MxMIndia

Category: RADIO

  • Monica Nayyar Patnaik's end-of-year wish list for FM – players and listeners too.

    The Anchor: 6 wishes for Santa Claus from the radio industry

    By Monica Nayyar Patnaik

     

    #1 No ambiguity in FM Phase III:

    There has to be absolute clarity on phase III, and it must happen soon because every time there has been a delay for some or the other reason. I also hope the number of bidders is high and that it is easy for everyone in the industry to pitch in.

     

    #2 Music and copyright issue resolved:

    There is still a question mark on music royalty and copyright issues. It must be sorted out soon, not just with one or two major players, but with other players as well, big and small.

     

    #3 Ad pie of radio should increase:

    Radio is a mass medium, we are reaching out to a lot many people and now with mobile phones the FM radio penetration has only grown further.

     

    #4 Better technology:

    We need to be very clear on the technical aspect in terms of frequencies; it would be helpful for the listeners in getting a variety of niche programming and so on.

     

    #5 Improved listenership survey:

    It is very important for the entire radio industry. RAM is present in only four metros today, it must be extended to other cities as well.

     

    #6 More talent:

    Better training, their awareness running on air, behind the scenes in production. We need to give more opportunities to the production and technical talent pool as there is a lot of scope with more channels and frequencies coming in.

     

    Monica Nayyar Patnaik is Joint Managing Director, Eastern Media Limited.

  • While some marketers don't think it's unethical and the practice is good money for FM stations, will RJ mentions escape the regulator's ears?

    Should ‘RJ Mentions’ be regulated?

     

    By Robin Thomas

     

    Long relegated as being the poor cousin of other vibrant forms of media – namely television, print and digital – on the popularity and ROI front, radio today is increasingly engaging in an exercise that is alleged to be aiding the medium in reviving its dwindling fortunes. Though one may argue that this exercise was being pursued since the birth of the medium in the country, it is the ubiquitous manner in which it is being persisted upon by radio stations that is a cause of worry.

     

    RJ Mentions, a term that is becoming synonymous as an alternative form of advertising by the radio players and clients alike, is a phenomenon that has taken the industry by force. While the practice seems to be a fair one for the radio stations, who see it as just another way of promoting a message or cause for a client, questions are being raised on the misuse of the popularity of the RJs, who are known to influence the buying patterns of the listeners.

     

    Adding to the worry is the fact that radio stations fail to put a disclaimer along with the promotional message, leading many to term the move as being a “paid news” initiative. That leads one to the moot question: while the print and television players face flak over flashing “paid” news, how could a high-decibel medium like radio go scot-free in delivering the same?

     

    Is it because the medium is so under-valued that authorities are failing to take notice or is it that there are no clear-cut rules that define what is permissible and what is not leading to the players engaging in the “questionable” exercise unhindered?

     

    Agreeing to the use, or rather abuse, of RJs for promoting a brand, a source from a leading radio station, requesting anonymity, said that it is a practice that is being pursued by most players. “RJ Mentions play an important role in the radio business as it brings in more revenues to the station. Radio stations usually charge 4-5 times more than the regular radio ads for RJ Mentions, depending upon the cities and the RAM and IRS figures.”

     

    Another senior industry official, again requesting anonymity, agreed that while the practice is being followed, it is important for players to issue “statutory warnings or some kind of disclaimer, particularly on sensitive issues like health and insurance. “Radio stations must indicate ‘RJ Mention’ as advertisement and treat it as such otherwise it is deception. If the RJ does not know what he is testifying is right or wrong, then it is an act of irresponsibility by the RJ and the radio station and therefore, it is unethical.”

     

    As an industry veteran and having donned advisory hats across mediums, Paranjoy Guha Thakurta seems unconvinced of the tactical advertising route being adopted by the radio players. “The issue of credibility is very important and if that credibility is damaged, it becomes very difficult to regain the trust of the listeners.” When asked whether it was right for radio stations to charge exorbitant fees for such an exercise, he asserted: “If radio stations take money for RJ Mentions then it is completely unethical because it is as corrupt a practice as any other corrupt practices.”

