Radio has made a comeback in the lifestyles of Indians.

Radio has the reputation of being the oldest and the cheapest medium of entertainment in India. The radio industry has been completely reshaped by the various private players that entered the sector after the government allowed foreign investment into the segment and opened the licenses to the private players. DIFFERENT TECHNOLOGIES IN BROADCAST RADIO The first one which was used in olden days for transmission purpose is AM. Amplitude modulation (AM)1 is a technique used in electronic communication, most commonly for transmitting information via a radio carrier wave. Frequency modulation (FM) is a form of modulation that represents information as variations in the instantaneous frequency of a carrier wave. FM is commonly used at VHF radio frequencies for high-fidelity broadcasts of music and speech. Today radio is used for many forms of communication from long distance satellite communications to the personal cell phones that are widely used. In addition to this wireless communications are becoming more important for data as demonstrated by the rapid growth in Wi-Fi Radio is also used for telecommunications links. Signals with frequencies in the microwave region are normally used. These signals have frequencies much higher than those in the short wave band and they are not affected by the ionosphere. However they provide reliable direct line of sight links that are able to carry many telephone conversations or other forms of traffic. Satellite radio Satellite radio is one of the fastest-growing entertainment services in the world and it is making its presence felt in a small but a positive way in India. A satellite radio is basically a digital unit that receives signals broadcast by communications satellite. This allows a person with a set to follow his favorite stations anywhere in the country unlike the terrestrial radio (AM and FM) whose signals are limited to a certain area depending on the power of the station. Some of the advantages of a satellite radio are that the sound is of digital quality and there are no commercials. But it is not for free, it is available on subscription for a fee. An example would be “world space radio”. Satellites, radar, communications, internet, message service are the effect of radio technology in our modern day life. With the growth of radio the requirement for mobile connectivity, it is certain that wireless technologies with radio at the core will continue to thrive and become more

widespread. To meet the demand it is likely that new technologies will be developed to maximize the use of the available radio spectrum. HD radio ("hybrid digital" or "high definition") is a brand name of a method of digital transmission of AM and FM radio stations. The HD Radio system is unique which allows stations to broadcast crystal-clear audio and a variety of text-based services, as well as more FM channels, without changing to new frequency bands. Hybrid system is a system in which digital signals are sent along with the analog carrier as the standard for AM and FM broadcasting in the United States. FM stations can offer multiple channels (called "Multicast" channels) on the same frequencies allocated to analog radio stations. Internet radio Internet radio e-Radio is an audio broadcasting service transmitted via the Internet. Broadcasting on the Internet is usually referred to as webcasting since it is not transmitted broadly through wireless means but is delivered over the World Wide Web. The term "e-Radio" suggests a streaming medium that presents listeners with a continuous stream of audio to which they have no control much like traditional broadcast media. It is not synonymous with podcasting which involves downloading and therefore copyright issues. Nor does e-Radio suggest "on-demand" file serving. Many Internet "radio stations" are associated with a corresponding traditional "terrestrial" radio station or radio network. Internet-only radio stations are usually independent of such associations. Old media don’t’ die! They just bounce back in new avatars. Not so long ago radio had been written off as fuddy-duddy, down market and not so cool. Television and later “new media” were touted to being the media of the future. But thanks to technology radio is making a comeback. FM radio is a new entity altogether and has to deal with new market dynamics. Media owners dealing with new markets will virtually have to draw up their strategies as they go along, create programming that is new, innovative and grab away eyeballs from TV sets and make them tune into their radio sets. It’s a whole new challenge and competition is never far away. Ad revenues will also not be easy to come by, as advertisers will expect media players to put their money where their speakers are before they commit large sums of money towards radio advertising. The other challenge for radio in attracting advertisers is the nature of the medium-radio has always

considered being a reminder medium. The involvement of listeners to radio is low, Vis a Vis television or print media. With the coming of more channels, and the emergence of lifestyle advertising, radio will become a push and pull medium. As said earlier, is not just making a comeback but is being reincarnated into a new avatar. Any radio setup has two parts: • • The transmitter The receiver

The transmitter takes some sort of message (it could be the sound of someone's voice, pictures for a TV set, data for a radio modem or whatever), encodes it onto a sine wave and transmits it with radio waves. The receiver receives the radio waves and decodes the message from the sine wave it receives. Both the transmitter and receiver use antennas to radiate and capture the radio signal. When you listen to a radio station and the announcer says, "You are listening to 91.5 FM “what the announcer means is that you are listening to a radio station broadcasting an FM radio signal at a frequency of 91.5 megahertz. Megahertz means "millions of cycles per second," so "91.5 megahertz" means that the transmitter at the radio station is operating at a frequency of 91,500,000 cycles per second. Your FM (frequency modulated) radio can tune in to that specific frequency and give you clear reception of that station. All FM radio stations transmit in a band of frequencies between 88 megahertz and 108 megahertz. This band of the radio spectrum is used for no other purpose but FM radio broadcasts. Common frequency band includes the following: • AM radio - 535 kilohertz t - 1.7 megahertz • FM radio - 88 megahertz - 108 megahertz AM radio has been around a lot longer than FM radio. The first radio broadcasts occurred in 1906 or so, and frequency allocation for AM radio occurred during the 1920s. In the 1920s, radio and electronic capabilities were fairly limited, hence the relatively low frequencies for AM radio. FM radio was invented by a man named Edwin Armstrong in order to make high-fidelity (and static-free) music broadcasting possible. He built the first station in 1939, but FM did not become really popular until the 1960s. .

HISTORY OF RADIO Radio owes its development to two other inventions, the telegraph and the telephone; all three technologies are closely related. Radio technology began as "wireless telegraphy". Radio can refer to either the electronic appliance that we listen with or the content listened to. However, it all started with the discovery of "radio waves" - electromagnetic waves that have the capacity to transmit music, speech, pictures and other data invisibly through the air. Many devices work by using electromagnetic waves including: radio, microwaves, cordless phones, remote controlled toys, television broadcasts, and more. The Roots of Radio During the 1860s, Scottish physicist, James Clerk Maxwell2 predicted the existence of radio waves; and in 1886, German physicist, Heinrich Rudolph Hertz demonstrated that rapid variations of electric current could be projected into space in the form of radio waves similar to those of light and heat. In 1866, Mahlon Loomis, an American dentist, successfully demonstrated "wireless telegraphy." Loomis was able to make a meter connected to one kite cause another one to move, marking the first known instance of wireless aerial communication. Twenty years after the telephone was invented and music was first sent down a telephone line, Guglielmo Marconi sent radio signals. Marconi (1874-1937) was born in Italy and studied at the University of Bologna. He was fascinated by Heinrich Hertz’s earlier discovery of radio waves and realized that it can be used for sending and receiving telegraph messages, referring to it as “wireless telegraphs.” Marconi’s first radio transmissions, in 1896, were coded signals that were transmitted only about 1.6 km (a mile) far. Marconi realized that it held huge potential. He offered the invention to the Italian government but they turned it down. Marconi was not the first to invent the radio, however. Four years before Marconi started experimenting with wireless telegraph, Nikola Tesla, a Serb who moved to the USA in 1884, invented the theoretical model for radio. Tesla tried unsuccessful to obtain a court injunction

however. never marketed his wireless radio. By that time Marconi had received his patent and international recognition. It was developed mainly for ship-to-shore and ship-to-ship communication. which he used in 1901. Tesla became acknowledged as the inventor of the radio – even though he did not build a working radio. was the exact copy of that of Bose. a farmer from Murray. Bose had solved the problem of the Hertz not being able to penetrate walls. made a voice transmission four years before Marconi transmitted radio signals. it was not public radio broadcasting as we know it today. Thus writes contributor Dipak Basu.Radiotelegraph and Spark-Gap Transmitters Radio-telegraphy is the sending by radio waves the same dot-dash message (Morse code) used in a telegraph. Marconi’s Coherer. The transmission was over a distance of three miles from the Presidency College and Science College in Calcutta. 1998. mountains or water. Transmitters at that time were called spark-gap machines. It is reputed that Nathan B.against Marconi in 1915. Growth of Radio . Bose demonstrated the radio transmission in 1896 in Calcutta in front of the British Governor General. The instruments (‘Mercury Coherer with a telephone detector’) are still there in the science museum of the Calcutta University. But under pressure from American friends. Kentucky.C. Stubblefield. Marconi was present in the meeting of the Royal Society and it is thought that he stole the notebook of Bose that included the drawing of the ‘Mercury Coherer with a telephone detector’. Bose did not apply for a patent on his design because he believed in the free flow of inventions in science. This was a way of communicating between two points. being afraid that his invention will be stolen. Stubblefield demonstrated his invention to the press in 1902 but. Indian scientist J. January. . his radio equipment was gone. he applied for the patent in September 1901. Nikoli Tesla remains to be acknowledged as the inventor of the radio. referencing the Proceedings of the IEEE. In 1943 the US Supreme Court reviewed the decision. When he was found dead in 1929. He was awarded the US patent for the invention of the radio in 1904.

