Rajesh Tahil, Station Director, Go 92.5
Rajesh Tahil has spent a large part of his career in radio industry. He was involved with Radio Mid Day, half a decade back, when the Government had allowed private players to air their programmes for few hours a day on AIR FM. And when Private FM stations came into being and Mid Day decided to launch a station in Mumbai, he was once again at the helm of affairs.
Rajesh Tahil has spent a large part of his career in radio industry. He was involved with Radio Mid Day, half a decade back, when the Government had allowed private players to air their programmes for few hours a day on AIR FM. And when Private FM stations came into being and Mid Day decided to launch a station in Mumbai, he was once again at the helm of affairs.In a conversation with Ritu Midha of exchange4media.com, Rajesh Tahil, Station Director, Go 92.5 talks about the strategy changes at GO, advertisers’ response to FM radio, license fee, formats of programming and things FM Radio in India needs to improve on. Q. Go 92.5 has increased the ratio of Hindi programming on the station. What led to this change? Yes, we have increased the Hindi music content by about 20-25%. As for what led to this change: you will recall when the 5 players first launched, the now mass market players were playing 30-50% English music depending on station and one of the late entrants started with hip hop and edgy, alternative music – obviously in that competitive framework the definition of Go as a main stream hit radio format tended much more towards English.
With all the other players vacating that slot and going completely mass market our research shows that there is a big need gap in the market for listeners who don’t want only Bollywood (or only English), but a mix of international chart toppers, love songs, remixes etc. That is a great opportunity for us to widen our audience base without losing our existing listeners as we still play more and better English music than anybody else
Apart from just the playlist we have also made other changes; Anish Trivedi now has a co-host, who is quite well known as a TV actress who brings her brand of perkiness and her proximity to Bollywood to Good Morning Mumbai, we have also introduced The Mid-Day show in the late morning slot with music responses driven through the newspaper. Here again it has helped us widen our audience base among a different set of listeners. We have also created a ‘college band’ on the 2to5 pm time band and it has been very well received.
Q. How has the response been to the changed format so far? Has it brought in more listeners? And increased the brand count on the station? We are tracking this very closely and it is very obvious that both in numbers and in profile there is definitely a market expansion taking place for Go. It is evident from the number of responses to contests, to the number of hits on our interactive voice response system to presence at our ground activities etc.
In terms of brand count it is difficult to tell at this stage. Since radio is a growing medium and clients are adopting quickly, there has been an increase a month on month increase in brand count from the day we launched. But we are sure that it will result in brands that have so far perceived us to be too up market or segmented wanting to try us as we move to a much more hybrid format.
Q. How has the World Cup related programming on Go fared? World Cup like all other sporting events for us has been fantastic. The way we do sports on radio is one of our core strengths and we have demonstrated that time and again – whether it was with our coverage of FIFA world cup with Phil the football fanatic or India Natwest with Harsha Bhogle. This time around, besides interactive ideas and contests with ICICI Prudential, Mc Donald’s, Western Union Money Transfer, Parker, Kenya Airways, Max New York Life, etc; we have an exclusive content tie up with the BBC for live coverage from South Africa. Besides, of course, the regular features like Kenkre on Cricket, Khalidoscope, etc.
Q. Would you say that radio advertising has improved a lot as far as quality is concerned in the last one year? Yes it has. I think there are fewer clients using the audio from the TV commercial, which is good. The quality of writing, especially humour on radio is great. I think writers could spend some time understanding audio production to make their commercial do more for them. Again here I think more than money, if you spend more time on your radio campaign you get better quality commercials and better executed properties.
Q. What is happening on the PPL front? Has the fee paid to them come down? The PPL matter is in the hands of the courts. The process for what radio broadcasters should pay the music industry is in an advanced stage of legal discussion, currently we are paying about Rs 500 an hour.
Q. How can the advertisers optimise the value they get by advertising on radio? I think there are a couple of points to keep in mind. To begin with, pick the set of stations well so that you get a good mix of audiences. Numbers are important but not the only factor, so no point duplicating by taking more than one ‘me too’ station. Frequency is important on radio, using a combination of innovations, sponsorships, spots etc you should make sure you have a high frequency campaign at least in the first few weeks of your campaign. If you are buying a property, make sure there is a brand fit and more importantly that it is executed well. And lastly, I think one should spend time and maybe some money getting your radio commercial right…it should not be the last thing you do in a span of two hours before the campaign breaks.
