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Date
Under the leadership of Chia-chun Hung, PMP, Uni radio station of Taiwan has transformed itself.
Hung, whose father owned the radio station, was thrust into management at a young age when his father became ill. After becoming the station’s vice president in 2007, Hung took over the business in 2011 when he was just 28.
He had been endeavoring to improve the operation structure of the station, but with little success. But after learning project management concepts—Hung is the first PMP in Taiwan with a background in radio broadcasting management—he has successfully transformed the fate of the radio station. It’s now the most popular station broadcasting in the central part of the country.
But back in the midst of the global recession, a sharp advertising downturn was crippling the station. To reposition, Hung gave Uni station a new mission: deliver positive messages that promote social change, like “home and family.” The business operation was also transformed from advertising-oriented to program sponsorship.
Hung then translated the station’s mission into a tangible objective—become an influential platform—and embedded this objective into every project’s scope.
“Knowing the objective of your project right at the beginning makes you more focused, more aware of any deviation,” Hung told me in an interview. “In the meantime, we spent a lot time communicating with our stakeholders the concept of our operation, trying to clarify ideas.”
Uni station’s programs consist of two types: those initiated by the advertisers themselves and those initiated by the station. In the former, the station helps the advertisers produce the program and realize their beliefs and ideas. In the latter, programs are produced by the station on its own, and the staff finds the appropriate organizations to sponsor them.
No matter which type, the station takes the lead in the production and helps the advertisers establish their brand’s image. The audience does not hear any advertisements during the program; the name of the sponsor is only given at the end of the show.
Seven years after Hung began Uni’s transformation program, the practice has gained the station a good reputation. Today Uni even “jumps down from the air to the ground,” holding seminars, family activities and campaigns—all in an effort to fulfill its mission.
Posted
by
Lung-Hung Chou
on: September 17, 2015 11:29 AM |
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