. after the government released its control of all patents.AM Radio Lee Deforest invented space telegraphy.S.Improvements to Radio Transmitters Overseas radiotelegraph service developed slowly. Fessenden. Lee De Forest provided that detector. Claims to that distinction range from the phase. much weaker signals could be utilized than had previously been possible. government took over control of all patents related to radio technology. Lee Deforest . "Hello Rainey" spoken by Natan B. to an experimental program of talk and music by Reginald A. in 1906. Military Use and Patent Control When the United States entered the First World War in 1917. primarily because the initial radiotelegraph transmitter discharged electricity within the circuit and between the electrodes was unstable causing a high amount of interference. It made it possible to amplify the radio frequency signal picked up by the antenna before application to the receiver detector. which was heard by radio-equipped ships within several hundred miles. the triode amplifier and the Audio. Kentucky. the great requirement for further development of radio was an efficient and delicate detector of electromagnetic radiation.S. De Forest was also the person who first used the word "radio". Radio Speaks The first time the human voice was transmitted by radio is debatable. the Radio Corporation of America (RCA) was established with the purpose of distributing control of the radio patents that had been restricted during the war. thus. in 1892. In 1919. Navy to prevent its possible use by enemy spies. In the early 1900s. all radio development was controlled by the U. The U. The Alexanderson high-frequency alternator and the De Forest tube resolved many of these early technical problems. Stubblefield 2 to a test partner near Murray.

speech was first transmitted across the continent from New York City to San Francisco and across the Atlantic Ocean from Naval radio station NAA at Arlington. Edwin Armstrong should be known for inventing three key innovations: regeneration. The Dawn of FM Radio The story of FM radio is one of success and tragedy. Frequency modulation or FM improved the audio signal of radio by controlling the noise static caused by electrical equipment and the earth's atmosphere. including a 125 foot antenna in his parent's backyard. in New York City. Westinghouse's KDKA-Pittsburgh broadcast the Harding-Cox election returns and began a daily schedule of radio program. Edwin Armstrong received U. Edwin Armstrong was only eleven when Marconi made the first trans-Atlantic radio transmission. Regeneration Amplification 1913 In 1913. Edwin Howard Armstrong was one of great engineers of the 20th century. However.885 for a "Method of Receiving High-Frequency Oscillations Radio" for his FM technology.True Broadcasting Begins In 1915. he was born in 1890. super heterodyning. 1920.000 times . also in New York City. the young Armstrong began studying radio and building homemade wireless equipment. patent 1.S. Virginia. and frequency modulation. Enthralled. to the Eiffel Tower in Paris. Edwin Armstrong invented the regenerative or feedback circuit.342. FM Radio 1933 Edwin Armstrong is most commonly known for inventing frequency-modulated or FM radio in 1933. On November 2. Regeneration amplification worked by feeding the received radio signal through a radio tube 20. and died in 1954.

Although his life was cut short. Since most radio station owners didn't want to go to the expense of creating high-fidelity programming just for their FM stations. Armstrong was well aware of AM radio's major limitations: • • • Static interference from household appliances and lighting Limited audio quality (frequency response and dynamic range) Nighttime interference between many stations (co-channel interference). By 1941. still out to hold control of their radio empire. Once TV started to evolve. Armstrong was clearly a technical genius. who was head of RCA and had said he would help him develop it. many FM stations . especially in rural areas Armstrong took his invention to a friend. The ensuing war diverted resources and froze development. and cause Armstrong to lose his personal investment in FM radio. because of ionosphere refraction. RCA bought into the patents and helped Armstrong develop an experimental radio station. David Sarnof. Even though he had improved AM radio in significant ways. pressured the FCC to change all of the FM radio frequencies — a move they knew would instantly obsolete all of the exiting FM radios. he's still considered the most prolific inventor in radio's history.per second. David Sarnof3 and RCA. Then the Japanese bombed Pearl Harbor. 50 FM stations were on the air. interest in FM radio further diminished and by 1949. that increased the power of the received radio signal and allowed radio broadcasts to have a greater range. the FCC allowed them to simulcast — simultaneously broadcast the same programming on both their AM and FM stations. Superhetrodyne Tuner Edwin Armstrong invented the superhetrodyne tuner that allowed radios to tune into different radio stations.

He wrote a note to his wife apologizing for what he was about to do. RCA quickly started pushing its development and subsequently made millions of dollars from the sale of FM transmitters and As shown in the from the graph . FM radio not only climbed out of the cellar of popularity after Armstrong's death. and jumped to his death.cybercollege. Graph 1: Growth of FM radio (Source: www. A few weeks later RCA announced record profits. gave up his long. Edwin Armstrong. 1954. but today it leads AM radio in both number of stations and listeners.had shut down. taxing battle against Sarnof and RCA. RADIO BROADCASTING . We'll cover public broadcasting — both radio and television — in an upcoming module. On January 31. removed the air conditioner from his 13th story New York apartment. Once FM radio started to make money. The green line represents the growth of noncommercial and National Public Radio (NPR) stations.

The 1930-35 period was also the time of the greatest "idea" development in the history of American radio programming-with respect to network programs in particular. The Radio Corporation of America4 was formed in 1919 as a patent pool to control the use of the new equipment which had been invented during WWI. in December of 1941. The war imposed as many hardships on broadcasters as it did upon those engaged in other occupations. no less than 70% above the level of revenues in 1940-41. Broadcasting in 1935 to 1941 saw radio revenues soaring to new heights. The make-up of RCA consisted of those companies that had the key patents or would shortly buy them for wireless telegraphy. with the result that broadcasting equipment. older forms were polished and improved. after the government removed restrictions late in 1919. but relatively little effect on broadcast revenues. The transistor was demonstrated in 1947 by Bell Labs. On the other hand. both network and station revenues were strikingly greater than in the prewar period.particularly development of networks and the presentation of network programs by national advertisers. etc. it was a period in which some persons at least saw in broadcasting possible source of revenues-from sale of time. of a shift in importance from radio to television.This period marked the start of "regular" broadcasting. electronic concerns were shifted to war production. Some of this increase was the result of inflation. It saw an enormous increase in the total number of radio stations. was in short supply. in 1944-45. 1940s: This period included World War II. costs advanced. especially on the network level. 1923 – 1926: This was a transitional period. and while not too many new program forms introduced. it saw the beginnings of broadcasting on a commercial basis. at least. but even so. rather than the sale of receiving sets. 1941 to 1945 was the big money-making time for American radio. the erection of 108 TV stations-and the beginnings. 1926 – 1930: Commercial radio became solidly established. . 1945-1952: A highly important era in the history of American radio and television. Chiefly. 1930s: This was the beginning of the great depression in the United States – a depression which had its effect on programming and on the various forms of advertising. from a threat-of-war situation into actual involvement. it marked the development of new types of equipment. it saw development of basic types of programs. tubes. but which was not able to be used unless all the conflicting patent owners would permit. employees were drafted into military service. The nation had shifted.

it took a long time for FM to overtake AM. but during this decade television became the dominant mass medium as the freeze on licenses was lifted and a 70channel UHF band was added. AM stations still refused to play the new music from albums and were suddenly facing new competition from FM stations that would play the music. hundreds of AM stations embrace a "top-40 time and temperature" format. "be bright. There are plenty of listeners and times are good as far as jobs and money. it seemed. Stations played three minute songs. FM makes a comeback: For a system that was invented nearly 40 years earlier. Radio makes lots of money: The big music stations. The Big FM's would rule by the decade’s end. Radio became less secure. Advertisers want to buy radio. top-40 on AM and progressive rock" on FM. The networks reached from coast-to-coast and in 1953 the FCC approved the industry indorsed compatible NTSC color television system (RCA-NBC). The music was still controlled by cynical old white men. AM stations even tried to meet the challenge by going "stereo" but no one reinvents: Probably based on the early work of programmers like McClendon and Bill Drake. There were lots of jingles and promotions. once AM and now FM were making lots of money.Broadcasting from 1952 through the 1960's: Earlier trends continued." By the middle of the decade most of these major stations were struggling. Programming. in some markets more than 50% of the people using radio are still tuned by habit to that "one big legendary AM station. be brief" was. Even though its sound was stale. Pop music was better and it demanded a delivery service that sounded as good as a home audio system. but grew in the number of smaller stations licensed. The saying. Each station has only a small segment of the bores: AM Top 40 begins the decade with lock on the ratings. There was even disco on FM! Formats fragment: There are no longer just two formats. posted in every control room. 1960-1970 . music and contests are now targeted to a specific age group (12-35) based on demographic research showing this group has money to spend on goods and services by the new affluent middle class. 1970-1980 . . reversing their 1950 decision which had authorized a non-compatible field-sequential system (CBS).

the FCC station owners tried to save AM one more time. AM tries a comeback: Helped with new technical regulations. more automation. This means cutbacks. hundreds of new radio networks emerge and die. New owners. you'll work. In the 1980s almost half of the radio stations changed hands.Radio networks return: With inexpensive satellite technology available to every station. 1990-2000 . persistent. 1980-1990 . If you were a news writer. the radio station you also bought is worth less than you paid. Smaller stations automate with them but it makes the station less local-sounding. Production that used to involve splicing tape is now done . mostly offering music formats delivered by big city DJ's. Stations now have to satisfy the demands of the marketplace instead of the demands of Federal regulation. there were perhaps 100 to 200 stations vying for competes: Less people do more work. The era of Niche Programming and formats begins and now there is a format for every narrow interest. New radio station owners want to cut costs. A smaller pie: The number of stations swelled to 12. Buy-sell: Like the house you bought for a high price in the late 1980's. To succeed you have to be above average. use automation to run three stations at once. lessappealing to listeners and sponsors. less people have to do more. edited and broadcast using the hard drive of a computer. New group owners & duopolies: One company can now own 25-25-25 plus and in San Jose and San Francisco some companies own many stations. No union problems because the unions in radio are practically irrelevant.000 and in major and large markets. new challenges: For young people seeking a career in radio the good news was if you are good at sales. In this market most of each day is automated. tenacious. News and public affairs suffered. Digital takes over radio technology: Now an entire day can be stored. promise of fewer stations and an expanded AM band. less news and public affairs types. reporter and reader as every station had to employ in the 1970's. now your station was no longer required to have struggles: The Reagan administration de-regulates the industry. promotion or production of promotions. Again.

all future non-FM delivery services. The company almost went bankrupt in 1930 but the colonial government took away the two transmitters and the Department of Labor and Industries started operating them as the Indian State Broadcasting Corporation. Commercial Radio services in India started in 1967 by Vividh Bharati Service with its headquarters at Mumbai. the West Zone in Mumbai.with the click of a mouse. and the South Zone in Chennai. DBS. Conservative politics. HISTORY OF RADIO IN INDIA: Broadcasting began in India with the formation of a private radio service in Madras (presently Chennai) in 1924. the Indian Broadcasting Company5. Government of India controls the radio broadcasting in India that works under the Directorate General of All India Radio. the East Zone in Kolkata. etc. to inaugurate Radio stations in Bombay and Kolkata. namely in the North Zone in New Delhi. current owners want to be first in line when licenses are issued for these new services. and suddenly many struggling AMs are revived and saved again by talk radio. semi -commercial operation of the Ministry of Information and Broadcasting. this very Corporation was renamed All India Radio (AIR) and was controlled by the Department of Communications. It was established in 1936 and since 1957 All India Radio was renamed as Akashvani. New delivery services: Digital stuff. Talk radio's decade: Rush. to be replaced with computer memory. In the very same year. the Integrated North-East Service that aimed at reaching out to the tribal groups in northeast India and handles the External Services. Still. There were only six radio stations in India at the time of independence. When India became independent in 1947. AIR was made a separate Department under the Ministry of Information and Broadcasting. All India Radio`s network had expanded by the mid-1990s to around 146 AM stations along with a National Channel. AM is around after almost 100 years. Assam. There are five regional headquarters for All India Radio. Vividh Bharati earned its revenues from extensive advertisements and . Akashvani is a government-owned. British colonial government approved a license to a private company. Internet. Analog devices like cart machines will disappear by 2004. And just like the transition to television. DMX. In 1936. the North-East Zone in Guwahati.

