Sumantra Dutta, COO, Radio City
"Radio, being a free mass media, should be allowed to carry News. Without it, a station is denied its true role as an active community participant."
"Radio, being a free mass media, should be allowed to carry News. Without it, a station is denied its true role as an active community participant."Sumantra Dutta, after his successful innings with television, is slugging it out. He, as a Radio station honcho, is busy selling the mantra of Radio as an effective medium - apart from helping innovate the programming formats. His recently launched game/quiz show got strong viewer participation.
Here Dutta, Chief Operating Officer, Radio City talks to Ritu Midha of exchange4media on the growth in FM across the country, importance of good content, right strategies, and of course, advertising opportunities. Q. Lets start with an overview of sorts. At what rate, in your estimate, would FM Radio grow in the country? Growth rate of FM radio in country would directly be in proportion to how many radio stations are going to be set up at how many places, which, in turn, depends on the Government rationalising the license fee structure. If they don't rationalise the fee structure, not many stations would come up. It was very heartening to see in the press that government is looking at revenue share arrangement.
Q. How would it impact the existing radio players who have already paid the license fee? For the first group of FM players who have braved the tough time and set up the medium, there would be some kind of SOP from the government of course. One expects that to happen. You can't be a latecomer and benefit. What happens to the early bird?
Q. Coming back to my earlier question, at what rate, do you think will radio grow in the country? Let me give some statistics. Radio in Mumbai, prior to the launch of FM roughly generated revenue of Rs 22 to 24 lakh. Five and a half months post the launch of FM, revenue has gone to two and a half crore. In a mere six months, because of the five stations the revenue has grown 10 fold.
Growth of radio is like any other media - in first few years it would be exponential. It would be difficult to put a percentage growth on it, but I reckon it should grow 50% year on year in first couple of years, and then slow down to something in the region of about 30%. And then further slow down to about 20% in next couple of years. I don't think we can plan for beyond that!
Q. In your opinion, at what tariff should the radio be sold on, to make some decent monies? If you were to look at the huge amount of investments in the radio, divide by the inventory that they have to sell, it is pretty basic - to understand that radio needs to sell at 15 to 1600 rupees per 10 seconds just to keep their head above water. I think people who are trying to mark it down, are being as foolish as the people who bid very high at the time of radio bidding. It is an extremely sad occurrence that after being in the business and after understanding the cost behind FM radio, one would stoop to such levels to garner business.
I think FM radio as a category has a sizeable place in media, it has to be positioned rightly. Price of the product also ascertains the benefits that a product gives, lower price always seems to suggest that quality of the product is poor and I don't think that Radio City aspires to be looked at like that.
Q. Are you looking at selling radio and television as a package deal? Television does support radio extremely well, media plan that compliments television with radio is certainly far more powerful.
However, For the time being we have taken a conscious decision that radio has to be sold as a stand alone, because we need to build the category and draw attention to it.
Q. In radio 'drive time' is considered to be the prime time… It is a myth. Different advertisers with different marketing goals tell us they have different ideas about what time of day is "prime" for their advertising. It depends largely on the type of product or service advertised as there are those seeking the morning audience, restaurants and movie theatres prefer late afternoons, and some advertisers prefer to target the late night listener, for instance…to order the advertised merchandise through a 24-hour call center.
Savvy advertisers cleverly schedule their spots to hit the listener when they are most susceptible to their message.
Q. Does this reflect in your tariffs? Are your rates same for all the day parts? Not exactly. We have three different rates, primarily there is a rate for morning and evening, another for other day parts and another one for night. Another rate is the one that works in a 12-hour slot - where your ad would be equally spread through the day. Research has indicated that hearing a message multiple times is more effective than reading it.
Q. But isn't radio, more often than not, treated as a secondary medium? It is radio's unique ability to be in the background and yet draw your attention with sonic triggers, which makes it a perfect companion. Besides, the moment you opt for content beyond music, radio becomes far more involving. And it is advertisers' creative ability to use this phenomenon to his advantage that can help him reap benefits of the most cost effective and personal medium like radio.
It's a known fact that most individuals spend far more time within earshot of a radio every day than they do sitting in front of any other media. They don't get up and go to the kitchen or the bathroom when a radio commercial comes on the air!
Q. How does a media planner know that his target group is listening to radio? There is research available for all other mediums. Agreed, there is no accurate listenership data available right now. However music has a universal appeal, and moreover one can actually see the recent trends where people of all socio-economic classes, age and gender have taken to radio. Today one finds an a rich car owner enjoying a Rehman song in his car just as the same song plays on a Rs 60 portable radio for someone traveling in a Bombay local train.
Q. Are you are not planning to experiment with the kind of music you are playing, given the fact that most of the stations have more or less similar music. . Right now, at the maximum, there are five stations in a city, and hence, it is nothing much to worry about - five stations are not even going to scratch the surface.
We do not want to fool around with the listener who is formed a habit with the medium and we want to kind grow that consumer set. We have stuck to the plan, and we will continue to work according to it.
Sequencing of music and day parts you play it in, is as important as the music you are playing. And over and above music, there are features that give uniqueness to the station. It is also about how the RJs connect with their audience in various day parts which makes radio station special in that part of the day.
Q. Coming to Mumbai, how would you say is market different here from the other markets? I think it is unique in the sense that all the five stations have come up in close succession, so the dynamics are different. As there are so many players in the city, there is more scope and reason for experimentation. On the flip side, there are people who will go to the market and sell at low rates just for the sake of survival. As it is, there is hardly any ad pie for radio!
Q. Is it a major disadvantage for FM stations not to be able to carry news? Radio being free automatically makes it the choice of the masses. It is imperative to be able to provide the masses with news and not keep them away from it. Besides, Local news is one of the USPs of a radio station. Without it, a station is denied its true role as an active community participant. The Government should enable the private radio operators with the same freedom to operate freely and independently, within the limits of public decency and national security, as is given to television channels.
Q. Coming to the obvious question, do you think you would be able to retain the listeners that FM 91 Suno, Lakhpati Bano brought in? When there is any contest in any environment in any media, the increase in audience that you get is obviously many times greater than the audience you had before the contest. The audience that has been able to form a bond with the station during the contest period keeps coming back. My personal belief is that most of the people coming on to the station today are coming because of the programming.
Q. Would you say you are better than your competitors in the city? Well, we have been in the business the longest, having launched the first private radio station in the country in Bangalore one and a half-year ago. Coming to Mumbai, I believe we have pretty well understood what the market wants. We researched the market both from music listenership and music taste point of view.
Our endeavour is to give every city the kind of station, and the kind of music they would like to listen to. And we have hit the right cord there. It is essential that radio is live and has the local vocal flavour of the region. Even the numbers we play are different.
Q. Are you conducting research in these markets to identify the numbers to play there? Yes, we are doing extensive research. We are using proprietary research, being used by some of the top stations in the US. I believe that we are the only station in the country to be using that research. Through it, we have been able to ascertain what kind of music would local people in a particular region will enjoy. It is a bit like saying the song on your mind is the song on the station.
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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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