IIPM

While the figures hold great promise, it is certainly not going to be all that rosy for the FM channels to sustain themselves and stand out among the crowd. “The key to survive will be to differentiate,” states Rana Barua, National Head Marketing, Radio City. With so many channels in the fray, the biggest danger lurking is of lack of differentiation. “Most players will want to jump on to the biggest category (contemporary chartbusters), which will result in some channels flopping, some re-inventing themselves and finally evolving into various categories according to the demand of the market,” offers Kaushik Ghose, Senior Vice President Marketing, Radio Mirchi. With the pan India approach of the Phase II of FM expansion, many of India’s C and D class towns will soon get their own FM stations. But the strategy that works for the metros may not work for these sleepy suburbs of India, who are yet untouched by the radio revolution. Anurradha Prasad of BAG films is quick to add, “The trick is how to touch the pulse of the people and give them what they will love.” When it comes to sustainability, the revenue model is extremely critical and depends largely on advertisements. Today, advertising in radio accounts only for about 2% of total advertising in India, but with so many stations coming up, especially in small towns, the revenues are bound to go through the roof.


For complete IIPM Research & Publication Article, please click here...

Editor: Arindam Chaudhuri; Source: IIPM Publication