Q. Coming to perhaps one of the most important questions, are the advertisers looking at radio more seriously now? Yes, they are. There is more interest in radio than ever before, I think it is being considered as part of any new launches. With the other metros starting up I think it’s only going to get better. I have no doubt that radio will be 3rd in the hierarchy of advertiser decision after Mainstream TV and print dailies in a very short time if it isn’t already for some. Using radio, like a lot of the clients have discovered, can be an extremely exciting process as it jump starts the brand’s saliency tremendously if you pick the station and the property carefully.
Q. If you were to point out three things, FM Radio in India needs to improve on what would they be? Well, let me see. I think more variety in programming, which the current license fee structure does not allow. Secondly, better variety/depth in the style of on air presenters, there should be some young, some older, some funny, some more serious etc…there is some sort of VJ style, type casting of radio presenters that is already happening which is not good as it could lead to monotony. And, thirdly, as an industry wide listenership data that gives the advertiser unbiased figures.
Another often asked question, is there enough talent in the country, which understands radio?
There is to some extent, and there will be an increase in both quality and quantity as we go along. Talent is something we are never short of in this country — not with a vibrant entertainment industry. Also radio is very much a buzz industry now and more and more people are getting interested in it both at a management level as well as for production and on air talent. But I think for all talent, especially on air and production, we need to invest a lot more time in training and give them time to develop. I think the intense competitive pressures are taking toll on sound human resource policies.
Moving to another direction, quite a few radio stations will be launched in near future. Do you think it would have a positive impact on FM in the country?
To answer the first part of your question, I do hope so!!! I am talking of radio stations besides the ones scheduled to launch in Calcutta, Chennai and Delhi.
Fact is of the 108 odd licenses that went on offer in 2000, less than 25% will become operational. Mumbai had 11 frequencies available, there are just 5 and Delhi had 10, there are just 3. No prizes for guessing that something is getting in the way of rapid growth in this industry and it needs to be fixed quick.
Will it have a positive impact on the country, most definitely – take Mumbai which is the most dynamic FM market with 5 private players. The industry has directly and indirectly created at least a few hundred jobs, there are five million listeners - so obviously the consumer is thrilled. Each one of the radio stations besides providing entertainment is doing some activity that is of use to the community —whether it is a traffic update or getting behind various social causes.
Q. Moving to another front, do you believe that radio has scope for far more than music shows? Which other genres can find a perfect platform on radio? Yes there is scope, but for that perceived risk of trying something different has to be much less. There is scope for talk radio, for fiction, for sports radio and most definitely news. We have done some chat shows, live performances, internationally well renowned DJs have done sessions at our studios and of course we ve done the Suitable Boy drama. But obviously with severe commercial considerations at play everything does tend to be evaluated from a “is this going to improve my rating” point of view.
Having said that, that’s the way commercial radio is pretty much every where around the world…the two big supporters of non music radio formats are BBC and NPR, both public funded.
Q. Let us talk about radio research. Is the industry coming together to have a syndicated study? Who would be conducting the study? They are. They are not. They are. They are not. I don’t know the latest…
Q. The Government has still not made up its mind on license fee structure. Are you optimistic of private FM’s future in the country if the license fee structure remains the same? No, unfortunately I am not. The license fee has to change; otherwise it will end up being a monopolistic business where one or two large players and only a few local players will survive. That’s not good for both the consumers of the radio industry – the advertiser and the listener.
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TRAI releases Consultation Paper on reserve price for auction of FM radio channels
The regulatory body has asked for written comments on the consultation paper from the stakeholders by November 6
The Telecom Regulatory Authority of India (TRAI) has released a Consultation Paper on "Reserve Price for auction of FM Radio channels".
The Ministry of Information and Broadcasting (MIB) sent a reference dated August 22, seeking recommendations of TRAI on reserve prices for 283 cities (260 new + 23 existing) under FM Phase-Ill Policy.
Accordingly, this Consultation Paper has been prepared to seek the comments and views of the stakeholders on issues related to estimation of the reserve prices for auction of FM Radio channels.
As part of the consultative process, the Consultation Paper has been uploaded on the TRAI website.
The regulatory body has asked for written comments on the consultation paper from the stakeholders by November 6. Counter-comments, if any, may be submitted by November 13, the paper said.
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ShareRadio Mango Nerolac ‘Pulikkali’ celebrates the essence of Onam
Radio Mango in association with Nerolac Healthy Home Paints flags off an Onam folklore-themed roadshow in Kerala
Radio Mango in association with Nerolac Healthy Home Paints launched ‘Pulikkali’, an Onam folklore-themed state-wide roadshow that resonates with the ideology of unity among all people, regardless of their caste, colour or religion.