In those days radio was considered as an integral medium of communication. India has a wide-ranging network of medium wave and short-wave stations. The broadcasting equipment used in India is mainly indigenous and reaches special audiences. Most radios are also produced within India. In 1993. For more than 4 decades. Then. Indian radio also took up the task of aiding in the development of economic scenario. the advertising revenue . the Government of India did not permit private radio stations to broadcast in India. 93 crores with Times of India's Times FM & Mid-Day Group's Radio Mid-Day becoming the main players. book commercials from advertisers and broadcast the whole lot. citizens duties and rights. popularity of radio spread nationwide. Within 4 years. The role of broadcasting provided an inlet for the flow of modern ideas. and traffic and road sense. (1997-98). Initially it was around 14 million that rose to nearly 65 million. in June 1998 the Government. It was due to the same reason of static thoughts prevailing in the society. Indian radio proved to be a prime medium of social integration. Television broadcasts started from Delhi in September 1959.had been broadcasting from thirty-one AM and FM stations during the mid-1990s. In 1961 the television medium were expanded to include a school educational television project. the FM Radio advertising and sponsorship business grew to Rs. The number of radio receivers increased almost five times between 1970 and 1994. In 1994 there had been almost eighty-five FM stations and seventy-three short wave stations that connected the entire country. All the national affairs and social changes were informed through the waves of broadcast media and within no time. Not surprisingly. primarily due to the absence of any motion medium. through its electronic media regulatory body Prasar Bharti. and other agriculture-related information. The early history of Indian radio broadcasting in independent India set the parameters for the succeeding role of television in the nation. however the importance of radio did not decline. such as farmers needing agro climatic. Programs were broadcast twice a week for an hour a day on welfare topics related to community health. plant protection. decided not to renew contracts of private FM operators. Then history changed its course. again associated with the All India Radio`s services. that television came into existence in 1959. prepare programming content. the Government allowed private FM operators to 'buy' blocks (chunks) on All India Radio.

which go up by 15 per cent every year. the bidding price for the Mumbai license was reportedly to the tune of Rs 9.2 million each Radio is expected to follow the growth of the Television industry. Others dropped out saying the business was not viable. the government had to actually face mass withdrawal of bidders because of the huge license fee. which focused mainly on the smaller towns. FM players pay annual license fees. the Government auctioned licenses for private FM channels to bolster the revenue. A handful of serious bidders chose to remain.for 76 channels in 26 cities. July 6. Many gave up. 1999 was the historic day when the Government announced that 150 new FM channels would be licensed across 40 cities. But the going was not so easy.5 billion. Incidentally. there are roughly 10 players who will operate approximately in 37 cities across the country.Rs 97. many companies bid for the licenses to operate in key markets.5 million from each of 10 broadcast companies . However. Today. the bids for Hyderabad and Nagpur came next. revenue-sharing also exists in the media sector.6 billion as license fee for the privately run FM radio channels in 40 cities. The objective is to “make FM radio a . Music Broadcasting became the first firm in India to commence private FM broadcast from Bangalore in July. The first round of bidding .75 crore. unable to shell out the high license fee. garnered close to Rs 3. in effect. And in 2000.2 million and Rs 74 million. Currently. respectively. Expecting to collect Rs 800 million from auctioning 108 licenses. won the largest number of bids. players consolidated and the Government extended its deadline. the Government gave the green light to privatize radio in India. a Zee Group company. For instance. compared to 89% of All India Radio (AIR). The government got the highest bids . FM coverage in India is restricted to just 17% of the country. the competition shrank. So.fell by 50% within a year! This time. Licensee Fee and revenue sharing model Currently. which grew rapidly following the entry of private player. while the bids for Delhi were Rs 71. New Media Broadcasting. Interestingly. Private FM radio sector would shift to a revenue-sharing model from the existing license fee regime. each for Rs 77. And the focus on metros was evident in the bidding. The government collected close to Rs 4.for stations in Mumbai. In response to the Government's offer.

After the second round of privatization. That should open up a vast new market of consumers-100 million Indian households own an estimated 150 million radios. 50/. Globally depending on each country. Revenue-sharing will follow payment of a one-time entry fee through a process of bidding. outnumbering television sets 3:1. radio has a 5 % to 12 % of the advertising cake. On the higher side are countries like the United States with 13 %. It’s better to keep the revenue-sharing figure low than to have a failed project. The geographical area covered by radio in India in India is as high as 98 percent and the penetration level is approximately 97 percent.7% and Spain with 9. The panel also suggested that players wanting to enter the sector in the second round of licensing need to have a technical viability clearance by a financial institution on the financial viability of the project. There has been debate on whether to recommend a revenue-sharing structure or a fixed amount for a period of 10 years. it is firm on revenue-sharing now. FM station executives are not forthcoming on multi-platform strategies as yet. much like satellite channels did to the quantum of television advertising in the country. But FM presently covers only 17 percent of the area and 21 % of the population of India through transmitters.1%. Given that radio has penetrated into 100 million homes and a FM set costs around Rs. the number of FM radio stations targeted is around 300 to 4006. the panel has fixed it at 4 per cent.FICCI estimates FM’s .success story”. However in spite of the various challenges the emergence of private FM stations is certain to increase the quantum of radio advertising in the country . While the private FM players had sought revenue-sharing in the band of 2-2. Canada with 12. Currently radio has just 2 percent of the 9000 crore Indian advertising market according to an Arthur Anderson’s survey.5 per cent. Revenue-sharing figure is quite low at around 4 %. It has also recommended to the government to release additional spectrum for the use of FM radio companies so that the number of companies operating in one centre can go up.

as the car population is much bigger. community announcements and public service messages provide a real value-added service. radio is personalized. Rs. Providing free-to-air local broadcasts of music and entertainment. While TV is a family medium. This would be the key when evaluating the medium. The new India deserves an active private FM radio sector. Also government allowing foreign players to enter the Indian market it will help the industry grow. Also advertising of certain product seems to work very well while some might not. Various radio stations are coming up with IPO for example Radio Mirchi thus helping them expand. FUTURE OF RADIO INDUSTRY FM Radio can play its part in building a stronger business future for India. for advertisers. For example. The future looks bright as the reach of radio is expected to raise post the increase in the number and quality of players in the industry. Thus the potential if FM is better is bigger town. cellular phone service or auto related products would have a good impact when advertised on radio is primarily known as a “drive time” medium most people who turn in are doing so while commuting. employment & career options. Spearhead the government objective of growing the FM radio business in India. With the government ready to reduce the license fees it will help in attracting new players like reliance which had earlier backed out only due to the entry fees. Also one must not forgot that radio continues to be a medium that has tremendous reach among the poor and marginalized sections of society.traffic advisories.share up from the present 1. helpful information . But at current levels of advertising support. It can provide a level playing field with benefits for listeners.5 percent to 5 % in five years. it is being predicted that radio's share in the total advertising pie will see an increase in the medium term. . 1200 crores by 2005 and Revenue of radio services is expected to rise to Rs 689 crore by 2008 at a CAGR of 30 per cent. Virgin group has already started exploring the Indian market for suitable partners. With more players in the fray the FM radio industry would grow and also enhance the government’s yield from licensing radio naturally. It is on the basis of these key drivers of growth. They have also forecasted that revenues from radio advertising in India will be Rs. each radio station is reeling under the brutal financial impact of high costs.

There are an estimated 150 million radio sets across the country. SWOT Analysis Strengths: • Recently.2 billion by 2007. are welcoming the opportunity. brochures or ads in local supplements of newspapers. They can’t afford a TV set. Also. So that they can develop themselves well because this industry is still in an introduction stage. • Radio is considered as a background medium. not only are listeners tuning into it more often but also sticking to radio for longer hours every day. .000 crore Indian advertising markets. The Rs 1. pamphlets. • The success of private FM stations. At the places where the literacy rates are low where people hardly read newspapers and radio is the only medium that they can understand. because people can listen to radio anytime and anywhere they want. and reveals that radio listenership habits have changed considerably. advertising spending is expected to amount to Rs 500 crore this year. who would depend on word-of-mouth. Therefore radio is more popular. which is 4 % for the growth of the radio stations. the government has agreed upon revenue-sharing model. It is also a free medium. though radio has only a 2 per cent share in the Rs 6. Radio also reaches to uneducated village folk who do not read print publications.6 billion industry is reported to be growing by 31 per cent every year and should touch the Rs 6. • • 90% of India has access to radio which is unmatched by any other media. • The advertisers. with revenue rising at 23 per cent annually.

Research is the main base to attract client and get more revenue. • Increase in listenership numbers but no increase in ad revenue. and therefore it is difficult to differentiate between the programs of the different channels. This is the situation that every radio channel is facing. • No proper research available . Weakness: • One of the major weaknesses of Radio is that there is very less differentiation in the programs that are aired. But. • Radio-only nature of radio communication is a tremendous creative compromise. Radio is a complement to another media.• Radio is the least cost medium and it helps to reach mass audience with various backgrounds. An advertiser whose product depends on demonstration or visual impact is at a loss when it comes to radio. Therefore. .research is very important for any advertising segment. • • Radio is considered as a medium where the “Proximity to purchase” is very high. Many advertisers think that without strong visual brand identification the medium can play little or no role in their advertising plans. other media or the advertisers or agency can use this medium for brand recall. And like its radio message creates a fleeting impression that is often gone in an instant. Many stations are conducting their own research which can be biased. And therefore. Radio offers its reach frequency and selectivity at one of the lowest costs per thousand and radio production is relatively inexpensive. Most of the stations plays much of the music that is played consist of Hindi Film songs. the percentage of listener tuned to anyone station is likely very small. • Fragmented Audience .the large number of the audience in India is fragmented in various remote places. in India there is no proper research is available.

