Going ga ga about radio
Day Two at the FICCI Frames 2006 was witness to another whirlwind round of sessions. The first session of the day saw panelists deliberate on one of the hottest entertainment mediums today - the radio. Though radio corners a mere 2.5 per cent share of the media revenue currently, players and analysts alike expect the medium to grow at a rate of 15-20 per cent in the next few years.
Day Two at the FICCI Frames 2006 was witness to another whirlwind round of sessions. The first session of the day saw panelists deliberate on one of the hottest entertainment mediums today - the radio. Though radio corners a mere 2.5 per cent share of the media revenue currently, players and analysts alike expect the medium to grow at a rate of 15-20 per cent in the next few years. Given the recent developments in the medium and following the Phase II of FM radio expansion, it can definitely be called 'the' booming sector today.
The government, too, has facilitated growth in the sector with its radio-friendly policies - viz. the shift from the license fee regime to 4 per cent revenue sharing model in mid-2005, which came as a respite to all FM broadcasters. Another move by the government that has come as a great respite to the sector is allowing 20 per cent FDI in radio. Though the figure is less in comparison to the percentage of FDI allowed in other sectors like print and television, it is a good start indeed.
The second phase of FM radio expansion, bidding for which concluded last month, has opened a wide platform for 330 stations in different SEC cities. And now what? Who all will be the advertisers on the medium? What makes the big players in the medium tick? What was it like in the old days of radio when there was not enough money to run a radio station? And lastly, will the medium be actually able to grow at the expected growth rate? These were some of the key issues that received considerable attention from a panel comprising A P Parigi, MD, ENIL (Radio Mirchi); Sunil Kumar, MD, Big River Radio; Raj Gupta, President, Insight (a Lintas media group); and Gautam Radia, CEO, Win Radio (the station that had closed after the initial phase of FM privatisation because it had incurred huge losses) in the first session of the day on ‘Radio: Tuning in Again’. Anish Trivedi, Chairman & MD, Banyan Tree Communications, was the moderator.
The discussions were along expected lines and did not bring forst any out-of-box thinking. ENIL's Parigi, the first speaker of the session, spoke about Radio Mirchi's journey to success and how it had been able to reach where it was today. He also underscored some fundamentals that needed the attention of the government and the FICCI committee, in particular, and which would be helpful in bringing path breaking developments in the entertainment and media industry. According to Parigi, “FM radio will redefine the way media is consumed and handled today... Multimedia convergence is happening and is being monetised also.”
A few challenges that Parigi acknowledged, included the need to flow news and current affairs in radio, need for multiple frequency ownership to spur the launch and growth of ‘niche’ channels to reach underserved audiences, fair and reasonable price for co-location infrastructure and music royalties and also the need to bring satellite radio at par with terrestrial radio. “What Maruti has done for the auto sector, radio will do for the media industry, it will bring revolution,” asserted Parigi, adding that he looked to forward to opening 32 stations in less than two years.
While, Parigi talked about the macro aspect of the industry, Radia of Win Radio addressed the micro aspect with specific reference to small players, who had to take care of several things before the station became operational. Radia informed, “We have two stations in Delhi and Mumbai, and now have won in Delhi in the second phase of expansion. We look forward to open a station in Mumbai by April 2006, if we get lucky.” Win Radio's Mumbai station closed down in 2004 following the Rs 30 crore loss it had incurred, and could not afford to start the station again.
Taking through the projections for radio in the future in terms of advertising revenue, total investment, and so on, Radia cautioned that “a significant number of the players will not be able to gain from the growth of radio when there will be some stations making lot of money, while some are losing a lot of money.” So, it seems like the fight of extremities.
Big River Radio's Kumar lay emphasis on the opportunities, strengths and weakness of the medium as he touched upon the branding aspect of radio stations. “Stations are brands, but the question is will an individual player be a national brand or will a local station emerge as a brand?” he wondered.
Bringing in the advertising and media agency perspective was Insight's Raj Gupta. This apart, he also focused on the inclination and contribution of youth segment in radio in his presentation. “They have a higher affinity for radio and a lot of youth categories will migrate to this medium,” Gupta averred.
Several more interesting issues came to the fore once the session was thrown open to questions from the audience, who asked questions ranging from FM radio stations' programming strategy after news content was allowed to the threat from online radio as well as checking out the possibility of radio going niche with a station exclusively for kids. ENIL's Parigi, who took the last query, replied, “Yes, a radio station for kids could very much happen as it is already present in the West.”
One thing that emerged from the session was that every player is bullish about the future of radio in India and has great expectations from the medium.
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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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