     

    But amidst all the brouhaha over what is right and what is not, it is important to understand the perspective of the marketer, as ultimately it is they who benefit from this practice, however dubious. And given the fact that they do not approach the medium with as much vigour as they do the others, it is even more noteworthy to question whether it is an effort worth the trial for them?

     

    Sanjay Tripathy, Executive Vice President-Head Marketing and Direct Channels, HDFC Life feels that the choice between RJ Mentions on radio and radio ads depend upon the objective of the communication activity. “While radio ads are effective when the goal is to just disseminate information, RJ mentions are useful when the brand needs to engage the listeners,” he suggests.

     

    For Sandip Tarkas, President (Customer Strategy) and CEO Future Media and T24, radio is seen as a less serious medium, unlike print which is more about news and such. “Since radio is more of an entertainment medium, I have no moral dilemma about RJ Mentions. As a practice, I feel RJ Mentions are very effective as RJs have a huge following and listeners can relate to what the RJ speaks. However, if it is overdone, it may become less effective,” he quips.

     

    Lending support to the views endorsed by Mr Tarkas, a few media agency players feel that RJ mentions is a growing trend and most brands today want to be part of this trend. According to them, the success of the brand plug depends heavily upon how the RJ carries it forward to the listeners.

     

    Rajneesh Chaturvedi, National Director, MEC Access observed: “RJ Mentions have a high brand recall. It is a form of branded content, therefore, brand recall is more than the regular radio spots. It is another way of communicating brand proposition, and certainly not misleading.”

     

    Echoing similar thoughts, R Venkata Subramanian, Senior Director-Investments, MPG India noted: “RJ Mentions are very effective for brands, as the brand definitely has a higher brand recall value.”

     

    Ajay Rao, Vice President, Dentsu expressed a similar feeling: “It depends on the RJ and the manner in which he plugs the brand. If done in a relatable way, it could establish the benefit which the brand strives to deliver.”

     

    In this confused scenario, where neither the client nor the player wants to let go of the enterprising opportunity, it would require the intervention of an industry body to decide what would be the ethical way to go about doing business. On being asked, Uday Chawla, Secretary General, Association of Radio Operators for India (AROI) informed that AROI is working on a Content Code for radio. Mr Chawla stated that listeners should be made aware whether any recommendation is a sponsorship or advertisement and if not, it should be clearly stated that this is a personal view of the presenter or the RJ. “Sponsorship and advertising are the main revenue models for any media vehicle. Hence sponsorship, if stated clearly as such, is fine. However, surrogate advertising and recommendation is an issue, and clear ethical guidelines for journalism and presenters need to be defined, which should be applicable for all media, including radio which should not be singled out,” he stated.

     

    Mr Chawla’s stance probably sums up what the radio industry needs to do on the future around RJ Mentions. It is only a matter of time before rules are formulated to define the practical from the unethical.

  • Listener first – plus smart programming and marketing. Vehrnon Ibrahim’s tips for hitting the right note.

    The Anchor: 6 lessons radio can learn from abroad

    By Vehrnon Ibrahim

     

    #1 Throw a rock rather than chucking small stones:

    Heart FM London went after 25-44 women. About 20 percent of overall available listenership, but in a market where there are 20-odd stations 20 percent is actually a huge opportunity. I like to say it’s like throwing small stones at a target; you will hit it, always no matter how bad your aim is, but never leave an impact. Chuck a well aimed rock at the target and you will destroy it. If the proposal to allow more frequencies in major metros goes through we will hear many different formats of radio as all the new players will want to go up against players who target such wide demos.

     

    #2 Don’t just Post-it, stick to it:

    People listen to radio for entertainment and that mostly means music – so why loyalty in a market when everyone is pretty much playing the same music? Promise becomes important. Call it a brand, call it a position, and call it a culture, it’s all about telling the listener what you have to offer and making sure you offer that. K-Earth 101 in LA says “Classic Hits” and that’s all they ever play. So when you tune in you know what you will get.

