Radio:

I like Radio when it's a Question & Answer type scenario; ask an expert show; something
which sets you up as an Expert. You can negotiate the price as it provides the public
valuable information, which is the mandate of Radio. It's an Ad disguised as a Resource! A
Win-Win for you and the radio station. Make sure to give out a short website address and
phone number. Make both easily memorable. Track the results!

--Another strategy is to run cheap, short ads on less popular stations, bundled for maximum
savings but make sure you test and track them to ensure a good ROI. Cheap isn't good
unless you get viable, profitable results. 
--Be sure to personalize your Ads and you do the talking. This is a great opportunity to
connect with your prospects. 

Swot analysis:

1. STRENGTHS
o Leading FM station with 52% market share in listener-ship

o Most favoured station on road (IN CAR LISTENING RESEARCH) conducted every
fortnight in Delhi

o Popular amongst youth via College fests of various B-Schools

o Presence in 33 cities and 6 metros attracts national level advertisers

2. WEAKNESSES
o Listeners get irritated due to high commercial breaks

o Long queue as compared to other FM stations for connection via telephone

o Inadequate penetration in Indian Market

3. OPPORTUNITIES
o Satellite and Internet radios

o Broadcasting news show

o International Market reachable at ease

o International Stations

4. THREATS

o Other Private stations like Fever 104 FM, 93.5 Red FM, 92.7 Big FM, 104.8 Meow

o Retaining of RJs getting tougher

 More innovation in competitor