• • Leaves huge scope for innovation in local market Threats: . and that is the challenge. like. At the same time. And then it is easier for the advertisers also to decide on which channel to advertise. • Allowing private FM players to start news and current affairs programs.• Short commercials Opportunities: • Getting copyright licenses from the government for running mega events which are aired on the AIR radio station and have been restricted to be aired on other private stations. we are very bullish. • With the coming of the many more new players in the radio industry each channels can position themselves quite different from others. • • • Launching a radio station with 24-hour news channel Tie-ups with BEST or railway authority for playing the FM in train and in bus. One has to constantly innovate. and gung-ho about this whole enterprise. if some station is targeting the health conscious people then their programming strategy will vary accordingly. The launch of Private Radio FM has managed to create a set of ‘New Listeners’ for the medium • The new radio stations which will come in future they can have venture with the college or university campuses. And can play their station which will exclusively provide with the information relating to that university/college campus. Brand building is thus much more difficult.

particularly those below the age of 25. As a result of unsustainably high license fees. . there is a fear of losing its brand loyalty. this growth rate is far from flattering. Apart from AIR. AIR is the biggest player in India because of its reach. They have taken very quickly to interacting with their favorite radio stations and RJs via email and SMS for song requests and competitions. Currently. all of whom have been granted licenses over the past 3-4 years. four players cumulatively generate annual revenues around INR 250-300 million. A few FM stations have been forced to shut down. which is set to increase at 15 percent per annum. against total operating costs of around INR 550-600 million. the sector has been reeling under heavy losses. It is dominated by the state owned All India Radio (AIR). there are 21 privately-owned FM stations in 12 major cities.9 percent. through a wide network of broadcasting centers and transmitters. This implies a marginal rise in radio's share in the advertising pie to around 1. set at levels significantly above their earning capacity.they can listen to music and get information on the move. So. INDIAN ENTERTAINMENT INDUSTRY FOCUS 2010 On Radio Radio is a mass medium and therefore ideally suited for India . the sector generates annual revenues of INR 2.• The biggest threat to private radio industry players is ALL INDIA RADIO. If one considers the private sector FM market in Mumbai. Given that a significant portion of the operating costs is the license fee. With no particular differentiation in the music. Younger audiences. which covers 91 percent7 of India's area and reaches 99 percent of the population. Today's busy teenagers love radio because it complements a faster-paced lifestyle . revenues would need to grow at over 40 percent annually to break even in the next three years. low charges.leveraging its twin advantages of wide coverage and cost effectiveness. government channel etc… • Because of the new government policies there will be more number of stations and then competition will also increase. This is one of the biggest threats it faces. as they could not afford to pay the annual license fees.2 billion and is growing at around 20 percent annually. Advertising is the sole source of revenue for radio in India. Given that commercialization of radio is still in a nascent stage in India. also have access to new technology like mobile phones.

Graph 2: Graph showing FM listeners across age groups (Source: www. In spite of such attractive statistics. compared to a global average of 8 percent. this sector has not been able to monetize its hold on the listener’s eardrums. radio has a 21 percent share of the advertising spend. the radio sector cannot and should not be satisfied with a growth rate in the low 20s. radio has a 13 percent share. It has less than 2 percent share of the total advertising pie in India. Further. in terms of its advertising spend. While consumption in India is still largely at home.televisionpoint. in Spain 9 percent and closer to home. Bridging the gap . in Mumbai and Delhi. We estimate that if its real potential is unlocked in India. 70 percent of radio listeners in these cities listen to FM radio all seven days of the week. According to market research.a clear indication of the vast commercial potential in India for this The Indian potential India has an estimated 180 million radio sets. In India too. The easy availability of FM radio sets at affordable price points (ranging from INR 40INR 150) is fuelling its mass penetration. However. it is the younger generation that is the key target audience vis-à-vis radio. radio remains a laggard. FM penetration is the highest in the SEC A segment and least in SEC D. Plainly. in Sri Lanka. In the US. commercial radio could account for approximately 8 percent of media spends in the short to medium term and up to 10-12 percent in the long term. 'the radio on the move' trend is catching on in urban and semi-urban areas. reaching over 99 percent of its one billion inhabitants .

the local retailer. needs to develop strategies to expand across the country and enhance business performance. FM radio needs to grow from the current 21 stations in 12 cities to at least 300 stations in 100 cities. 70 percent of all radio revenues come from local retailers. In other words. and only 30 percent comes from either national or international advertisers or from the network of advertisers. they have focused on mass entertainment to gather listeners.Due to the public-broadcaster nature of AIR and its socio-economic rather than a commercial focus. Local mantra The sales and marketing efforts of the major FM radio stations have focused on the large advertising clients. In its current form and structure. the designated regulatory body for radio. it is expected that the private FM channels will drive the future growth of the sector. in USA. To exploit the true potential of this sector. . It is hoped that clarity on revenue-sharing emerges. on its part. has proposed a transition from the existing license fee regime to a revenue sharing one. At an investment of INR 40 million per radio station frequency. the radio industry will not be able to attract the necessary funding. in India. In contrast. thereby turning India's promise into reality. This may be partly attributed to the FMCG-marketing background of some of the managers and partly due to the sales strategy of the multi-media groups that own most radio stations. Since the private FM channels need to survive in a commercial and competitive environment. to help the radio industry curb it losses. The industry. the total additional investment required will be INR 11 billion. the challenge confronting radio is to bridge the gap between the current growth trend and potential growth expectations. However. For example. its ad revenues are expected to grow at a moderate pace. but currently in India accounts for a small portion of the radio revenue pie. radio is a unique medium and the focus on large advertisers seems to be at the cost of its largest potential benefactor . soon. Hence. TRAI. retail comprises only 8 percent of radio advertising. The retail segment globally constitutes a large part of radio's clients and sales.

due to its ability to transmit a particular message over a small geographical area. which can be a great proposition for local retailers. In India.Graph 3: Pie diagram showing the profile of advertisers (Source: www. A high frequency combined with a moderate card rate (effective rates average between INR 500 to INR 900 per 10 seconds) provides an opportunity for retail players to promote their products and services cost effectively without fragmentation as in the case of national or even regional media. is a localized medium. The price differential between radio and television will vary depending on the area and the audience. there is a need to unlock the advertising potential in the retail segment. the cost effectiveness of radio advertising will be even more acute. advertising on radio costs just 15 percent that of television. by its very nature. with city/ locality specific target groups. the achievement of 60 percent of the result at 15 percent of the cost makes radio significantly more cost effective than television. Radio. Radio stations offer high frequency ‘opportunity to hear’ for the advertiser. . International research indicates that radio has 60 percent of television’s effectiveness at increasing campaign awareness amongst an audience of 16-44 year old radio listeners. While the price relativity for other audiences will vary. The retailer. where the cost of television advertising is more than seven times that of radio advertising. can be a major beneficiary of radio advertising.televisionpoint. Clearly.

While some radio stations are waking up to this reality. since many FM players are associated with larger. Besides. Creation of value packs Most of the programming currently being aired. Interactivity is a major content driver within the radio programming strategy. the advertiser base of FM radio is highly skewed. there is enough potential to create a library of recordings that can be used beyond a single show. mass-medium like radio. Ideally. whether music or not. such content can be exported for broadcast in other countries where the demand for Indian content is considerable. this potential is largely untapped. if the topics discussed are not affected by the 'regency' factor. Very little programming is developed to create any strategic intellectual property. . when re-broadcast. Creation of a good software library can become a source of competitive advantage for a radio player. This should not be the case in a localized.televisionpoint. with around 11 percent of advertisers contributing 60 percent of their revenues. However.Graph 4: Graph showing the revenue composition of radio Source: www. Creating specific IP whether in the form of RJs. Moreover. the advertiser base should be broad-based with a large number of local advertisers promoting their products. has little or no library value. saves the cost of producing new content and generates newer revenues by offering brand association with such a property at reasonably low rates. It is important for the radio stations to highlight the effectiveness of using radio for local level promotions and region-specific ad Presently. Such content. vertically integrated media corporations. cross media promotions could be an added incentive for the potential advertiser. programmed formats or around content areas could have the dual advantage of being re-usable in the future and being syndicated across other channels.

there is an urgent need to evolve programming towards differentiated content. these radio stations need not look beyond their walls to get valuable listener data.Niche programming Internationally. the pressure to sell airtime forced them to resort to the lowest common denominator . socio-economic or ethnic or combination of factors. most radio stations in India started off with a defined niche as well. The salary structure in radio is comparable to that of other larger media units. Since there is very little to differentiate between the various channels. These stations address specific audiences based on geographic. This me-too approach towards content has a direct implication on the marketing of the radio channels as any message or campaign carried by it runs the risk of being lost in the clutter. Very few have held on to the English format or even non-film content. However. Validation of niche audiences would enable differentiated client targeting with unique value propositions. Radio stations will need to start finding their own niche. the resultant effect is constant channel swapping by listeners. Hence. Hindi and mixed content. with listeners simply switching from song to song. Between them. Being localized. However. With limited sponsored market research done in this area. This is driven by the fact that radio stations hire people from high wage industries like television. Channels that address specialist listener groups need to emerge. The innumerable contests and interactive sessions on air bring in close to 30. Initially. Radio stations have traditionally grown by attracting specialized audiences.a valuable database that is currently under leveraged. these channels also meet the demands of local advertisers. a closer look reveals that even programmed loyalty does not exist. they provided the listener with a choice of English.Hindi film music. Manpower The most conspicuous item on the expense list is 'salaries'. In fact. content specialization has been a distinct trend in the evolution of radio. especially FM radio. It may also require a shift from mass marketing of the radio channels to marketing programs targeted at specific market segments.000 callers every day for a single channel in a city like Mumbai . like a radio station that caters to the African-American population of New York or a Malayalam channel with Indian content for expatriate Indians in the Middle-East. Channels that started out with English programming as a key differentiator have drastically reduced the total airtime dedicated to it. FMCG marketing or advertising. radio stations find it difficult to market their USP. This has led . Radio stations have not been able to generate any significant channel loyalty.

