ONE CARIBBEAN MEDIA
THE
BUSINESS
OPPORTUNITY
BOARD OF DIRECTORS
THE OCM BOARD HAS A VERY EXPERIENCED BOARD THAT IS
SUPPORTIVE OF THE VISION OF OCM AND ITS MANAGEMENT
1.
2.
3.
4.
5.
6.
7.
Mr. Edmon Braithwaite
Prof. Veronica Pearson
Mr. Colvin W. Grannum , Esq.
Dr. Roy A. Hastick , Snr.
Mr. Lowell Hawthorne
Mr. Charles J. Hynes
Mr. Eric M. Phillips
Chairman/Founder
City College (Community Activist)
Bedford Stuyvesant Restoration
President/Founder CACCI
President / Founder Golden Krust
District Attorney Kings County
CEO (Former White House Fellow)
MANAGEMENT
THE OCM BOARD HAS A VERY EXPERIENCED BOARD THAT IS
SUPPORTIVE OF THE VISION OF OCM AND ITS MANAGEMENT
1.
Mr. Eric M. Phillips
CEO
Eric McLaren Phillips
Telcoms Experience
Degrees:
MBA (New York University); CTP Telecommunications & Computer Science
(Stevens Institute/ Bell Laboratories); B.Sc. (Chemical Engineering)
(McMaster University Canada)
1991 White House Fellow
Experience:
Advisor
Principal
Director
MD
VP
Deputy Director
VP Sales
Program Manager
Supervisor
ZTE Corporation Africa
Fieldstone Private Capital (Head of Telecommunication
ASC Inc. (London)(1996) Satellite Company
AT&T Africa & Middle East
AT&T Central Europe Ukraine JV
AT&T Globalization (Belgium, Europe)
AT&T Network Systems (Lucent)(1993-94)
AT&T FTS2000 ($15 billion AT&T win )
AT&T Bell Laboratories
Eric McLaren Phillips
Health Experience
Degrees:
MBA (New York University); CTP Telecommunications & Computer Science
(Stevens Institute/ Bell Laboratories); B.Sc (Chemical Engineering)
(McMaster University Canada)
1991 White House Fellow
Experience:
Chairman / Founder
Dance Alive (HIV/AIDS NGO in 2005)
Lecturer in HIV/AIDS Life Cycle Management
Director
Combination Therapy Medical Solutions ( Chronic
Disease Management Systems)
Director
Africa Union Health (HIV/AIDS )
Anti Retrovirals/ Nutrition/ HIV Technology
Chief of Staff
USA Presidential Mission on HIV/AIDS and
Child Survival (USAID/Department of Health &
Human Resources
ORGANIZATIONAL
CHART
THE MEDIA INDUSTRY
MARKET/ INDUSTRY OVERVIEW
ENVIRONMENTAL SCAN
BARRIERS TO ENTRY
SUSTAINABLE COMPETITIVE ADVANTAGE
MARKETING IMPERATIVES
PRODUCTS
SERVICES
“EYE ON THE PRIZE”
THE NEW YORK MEDIA MARKET

New York is the largest media market in North America followed by Los Angeles,
Chicago, and Toronto.

The media of New York City are internationally influential, and include some of the
most important newspapers, largest publishing houses, most prolific television
studios, and biggest record companies in the world.

New York City is the world’s major global center for the television, music,
newspaper, book and magazine publishing industries.

Seven of the world's top eight global advertising agency networks are headquartered
in New York.
Three of the "Big Four" record labels are based in the city.


Two of the three national daily newspapers in the United States are The Wall Street
Journal and The New York Times.
THE NEW YORK MEDIA MARKET

The city also has a major ethnic press, with 270 newspapers and magazines published
in more than 40 languages.

El Diario La Prensa is New York's largest Spanish-language daily and the oldest in
the nation.

The New York Amsterdam News, published in Harlem, is a prominent AfricanAmerican newspaper.

The Village Voice is the largest alternative newspaper.

Book-publishing industry employs about 25,000 people.

The four major American broadcast networks, ABC, CBS, FOX and NBC, are all
headquartered in New York. Many cable channels are based in the city as well,
including MTV, Fox News, HBO and Comedy Central.
THE NEW YORK MEDIA MARKET

New York City is the home of the three traditional major American television
networks, ABC, CBS and NBC. They each have local broadcast owned and operated
station.

The oldest public-access television channel in the United States is the Manhattan
Neighborhood Network, founded in 1971.

