Radio still chasing the elusive exclusive content
Content on private FM radio stations is the most widely discussed subject these days. With more stations coming up over the next few months, the subject is going to be debated even further.
Content on private FM radio stations is the most widely discussed subject these days. With more stations coming up over the next few months, the subject is going to be debated even further. But, in spite of all these discussions at various forums there has been no tangible solution to it. Ficci-Frames 2007 provided yet another opportunity for the industry stakeholders and leading players to air their views about the content to be played on-air.
Creating the platform for the discussion, A.P. Parigi, managing director and chief executive Entertainment Network India that runs Radio Mirchi, outlined the growth of the FM industry in the country and observed that “from infancy, we have come to adolescence over the years and the panel here will try and build a strong position for the FM radio industry in the country.” Pointing at the growth of this new media, he asked, “Can we make radio as powerful as the Internet?”
Citing the Brand Asset Valuation report that follows the Young and Rubicom tool, Radio City chief executive Apurva Purohit pointed out that almost all radio stations were low on differentiation across the country. Citing examples of international radio stations like Capital, Heart and Magic in London which play similar music, she remarked, “It’s possible to segment, differentiate and still play hit numbers and the leadership game.” Citing the example of Classic FM of Britain, Purohit explained how a niche radio station moved beyond from being just a radio station to a brand in itself.
Pointing out that numerous brands and even politicians along with celebrities are embracing radio, Tarun Katial, chief operating officer of Big FM which is owned by the Anil Ambani-group promoted AdLabs, talked about how radio as a medium was becoming bigger and bigger every day. Speaking on how interactivity and co-branding is essential for getting closer to the audience, he cited the example of East-Coast Radio, a South African radio station positioned as a community-building medium.
Observing that radio is an ideal medium to reach out to the bottom-of-the-pyramid, he also offered his views on the various other radio formats like digital audi broadcast (DAB), mobile & visual radio, Internet radio, hi-definition radio, and IPTV among others, which can be utilised in the coming years.
Australian Film Television and Radio School head Steve Ahern divulged that nine percent of advertising was on radio and that the listenership was growing year-on-year. He believed that in Australia “the operators try to grow the overall radio industry share as their first priority.” And to replicate this model elsewhere, he feels that what’s needed is a more of a psychographic differentiation rather than a demographic one.
The British channel Absolute Radio chief executive Donnach O’Driscoli talked about the British radio market which he feels is highly developed than India. He asserted that even after the entry of newer media, traditional radio would still flourish worldwide. He noted that India did not have much bureaucratic problems, when it comes to content regulation as compared to Britain, which he said was an important contributor for this fast paced growth of this medium in this country.
Sharing his thoughts on developing content and distribution in the Indian radio industry, he continued, “India has a window of opportunity for this nascent media industry with the huge talent pool available and the large amounts of money coming in.” Commenting on the necessity of a personal connect from the medium, he said, “iPods and MP3 players cannot replace radio, if there is enough personal connect available for the listeners through the human voice.”
Radio Today chief operating officer Anil Srivatsa observed that adaptation was necessary for radio to be successful. Promising that he said he would not restrict his station’s programming to only music. “Music is just a punctuation mark, we have to go beyond that,” he said.
Agreeing with other panelists’ views, Sony BMG Music Entertainment managing director Shridhar Subramaniam explained how stations in Bangalore differentiated their content territorially.
However, even after all these discussions by the players and the experts, there seems to be no consensus on what is the perfect plan to satisfy the listener with differentiated content. Along with the listener, media planners today are also opining on how all radio stations sound alike. Now, with Radio Today promising to go beyond music, let’s hope that we will see some of the much-needed fresh sound bites on our airwaves. But will it succeed? No one knows for sure.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
TOP STORIES
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.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
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.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
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.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
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."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
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."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp