Specials

Radio poised for rapid OOH growth























MUMBAI: Advertiser apathy and crippling music royalties are eating away at the FM radio indstry in the country, that‘s registering fast growth and is poised to grow even bigger in the coming months with the increasing penetration of mobile phones.


Industry players, who converged at the "Radio Rocks" session on the second day at Frames 2008 were unanimous in their opinion that while radio is increasingly emerging as a sexy medium that captures more attention than TV, it is still perceived as a passive medium by the advertiser.


Radio Mirchi CEO Prashant Panday in fact averred that the industry has grown at a rate of 55 to 60 per cent over last year, a figure much higher than the PwC report that estimates radio growth at 24 per cent.


"Radio is a sexy urban medium that one consumes on a daily basis, and people spend more time on radio than on TV," he pointed out.


Advertisers however are not looking at radio as a medium that can deliver on a local basis, with separate creatives for separate markets, he rued. Red FM COO Abraham Thomas agreed, saying that operational efficiency still drives radio revenues although "radio has moved beyond radio."


"Radio rocks because radio is simple to access and use, and 49 per cent of listeners have radio on their mobile phones," Abraham said. While out of home listening will grow faster in the coming months, content creation too has changed to adapt itself to various media like television and mobile, said Abraham.


Concurred Tata Teleservices VAS and Enterprise Market planning president Pankaj Sethi, " ‘Not at home‘ opportunities will grow. 50 to 60 per cent of handsets today are already FM enabled".


"85 per cent of radio listeners are still at home", Sethi said, adding that the patterns of radio listenership will change when the nature of content changes with the advent of genres like news and sports and different formats, allowing radio to monetise content and claim its share of the Rs 70 billion VAS market in the country.


However, radio stations will continue to be unviable till the issue of music royalties is settled, Panday said. "125 of the 200 odd stations currently operational in the country are financially unviable due to the crippling royalties charged by ‘monopolistic patterns followed by the music industry‘", he added.


"If radio spreads, the music industry will do better. You download songs when you hear it on radio first," he pointed out.


Radio Today Broadcasting COO Anil Srivatsa, one of the few players who plays differentiated content on radio, stressed that the medium needs to raise its own respectability, if it has to be taken seriously by the advertising and media planning community.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/07/Tech-Storm.jpg?itok=kDssGeMQ
ATF to showcase over 700 hours of compelling Asian stories for global market

SINGAPORE: Singapore makes a strong showing at this year’s Asia Television Forum and Market (ATF) 2016, with the participation of 65 local media companies showcasing over 700 hours of compelling Asian stories for the global market.

Specials Event Coverage ASIA TV FORUM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/11/19/Rajiv%20Aggarwal.jpg?itok=ejbn6g0o
FICCI keen on IPR awareness & enforcement to encourage innovation

NEW DELHI: Department of Industrial Policy & Promotion joint secretary Rajiv Aggarwal has said India’s IP framework was in the midst of a paradigm shift following the announcement of the National IPR Policy.

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/10/21/Kazuo%20Hirai.jpg?itok=hs949we0
MIPCOM 2016 sets new records

CANNES: Record attendances at MIPJunior and MIPCOM, more World Premiere TV and International Screenings than ever, a remarkable Japan Country of Honour programme, a Personality of the Year, Shonda Rhimes, who packed delegates into her keynote interview and a tour de force opening keynote from Sony...

Specials Event Coverage Mipcom
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/10/20/Roland-ROJAS-800x800.jpg?itok=47K7ywUf
BidSlate offers film buyers, content-owners negotiation platform

What if filmmakers didn’t have to rely solely on film markets and sales agents to sell content? And international film buyers had continuous access to a 24/7 international marketplace populated by an ever-growing catalog of content?

Specials Event Coverage Mipcom
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/10/19/xtream-800x800.jpg?itok=Ah8yQClN
Two popular BMX content creators join XTreme video multi-platform network

XTreme Video, the leading Multi-Platform Network (MPN) for extreme athletes and creators with over 200 million views each month and more than 50 million social followers, today announced the addition of two of YouTube’s top BMX creators, KinkBMX and Boqer123, to the XTreme Video network. Heading...

Specials Event Coverage Mipcom
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/10/19/insight-800x800.jpg?itok=2qQ-wKjH
INsight-Flare to produce reality competition 'The Line'

INsight TV has commissioned yet another new original format in Ultra HD, partnering with Flare Media to produce the reality competition The Line.

Specials Event Coverage Mipcom
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/10/19/familier-taste-800x800.jpg?itok=70kJBQ7z
FremantleMedia brings 'Familiar Taste' to MIPCOM

FremantleMedia is bringing a brand new title to MIPCOM 2016, which promises to leave viewers feeling warm inside. Familiar Taste sees well-known faces thanking those people who have had a major impact on their lives by sharing with them a surprise meal they have cooked themselves.

Specials Event Coverage Mipcom
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/10/17/the-verdict-800x800.jpg?itok=uH8q3HfI
MIPCOM: Beta Film delivers interactive TV-event 'The Verdict' throughout Europe

The interactive TV-event The Verdict continues its roll-out throughout Europe and will be simultaneously broadcast in six countries with additional territories to follow. The MOOVIE production by Oliver Berben (“Shades of Guilt”, “Hotel Adlon – A Family Saga”) will be screened in Germany, Austria,...

Specials Event Coverage Mipcom
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/10/17/insight-tv-800x800.jpg?itok=EhAFbZA8
'Inside the Masters of Dirt' on INsight TV to have non-scripted reality series in ultra-HD

INsight TV has commissioned a new, non-scripted reality series Inside the Masters of Dirt with XTreme Video, which follows the crew that produces the popular freestyle motocross arena show of the same name. Featuring fearless leaders in extreme motorsports, XTreme Video will be the first to present...

Specials Event Coverage Mipcom

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories