It would have been so easy to create a really cool, interactive mobisite for 5fm. I would have loved to have told you to go out there and check it out immediately because it’s just so brilliant and fun and awesome, but I can’t. All I can tell you is that it sucks.
I’m not sure why 5fm would choose to ignore such a crucial area of their brand. The market they appeal to is the mobile generation. They broadcast in Africa, where the majority of internet users go online on their phones and a great deal of people enjoy listening to the radio on their phones. So why is their mobisite so dismal?
Let’s start at the beginning. You wouldn’t know they even had one if you didn’t search expressly for a mobile option. There is no redirect from the main site. The home page is unexciting and, like the rest of it, features mostly barely legible writing matched with teeny-tiny pixellated images drowning in a sea of black background.
There are three reasons I, as a listener, would want to access 5fm on a mobisite and all of them involve interaction: to engage with DJ’s, to listen online and to enter a competition.
The only way I can interact with a DJ is to click on their profile and email them using a contact form. The DJ profiles are so basic, they don’t even have a Twitter handle or Facebook link in case you’d want to interact that way.
The competitions are is pretty dismal too. Both comps invite you to call in to enter or tell you to go to Facebook. Nowhere can you enter a competition directly from the mobisite. There’s a Coolness Radar promotion happening, but the only way you can take part is via Twitter. Why not just add a few buttons where people can vote right away? I don’t find this very cool…
I’ve never really liked the main website. I find it disorganised and unattractive and even though they’ve made some positive changes, navigating it still makes me ill and this mobisite has the same affect on me.
One can only hope that some of the advertising revenue from the Steve ads is going towards designing new mobile applications for 5fm that will actually allow their listeners to get involved no matter where they are!