The road show brings to life the most vibrant and eye-catching ritual of Onam, the Pulikkali (Tiger Dance). The campaign also fondly recalls the popular Onam folk song ‘Maveli Naadu Vaneedum Kaalam, Manushar Ellaarum Onnu Poley.’
It is designed around the ancient folklore of the golden reign of King Mahabali when there was no discrimination on the basis of caste or class and there was neither crime, nor corruption.
The dynamic crew of entertainers, dressed as Pulis (Tigers) accompanied by Chenda Melam (traditional percussion) artists will travel across Kerala for 15 days as part of the campaign to emphasise the fact that no matter what, we all are one and whatever the colour, we must unite to make this Onam colourful.
The flag off to the ‘Pulikkali’ roadshow was conducted in Kochi by Malayalam actor Saiju Kurup in the presence of Ravindran Nair, Programme Director, Radio Mango, and Rajesh C., Kerala Regional Sales Manager, Nerolac Healthy Home Paints, at Malayala Manorama’s Panampilly Nagar office.
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PM Modi lauds Fever FM’s #PlasticSeBreakUp initiative
In a tweet, the Prime Minister congratulated Fever FM for its innovative campaign to ensure reduced usage of single-use plastic
As part of the Fever Voice of Change CSR initiative, Fever FM launched the ‘#PlasticSeBreakUp’ campaign to make India free from single-use plastic.
Drawing inspiration from Prime Minister Narendra Modi’s message this Independence Day, the initiative urges all shopkeepers to do away with single use plastic bags.
PM Modi too tweeted in support of Fever FM’s Bharat Positive initiative. He said ‘I congratulate Fever FM for their innovative campaign to ensure reduced usage of single use plastic. I urge shopkeepers to take part in this campaign with vigour. Such efforts will add valuable momentum to the Swachh Bharat Mission.’
I congratulate Fever FM for their innovative campaign to ensure reduced usage of single use plastic. I urge shopkeepers to take part in this campaign with vigour. Such efforts will add valuable momentum to the Swachh Bharat Mission! @FeverFMOfficial
— Narendra Modi (@narendramodi) September 12, 2019
Talking about the initiative, Harshad Jain, CEO – Radio and Entertainment, HT Media Ltd and Next Mediaworks Ltd., said, “We are extremely grateful to our honourable Prime Minister for his encouragement and appreciation of our latest Bharat Positive campaign, and assure him of our unending support. This encouragement gives us motivation to continue our work with greater zeal to bring about a positive change in the country. We are committed, with our latest campaign against single use plastic, to drive the citizens towards a plastic free India. Bharat Positive is a Fever Voice of Change (FVOC) initiative, the biggest CSR in the history or radio.”
Gautam Gambhir, cricketer, MP and face of Bharat Positive initiative, said, “Credit to team Fever and the listeners of the radio station. PM sir noticing the campaign is no mean feat, it just gives a shot in the arm. Of course when Mr Modi talks, the world listens. There’s substance in his thoughts and him putting the weight behind ‘Plastic Se Breakup’ campaign will only galvanise the whole movement. The fact that his following cuts across age groups is another huge plus. Through PM’s support, the youth, the mid-aged and the elderly, everyone will know about this campaign.”
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RED FM's ‘Pride Ki Side’ campaign highlights LGBTQIA + issues
To celebrate the first anniversary of repealing of Section 377, the initiative will provide a platform to share stories and highlight challenges faced by the community
93.5 RED FM has launched a brand-new initiative – ‘Pride Ki Side’ to celebrate the first anniversary of repealing of Section 377. The initiative will provide a platform to share stories and highlight the various challenges faced by LGBTQIA+. The concept of this campaign majorly aims at educating the masses about the pride community.
RED FM has joined hands with Naz Foundation and Breaking Barriers – a project by students of Tagore International School, Vasant Vihar, Delhi, to sensitise the society at the grass root level.
RED FM is targeting the children at a young age so that they become compassionate and kinder towards LGBTQIA+ children.
To support this belief, various workshops are being conducted in schools to provide a safe and respectful learning environment for everyone. Trained and certified counsellors accompanied by RED FM’s team and RJs are conducting the workshops.
