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Fm Radio

In: Film and Music

Submitted By sm070489
Words 2104
Pages 9
Rising from the ashes- FM Radio

When all advertisers & media planners had written off radio, small change in government of India guidelines put it back into the picture. With latest songs and fresh radio presenters, it became the next big thing. One can say that FM Radio in India rose from its ashes. But soon this wave passed away & it became just another media available on the block. This article is written in the view to analyse what went wrong, and how radio companies can make a come-back in the world of advertising by focussing on its strengths and lastly tips for advertisers on how to use this medium to its fullest. Various inputs from primary & secondary research have been compiled to address the issues in detail. Because rural & semi-urban consumers are very different in India, we would like to focus on the FM radio in major metros in this article.

Why are we talking about FM radio?

* FM Radio in India has the highest reach ranging ~ 90% & outnumbers the no. of TV sets in the country by 3:1. But only account for a very small pie of the 9000cr market of advertising spends. It is only about 3% according to an Arthur Anderson’s survey. While globally, spends on radio ranges from 4% to 12%, with United States & Canada at high end of 12%. So it makes us believe that there is some merit in the medium that we are not utilizing to the best of its potential. * Also, it is to be noted that this vast reach is not just because vast rural penetration, but is equally well established in major metro cities as well (which is our point of focus in this report). This can be seen from the fact that total reach is ~15 million in Delhi & ~11 million in Mumbai, which is not far behind the reach of TVs in these two top metros of the country. * Also, one needs to note that is growing at a fast pace from 6 million in 2008 in...

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