What the listener associates with is the quality of content. Branding is expensive and therefore. brands like Binaca / Cibaca and Bournvita were built on radio. Programs that are aligned to channel positioning can ride on the channel branding. India. but that does not necessarily translate into higher listenership. particularly in a market where lack of niche programming has resulted in constant surfing for songs of choice. While it is necessary to incur reasonable manpower costs in order to stay competitive and attract the best talent. innovative cost management solutions such as the right mix between live and recorded music could reduce production and salary costs. For example. with its diverse regional influences. . irrespective of their preference or affinity to the station. while other programs should develop their individual brands. The key word is 'association'. Brands that have spent more on marketing have a higher recall. Conclusion India's radio industry has a strong growth potential if mechanisms and policies are put in place to provide it with appropriate support. These programs rode on extremely successful content formats. Branding Branding plays an important role in establishing a strong channel and program association amongst listeners. But as the market matures and niche channels develop with defined target groups and unique value propositions. as has been the case with satellite the creation of a people-cost structure that is incompatible with the current size and revenue earning capacity of the radio industry. With privatization gathering momentum. Some private FM stations have incurred large costs on building merely 'Top of Mind Recall' for all listeners. Channel brands and programs will be associated with niche content and specific listener profiles that can be sold to potential advertisers. radio stations with limited budgets need to make a choice between channel branding and program branding. the increased number of private radio channels across the country is likely to transform commercial radio from an urban phenomenon to a national one. is in a prime position to take advantage of the growth potential of this segment. There is no doubt about the effectiveness of radio when it comes to building brands for its clients. What could work better for them would be a combination of two. branding exercises will become more meaningful. without diluting the channel positioning.

2% to reach Rs. According to CSO estimates nominal GDP growth for fiscal 2006 is estimated at 10. and growth rates of the advertising industry The Indian advertising spends. There is a correlation between the economic growth rates of a country i.34%. which lags behind other developed and developing countries Graph 5: Graph showing the ad spend across countries (Source: www. as a percentage of GDP. 30.e. with a nominal GDP CAGR8 of These different segments within the industry are at varying stages of growth and corporatization . During fiscal 2005. The nominal GDP for fiscal 2005 was Rs. cinema. television.636 billion.Advertising in India: India has been among the fastest growing economies in the world. the gross advertising spend in India is estimated at Rs 111 billion. and outdoor. is 0.94% over the last 10 years (1995-2005). and is expected to grow at 14. 127 billion by fiscal 2006 Segmentation in advertising The five key industry segments comprise print. the nominal GDP growth rate.sebi.

now has over 300 channels covering the Indian footprint.3% Table 1: Table showing media spends in the total ad spend (Source: www. radio manages to garner around 4-5% of the mass media spend.4% 0.4% 0.4% 0. It is estimated that in 2001.6% 41. Thus. which saw the beginning of satellite broadcasting in India.6% 46.5% 0.0% 43. The growth of the satellite television audience saw proliferation of a number of satellite television channels offering more choices to media buyers and consumers of entertainment. which did not give enough prominence to radio as a rich medium for entertainment and also for community development.5% 2. Reforms and proliferation of private players were the key reasons for this rapid growth of the share of television in the advertising industry. the television broadcasting business. TRENDS RADIO TRENDS IN INDIA & ABROAD: A MADISON INDIA STUDY It is ironical that while India has the second highest 9 penetration of C&S homes in the world. This growth was also aided by the economic liberalization program of the Government.7% 0.9% 2.9% 2. which started off as a single government controlled television channel.3% 0.9% 43. There are more than 6000 radio stations in US and even a developing country like Nigeria has 18 FM stations.3% TV 39.sebi.4% 0.7% Radio 2. especially since 1991. radio accounts for 20% of ad spend.0% 48.7% 2.2 Billion out of US$60 Billion spent . In some countries like Sri Lanka. Going by the International benchmark. even 150 stations across India is a sustainable proposition. resulting in growing ad spends on this medium.Media Spends as % of Total Ad Spend Year 2000 2001 2002 2003 2004 Print 49.0% 6. This can be attributed to misdirected policies by government.5% 7. American radio commanded US$3.7% 0.3% 40.4% 47.5% 6.2% Cinema Outdoor Internet 0.6% 8.0% The Indian television industry has grown rapidly. In most markets.4% 7. radio has suffered from shunted growth.

Radio Audience Measurement The question haunting most advertisers and media planners is regarding the audience measurement that will be adopted for Radio. Madison media estimates that by 2004. as they will have access to well defined captive audience. if one goes by Mumbai a special radio station dedicated to south Indians residing in Mumbai or a station that caters exclusively to college going population.on mass media. . Madison Media expects that the evolutionary pressures will prevail in India and radio stations will increasingly find their own niche. Such specialist channels will be ideal medium for advertisers. As it is early days in India. For instance. Radio stations that are part of established media houses would do well.Typically. emergence of stations that address only specialist audience groups .8. the concept of niche programming has not yet caught the imagination of the broadcaster and audiences find it almost impossible to distinguish one from another. media planners are quite at loss as there is inadequate information on this medium. radio stations have grown by attracting niche audiences (like a Hispanic channel in US or a Malayalam channel in gulf) and local advertisers. We expect the trend to continue for some more time till significant advertising monies are committed on radio. there are numerous issues facing the radio broadcasters. International experiences show two distinct trends in evolution of radio business Consolidation . we expect that by year 2004. This will constitute around 4 % of the enlarged ad pie. radio should feature in the media planner's radar as a serious medium. 600 crore. advertisers will spend around Rs. Specialization . For instance.Internationally. Today. Publications having strong city edition will do have an advantage as they already have infrastructure to marshal local advertisers and also keep a tab on the pulse of the city citizens. We expect similar consolidation exercise in India. the industry feels that these are mere start-up issues. in UK four media groups control nearly 60% of ad revenue. However. While growth of the radio broadcast industry looks exciting. station owners and advertising agencies on ad hoc basis are conducting research. there is a surge of activity when the media is liberalized but over a horizon of five to six years. In India. 500 crore on radio. consolidation is inevitable and stations groups are formed that controls most of the revenues. currently radio is able to garner less than 1% of the total ad pie of Rs. As of today.

000-person telephone survey. Radio Mirchi is the most popular station and is tuned by people in SEC A and B. these are many years away from being put to commercial use. followed by Hindi pop (40%). Almost 51% of the people listen to FM for an average time of one hour and another 39% listen to FM for a longer period of 1-3 hours. Sunday listenership is dramatically low with only 10% of the people tuning in to FM vs. People listen to FM at home (70%). The popular rating system for radio that is used in US is the Arbitron's RADAR (Radio's All Dimension Audience Research) audience report. RADAR report was based on a 12. the next round of RADAR plans to shift reliance from telephone survey to diary-based panel for data collection. Majority of the people listen to Hindi film songs (63%).Even internationally. Till recently. weekdays where the number of tune-ins is as high as 94%. In the mean time. Indicative surveys are being conducted and published periodically by research agencies. we suggest that advertisers should not ignore the media owing to non-availability of any established audience measurement data. Advertising agencies also conduct periodic dipstick surveys. Key Findings from Madison Media Research • • • • • • Radio has a reach of 56% and there is a distinct skew towards males. while driving (32%). The prime reason for inadequate advancement in radio audience measurement technique has been the small share of ad pie that radio commands and also the vast geographic spread. at public places (9%) and at the office (7%). radio audience research has not matured to the extent of television audience measurement. There has been some academic discussion on use of "meters" in radio sets to determine listenership. audience measurement technique for radio will improve and a currency will be established for buying commercial time and selection of alternatives. However. It measures National radio audiences and the audience size of radio commercials aired on 31 radio networks operated by large radio networks. We expect that over a period of time. Best Practices that have evolved in using the medium: . remixes (37%) and English pop (33%). Madison Media routinely undertakes studies on radio usage. However.

that nearly 85% of in-car audiences do not shift stations frequently. making radio a very effective medium. given the low penetration of ownership of personal cars in India. other studies indicate there is extremely low loyalty among in car listeners.studies clearly demonstrate that properties created on radio are cost effective and have advantage of high recall. Closer home. It is more important to understand that radio will be the best medium to target upwardly mobile high spending executives and businessmen. UK indicates. However. Most of these studies have been conducted in developed markets like UK and USA. Exploit Drive Time Audiences . There are mixed reports with regard to station switching behavior among in car listeners. It might take some time before the properties start to reward the advertisers and advertisers should be willing to fork out the extra premium now before the medium gets established. many successful service brands especially those in office supplies and financial services have benefited tremendously by judicious use of radio. However.the traditional bastion of radio has been the "In car" listening. . However. Studies have demonstrated that in-car listeners are light consumers of other media like television. Create Unique Properties . "Binaca Geet Mala" on radio was as one of the best media properties. they are invaluable in providing directions and we at Madison Media have distilled these findings. It will be incorrect to directly transplant those learning are in Indian context. contrary to popular myth. adapted to Indian context and arrived at set of best practices for radio advertising. A research by Radio Advertising Bureau (RAB). The most impressive in this genre of research has been the Radio Recall Research (RRR). we do not expect car owners to be the largest audience for radio. To create such high decibel properties.While the audience measurement is still in infancy. It is not important whether in-car listeners will form the bulk of listenership base. which tested 1200 commercials with 200 respondents per commercial. International experience suggests that music oriented properties targeted at youth last long and provide immense benefit to advertisers. users of radio as an advertising medium can benefit from extensive work carried out in area of media effectiveness. it is undeniable that for brands that target at affluent section of the society need to be actively associated with radio. A study by Voice of British Advertisers shows that radio is the most effective medium to target businessmen. In other markets. In any case. advertisers should be willing to enter early and commit long term investment. This exhaustive study was conducted in early 1980s and subsequent research added to the body of available knowledge.

