Specials

2007: Radio powers ahead-Radio Mirchi CEO Prashant Panday

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/event-coverage/2014/05/15/prashant_pic.jpg?itok=WOnOtJKA

Its an amazing feeling when you sit back at the end of the year and think of what ACTUALLY happened during the year and in most cases, the stories are of incrementalism. In the case of radio fortunately, there's a much more substantial story to write home about!

For starters, radio spread out across the country. From just about 15 cities covered by private FM on 1 January, 2007, we have more than 50 towns boasting of private FM across the country today. This is on account of the roll-outs of the new stations that were auctioned under phase II of the radio reforms in Jan 2006. Its been a long wait, but finally, the radio networks have arrived! And there is a medium today that challenges the national coverage that satellite TV hitherto offered exclusively.

Then there is the fairly robust growth of radio advertising revenues to write about. I would only call it "fairly robust" and not "terrific" (an adjective I am prone to use every now and then!) simply because while the growth has been in excess of 50 per cent for the second year running, the fact is that on the small base that radio had/has, a century would have been nicer! Nevertheless, two years of good growth, and its clear no advertiser/agency planner worth his basic MBA degree is asking questions like "Radio? What's that?" or "But you charge more than even MTV"!!

Yes, radio rates have indeed gone past MTV's. In fact very substantially. Today the larger radio players (City, Mirchi) charge more for Mumbai or Delhi individually than MTV charges nationally. But are the prices commensurate with what they deliver? No way and that's what makes the story for 2008 (You will realise I am already preparing the piece for next year's story!). In terms of the importance of the medium, radio is inching closer and closer to TV. For eg., Mirchi alone gives more reach (and now the diary (RAM - though only 17per cent accurate) shows that it delivers more GRPs too!) than most TV channels. And the advertiser realises that and has started to pay us accordingly. Today, the average price for the Mirchi network is of the order of Rs 12,000 per 10 seconds with premium schedules going upwards of Rs 15,000. Same question again: Commensurate with what we deliver? No way!

Its interesting how radio truly has reflected the growth in the Indian economy itself. The largest segments of advertisers on radio are media and entertainment, telecom, retail, auto and of course the all-time-favorite FMCG (but with declining importance).

Here-in also lies the prognosis for 2008. Radio is bound to grow - When businesses are spreading their wings into the mini-metros and smaller towns, the primary medium for communications is indeed radio! As brands seek more touch-points for their brands at local levels, the ONLY medium really is radio (adding strength to an activation exercise). When advertisers need consumers to respond to their products, they will have no where to go but radio. When IPOs market themselves, and target certain key but dispersed markets (Jaipur, Ahmedabad, Surat, Calcutta, Mumbai), the only real medium to hammer home the reminders is radio. 2008 surely looks like a good year for radio!

In summary, the year 2007 reflects the coming of age of radio. The romance has started. The first date has happened. Now the real action should be unfolding. Hopefully, this will a happy story and not a Balaji tearjerker!!

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/06/asiasat.jpg?itok=5ZLP6erv
ConnecTechAsia Successful in Bridging the Digital Divide for Governments, Cities and Enterprises with Showcase of Latest Tech and Trends

ConnecTechAsia, the inaugural mega technology event comprising BroadcastAsia, CommunicAsia and the new NXTAsia wrapped up last week after an exciting three days of exhibitions and a summit covering the latest innovations in cloud, blockchain, AI, VR/AR, IoT, robotics, 5G, IP broadcasting, OTT and...

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/25/block.jpg?itok=WeWzhEbq
Lessons Learned With Bitcoin

Blockchain technology is one of the newest buzzwords in business. It is hardly surprising considering that the tech is having such an impact over so many different industries.

Specials Promonet feature
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/05/ril.jpg?itok=LCDfUTHb
The company is collaborating with Lakme Fashion Week and designer Anita Dongre

World Environment Day - 2018 is going to be special as India is hosting global celebrations of the event today. To commemorate the occasion, Reliance Industries Ltd (RIL) has launched a special T-shirt, branded ‘The Earth Tee’ and designed by renowned fashion designer Anita Dongre, under its...

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/11/promax_0.jpg?itok=GyhainlE
Promaxbda India 2018 announces Puja Vohra and Glenn Urquhart as their masterclass speakers

PromaxBDA India has announced its first 2 Masterclass speakers for the 15th edition of its annual conference and awards property in India, which will take place on 23rd May 2018. Speaking at the Masterclass are truTV’s Puja Vohra and creative mastermind Glenn Urquhart.

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/03/19/goafest.jpg?itok=tcCmJbUp
ABBY Awards 2018 shortlists announced

The coveted ABBY Awards that recognizes and rewards excellence across Advertising, Marketing and Media has now announced that the shortlists for the 2018 edition have started being posted, by category.

Specials Event Coverage Occasions
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/03/09/ficci.jpg?itok=58t69ZWV
Ficci Frames and market concludes on grand note

The FICCI Frames and the newly launched content market as part of FICCI Frames 2018 concluded on a grand note.

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/03/07/ficci_1.jpg?itok=saEessEW
Screen Density: Lessons from the world & Exploring new business models

n Day 2 of FICCI FRAMES happening in Mumbai, there was a session on Screen Density in India attended by some eminent panelists consisting of Mr. William Feng, VP, Greater China, MPA, Kurt Rieder, Head-Theatrical Asia, 20th Century Fox, Kapil Agarwal, Joint MD, UFO, Kamal Gianchandani, Chief of...

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/03/06/ott_digital.jpg?itok=TbTt6GB7
Broadcasters see positive future for TV in India

MUMBAI: The threat of OTT and integrated platform ecosystems like Android TV is at the peak. Its increasing penetration across all age groups may be a threat to the broadcasters in the coming time. But, it isn’t the case yet in India with 64 per cent TV home penetration and much room for growth....

Specials Event Coverage Ficci Frames
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/03/06/ficci.jpg?itok=orH6kGOd
M&E stakeholders need to collaborate for growth: Sudhanshu Vats

MUMBAI: If the Indian media and entertainment (M&E) sector, poised to be Rs 2 trillion industry by 2020, is to be a force multiplier and up the present growth trajectory, then all the stakeholders, including the government, need to collaborate sinking differences, according to Viacom18 Group...

Specials Event Coverage Ficci Frames

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories