Maximise your potential with Myriad 6 Split Playout

Localised adverts and branding for your transmission chains.

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Overview

Split Playout can be configured to operate in a number of different ways depending on requirement. This flexible design approach means Myriad Split Playout can be deployed for any from by a single station to a large network of geographically diverse stations.

Split Playout

Split Playout enables you to maximize your stations revenue potential across multiple geographic areas or transmission platforms by playing specific adverts for each region or transmission path. You can take this further by using Split Groups to localise station branding making your station sound more local whilst retaining the benefits of centralised programming.


The video below introduces the main features of Myriad 5 Split Playout.

Basic Principles

The simplest configuration for Split Playout is a radio station that uses Myriad 5 Playout in the studio and has two transmitters they use to broadcast. One transmitter broadcasts to Town A and the other to Town B.


Traditionally, any potential advertiser located in Town A may not benefit from his or her advert being heard by customers in Town B.


Similarly, a potential advertisement in Town B may have a second branch in Town A so their advert being played on both transmitters may be of more value to them than the advertiser in Town A but it would be difficult to charge them more than the advertiser in Town A!


The answer, of course, is to play different adverts in Town A and Town B which will keep both advertisers happy as the Town A advertiser will only be paying for their advert to be played in town A and you can charge the Town B advertiser more for advertising in both areas (and sell the extra advert slot in Town B that is spare).


In addition to advertising revenue, you can also use Split Playout to localise other content such as:


  • Adverts
  • Jingles
  • Travel
  • Weather
  • What's On etc


Localising some content using Split Groups will helps maintain the local feel of your station form a better connection with your listeners and advertisers!


Of course, many stations do not have multiple transmitters serving different geographic areas but Split Playout can still be used to help maximise the income potential for your station by splitting advertising across all your transmission methods. Most stations will operate a combination of different platforms to connect with listeners. Some examples include:


  • AM/FM
  • DAB or SSDAB
  • Web
  • Mobile Apps
  • Smart Speaker Skills


Split Playout would give you the opportunity to tailor the content on each of these platforms and sell separate advertising across them all.

How does it work?

The simplest configuration is for both main Station Playout (music, generic links etc.) and Split Playout (adverts and Split Groups) to all be played by the same Myriad 5 Playout system at your station. Each 'Split Station' would have it's own audio output for split content which would need to be mixed with the main Station Playout before sending to the final transmission path.


The listener then hears a mixture of central content mixed with local content from Split Playout.

A slightly more complex setup would see the Split Playout handled by a dedicated system which is controlled by the 'On Air' Myriad Playout. This setup has the advantage of allowing 'On air' to switch between studios (or an automation PC). The audio from the 'On Air' studio needs to be mixed 'downstream' of the Split Playout to complete each transmission path.

Finally, if you operate a network of radio stations that are located in different geographic areas, you can leverage the benefits of centralising main programming whist maintaining local advertising and other elements by using 'Slave' Split Playout system that are controlled but the 'Master' system by IP.


Planning a Split Playout system can complex but our team are on hand to help guide you through the process and build the right solution for your station.

Get In Touch To Learn More!

Myriad 5 Split Playout - Maximize your potential.

Split Playout allows you to be more creative about the way you monetize your radio station.

In the studio

Running Split Playout at your station will not limit your scope for creative programming. All Split Advert Breaks and Split Groups appear in the Log as standard Log Items so they become part of the natural flow of the station.


Split Groups can also be used creatively as the can be manually triggered by presenters via the 'Network' section in Favourites.


This give the presenter the creative freedom to use localised content as part of their show.

We offer a wide range of tools and resources to help you get the best from your Broadcast Radio software

Whether you prefer to leaf through a manual or sit back and relax in front of a tutorial video, we offer the resources you need to learn how to use your software to achieve the station sound you want.

Want to learn more or arrange a free demo?

If you would like to know more about how Split Playout can be setup and which configuration may be best for your station, why  not head over to our Help Desk to access the Split Playout documentation.

Visit Split Playout Help Desk

If you would like to talk to our team about how Split Playout could benefit you, get a free quotation or arrange a free demo, fill in the contact form below to send us a message.

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