This study involved nearly 5500 interviews in continuous research to track awareness and attitudes to 17 brands. there is evidence. shows that three out of four consumers who watch a television spot will "replay" the visual image mentally when they hear a radio commercial for the same brand. The media tested were Commercial Radio and television in the Central Region of UK.apart from RRR. As in any other media. spots of 45 seconds or more were effective. Copy variation can offset this fatigue and it is suggested to have three variants of the same theme. The ads that were repeated too often were disliked. on an average. the efficiency of the campaign in building awareness increases on average by 15% as shown in table below: (Source: rab. ads that were liked had higher . In general. As can be fathomed. These tests also indicated that listeners were able to create and keep images fresh and top-of-mind even when engaged in other task. and in general. used in conjunction with a television campaign. radio can be advantageously used in creating sonic elements of a brand.studies have clearly established that length of the commercial had a positive impact on the advertisement. as one need not air the complete commercial to register recall. The broad findings of the study proved that radio was. It is through imagery transfer that radio creates a synergy with television. Moreover. Though airing multiple variants is recommended. Effective Radio Copy Management . it proved to be an effective medium. Radio Multiplier Effect . fatigue factor is high with radio commercials. where aural brand elements are used is very effective in sustaining brand's recall (tring tring of Britannia). if 10% of a given television budget is re-deployed onto radio. Creation of sonic branding reduces long term cost of advertising.Exploit Imagery Transfer . Millward Brown conducted the study across October 1999 to April to find out how effective radio advertising can be relative to television. three-fifths as efficient as television at driving advertising awareness amongst radio another monumental study is the Millward Brown study on radio multiplier effect. which state that simultaneous airing of more than 5 executions leads to decay in effectiveness. RRR studies also indicate that more brand mentions in the commercial were good for ad recall and was more effective when the brand was mentioned early in the advertisement.A study by Statistical research Inc. Recent studies have shown that Sonic branding. Another series of studies called "distraction study" tried to simulate the fact that radio listening is always secondary activity. This is called Imagery Transfer.

Of course. This is happening because one player is allowed to own only one station in every city. However.The study highlighted that radio effectiveness result was achieved at one-seventh of the cost. people frequently switch between stations leading to listenership fragmentation. the study makes a strong case for advertisers to divert a small portion of their TV budget to radio. Most of them play popular film and pop music and very few cater to the niche audience such as English rock music lovers or Indian classical music lovers. Conclusion Radio offers tremendous opportunities for advertisers and media planners need to explore various options by which they can effectively use radio in their media mix. Advertising is a discretionary expenditure and is the first one to be pruned in case of an economic slowdown. This will provide an opportunity for the market to arrive at the final verdict on the effectiveness of the medium. Thus the FM radio operators are not willing to take a risk by not catering to the mass segment. Competition from satellite radio . Little differentiation between different FM radio stations The content played on different FM radio stations is very similar in nature. This would adversely affect the radio industry. this cannot be taken as a thumb rule as there will be wide variance between rates in U. Conversely. The radio stations are free to air and do not garner any subscription revenues.K and other markets. broadcasters need to develop the market by being more responsive to the advertiser's needs. FM RADIO INDUSTRY: RISK FACTORS Economic downturn10 The FM radio industry derives almost all its revenues from advertisement. thus making them totally dependent on advertisement revenues. Besides this. the major marketers advertising on radio may cut their ad budgets in case of an economic downturn. Thus. This is hurting the growth of the FM radio industry as people who prefer niche music genres are not tuning into FM radio.

Besides this. FM radio is limited to a small range around the transmission site while the satellite signals cover the entire country. satellite radio has high subscription charges whereas FM radio is free to air. radio’s turn could come in the next 10-15 years. This favorable treatment meted out to satellite broadcasters may adversely affect the growth of the FM radio industry. In fact. however. However the broadcasters can enter into a voluntary agreement with Phonographic Performance Limited and The Indian Performance Right Society Limited at high rates or under the rates determined by the courts of law to minimize their expenses. ending the period with 164. But with analog TV likely to be switched off in India in the next 5-7 years. enabling the broadcast of multiple radio stations. Intense competition . High music royalties FM radio broadcasters have to pay high royalties to the music companies for the music content procured from them. Norway is the only country that has formally announced a cutoff date. There is efficient utilization of spectrum in case of digital broadcasting. FM broadcasters cannot broadcast news and current affairs 24 hrs a day whereas satellite broadcasters can do so through a dedicated station. Threat from digital technologies Digital broadcasting technologies like Satellite/Digital Audio Broadcast (DAB) using the FM band and Digital Radio Mondial (DRM) using the AM band are becoming popular worldwide. the current satellite broadcaster in India is offering multiple channels. However. WorldSpace lost 8. the satellite radio broadcaster WorldSpace operating in India has not been able to meet with much success.902 subscribers. a few countries are looking at a total switch off of analog broadcasting (FM/AM) by 2020 or so.Many of the restrictions that apply to FM radio broadcasters do not apply to satellite radio broadcasters. digital receivers are more expensive than analog receivers. However. The quality of digital broadcast is better than analog transmission. in India. In Western Europe. Satellite radio broadcasters do not have to pay any license fee whereas FM radio broadcasters have to pay 4% of their gross revenues as license fees. At present. multiple channel ownership by a FM broadcaster in the same city is not permitted.713 net subscribers during 3QFY07.

All these industries are expected to witness robust growth in the years to come.2% in FY06 and FY07 respectively. The size of the radio industry is projected to increase at a CAGR of 28% from Rs 5 bn in 2006 to Rs 17 bn by 2011. real estate firms and retailers. little differentiation between the FM radio stations and intense competition. It grows at a faster rate in such buoyant times. there are many risks that could derail the growth of the FM radio industry. The real estate industry is projected to grow at a CAGR of 25% in the next five years. All of them are clamoring for the same advertisers. the advertising spend is expected to increase to Rs 367 bn by 2010 from Rs 227 bn in 2007. The share of radio in the total advertising industry increased from 2.5% by 2011 as per the FICCI-PwC report on the Indian entertainment and media industry. More than 90 channels across various languages and genres are being launched this year. This is further expected to increase to 5.There is intense competition between the FM radio operators operating in the same city. Robust growth of the Indian economy The Indian economy has grown at a robust rate of 9% and 9. the media planning and buying arm of advertising group Publicis. The number of FM radio stations has increased dramatically leading to a proportionate increase in the demand for trained personnel. Organized retail industry is projected to grow at a CAGR of 40% in the next five years.4% to 3. Thus.1% during the same year. Due to this attrition and poaching have become wide spread. Radio industry: Growth drivers Fastest growing segment of the media and entertainment industry The radio industry recorded a growth of nearly 58% in 2006. Demographics . As per a study conducted by ZenithOptimedia. Radio industry should be a major beneficiary of the high growth in these sectors. We feel that the major risks are a potential slowdown in the economy. listeners and need to procure similar content. The advertisement industry is a proxy to India’s high economic growth. Beneficiary of the buoyant growth of major advertisers The major advertisers on radio are the entertainment channels.

The reserve OTEF was 25% of the highest valid bid for that city. TAM. Thus there is huge potential for the radio industry to benefit from an expected increase in the share of local advertisements. Research may cover larger number of cities in the years to come. Mumbai and Bangalore. In the phase II policy. The content on radio primarily comprises of film music. The quality of music produced is improving which augurs well for the growth of the radio industry. Local advertising Globally. a localized medium like radio can be effectively used for local-level promotions apart from being bundled as part of cross-media promotion strategies. the local retail segment constitutes a large part of radio's advertising income. while local advertising contributes 70% of radio revenues in the United States of America. has recently ventured into radio audience measurement through a study called RAM (Radio Audience Measurement). Marketers generally wait for adequate research data to emerge before committing large spends to any medium. The study is currently restricted to the cities of Delhi. Phase III policy . As per the CII-KPMG report. The Indian film industry is getting more organized and receiving more institutional funding. Availability of listenership reports is bound to support and attract larger spends from marketers. a revenue sharing formula was introduced whereby radio companies had to pay a fixed annual license fee of 4% of gross revenues or 10% of the reserve OTEF (One Time Entry Fee) whichever is higher. Reduction in license fees The Phase I policy for the privatization of FM radio had a very high fixed license fee structure with an annual escalation of 15%. Availability of listenership data Leading TV viewership research company. Ideally. 55% of the India population is below 25 years leading to an increase in the audience of the radio industry. in India. the share of local advertising is only about 8% of radio revenues.The target listeners for the radio industry are the youth.

Though the radio industry has many growth drivers. Instead of working against television which was virtually impossible radio companies began working with them. Radio is that medium of the single sense and frees the imagination. While TV pulls the big audience. Radio is now the third largest mass advertising media trailing newspapers and of course television. because they are either bored or lonely. Radio reaches 77 percent of consumers. and sports. the Government will open up as many as 700 channels in the Phase III as per some media reports. started his career in radio and concluded. Although television has shifted much of the audience away from radio it is undisputable that radio is always there. Radio is broadcasted everywhere twenty-four hours a day and always has the breaking news. This could result in radio getting a larger share of the advertising spends. much like television. Walter Cronkite11. talk. we shall outline the risks to the growth of the radio industry. In the next article. Radio advertising became increasingly difficult with the dawn of the television era which prompted the need for new ideas to reach the audience. there are various risk factors also that could derail the growth of the radio industry. It's radio that's there when disaster strikes. a famous broadcast journalist. In the early to mid 90s Fox was having trouble obtaining the younger audience that they wanted so they looked to the radio. all day.It is expected that after the completion of Phase II Policy. This phase will witness licenses being awarded in smaller towns. Unlike many other mass mediums radio is much more personal and friendly which attracts large audiences. Radio audiences have concluded that they listen to the radio. it's still radio that's there virtually every place. which is remarkably comparing with the competition. and 80 percent of the younger audiences daily. entertainment. Radio as an Advertising medium: Radio advertising is one of the earliest and most popular forms of advertising in today's world of mass media. . During this time the younger audience was one of the radio's highest audience percentages. all night. Although radio did take a severe hit when the television was introduced into average households they still managed to make a comeback. "Radio has its own special strengths and contributions." Nearly 98 percent of people listen to the radio primarily for news.

reached out to its target audience of women making dinner choices by using radio during 4 to 5 pm time slot. For example. Radio's flexibility is also evident in its willingness to participate in promotional tie-ins such as store openings races. Most people listen to the radio at one time or another during the day.Advantage of radio: The most important advantage radio offers is its ability to reach specific audiences through specialized programming. Of all media. • • • Permits you to create a personality for your business using only sounds and voices. This flexibility allows advertisers to adjust to local market conditions. radio has the shortest closing period. And because airtime costs are low. radio can be adapted for different parts of the country and can reach people at different times of the day. In fact. For example. Known as drive time. a local hardware store can quickly implement a snow shovel promotion the morning after a snowstorm. current news events. In addition. Radio may be the least expensive of all media. the most appropriate role for most radio advertising in a supportive one. Rates can generally be negotiated. the costs of producing a radio commercial can be low. particularly if local station announcers read the message. for instance. • Permits you to target your advertising dollars to the market most likely to respond to your offer. and even weather. Free creative help is usually available. Copy can be submitted up to airtime. Radio offers advertisers flexibility. . In addition. these radio time slots provides the best audience for many advertisers. Advantages: • A universal medium. Pizza hut12. extensive repetition is possible. at work. and so on. radio is the ideal means of reaching people driving to and from work. Can be enjoyed at home. and while driving. Radio's low cost and high reach of selected target groups make it an excellent supporting medium.

