My article on Radio industry's revival (published in ET Madras Plus (dated 2.2.2007))
Sound bytes
The Radio Renaissance!
The radio industry has seen a revival, and is now back in the reckoning…
M D S Prabu The radio boom is back, and it’s bigger than ever! In fact, it sometimes makes us wonder if people back in the 1940s (closer to its invention) used it as much as we do now! As on January 26th 2006, there were just three private players in the city, but in just a year, the numbers have increased manifold, to more than double! Mahesh Shetty, Station Director, Radio Mirchi explains, "Since radio has been able to relate to the changing tastes of the consumers in terms of music, movies and social events, it has been able to make a mark. This is also a personalised medium with special characteristics that are distinct from television or the internet." He says that the radio jockeys have been able to lend a personal touch and the popularity of FM has grown because other gadgets like mobile phones are now connected to FM channels. "Today radio programmes are aired even in cafes, restaurants and supermarkets," says Mahesh. He tells us, "The revenues have shot up drastically - by around 40% - in the past one year. Great frequency and high reminder values have made radio an integral part of every marketer. Radio Mirchi has jumped into leadership because of innovative programming and our direct link to Kollywood". Ajay Titus Alexander, an RJ with Radio Mirchi says that the listener now has varied choices and therefore there is neck-to-neck competition to deliver the best. "RJs have a lot of challenges. The constant innovation in terms of programmes and upbeat entertainment has helped the industry." Archana Ram, an RJ with Radio City tells us that one of the reasons for the growing popularity of radio is that the RJs are ’down-to-earth’ and not ’celebrities’ as in the case of other media. She says, "This connectivity factor gives them a personal touch." Ajay adds, "A radio listener need not necessarily be educated. This medium is powerful enough to carry its popularity through just word of mouth. The more the infotainment, the greater will be the number of listeners and this golden formula has sparked magic for the industry." Ibrahim Ahmed, Programming Head, Radio City however, feels that the impact of FM channels in the industry was too much until five years ago. "Though it is only in its infancy in India, things are bound to shape up soon and radio will start catering to a niche segment," he says. "We have to constantly supply information in tune with the listener. The last five years have seen a revolution in terms of listeners’ choice, programmes’ content quality and other important aspects, which have only made things better," he explains saying that the evolution has also been made possible due to cheap licenses, many players and systematic business models. R Srikanth who works as an Assistant Director feels that radio is able to quench his thirst for music even while on a drive and therefore it scores over other forms of media. "I would certainly spend more time on radio if news and current affairs were also included regularly," he says explaining what his expectations were from radio programmes. A Archana, a Postgraduate Physics student, University of Madras says, "Radio was certainly not my kind of entertainment until FM Channels came into the picture." She also reveals that it is very flexible since it does not interfere with regular work. "In fact, I prefer it to television and the Internet!" she exclaims. The radio industry sure has taken the city by storm!
The Radio Renaissance!
The radio industry has seen a revival, and is now back in the reckoning…
M D S Prabu The radio boom is back, and it’s bigger than ever! In fact, it sometimes makes us wonder if people back in the 1940s (closer to its invention) used it as much as we do now! As on January 26th 2006, there were just three private players in the city, but in just a year, the numbers have increased manifold, to more than double! Mahesh Shetty, Station Director, Radio Mirchi explains, "Since radio has been able to relate to the changing tastes of the consumers in terms of music, movies and social events, it has been able to make a mark. This is also a personalised medium with special characteristics that are distinct from television or the internet." He says that the radio jockeys have been able to lend a personal touch and the popularity of FM has grown because other gadgets like mobile phones are now connected to FM channels. "Today radio programmes are aired even in cafes, restaurants and supermarkets," says Mahesh. He tells us, "The revenues have shot up drastically - by around 40% - in the past one year. Great frequency and high reminder values have made radio an integral part of every marketer. Radio Mirchi has jumped into leadership because of innovative programming and our direct link to Kollywood". Ajay Titus Alexander, an RJ with Radio Mirchi says that the listener now has varied choices and therefore there is neck-to-neck competition to deliver the best. "RJs have a lot of challenges. The constant innovation in terms of programmes and upbeat entertainment has helped the industry." Archana Ram, an RJ with Radio City tells us that one of the reasons for the growing popularity of radio is that the RJs are ’down-to-earth’ and not ’celebrities’ as in the case of other media. She says, "This connectivity factor gives them a personal touch." Ajay adds, "A radio listener need not necessarily be educated. This medium is powerful enough to carry its popularity through just word of mouth. The more the infotainment, the greater will be the number of listeners and this golden formula has sparked magic for the industry." Ibrahim Ahmed, Programming Head, Radio City however, feels that the impact of FM channels in the industry was too much until five years ago. "Though it is only in its infancy in India, things are bound to shape up soon and radio will start catering to a niche segment," he says. "We have to constantly supply information in tune with the listener. The last five years have seen a revolution in terms of listeners’ choice, programmes’ content quality and other important aspects, which have only made things better," he explains saying that the evolution has also been made possible due to cheap licenses, many players and systematic business models. R Srikanth who works as an Assistant Director feels that radio is able to quench his thirst for music even while on a drive and therefore it scores over other forms of media. "I would certainly spend more time on radio if news and current affairs were also included regularly," he says explaining what his expectations were from radio programmes. A Archana, a Postgraduate Physics student, University of Madras says, "Radio was certainly not my kind of entertainment until FM Channels came into the picture." She also reveals that it is very flexible since it does not interfere with regular work. "In fact, I prefer it to television and the Internet!" she exclaims. The radio industry sure has taken the city by storm!
posted by M.D.S.PRABU at 8:39 PM
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