WNET is the city's major public television station and a primary provider of national
PBS programming. WNYC, a public radio station owned by the city until 1997, has
the largest public radio audience in the United States.

The City of New York operates a public broadcast service, nyctv, that produces
several original New York Emmy Award-winning shows covering music and culture
in city neighborhoods, as well as city government.
THE NEW YORK CARIBBEAN MEDIA MARKET

The New York Tri-State Metropolitan area is the home of approximately1.5 million
first and second generation immigrants from English and French speaking countries
in the Caribbean Region

There is an additional 500,000 Americans of Caribbean ancestry. Immigration from
the Caribbean is vibrant in this geographical area; hence this Caribbean population
will continue to grow in the foreseeable future.

For Caribbean Nationals, the 2000 Census reported that 86% of Caribbean nationals
reside in New York City; with a significant percentage (51%) residing in Brooklyn,
followed by Queens (29%), Bronx (16%), Manhattan (1%) and Staten Island (1%).

It has also been well documented that the New York Metro area has been significantly
influenced by the culture, food and music of the Caribbean community:
THE NEW YORK CARIBBEAN MARKET
According to the latest Census estimates, the 7.8% (1.5 million) of the metro's population
are comprised as follows:
- Jamaica
34.3%
- Haiti
28.3%
- T&T(Trinidad & Tobago)
10.0%
- Guyana
8.3%
- Other*
19.1%
*Bahamas, Barbados, Belize, Antigua & Barbuda, Dominica, Grenada, St. Kitts and
Nevis, St. Lucia, St. Vincent & the Grenadines.
THE NEW YORK CARIBBEAN MARKET
The 2008 Carnival & Parade, held in Brooklyn on Labor Day, was attended by
approximately 3.5 million people.
Psychographic analysis of the Caribbean population shows the following
characteristics:

A strong orientation to culture, heritage, family, and education.

A Strong sense of duty and work ethic as means to economic achievement.

A Strong affiliation to religion and/or religious organizations.

Strong national and community pride and self reliance.
THE NEW YORK CARIBBEAN MEDIA OPPORTUNITY
CURRENTLY, THERE IS NO SINGLE BUSINESS ENTITY ADDRESSING THIS
MARKET IN A HOLISTIC MANNER.
1.
Murdock has entered the market as a newspaper….CARIBBEAN LIFE…. part of
the Community Newspaper Group CNG)
2.
The Community Newspaper Group is the largest network of neighborhood
newspapers in New York City. With 32 community newspapers plus CARIBBEAN
LIFE.
3.
CARIBBEAN LIFE the nations largest Caribbean-American newspaper,.
4.
CARIBBEAN LIFE distributes over 390,000 newspapers each week in Brooklyn,
Queens, Bronx and Manhattan.
THE NEW YORK CARIBBEAN MEDIA OPPORTUNITY
1.
The potential and unmet needs of Caribbean people are evident in the reality that the
Murdoch Group has invested in this market.
CARIBBEAN LIFE has more than 850,000 readers on a monthly basis, over 572,000
readers per issue, a circulation of 101,000 per week and 1,150 Total Distribution
Points in the New York Area.
1.
2 out of 3 Caribbean Life Readers read the paper every week
3.
Average household income of $55K .Twenty-one ( 21) % of readers have a household
income greater than $75K.
4.
50% of readers have attended/graduated college .Average age of the reader is 40, 7.5
years younger than the average age of the newspaper reader in the NY.
4.
The newspaper is published once a week on Wednesday and was founded 1990.
THE NEW YORK CARIBBEAN MEDIA OPPORTUNITY
CURRENTLY, THERE IS NO SINGLE BUSINESS ENTITY ADDRESSING THE
CARIBBEAN MARKET IN A HOLISTIC OR STRATEGIC MANNER.
1.
The vast majority of media in the Caribbean community are broadly generalized
media products which treat Caribbean culture and people indifferently and without
recognizing their uniqueness and the many levels of segmentation that exists.
2.
In reality…. there is no CARIBBEAN VOICE in the New York tri-state area.
(WLIB, WBLS)
3.
There are several part time programs on radio stations in the area (IRIE JAM has 16
hours on 93.7 FM but is targeted to the Jamaican community)
RADIO IN THE CARIBBEAN COMMUNITY
PEOPLE FROM THE CARIBBEAN ARE EXTENSIVE RADIO
LISTENERS.
1. This is a habit that was nurtured in their home countries especially since television
was an absent or new development when they lived there.
2.
Radio’s prominence was re-enforced by the fact that the school system turned to
radio as a critical medium for literacy.
3. In Guyana. for example, there was the famous “Broadcast to Schools” program that
occurred every day in schools.
4.
Listening to radio was and still is a very important cultural activity as everyone
wants to speak the “Queen’s English”.
RADIO IN THE NEW YORK MARKET
There are 16.9 million New Yorkers over the age of six (6). Of these consumers, 15.7 million of them
listen to New York Market Radio each week. This 93% penetration rate. This rate is unachievable
by most other media.
(Source: Arbitron Ratings, Winter 2007)