     

    #3 Don’t be anti-social:

    Hitz.FM in Malaysia has a quarter of a million Likes on Facebook. They have cut down dramatically on marketing and messaging spends. Jake Abdulla demonstrated to me by posting a message which generated over 200 likes within 30 seconds! That’s huge, and it went on. It’s a bigger deal in India than we are giving it credit for, and in months to come we will all be using social media for our messaging to our core listeners, our existing CUME.

     

    #4 One promotion every sweep:

    Virgin radio stations around the world do this very effectively. This is an old chestnut in markets where ratings happen once every quarter or half etc… Anytime the diaries go out or the PPM come to town the radio stations send out the artillery and blast away for share. We are the only country in the world to have a 52-week diary. So that implies we should be doing a promotion all the time, and that’s exactly what we should do. Short bursts of firepower don’t win wars, it’s the long-term campaign that works.

     

    #5 Heavy ball, long chain:

    Lay down the boundaries of what the content will cover and make sure the programming team stay within it. London’s Capitol FM is a local station in a capital city. They cover entertainment and London, that’s it. If it’s happening in London or if it’s entertaining then it is happening on Capitol FM.

     

    #6 Character over content any day (my personal mantra):

    Terry Wogan of BBC Radio 2 has been on air for nearly 55 years but once upon a time he was a fledgling talent looking for a break. Though he is not even from the UK, he is a national treasure there. We need to approach recruitments at a different angle and hire for the future, rather than steal from competition and inherit a jock who will continue to give ratings to his old station for years to come.

     

    Vehrnon Ibrahim is the National Programming Head, Oye! 104.8 FM

     

  • Lack of government support is the main reason FM stations in the North-East region face an uphill task.

    FM in the North-East – a foggy picture

    By Robin Thomas

     

    Phase III of FM is likely to bring more radio services to the North-East, a region known for being music-crazy. Currently, Guwahati, Shillong and Gangtok are the only cities in the region to have any FM radio services. While Red FM and Big FM are the only national players present in this region, the local players are Radio Misty, Radio Gupshup, Nine FM and Radio Ooolala.

     

    The music generally played in these markets is a mix of regional, English and Bollywood songs. One of the major challenges facing the North-East players, particularly the local FM stations, is the high music royalty rates, and that revenue generation is comparatively lower than the metros, making it a little difficult for survival.

     

    Nisha Narayanan, Senior VP Projects & Programming, Red FM explained, “Radio as a medium is very popular in the North-East as the North-East has a very strong music connect, it has a rich music culture. The drawback however is the lack of government support for radio in this region. Most radio stations in the North-East are local players, there are not many national players because they do not see too many benefits from these markets.”

     

    Nishant Mittal, CEO Radio Misty said, “We are in Gangtok and Siliguri, and both these markets have been very good for us and for radio because the youth in this region are very inclined to music.”

     

    Low advertising revenue

    Most of the advertisers in radio are local, particularly from the retail category. National or corporate advertisers in radio are said to be very few in the North-East. The national-local advertising ratio of Radio Misty, for instance, is 40:60.

     

    According to S Wassim Ahmed, Station Head, Radio GupShup, the spot rate for radio in North-East is even Rs 100 per spot, thus making it tough for the medium in these regions. “Regional advertisers’ response initially was bad. You cannot blame them, they were not educated about the impact of the FM radio. The national advertisers were equally apathetic towards the Guwahati market (North-East market is non existence for all the practical reason). The spot rate is pathetically low. It is invariably below 100/spot. Radio life is toughs in these parts of the country.”

     

    The challenge

    Some of the challenges for radio in the North-East according to the industry players are huge royalty rates. Revenue generation is comparatively lower than those in other parts of the country, and the challenge to get the right talent because of limited man power.

     

    According to Mr Ahmed of Radio GupShup increased government support and minimized capital outflow will ease the burden of the FM radio business in the North-East. “For the radio business model to be sustainable in these remote parts, the capital outflow should lessen. Just like government subsidy is available in any other industry in the North-East, radio too should also get those benefits. Government support in terms of DAVP advertisements would be a great boost.”

