Ronald McDonald’s got CADIO.

Seeing the value of music management and entertainment, the world’s largest fastfood chain McDonald’s signed up with non-trad advert experts CADIO Advertising to provide canned and live entertainment for their McDonald’s stores within Metro Manila.

Starting October 2010 diners will experience live DJs, surprise guests, games and prizes while enjoying their favorite meals inside McDonald’s with CADIO.

Signing the MOA with Fidel Balbieran (right), Local Store Marketing Consultant of Golden Arches Development, Corporation.
“We love McDonald’s, its crew and it’s high-end standards to provide exceptional service to it’s customers... and we want to be part of that..” Nestor Panganiban, Business Director at CADIO Advertising says in an interview. The company who’s brand expertise CADIO is a product of a decade worth of intensive industry research and planning and has been touring Malls, Restaurants and Events in the past.

Nestor “AndyGold” Panganiban poses at McDonald’s HQ.

Panganiban who used to be a McDonald’s crew himself, adds he grew his company based on the many positive ideals and philosophy of Mcdondalds, and its good to be back working with them. “It’s not radio, it’s CADIO..” Panganiban stresses.

The term CADIO is a non-traditional, interactive advertising devise and a medium. CADIO is pronounced “k-dio,” and it runs like an FM radio sound system, device or a digital player that can be set-up, played and heard inside a narrowcast coverage area. CADIO Advertising is supported by the Filipino Society of Composers, Authors and Publishers (FILSCAP) and aims to promote the industry standard on narrowcasting.

Nestor Panganiban of CADIO Advertising and Fidel Balbieran, Local Marketing Consultant of McDonald’s Philippines pose after contract signing.
Joining the bandwagon is former FM DJ turned Voice Director/Actor Brian Mathew Ligsay, who’s professional career in doing voices has been heard in countless commercial productions here and abroad. Ligsay who co-owns Creativoices Productions and Sparkle Prints Media, adds his 15-year industry experience to CADIO as the Media-Seller Director of CADIO Advertising.

(Left to right) Andy Gold, Fidel Balbieran and Dj BigBrian for some photo-ops.

“What can I say, I love BIGMac .. and we want to make sure our clients and customers will benefit from each other’s stay at the no.1 fastfood chain in the planet, “ Ligsay mentions in this interview. He claims that this innovation in fastfood enjoyment will revolutionized market based value for money advertising. “As an advertiser, you can’t go wrong with this, as a consumer you’ll start looking
forward to it..” He adds, the concept of providing entertainment to diners is not new, but building up their anticipation to a pleasurable dining experience is a concept we at CADIO have perfected.

It was over ten years ago that the company started the medium, to which now is being recognized as the most effective marketing per customer value in advertising. This captured market strategy paired with a tried and tested entertainment formula will surely make for an unforgettable dining experience.

CADIO will be touring McDonald’s stores metrowide, each for seven days, bringing in surprise celebrity visits, artists, FM jocks and giveways for its customers. So maybe the next time you take home a Happy Meal, it might just bring a you a real BIG surprise.

For information on how you can benefit from CADIO Advertising and McDonald’s CADIO, you can visit their website at www.CADIOadvertsing.com, e-mail: brian@CADIOadvertising.com or call 517-
7671/850-1397 and 0919-5731714/0915-5134843

Which One Came First, Cadio or Cabvision?

