stations,” said William Kirsh (pictured), the founder and CEO of Tritech Media, in a statement.
“With advertising revenues under pressure and listening time declining, ColonyLive provides stations and advertisers with valuable, actionable live metrics to reverse this trend. The credibility and weight of Eastlan will help ColonyLive to significantly accelerate its growth plans in the US,” he said.
ColonyLive CEO Marco Broccardo said, “Given Eastlan’s 20-year history as a leader in providing audience research, this partnership is the perfect fit. With Eastlan, we herald a new era where radio stations and podcasters can gauge audience engagement in real-time and share incredible return readings with advertisers.”
Eastlan Ratings CEO Mike Gould said ColonyLive is a cost-effective way for radio to gain real-time qualitative data about its audience.
“It’s the first platform of its kind in the US to aggregate listener interactions into one, simple-to-understand message board. We are very excited about this technology that we believe is set to revolutionise radio analytics and advertising return on investment,” said Mike.