Speaking about this campaign, Nisha Narayanan, COO and Director, RED FM and Magic FM, said, “Looking at the status of LGBTQIA+ community in India, it is high-time we start educating the people about them. Everyone should have the right to openly appreciate and practice who they are and love who they want. At RED FM, we believe in supporting this movement through our humble initiative ‘Pride Ki Side’. We want to raise awareness in the public about the challenges faced by them. We hope more people will come forward, share stories and help empower each other. Our vision is to create an inclusive environment and encourage our audience to adopt a progressive and compassionate outlook towards the LGBTQIA+ community.”
Commenting on the association, Anjali Gopalan, Founder and Executive Director, The Naz Foundation Trust said, “I am so happy that RED FM has taken this step to highlight LGBTQIA + issues. The Naz Foundation (India) Trust is proud to be part of this journey.”
To ensure maximum outreach, RED FM has also introduced a daily special morning show on their radio channel with a counsellor. This engaging and interactive format of the show will address queries and problems of the community who face bullying, hatred and discrimination at institutes or workplace.
Besides this, RED FM has also invited a well-known LGBTQIA+ influencer at their studio who will share stories of courage in dealing with cyber trolls, verbal harassment, and how they moved-ahead and dealt with such situations.
The campaign, which began September 4, runs till September 13.
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Dia Mirza supports BIG FM’s green Ganesha initiative
To spread awareness about using eco-friendly Ganesha idols, BIG FM held a two-week-long contest and 15 winners were felicitated with a Tree Ganesha by Mirza
For the 12 th year in a row, BIG FM has brought to light the importance of celebrating festivities in an eco-friendly way through Ramky’s BIG Green Ganesha.
The initiative promotes the use of eco-friendly Ganesha idols and its celebration with minimum environmental damage. RJ Rani, the face of Ramky’s BIG Green Ganesha initiative, hosted the event, which was graced by actress Dia Mirza, Sujiv Nair from Ramky Enviro Engineers Ltd and Ram Kharpuriya, Director - Greenland Farms.
15 lucky contest-winning listeners were felicitated with a Tree Ganesha by Mirza, at the BIG FM office.
To spread awareness about using eco-friendly Ganesh idols, a two-week-long contest was held and it resulted in widespread response from listeners across Mumbai. BIG FM Mumbai associated with Tree Ganesha as they create eco-friendly idols which are made of natural soil and also melts completely after immersion in water bodies as compared to non-biodegradable options that create pollution.
Commenting on the initiative, a BIG FM spokesperson stated, “BIG FM has always tried to bring about a positive change in society. BIG Green Ganesha has been our on-going initiative for the past twelve years which is amplified through on-air and digital channels. We at BIG FM believe in ‘Change starts with you’ and through this campaign tried to raise awareness on the environment pollution created with non-biodegradable idols. The campaign has been very successful till date and we are happy and proud that we as a medium can offer our listeners entertainment with purpose.”
Nair, Chief Human Resources Officer of Ramky Enviro Engineers Ltd, commented, “The Green Ganesha initiative is our contribution to the environment. Being in the space where we closely experience the hazards that affect the environment, we are trying to make Green Ganesha an awareness campaign and save the environment from the use of harmful products. Through this we urge the people to acknowledge an environment-friendly celebration by adopting the use of eco-friendly products.”
Mirza added, “I am very happy to be here. Moreover, I am extremely grateful to BIG FM for this campaign that has been raising awareness over the last 12 years. For the past few years, I have been associating with beach clean ups post the Ganpati Visarjan and it’s very disheartening to see the remains of the idols washed back ashore. Three years ago, Dattadri (Kothur of Tree Ganesha) and I made one of these tree Ganeshas together and it was a beautiful feeling. The happiness you feel while doing something for the better good just elates you to a whole new level. I urge more people to opt for eco friendlier methods, for not just their Ganpati celebrations, but in their day-to-day activities as well.”
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Radio Adex: Ad volume sees 8% decrease in indexed growth in Q2 2019
Paytm.com continues to be the top brand to advertise in the services sector in the first half of both 2018 and 2019
The recent Radio Adex report for ad volumes in the medium for the first and second quarter of 2019 shows 8 per cent decrease in indexed growth.
In the first quarter (Jan-March), the service sector had 31 per cent share which came down to 26 per cent in the second quarter (April-June). The retail sector saw increased share in the second quarter. From 8 per cent in the first quarter, the ad volumes from the retail sector increased to 11 per cent. This was the time when IPL, General Elections and World Cup were ruling the roost.
