451°

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Together with La Red, 451 merged on the web all phone (POTS) operations performed by each show to contact users, and viceversa: users can "see" what happens in the studio while communicating with live programming.

The site increased traffic by more than 500% and has already become key to most programs that air through the station frequency.

A backoffice application developed by the agency allows producers to populate main topics that air in real time, create up to the minute promotions and polls and allow listeners to get information about traffic, weather and news.

"The idea behind the site was to present one interface for the whole website, changing content and changing programming as the station airs different shows. When you enter the site you don't see an institutional page but the page of the show that's airing at the moment. This allows users to access just one URL and on the other hand gives the station branding top of mind" says Walter Judcovski, leader of the development.

The station launched an iPhone application that streams live programming to devices and plans to offer two way communication through the app for on-the-road users to feedback shoes in the near future.

"As devices become more popular in the region, listeners will not only be able to take the station with them but interact with whatever is going on, like voting, choosing a song to play, etc." said Ernesto Rinaldi, CEO of 451.