Since cadio came from the concept of broadcasting, the time when it is heard and seen in a narrowcast coverage; the process of disseminating or transmitting the messages from it by using cables of ceiling and wall speakers is called narrowcasting. Cadio doesn’t use transmitters. TV & radio broadcasting uses cables and narrowcast a message to a particular place or group of targeted market to make something known to the public. “Your Dictionary” says that narrowcast is to transmit, as by cable, programs confined to the interests of a specific group of viewers, subscribers, or listeners, such as physicians, businesspeople, or teenagers. Likewise, cadio uses cables of ceiling and wall speakers bringing music, information and entertainment programs to the interests of specific groups inside a narrowcast coverage. The first example of narrowcasting was the installation of the cabvision network in London’s black cabs which shows limited pre-recorded television programmed interspersed with targeted advertising to taxicab passengers. Unlike the cabvision, cadio music and commercial programs are in FM broadcasting sound format. Based on wikipedia’s article on cabvision, it is said that this innovation started in the year 2000. Going back to cadio, before the name was given, the concept of it was first called “radio type booth” in the early 80”s in Makati Cinema Square Philippines. Then in 1999 it was named cadio bringing the two words together, cable and radio because the sound of it when heard over the ceiling speakers of a narrowcast coverage is like an FM radio. Besides, 90% of all the radio audio systems and devices is also what cadio uses. Why cable? Because to come-up with an FM radio sound, cadio needs cables to narrowcast. Unlike radio, it uses transmitters and radio set receivers. Check cadio history in a Philippine Newspaper article with “Manila Bulletin” and discover that cadio came first before cabvision.

If the Philippines have only the money to promote and support its people's concepts, innovations, inventions, and having the right people to deal with, cadio could have been the main reference of narrowcasting not cabvision.

Intellectual Property Reference

CADIO Advertising: CADIOshowProduction

CADIO Advertising: CADIOshowProduction

Two Ways to Narrowcast

1.PUBLIC CAPTIVE MARKET APPROACH - the advertiser can witness their market; listening, watching or hearing their commercials because of a strategic way of disseminating messages.
When advertisers buy spots in a medium like POP (point of Purchase) using audio or video system of malls or public places by maximizing their speakers, advertisers get more value on their commercials. It’s a Public Captive Market Approach, because the audience got no choice but to hear the commercials being played. If an audience hears a commercial and he doesn’t like it; are we convinced that he’ll cover his ears while roaming around the mall? The same thing happens in other narrowcast coverage like airplanes & airports, amusement parks, banks, boats & piers, boutiques, buildings & elevators, buses & terminals, business centers, clinics, couriers, department stores, gas stations, government places, hardware stores, hospitals, hotels, offices, places of events, private places, public places, restaurants, salons, schools, shops, show rooms, sports & gyms, sports shops, stores, supermarkets, trains & stations, wholesaler-retail places, etc.

2.PRIVATE CAPTIVE MARKET APPROACH – advertiser can’t witness their market; listening, watching or hearing their commercials because the source is in a broadcasting way of disseminating of messages.
When advertisers buy spots on TV or radio, they can’t witness their market listening, watching or hearing their ads because most of the receivers (listeners and viewers) are in their houses or in their motor vehicles. Still, it becomes a Private Captive Market Approach when an audience sees and hears the commercial privately played on air.

Richard Branson's Story

In-Store Radio is really a wrong term.

Let’s examine the meaning of Radio……

According to Article 4 Section 4 on the Code of Ethics on Advertising regulated by Adboard (Advertising Board of the Philippines), and it says; Advertising copy, slogan or terms should not mislead, or confuse the consumer as to the materials, content, origin, utility or function of any product or service. Meaning, as marketers and advertising practitioners, we should not use terms that could give a different meaning that will lead our target audience to a wrong thought. Nowadays, we can hear music and commercials in places like stores, restaurants, boats, boutiques and other coverage that claims that they have a radio station. In the Philippines, hearing something from a store that says “NationalBookstore Radio” is like saying that this establishment has a radio station. Their business is selling office, school supplies and other items. Having a radio station needs a permit from NTC. Why invest on a radio station that is so expensive which is not the nature of their business. If this is not a real radio station, then they should not use the term “NationalBookstore Radio.” We all know that radio is a telecommunications term. According to Merriam-Webster, (n) of or relating to electric currents or phenomena (as electromagnetic radiation) of frequencies between about 3000 hertz and 300 gigahertz or transmitted by radio. In Wikipedia, radio is the transmission of signals, by modulation of electromagnetic waves with frequencies below those of visible light. Electromagnetic radiation travels by means of oscillating electromagnetic fields that pass through the air and the vacuum of space. Information is carried by systematically changing (modulating) some property of the radiated waves, such as amplitude, frequency, or phase. When radio waves pass an electrical conductor, the oscillating fields induce an alternating current in the conductor. This can be detected and transformed into sound or other signals that carry information.