Interestingly, Banking/Finance/Investment sector which was one of the top advertising categories in the first quarter with 12 per cent share, doesn’t find a place in the top five super categories in the second quarter. Education makes an entry in the top five list for Q2 with 10 per cent share. Auto jumped from 8 per cent to 10 per cent, while food beverages declined from 10 per cent to 9 per cent.
If we consider the ad volume in Radio for the first half of 2019 vs the first half of 2018, the indexed growth saw a decline by 9 per cent. Services continue to take the maximum share. In 2018, it was 30 per cent share while in 2019, it is 29 per cent share. Retail, Food & Beverages, Banking, Finance and Investment saw similar shares this year as was in 2018. Auto moved from 8 per cent in 2018 to 9 per cent this year.
Paytm.com continues to be the top brand to advertise in the services sector in the first half of both 2018 and 2019. Google Pay takes the next spot this year as compared to Amazon.in in 2018. Google, Cars24, Yahoo Cricket were the other brands which were a part of the top 5 brands in the first half of 2018. This year, Cars24 remained constant while there has been an addition of Hotstar and Phonepe in the list.
In the retail sector, except for Home Centre (Koz), all the brands that advertised on Radio in the first half of 2018 are missing from the top 5 brands list of 2019. While last year there were Great Eastern Trading, Central (Pantaloons), Max Retail, and South India Shopping Mall, in 2019, they are replaced by Alishan, Reliance Trends, The Chennai Silks and Lifestyle. In the Food and Beverages category, the Pan Masala brands continue to make a mark.
The cars category has jumped from 5 per cent to 7 per cent shares on radio, when compared to the first half of 2018 vs the first half of 2019. Properties/Real Estates have the maximum share of 8 per cent in 2019 compared to 9 per cent in 2018.
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FM Tadka goes for makeover with ‘Apni Suno’ campaign
Apart from the new positioning statement, FM Tadka also sports a new logo indicating dialogue within for a positive change
Three months ago, management at the Patrika group decided to go for a makeover of FM Tadka. And just two weeks back, the revamp exercise reached a climax at film studios in Jaipur with RJs all across the country practicing steps for the new jingle video having both an aspirational and inspirational feel to it.
The radio network, spanning six states and 18 cities, started its teaser campaign on August 1 with a mascot named Mr. Mannki who ignited people's minds on the new message hidden in its pose which became quite a hit amongst listeners.
The campaign garnered praise from celebrities across the spectrum. Singers Sukhwinder Singh, Hariharan, Tochi Raina, Aastha Gill, and Hindi film industry stars like Tusshar Kapoor, Mallika Shehrawat, Urvashi Rautela, Sonali Kulkarni, director Nitish Tiwari, Super 30 founder Anand Kumar, comedians Shekhar Suman, Sunil Pal, Raju Shrivastav and sports stars appreciated the concept when it was shared with them during their visits to FM Tadka. The campaign, Apni Suno, talks about making a transformation in life.
“As a country, we have always followed Gandhi ji’s three monkeys, but now the fourth monkey Mr Mannki came with a message- to bring a positive change in your life and to the destiny of the country- Apni Suno. This network philosophy was aptly revealed on Independence Day,” the network said in a statement.
“From students as environment crusaders, young innovators to reality stars from smaller cities- there are many examples of people listening to themselves and carving a new life for themselves. It is this clarion call that FM Tadka is bringing to its listeners and propagating through roadshows, cinema, mall tie ups and artists across the country,” the statement read.
Gaurav S Karrir, the National Programming Head, further reveals, “The prospect of a product change around was quite exciting. We took innovative ways like making Mr Mannki our mascot, mask inserts in newspapers, celeb led Apni Suno life changing stories and using Patrika power in digital, outdoor, print and tv to make people notice the new message of Apni Suno”.
Saurabh Bhandari, National Head Marketing, Patrika Group, who has seen the radio product evolve over the years, applauded team Tadka and shared his vision, saying, “We at Patrika Group always believe to bring change in people’s life. Our endeavour FM Tadka's ‘apni suno’ positioning is yet another step in same direction, there has been a deep study and long research behind this, we are confident listeners and our trade partners will continue their love n support to FM Tadka.”
Apart from a new positioning statement, FM Tadka also sports a new logo indicating dialogue within for a positive change. Shades of blue pointing at freedom of expression. The core TG now is 16-30 with music starting from 2008 and the playlist focused on melody. FM Tadka's flagship Jaipur station now has a new team of RJs making the entire station live with focus on social impact plus technology and sports segments.
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