     

  • What could also be considered is the fact that a 24×7 English FM station could bring untapped listeners, particularly those that were averse to listening to FM radio

    Listeners upbeat as Radio One switches to English

    By Robin Thomas

     

    By February 2012, listeners in Mumbai and Delhiwill be able to tune into a 24×7 English FM station. While the industry is already abuzz with news of Radio One turning back to being an English FM station, now there is an excitement among the listeners too, because of the differentiation the station can offer.

     

    “One of the reasons I don’t listen to radio is because the RJs talk a lot, I want to listen to music that I like, uninterrupted. If Radio One is switching over to English music, I expect it to switch back to Hindi, just as it happened with MTV and other FM stations. So I have no faith in another FM station turning English but, as long as they stick to English and if the RJs are good, I would listen to Radio One,” said Rupa Gulab, writer.

     

    What could also be considered is the fact that a 24×7 English FM station could bring untapped listeners, particularly those that were averse to listening to FM radio.

     

    Uday Benegal, musician and lead singer of Indus Creed, felt differently: “This is very exciting news, finally, a radio station I can listen to. I currently don’t listen to radio because there is too much of Bollywood music, but now I will look forward to Radio One as it will be English music 24×7. I am sure a lot of people who listen to our kind of music will also tune into Radio One.”

     

    Radio One is not the first FM station to play English songs. When Fever FM was launched in Mumbai, it played Hindi and English songs. It was only later that it switched to being a full time Hindi FM station. Go FM, which initially played only English songs, later turned Radio One to play Hindi songs. The scenario is no different among music channels either; MTV, for instance, played only English songs, now it’s a completely different channel. Besides VH1, there are no dedicated English music channels in India.

     

    While Radio One may bring a much needed differentiation in FM radio, what remains to be seen is whether the FM station can stay a full time English FM station or will it shift back to its old formula of Bollywood or be a mix of Hindi and English music.

     

    Former RJ and actor Tarana Raja feels that there is a chance that the new formula may work for Radio One. “There is an English FM station in Bangaloreand one inDelhiand both have worked well. So there is a genre for English music. I personally love listening to English music and as a listener I would like to have a choice. I hope Radio One does well and inspire other FM stations to try something different too,” she said.

     

    There are nine FM stations in Mumbai and 10 inDelhi, including two government-owned FM stations – AIR FM2 Gold and AIR FM1 Rainbow. There are no dedicated English FM stations in Mumbai, besides AIR FM1 Rainbow which is not a 24×7 English FM station. All the other FM stations play Bollywood songs. Delhi, on the other hand, does have Hit FM, an English FM station. The other FM stations in English are Radio Indigo in Bangalore and Chennai Live in Chennai.

     

    Vinod Advani, RJ AIR FM1 Rainbow feels that there is always room for another FM station in English, but a lot depends on the kind of programmes and the music played, and whether or not the RJs will be allowed to have their own identity. “Radio One will, perhaps, have technological advantage over us but, as far as I am concerned, my show has a strong listener base for English music. I don’t know whether there is a market for a second English FM station, but a lot will also depend on how knowledgeable the RJs are,” he said.

     

    Radio one, a joint venture between Next Mediaworks Ltd and BBC Worldwide, is operational in seven metros – Mumbai, Delhi, Kolkata, Chennai, Bangalore, Pune and Ahmedabad.

  • Localised content, lower literacy rates and frequent power outages are some of the reasons people prefer radio in the tier 2 and 3 cities says Harrish Bhatia.

    The Anchor: 5 reasons why radio is very effective in tier 2 and 3 cities

    By Harrish Bhatia

     

    #1 Radio offers localised content:

    Radio speaks to consumers in their own language or dialect, and the degree of connect of the local content with people in these markets is far higher than any other medium.