During the past ten years. radio ads must be repeated to break through the listener's "tune out" factor. Therefore. radio is having a lot of disadvantages for any educational communication. Disadvantages: • Because radio listeners are spread over many stations. Ads are an interruption to the entertainment. if an educational program is broadcast then the people who do not have good listening skills cannot understand it. Lack of visual aids is the major disadvantage of radio in educational communication. could take a little bit The line could get fuzzy. • • Not as fast as using a phone. or not clear Basically in any educational communication. Because of this.• Least inflated medium. Moreover. radio rates have gone up less than other media. • Radio is a background medium. • • Listeners cannot refer back to your ads to go over important points. body language also plays a very significant role in understanding the point of view of the other person and it is not viewable in radio communication. which means your ad has to work hard to be listened to and understood. In the case of radio. multimedia presentations or hard copies to better understand the discussion. for making it more persuasive and effective visual aids are very important. Strategic Roles of Radio . • Advertising costs are based on ratings which are approximations based on diaries kept in a relatively small fraction of a region's homes. Most listeners are doing something else while listening. There are a lot of people who want visual aids like whiteboards. Another thing which is very important in educational communication is to get feedback and analyze the interest of audience which is also not possible in radio. to totally saturate your market you have to advertise simultaneously on many stations.

its key strengths were seen as primarily tactical . radio can work in a complementary way to other media. or to include additional information. while the traditional strengths still apply. . This means that the young people do not have to wade their way through extensive reading material before they even know what the proposition is. most conspicuously in the form of a Sonic Brand Trigger. With TV it is traditionally used to add to the length of a campaign or to fill weeks where there is no TV activity .fast turnaround. Dominant share of mind Share of mind can be described as the extent to which a brand makes itself salient within the consumer's mind .As Commercial Radio developed in the early days. because levels of ad avoidance with print are so high. because of their inexperience. radio is increasingly being used for strategic roles. Support to other media Young people are of course consumers of several media. To press. like TV. radio above all adds intrusiveness. and campaigns which use only one medium can miss out on the "media multiplier effect".for example. Radio can also. Because of its inherent can also be used to explain products or services in more depth. or a promotional offer.for services or corporate advertising this can be very valuable in adding personality and tone of voice. Brands in fast-changing areas like retail or financial services often use radio for its ability to put over several different messages as an overlay to a core TV campaign (multiple executions in radio are very inexpensive compared to TV). Radio is particularly useful for this as it uses the human voice in real-time. often need the benefits of products or services explained to them before they can make a decision to purchase . These days however. Brands like the Carphone Warehouse13 have used this unique characteristic of radio to develop an unassailable lead within their category. bring things to life . The ability of radio to create dominant share of mind is a product of its intrusiveness and the high frequency with which ads are broadcast. and/or high levels of competitive activity.this is often the most challenging task in sectors where there are several topparity brands. a bank account. low capital cost and local flexibility. Young people. Radio also works exceptionally well with TV if there is creative synergy.

because radio is a real-time intrusive medium. tone of voice etc. young people begin to move away from their parents' world of choices and preferences. involvement. and are strongly influenced by relevance of the brand or product advertised. and to set up their own world independently. Radio. they have to sit through the full length of any ads which are for irrelevant products. Inevitably this means that some media are seen as outside that independent world . since they expect most ads to be irrelevant to them. films. concerts Vague/ not relevant: Memories of ads for local garages. It would follow that. and when they are not. However. outlets selling favored brands. Radio Advertising The evidence from the qualitative research is that young people feel their local FM station is aimed at people like them. allows the advertiser to speak from inside the so-called "youth fortress" As the respondents said in the research. that most advertising is aimed at adults. care must be taken in the creative work to overcome this expectation . surprise. Tone of voice is a key area with radio: young people can tell when they are being addressed as equals.through linking to the relevant topic.they feel. but the advertising is not . probably quite correctly. they feel as though the people on the radio treat them like adults . Tone of voice is a key issue with advertising strategies in this territory. e. cars and insurance companies .Speaking from inside youth culture As the qualitative research illustrates.leaving their parents out of the equation. .newspapers for example. as a personal "me-medium".little or no specific detail remembered Sonic Brand Triggers: Much evidence of children's ability to pick up on musical SBTs and sing them out loud Consideration It seems clear from this analysis that children are very selective in their attention. There was evidence of three sorts of advertising memories: Relevant: Ads which mentioned areas or names of specific interest.g.

Gwalior. However. Mangalore. Warangal. Kannur. Jabalpur. Varanasi. "One Two ka Four". Radio Indigo is the only radio station in the country that plays contemporary international . Virag the recipient of the esteemed Stardust Award for standout performance as a lyricist is from advertising background. the programming is now 100% exclusively Hindi. Nagpur. Rajkot. Mysore. "Mera Wala Gana". The channel is owned by Kalanidhi Maran. Vijayawada. 2009 and re-branded all its stations to Red FM except for the ones in Tamil Nadu.9% stake. The most widely broadcast shows include "Morning No. Aurangabad. "Superhits Music Show".5 megahertz in the cities of Mumbai. RADIO STATIONS ACROSS BANGALORE: Red FM: Red FM is an Indian FM14 radio brand. "RDX". Shillong and Aizwal. Ahmedabad. Gangtok. NDTV.9FM15 . Guwahati. as well as minority holdings of Hyderabad-based IT company Value Labs. Jaipur. Soul of Bangalore is the country's first and only international hit station. Starting August 14.5 Virag Mishra joined the team as a National Creative Head. Astro. Trissur. Vadodara. with stations broadcasting at 93. "Mumbai Local". It was acquired from India Today promoter Living Media in January 2006. Delhi. Radio Indigo: Radio Indigo 91. Kanpur. Vizag.1". Lucknow. Trivandrum. Nashik. Bangalore. This is a Jupiter Capital venture. even for seemingly irrelevant brands. Allahabad. Jamshedpur. Hyderabad. "Dilse". In one of the recent developments at Super Hits Red FM 93.Young people pick up very strongly on musical Sonic Brand Triggers. It was launched in 2002. Gulbarga. Kozhikode. 2009.The color of music. Rajahmundry. Kochi. Asansol. "Indore Beats" and "Nomoshkar Kolkata". S FM took over Red FM in August. Bhubaneswar. Kolkata and Pune in addition to Bhopal. S FM or Suryan FM was re-branded into RED FM across 38 cities in INDIA. playing a mix of Hindi and English songs. Tirupathi. Indore. Siliguri. Their punchline is 'Baja ate Raho' (Keep Playing). with a 48.

Radio Indigo caters to Bangalore and Goa's long-standing tradition and a vibrant community of music aficionados. heard all across India. Of course the audience hears favorites like Rohit Barker. Playing all the hits all the time. Ryan Seacrest. it uses the 100. The signals of this station are very strong and it catches till the far villages. it operates on 102 megahertz. jazz. In vizag. This government owned enterprise. It operates in Bangalore as well with a frequency of 101. Christabel.9 megahertz and in Vijayawada it operates on 102. It’s International with an Indian soul. it operates on 102. Michelle and Allen Kepler. AIR FM Rainbow: AIR FM Rainbow. It was earlier called FM Metro. And they are so exclusive that they are broadcasting only to Bengaluru and Goa. Having headquarters in Bengaluru.2 megahertz.1 megahertz. it operates on 102. Saggy. In Mumbai. hip-hop. the name was changed to FM Rainbow in 2002. The station is talking to all those who reflect the Youth and love music.3. world music and much more. features Hindi and regional language songs and occasional English songs along with hourly news bulletins in English. it operates on 107. It plays .9 has now emerged as the hottest radio station connecting to the most happening International music from around the world. run by All India Radio16 is a national radio station. Radio Indigo 91-9 has evolved to brilliance through bigger promotions & prizes. Radio Indigo 91. The station has today become a house-hold name and those who have grown to love the station are sneaking it in their homes. it does not stick to music of just one language. In Hyderabad. But like all good things in this world. In MP. it operates on 101. In Delhi.1 megahertz in Hindi cum. it is also known as "Rainbow FM". regional language and also in Hindi. The listeners are exposed to a prescribed dose of music or whatever gets their groove. The channel plays various genres of music unlike private MHz slot. The station plays a vibrant array of genres like pop. but the new cowboys on the bandwagon are Kenny Jones. English language covering more than 12 districts of Madhya Pradesh and 21 Suburbs in Bhopal City. Sriram. cars and office.6 megahertz and AIR FM Rainbow Delhi is the only FM Channel to be aired in as many as ten cities. Suraj and Shweta taking their shows to the extreme and rocking the studios literally. In Bhopal. In Lucknow. classic rock. Melodee Austin.

