Bachhe ki jaan loge kya?
The radio industry in India is poised to grow from about 2 per cent of advertising spends to about 5 per cent in the next three to five years. That's not bad for a medium that is only seven years old as an industry in its new private FM avatar. Radio's challenge in India is to be sexy and active.
The infant of yesterday of the Indian media industry is growing and is already a child that knows how to talk and walk. The healthy baby is going to grow into a healthy teenager soon and an adult thereafter. Which is this child of the Indian media industry that I am referring to? You guessed it right, I am talking of the growing Radio industry in India.
The radio industry in India is poised to grow from about 2 per cent of advertising spends to about 5 per cent in the next three to five years. That's not bad for a medium that is only seven years old as an industry in its new private FM avatar. Radio's challenge in India is to be sexy and active. While ‘young’ and ‘sexy’ fit themselves well into the same sentence, one wonders if seven years is too young. But it is growing; and growing faster than it is ageing.
One might say it is maturing rather responsibly, too. And as with all youth, it is experimenting. How else does one explain the birth of a women-centric radio station in the capital? And this is only the beginning, I think, with differentiation becoming a key.
Evangelising the medium is another need of the hour. There has been no dearth of attempts at branding by the leading stations, and now, we’re seeing some of them begin advertising on Television too. Here again, differentiation is bound to play a key role in the days and months to come.
The roll out of radio is far from over and the medium needs to be given its due as it tries to find its feet. To give it the credit it deserves, the older stations have shown a level of brand maturity with creation of properties and by building interactive options with aplomb. And the newer stations are realising that the longer they take to climb, the more difficult it gets. They are all into fast forward mode.
Clear and sometimes united (and at most times individual) attempts have been made to build the case for Radio as a medium with advertisers. While the truth is that until a scale, a critical mass is achieved, this will remain an issue, it is not impossible and it is not too far away. When the localisation advantage of the medium is coupled with national networks with cost effective reach, the perception changes will manifest themselves into monetary returns. That is when the global average of the ad spend pie for radio will move seem like achievable.
For starters, look at the Outdoor medium. After how long has a metric been (finally!) arrived at? Radio has done far better in evolving as a medium and the ILT – RAM charts will find their way into media planners’ laptops with more regularity soon.
The case for the allowance of news and current affairs on FM radio is being built strongly. Representations are being made in all seriousness of purpose and multiple frequencies will add another dimension to differentiation altogether. When will full-fledged news be allowed in the Indian FM Radio domain? My guess is soon, in the next 24-36 months. At least that’s what I would expect or the industry would expect. And why won’t we? It’s been seven years now.
If radio is criticised as a medium that is passive, and it is a challenge for today’s radio owner, radio station head to get the medium to become ‘active’, it is moving in that direction. One saw as many stations in Chennai reverberate to the pulse of ‘Sivaji’ as national television channels. Getting people to respond to contests and promos through their mobiles is welcome but we need to go beyond that. How do we get Radio to be an active medium? The answers are being figured out and possible solutions are being executed as we talk radio. And Talk Radio is one of the many options.
At Radio Asia 2007, the biggest buzz was about DAB. The BBC pioneered Digital Audio Broadcasting and was the first broadcaster in the UK to build a transmission network and start broadcasting DAB in 1995. The advantages of DAB are many. In effect, DAB technology allows broadcasters to transmit far more radio stations within the same comparable amount of radio spectrum compared to FM. It was this inherent advantage born of technology that that permitted the BBC to launch the five 'digital only' services in 2002. Is that a way forward? We don’t know. What we have been told is that 25 per cent of Google’s traffic comes from radio podcasting. That must be music to many peoples’ ears.
Moving back to the FM mode of radio that’s setting air waves in India on fire as of now. For all the reasons cited above and some other basics like the kind of investments that have gone in, I think that will happen sooner than pundits predict it to.
Several service providers are and will be launching Radio on the mobile and one hopes that not just increases reach, but also aids measurability. We’re seeing Radio tie-ups lending reach on public transport like buses and auto rickshaws. Cars were always there. Malls will soon be, if they aren’t already, playing your favorite FM station.
Kids are earning earlier today. They are impatient. They want to start earning when they’re in school. I hope they spend what they earn responsibly.
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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