In our own understanding, there are three radio classifications:
• Two-way radio – it has a transmitter, receiver-sender gadget through oral communication.
• Radio Station – it sends broadcast message using a transmitter to radio set.
• Radio Set – it receives the broadcast message with the help of its antenna.
So if we hear an FM radio program format in Chowking that’s says “Chowking Radio;” what do you think is that? Wow, Chowking has a radio station. How did they do that? What about Superferry radio? Is this a store or a boat? If it’s done in a boat then, should they call it in-store radio or in-boat radio. In-store radio is like saying a radio in a store. Otherwise, it is wrong to say that a radio in a boat is called in-store radio. Let’s find out. Based on Wikipedia, boat is a watercraft of modest size designed to float or plane, to provide passage across water while a store may refer to a retail store type such as:
• Anchor store
• Big-box store
• Chain store
• Confectionery store
• Convenience store
• Department store
• Discount store
• General store
• Grocery store
• Hardware store
• Health food store
• Hobby store
• Hypermarket
• Liquor store
• Newsagent
• Online shopping
• Outlet store
• Pet store
• Specialty store
• State store
• Supermarket
• Surplus store
• Survival store
• Toy store
• Variety store
• Warehouse club
• Warehouse store
In the military:
• Ammunition dump
• Magazine (artillery)
See also
• Storage (disambiguation)
• Store and forward
• Store-within-a-store
A retail store is also retailing according to Wikipedia. It consists of the sale of goods or merchandise from a fixed location, such as a department store, boutique or kiosk, or by mail, in small or individual lots for direct consumption by the purchaser.

Ok, is a boat a store? Off course it’s not. So why say that the boat has an in-store radio, in the case of Superferry Radio.

With all of these in mind, we conclude that those new companies that are using the term “radio” just to come-up with a name is misleading the audience or market by getting their attention that leads to a different understanding of what really radio is. We don’t know why they are really using a wrong term but for the sake of promotion or by getting people’s attention, they will do so. Bottom line, it’s really good to have a real radio station the fact that your business is not into broadcasting.

Now here’s a way that would give you an FM radio sound in stores and other establishments: record and mix down music and commercials that would sound like an FM radio program using Adobe Audition software and later burn it on CD; then play it in a CD or DVD player. This would really sound like a live FM radio broadcast. Is this what establishments and providers are really referring to? Is this In-Store Radio? What do you think?

Basically, this idea of in-store radio is being used by establishments in the Philippines. If you hear something in malls, restaurants, bookstores and other places that sounded like an FM radio; you'll hear in their promo saying that it's the establishment's radio. This is a wrong term. Check WIKIPEDIA's "Elevator music" (muzak, piped music, or lift music in the Commonwealth) refers to the gentle instrumental arrangements of popular music designed for playing in shopping malls, grocery stores, department stores, telephone systems (while the caller is on hold), cruise ships, airports, doctors' and dentists' offices, and elevators. The term is also frequently applied as a generic (and often derogatory) term for any form of easy listening, smooth jazz, or middle of the road music, or to the type of recordings once commonly heard on "beautiful music" radio stations.

Having the "elevator music" in mind, if you include some promos and commercials on its program; are we suppose to call it a radio? NO NO NO NO....

The process of dissemination of messages in a particular place is now called NARROWCASTING. Check its meaning in Wikipedia. Now what do we call a device that narrowcasting uses? And that should be the term used by establishments that are claiming they have a radio station. A radio station has an antenna or transmitter to broadcast. A radio station is the sender of such information to its listeners whereas a radio set is the receiver of it.