was formed in technical collaboration with the Virgin group. You asked for it. In Delhi. Radio pet house. this radio channel is also known as "Rainbow FM". Aditi and Sohail. AIR FM Rainbow is heard on 102 megahertz. The company entered the private FM radio market in the four main cities of Delhi. It has many western music programs like Time Out. In Mumbai. It plays the latest hits. it uses the 100. Some of the radios Jockeys of AIR FM Rainbow are Altaf. Mumbai (since January ’07). FEVER 104 FM: In 2006. In terms of TSL. Footloose. AIR FM Rainbow operates on 102. India's youngest.ghazals. Bangalore and Kolkata with the brand Fever 104 FM. AIR FM Rainbow operates on 102. In vizag.6 megahertz and AIR FM Rainbow Delhi is the only FM Channel to be aired in around ten cities. Wicked Hour. it operates on 107. Mumbai. soundtracks as well as English songs. Just for you. Fever 104 FM is a contemporary hits music station that plays a mix of regional. Almost all the radio jockeys on private FM channels once started with FM Rainbow.1 megahertz in Tamil language covering more than 12 districts of Tamil Nadu. National Radio Station in Trichy. The popular slot for English music called Radio Raptures on AIR FM Rainbow is aired everyday from 7am to10am and from 10pm to 1am and it has earned a very good audience with the passing years.2 FM station in Delhi on the popularity charts. Live wire Plus. FEVER 104 FM17. Raunak. 1 position in Mumbai and Bangalore leaving behind all the other FM channels in these cities. Bangalore (since March ‘07) and Kolkata (January ‘08). Fever 104 FM. Matchless music hours.7 MHz slot.1 megahertz. owned by HT Media Limited. Wasim. Fever 104 FM has surged ahead with a total time spent listening of 386 minutes. Bangalore and Kolkata. Take off. Sunny. national and international hits. It is No. all the time across the cities of Delhi. all day. a rare occurrence in Indian radio channels. hippest and most happening Radio Station that plays more music than any other was launched. In Tamil Nadu. . Mumbai. It has gained the No. Fever 104 FM with its tagline ‘It's all about the music!’ entered the FM radio market in key Indian cities. Rainbow is one of very few Indian radio channels which air Western Music and the western music slots are really popular with listeners. while in Lucknow. not only this it also has classical music shows. the channel's rise has been meteoric. with its signature property of 40 minutes non-stop music. It is available in Delhi (since October’ 06). In a short span of three years.

the government decided not to renew contracts given to private operators. Jabalpur and Jaipur. Mumbai. The initiative got a good response. It was known as Go 92. AIR. it is promoted by Bennett. let’s know a little about Radio Mirchi. Delhi.0 MHz’s. It is a joint venture between Mid-day Multimedia and BBC Worldwide and operates in 7 metros namely Mumbai. operating in various media segments such as print media and television broadcasting. The original avatar of Radio Mirchi was Times FM.5 FM and was broadcast on 92. Hyderabad. a government undertaking. Times FM. Radio One and the Bangalore Traffic Police. In the city of Bangalore. Limited (BCCL) which is one of the largest media and entertainment companies in India. Delhi. Before we begin. who developed their own program content. till June 1998. Kolkata. It is owned by the Entertainment Network India Ltd (ENIL). Kolkata. and Rahul Dravid encouraging the public to carpool. was the only radio broadcaster in India.3 MHz in all cities except in Ahmadabad where it broadcasts on 95. Radio Mirchi: Radio Mirchi19 is a nationwide network of private FM radio stations in India. The Times Group operated its brand. Until 1993. Indore. Until 1993. Soon the service of Radio One will also be started in Bhopal. Chennai. All India Radio or AIR. 2006 in Mumbai before going national in 6 more cities. Coleman & Co. Pune and Ahmadabad. It sold airtime blocks on its FM channels in Indore. Times FM was probably the most famous radio in India which began its operation in 1993. was the only radio broadcaster in India. which is one of the subsidiaries of The Times Group. After that. Radio Mirchi began operations in 1993 in Indore. and by the end of May 2009. who developed their own program content. The station broadcasts at 94. a government undertaking.Radio One: Radio One18 is a radio station in India. The government then took the initiative to privatize the radio broadcasting sector. It sold airtime blocks on its FM channels to private operators. 10.5 MHz in Mumbai till 2006. The Times Group operated its brand. .000 people are said to have carpooled in the city. Bangalore. It was launched on June 8. The government then took the initiative to privatize the radio broadcasting sector. Vizag and Goa to private operators. launched a carpooling drive which is has involved celebrities like Robin Uthappa.

The success of the website reflects the overall popularity of Mirchi. The survey had 1.5 million participants. 1 media brand. Playing contemporary hits songs Radio Mirchi has always been the No 1 choice of listeners. Shankar Mahadevan. Louiz Banks. While the parentage of the idea was that of Mirchi. The survey was conducted by Metrix Labs and AC Nielsen. Over the years Mirchi have established two important landmarks i. IRS 2009 reiterates the same as Mirchi has more than 41 million listeners across 32 stations. In December 2008. ahead of iconic brands like The Times of India and Star Plus. This unique honor was bestowed on Mirchi by the Pitch-IMRB group's survey of the top service brands of the country. Mirchi was voted the No. Sonu Niigaam.Times FM. After that. Sadhana Sargam. till June 1998.: The Mirchi Kaan Awards acknowledges and honors the contribution of individuals and organizations that have led the way in developing clutter busting radio advertising. would make any recipient proud . During the year. It has been recognition of the brand popularity and the creative talent behind the brand. the design was created and crafted by the music fraternity itself. . However in the SEC D & E segments Radio Mirchi has total domination. it won a plethora of awards. Radio Mirchi is the number 1 radio brand in the private FM space. However in Kolkata they are not clear leaders in SEC ABC segments. This endorses the vote of trust that the brand has built amongst its listeners.e. the brand. Its market share in revenue terms remains in excess of 40% of the private FM industry. Javed Akhtar. As per Brand Reporter October 2009 issue Mirchi was recognized as one of the game changers of the decade in the radio industry. Lalit Pandit. It's the largest private FM Radio operator in the country in terms of number of operational stations and revenue. The jury led by Chairman. The SEC ABC segments were earlier dominated by Big FM & now by Friends FM. Mirchi’s website was voted the most popular TV and Radio site in India. Kavita Krishnamurthy. Radio Mirchi has been dominating in Delhi & is the leader in Mumbai and Kolkata.the other members comprised the best in the industry: Prasoon Joshi. As per the Radio Audience Measurement Reports (RAM). Its lead over its nearest competitor is more than double. The awards have been instituted to encourage continued creative focus on radio advertising. the government decided not to renew contracts given to private operators. Anu Malik.

It was launched in Hyderabad in March. Rakeysh Omprakash Mehra. This is the only private FM radio station which is being broadcast from Srinagar and Jammu in Jammu & Kashmir state. Radio City: Radio City20 is a FM radio station in India. songs. and other music-related features. Jonzie Kurian and Suresh Venkat.7 is a nationwide private FM radio station in India owned by Indian businessman Anil Ambani21. 2001. The Chief Executive Officer is Ms Apurva Purohit. 700 to 800 million in the current fiscal year to set up 16 FM (Frequency Modulation) stations across India. It launched with presenters such as Rohit Barker. Radio City has launched Fun Ka Antenna Online Radio Station which plays hits across genres including International. This initiative has already reached hundreds of schools across the country.0 in most cities) megahertz from Mumbai (where it was started in 2004). The station has been criticized for multiple format changes and presenter lineup. It broadcasts at 92. Over the years.PlanetRadiocity. in Chennai on July 7th 2006 and in Vishakapatnam October 2007.7 MHz (92. Radio City recently forayed into New Media in May 2008 with the launch of a new mega music portal . Suresh Wadkar. 2006.Kailash Kher.e. Indipop and Sufi among others. the station had been steadily losing popularity with the launch of newer stations in Bangalore. “audio books”. 2006 it has announced plans to invest Rs. Bangalore (started first in 2001). Darius that offers music related news. Lucknow and New Delhi.7: BIG FM 92. It broadcasts on 91. it covers 45 cities. This initiative of ‘Listen to my movie’ has been felicitated with one of the most prestigious Readers Digest Pegasus CSR Awards in the ‘Silver Category’. videos.1 (earlier 91. It plays Hindi songs. Recently as of July.7FM). Bollywood. As a part of its CSR Mirchi initiated a program to improve the quality of life of the visually impaired and the company came up with an initiative i. The jury set tough standards. BIG FM 92. The Radio station currently plays a mix of Hindi and Kannada music. Ramesh Sippy and Kunal Kohli. English and regional songs. Radio City Bangalore is India's first private FM radio station and was started on July 3. . Currently.

from primary to higher education. infrastructure and licensing. women.000. BIG FM included Singapore.It has made an announcement to invest Rs.000 dedicated to transmission equipment.3. in its broadcasting network. while entertaining the public. Radio Active will seek to reach out to Bangalore’s masses on issues concerning health. Radio Active: Jain Group of Institutions (JGI)22 is a conglomerate of 35 mission driven institutions that spans the gamut of education.000. the first city outside India. Inspired by its dynamic founder and Chairman Mr. the JGI family is principled. JGI has taken the initiative to launch a community radio station serving the cause of progress and development of the community at large. social issues etc. Its vision is to contribute leaders to a vibrant and responsive India. 4. in turn seeking to inform. . JGI draws on the essence of tradition and sophistication of modernization to educate the professionals of tomorrow. development. R Chenraj Jain. and charitable schooling to professional courses. national and local issues. Its mission is to provide excellence in academic education and focuses on the holistic development of the individual. to use technology and human enterprise in tandem to help create a meaningful and proactive social ambience where interdependence becomes mutually supportive and to focus on a universally responsive India. In keeping with its tradition of promoting the welfare and betterment of society.3FM’. scientific awareness. under the name of 'BIG Bollywood 96. environment. Life Banao". It broadcasts its programs daily from 5 to 8pm on XFM 96. 2008. The community radio station. to sensitize society to global. Its main tagline is "Suno Sunao. proactive and visionary. The Vision behind Radio Active is to empower every individual in society to become a winner and an achiever by harnessing and nurturing human potential. educate. From July 1. which would make the proposed network the largest ever.