     

    #2 People have more time for radio consumption:

    Since the level of activity in these markets is lower than in metros, people have more time to spend for themselves. This is where radio fills the gap. The increasing number of FM-enabled handsets has further increased the consumption of radio. Radio measurement survey conducted by RAM has proved that the average time spent listening to radio per day is 244 minutes inNagpurand 206 minutes in Jaipur as compared to 127 minutes in Mumbai and 124 minutes inDelhi. (Source: RAM Sweeps 1.0)

     

    #3 Radio serves as key source of information because of lower literacy rates:

    Literacy rates in these markets are much lower than in metros and as a result, radio serves as the primary source of information. Another critical point is that radio provides regular updates throughout the day whereas a newspaper provides news only in the morning.

     

    #4 Radio works even when there is no electricity:

    Since tier2 and tier3 cities have fewer electricity connections as compared to the metros and also suffer more frequent power cuts, radio serves as a main source of entertainment for people, instead of television. As a result people tune into radio using transistors and mobile phones.

     

    #5 Low internet penetration:

    Low internet penetration and inadequate bandwidth in these markets means that internet remains a distant dream. Thus, in the absence of internet, radio serves as a major source of engagement and personal entertainment.

     

    Harrish M Bhatia is the CEO, MY FM.

     

  • At the touch of a mouse, a universe of customizable radio – what's not to like, asks Prashant Panday.

    The Anchor: 5 reasons online radio will grow in India

    By Prashant Panday

     

    #1 Variety in Music Programming

    As internet radio grows it will offer much more variety in music programming. The internet is the future of everything, and radio happens to be part of it. Radio is currently hamstrung by the music royalty license issue, but we hope that it will get sorted out soon. Once that happens, all Indian radio stations will be available online.

     

    #2 No Geographical Boundaries

    Geographical boundaries that exist today will be demolished. What will happen is that a listener in Mumbai will be able to hear a Delhi radio station and vice- versa, or a New York station in Mumbai etc.

     

    #3 Higher Interactivity

    There will be far higher interactivity. For example, if I like a song, I will be able to download it instantaneously. In fact, download speed will further increase as 4G services will be available; and as broadband internet penetration increases, it will bring more users on board.

     

    #4 It Will be Wonderful for Artists

    As online radio grows strong it will help artists make a mark in the music industry merely on the back of great content; whereas today, a whole lot of marketing support is required.

     

    #5 New Challenges and New Opportunities

    For broadcasters it will bring new challenges because there will be much more competition, it will also offer new opportunities because then the whole world will be our oyster.

     

    Prashant Panday is CEO, Radio Mirchi.

     

  • A vibrant market for regional as well as national music, the FM radio scene in South India still has immense potential for expansion and revenue.

    FM Radio rocks in South India… and how!

    By Robin Thomas

     

    The FICCI-Deloitte report on Media and Entertainment in South India says that radio in South India will grow with a CAGR (Compounded Annual Growth Rate) of 20 per cent by 2015. The reach of FM radio is said to be far higher in South India than its counterparts in other parts of the Country. According to Ms Nisha Narayanan, Senior VP Projects and Programming Red FM, South India has 28 per cent share of existing radio channels and it will have 28 per cent representation in FM phase III as well.

     

    Besides the larger FM stations like Red FM, Big FM, Radio Mirchi and Radio City, there are many local or smaller FM stations as well, such as Radio Hello, Club FM, Best FM, Suryan FM and Radio Mango, to name a few. Unlike the North, FM radio stations in the South play music in multiple languages as prominence is given to the local language. Big FM for instance plays only Kannada music in Bengaluru whereas in Hyderabad it plays Telugu and Hindi music. Club FM, a Kerala-based FM station, plays mainly Malayalam music with a mix of Tamil and Hindi music whereas Red FM in Andhra Pradesh mainly plays Telugu.

     

    Rabe T Iyer
    Nisha Narayanan

    Rabe T Iyer, Business Head, Big FM, the radio arm of Reliance Broadcast Network was of the opinion that compared to the rest of the country, the reach of radio in south India is much higher. Mr Iyer was also quick to point out that in some key markets like Bengaluru, Chennai and Hyderabad the reach of radio is significant, higher than most news channels, and is on comparable terms with leading GECs.