New York Market Radio holds its audience throughout the weekdays and into the weekends.
During morning drive (Mon-Fri 6am-10am), 11.2 million (66%) New York consumers listen to the
Radio.

Although New Yorkers get busier during the day, more than 12.2 million (73%) New York
consumers are still listening in the midday period (Mon-Fri 10am-3pm). In the afternoon (MonFri 3pm-7pm), Radio listening increases to over 12.6 million consumers.

Radio’s reach in New York covers all demo groups. Whether your advertising target is younger or
older consumers, New York Radio reaches an audience that matches the population. In the key 2554 buying demos, New York Radio exceeds the population.
CARIBBEAN TELEVISION

IN THE NEW YORK MARKET
CARIBBEAN INFORMATION NETWORK (CIN) links two million CaribbeanAmericans to over 27 hours of Caribbean programs each week, more than any
channel in the USA.
CIN is the only channel to broadcast news and entertainment about the Caribbean
community in New York and the Tri-State area.

CIN regularly broadcasts specials showcasing the important achievements of
Caribbean nationals.

CIN presents the brightest Caribbean scholars in the CIN Lecture Series from New
York’s famed Schomburg Center.

CIN endorses youth achievement through our support of “School Challenge Quiz.”

CIN supports those elected officials promoting the interests of the Caribbean
community.
CAN THE OCM VISION BE REALISED?
AN
ENVIRONMENTAL
SCAN
OUR ENVIRONMENTAL SCAN HAS 4
DIMENSIONS
COMPETITION
“Education is the
cheapest form of prevention”
REGULATORY
OCM
TECHNICAL
“Life is a dance from one
Stage to the next”
“I believe I can fly”
SOCIAL & CULTURAL
“Sustainability is created through partnerships, a
complete value chain, and VISIONARY LEADERSHIP”
THE
COMPETITIVE
ENVIRONMENT
NICHE RADIO IS STILL A VERY VIABLE OPPORTUNITY IN THE NEW YORK AREA
THE
COMPETITIVE
ENVIRONMENT

The HD2 Alliance comprised of 10 radio networks including Clear Channel radio, CBS and
ABC. The Alliance is pursuing initiatives for radios in cars as well as US$ 200 million broad
based promotions of HD2.

Automobile manufacturers are helping grow the audience by including HD Radio
technology as standard or optional equipment in more models. Ford, Volvo, Audi, BMW,
Mercedes, Land Rover, Lincoln, Mercury and Hyundai all include HD options on some or all
of their models

HD radios can now be bought for around $ 49.99 at large distributors such as Amazon.com,
Best Buy (Insignia NS-HD010), Crutchfield, Radio Shack, Sony Style, Target , Wal-mart and
many regional distributors.

Clear Channel has been one of the most aggressive broadcasters when it comes to rolling out
HD2 multicasting. More than 100 of the group’s FM stations now offer HD2 programming,
featuring a range of diverse format
THE COMPETITIVE
ENVIRONMENT
Microsoft has recognized the importance of the HD market and has produced the Zune HD which
provides the user with touch screen, wireless, web browser, HD radio and HD compatible
video capabilities. This integrated device will allow HD to grow in many parts of the country.

Apple has also joined in the promotion of HD as iPhone and iPod touch devices can now tune
into HD Radio broadcasts .

CBS Radio has brought four of its most recognizable and listened to stations to HD Radio
receivers in a number of markets outside of their broadcast area. For example, New York’s
WFAN SportsRadio 66, the most listened to sports station in the country is available to
listeners in three Florida cities.

