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When Happened.? What Happened?
July 1923 Radio Club of Bombay
23 July 1927 Private Indian Broadcasting Company
LTD (IBC) was authorized to operate two
radio stations
23 July 1927 Bombay station began26 August 1927 Calcutta station followed
1 March 1930 Company (IBC) went into liquidation &
government took over the broadcasting
facilities
1 April 1930 Indian State Broadcasting Service(ISBS) began
8 June 1936 ISBS was renamed All India Radio
In 1947 AIR network had only six stations (in
Delhi, Bombay, Calcutta, Madras,
Lucknow, and Tiruchi
EVOLUTION OF FM
BROADCASTING
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FM stations in New elhi
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THE GOLDEN WORDS OF
EXPERTS!
Radio is like vodka, you can mix it with any drink.
So, you can mix radio with print, television, outdoor,
digital, and events. The best part is that you can have
this vodka while driving, which makes radio the mostflexible of all mediums.
Newspaper, combined with radio, becomes the best
combination in any economic slowdown, and radio has
been benefitting a lot.
You can connect with the person before he enters the
shop while travelling.
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THE GOLDEN WORDS OF
EXPERTS!
A lot of people consume radio on the go. Traffic
updates, have become hygiene
programming and listeners do expect them
on radio.
Do you think there is an overlap betweendigital and radio in terms of advertising
share?
The ratio of listeners on radio for tuning into
music is far higher as compared to digital.
Besides, radio is a free medium for listeners
and does not have woes such as internet
plans and speed and hence, garners a lot
more traction and attracts a lot of
advertisers.
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THE GOLDEN WORDS OF
EXPERTS!
Please share some issues that marketers should keep inmind while investing on radio in the South. Since radio is a great media multiplier and an expert indelivering a brands USP, they should integrate the messagethrough key mediums. But while doing that, they should also
ensure their creative approach is customised to radio.
Localising the message as per market requirements would be agreat advantage on radio.
Put extra efforts on the radio creative and integration if your TG
belongs to light/ medium user category in the other two massmedia, viz. TV and print.
For launch and very special campaigns, one should look atcreating a signature sound/ sonic tune.
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ARE BRANDS REALLY
BENEFITING?As a marketer, what is your objective when you are
looking at a radio campaign?
Amplification and frequency building of a campaign
Support for an on ground event, where consumer
response/ participation is required
Pre-launch for a product. Build-up to buzz around any
roll out Promotion of offers/ schemes
To tactically target specific geographies or cities
Please share one of your most successful radio campaigns so far?
Tata I-Shakti Dal has an ongoing campaign that ropes in very prominent RJs, such as
Mallishka on Red FM, to engage people on the importance of consuming unpolisheddals. The campaign is made interesting by adding humour and brings in engagement
with the masses through contests/ quiz.
Our nationwide radio campaign on World Hypertension Day was well received and
translated into people approaching our blood pressure check-up camps held at
different locations across the country, thus enabling us to have a clear call to action.
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ARE BRANDS REALLY
BENEFITING?
What makes the real estate players bullish on radio?Real estate is a local play and thus, radio is the best media for it. Wereach out to our target audience city wise and radio gives us theopportunity to tailor our content. Radio has the potential of creatingstreet wise ads to state wise ads, depending upon thecharacteristics of the campaign and the target audience.
What is the one thing that you have learned from radio as amarketer?I always knew it, but for others I would like to say it, never missradio! Radio offers maximum reach, especially in a city like Mumbai,where people spend half their day commuting. For retail brands,radio plays the role of a very important low-cost medium as they gettailored catchment area and have the opportunity of targeting well.
What, according to you, is the one thing to always keep in mindwhile investing on radio?The one thing to keep in mind is that the spots should have a veryhigh frequency, otherwise they are likely to get missed out in theclutter. Radio spots have to be strategically placed so that theymanage to come to everybodys notice, yet remain non-intrusive.
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THE POWER OF THEIR VOICE
With increasing commercial pressure, as an RJ how do
you try to keep your content objective?
Keeping commercial pressure out is difficult, sometimes I
agree, but we all know what brings in the revenue and so
sales will sell.In such a situation, one defines what he or she stands for,
what the brand stands for and executes with as much
believability as possible.
A lot of time commercial content is decided keeping the RJsbrand and image in mind, thank God! I just keep it real.
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THE POWER OF THEIR VOICE
Do you come across annoying listeners, and
how do you deal with them?
Listeners are not annoying, but they are persistent.
Patience is the mantra. As a radio jockey one
has to keep in mind the fact that a listener is notaware of the fact that we receive dozens of calls
every single minute. He or she calls because
they feel so close to the jock and want to speak
their hearts. While on air, do you use a written script or is
everything that you say impromptu?
No written script, .remember we are speaking to
our Mirchi listeners. Does one read out from a
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0
200
400
600
800
10001200
1400
Peak
Hours
Normal
Hours
AIR TIME RATES
Radio City
Fever FM
RED FM
AIR TIME RATES OF 3 PRIVATE FM
PLAYERS
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Advertising through radio is the mosteffective way of reaching the massaudience
Advertisement through radio is thecheapest as compared to other media.
Radio Advertisement reachescustomers with frequency
Sound is stored in the memory moreeffectively than written words hence radioadvertisement can be effective.
CONCLUSION
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