Triton Unveils Radio Audience Lab

US-based Triton Digital Media - which provides technology to the radio industry - has opened a research center for broadcasters looking to study the key factors driving on-air and online audience engagement.

Triton Digital Media's audience engagement tools provide technical infrastructure, media players, database applications and data products to media clients around the globe.

Its new 'Triton Engagement Labs' facility has been set up to measure the effect that promotions and initiatives have on listenership, in order to tailor programs to its clients' needs. A number of radio stations are already using the unit to measure the influence of their contests, clubs and prizes on response rates and audience loyalty.

Triton says that by integrating on-air and online promotions, stations are able to better measure engagement and customize promotions and offers to their listeners.

'It's extremely difficult for stations to understand which promotions are working, and exactly how engaged listeners are in different aspects of programming,' states Chris Bell, President of Triton's Loyalty division. 'With Triton Engagement Labs, we're aiming to deeply connect stations to their listeners, to fully engage and increase loyalty.'

Web site: www.tritondigitalmedia.com .