Currently, there are 1,925 stations across the country broadcasting 2,995 HD Radio
channels. There are 116 stations in New York broadcasting 191 HD Radio channels, 8 more
coming soon. There are 11 stations in New Jersey broadcasting 14 HD Radio channels, 1
more coming soon. There are 23 stations in Connecticut broadcasting 37 HD Radio channels,
more coming soon. There are 77 stations in Pennsylvania broadcasting 127 HD Radio
channels, 7 more coming soon.
THE REGULATORY
ENVIRONMENT
The regulatory environment for radio in general and especially for minority owned radio in large niche
markets is excellent. Legislation that has been proposed over the last years that would have weakened
minority radio stations have been soundly opposed by both Republicans and Democrats

An effort to make inclusion of AM, FM and HD reception on satellite radio receivers the law of the land is
afoot on Capitol Hill, and the National Association of Broadcasters is highly enthusiastic about the
proposition. It comes from a bipartisan group in the House, led by Ed Markey (D-MA). Former small radio
group owner Greg Walden (R-OR) is among the co-sponsors of the Radio All Digital Channel Receiver
Act, H.R. 7157, along with Lee Terry (R-NE), Charlie Gonzalez (D-TX), Joe Wilson (R-SC) and Dan
Burton (R-IN).

The House Committee on Oversight and Government Reform recently called in Arbitron as a chief witness
as it sought to examine the decline in ratings being experienced by minority radio stations. The committee
is under the gavel of Edolphus Towns (D-NY),
Statement by Rep. Towns
“I remain deeply concerned that increased use of the PPM may unfairly threaten the financial viability of
minority targeted radio stations whose advertising revenues depend on the size of their rated audience”.
THE REGULATORY
ENVIRONMENT
252 REPRESENTATIVES AND 27 SENATORS SUPPORT THE LOCAL RADIO FREEDOM
ACT (LRFA)
AND
HAVE INDICATED THEIR OPPOSITION TO THE PERFORMANCE RIGHTS ACT.
THE SUPPORTERS OF LRFA KNOW HOW VALUABLE LOCAL RADIO IS TO THEIR
CONSTITUENCY, AND WANT TO KEEP IT.
THE TECHNICAL ENVIRONMENT
Many technical initiatives are underway to ensure HD radio has the feature functionality to be
fully integrated with other key technical advances in communications and media. Apart
from the fact that Microsoft and Apple are on the bandwagon, HD is the most significant
advancement in radio broadcasting since the introduction of FM stereo more than 50 years
ago.
iBiquity Digital and NPR announced an agreement for managing an HD Radio power
increase that will significantly improve reception of HD Radio signals. The two organizations
are jointly presenting their recommendations to the FCC 11/5 and encouraging the
Commission to move to adopt the power increase quickly.
THE TECHNICAL ENVIRONMENT
Many advanced features are available with this technology:


FM Multicasting – the ability to broadcast multiple program streams over a single FM
frequency (e.g. 97.7-1, 97.7-2, etc.)
Static-free, crystal-clear reception.

FM sounds as sensational as CDs . AM sounds as rich as analog FM stereo.

A variety of “data services,” including text-based information – artist name, song title,
weather alerts, school closings, etc. scrolled across your receiver display.

Digital broadcasts in the same frequencies as analog broadcasts; listeners do not need to learn
a new station number and today’s stations remain at their current place on the dial
THE TECHNICAL ENVIRONMENT





NEW AND INNOVATIVE FEATURES ARE UNDER DEVELOPMENT
INCLUDING
Real-time traffic reports broadcast by local stations and visually displayed on a vehicle’s
navigation system.
Surround Sound.
Store-and-Replay – will allow listeners to rewind a song they just heard or record an entire
program to play back at a more convenient listening time
On Demand Capabilities – will give listeners instant access to news and information.
“Buy” button – will turn the radio into an interactive device for e-commerce, allowing for
instant purchases of everything from concert tickets to advertised products.

iBiquity Digital and NPR announced an agreement for managing an HD Radio power
increase that will significantly improve reception of HD Radio signals. The two organizations
are jointly presenting their recommendations to the FCC 11/5 and encouraging the
Commission to move to adopt the power increase quickly.
SOCIAL & CULTURAL ENVIRONMENT
Audio is still the most dominant means of communication in the USA
1.
Young people, for example, they tend to be more audiophiles than any other group,
even though it is perceived they are into other forms of communications.
Socially, they have not abandoned radio, but are getting audio from more options
than before.


Broadcast & satellite radio.
CDs and tapes
79.1% daily reach
37.1% daily reach
122 minutes daily use among users
72 minutes.

Portable audio [iPods/MP3 players]
11.6% daily reach
69minutes.

Digital audio stored on a computer
10.4% daily reach
65 minutes average use.

Digital audio streamed on a computer
9.3% daily reach
67 minutes.

Audio on mobile phones
<2% daily reach
9 minutes.