     

    “Given the inherent strengths of the region backed by a strong film and music Industry, added to its rich cultural diversity, it is not surprising that radio in South India has relatively higher penetration than other regions. The south of India has done some innovative radio over the years. It continues to be a huge focus area for all players given that it has three big metros which are important from both listenership ratings and revenue perspective,” he added.

     

    Nisha Narayanan of Red FM said, “South has been an integral part of radio and its growth in India. Radio is more close to people’s lifestyle here than any other part of India. Radio Ceylon had created a strong base for radio even before the advent of FM radio in India. FM radio penetration is the highest in South India, particularly in Tamil Nadu. In the long term, obviously there is tremendous growth and we are in the early stage of that growth.”

     

    Shaan Menon, Manager Content, Club FM noted, “FM in South India is going to take a huge leap as it is waiting for the next bidding. Even the smaller cities and small townships in Kerala will get a chance to taste the feel and warmth of FM culture. South Indian film music is the strongest music industry in terms of production. Although CD sales are deeply affected due to rapid downloads, FM industry is full of the new genre of music and music directors.”

     

    Challenges and Opportunities

    Some of the key advertisers in the south are retail, textile, jewellery, real estate, hospitality, FMCG, consumer durables etc. Big FM claims its advertising and content ratio to be 1:4, while Red FM says it plays 45 minutes of music and 15 minutes of ads every hour during off peak season whereas in peak season the inventory time is slightly more. One of the reasons why radio is said to be doing well in the south is because of its strong regional film and music industry. “Given the diversity, there is tremendous potential for localization which radio can capitalize on and deliver. The opportunities to create a unique brand identity in this market are immense,” explained Mr Iyer.

     

    He further said, “A challenge any product faces in its life cycle is finding the ‘differentiating quality’ after the market matures. The same applies to the radio industry and its many players. With a market that has matured and grown manifold and poised to grow further, novelty and innovation in content will be a key component for success and will decide further growth of the category.”

     

    Ms Narayanan on the other hand observed that time has come for radio to look for new revenue streams. She was also of the view that radio stations must experiment beyond the traditional programming formats, and that music royalty still remains a challenge. “Content has to evolve a lot as most of the programming strategies are music based. We are still into traditional programming formats and the time has come to take it to the next level. The ability to create new revenue streams is ideally needed at this hour, as the only source of revenue for radio stations has been advertising sales. Music royalty is another area of concern as we pay needle per hour, whereas the international markets follow the revenue sharing model. These are the challenges faced nationally too.”

     

    The road ahead

    The much awaited FM Phase III policy seeks to extend FM radio services to about 227 new cities. Phase III will cover all cities with a population of one lakh and above, simultaneously there will be a total of 839 new FM radio channels in 294 cities. The local players in particular expect to further expand their radio station into the southern markets. However, one of the possible challenges after FM phase III is launched could be to attract listeners to the medium and then to sustain its listenership.

     

    Mr Iyer of Big FM observed, “We foresee huge growth in the radio industry in the coming years. There will be more stations leading to more innovation in content and communication. This will result in more revenues and hence more profitability for all players.”

     

    Ms Narayanan remarked, “South India has 28 per cent share of existing radio channels and it will have 28 per cent representation in phase III as well. Radio will be a national medium and the true mass medium with the number of channels coming in Phase III. In the south 75 to 80 per cent of the licenses are for the ‘D’ and ‘C’ cities which will be a great boost for advertisers as a medium breaking across demography.”

     

    Mr Menon stated, “The challenge during FM Phase III is to convince the small town public that FM radio is equally or more entertaining than TV. It will be difficult to make them taste the sample, but the current popularity of FM industry in the main towns will definitely help to fight the difficulty of convincing the new public.”

     

  • The objective of starting Radiowalla was to serve the special interest groups and communities with the content they would like to listen to and willing to pay, says Anil Srivatsa.

    Venturenet Partners to launch Radiowalla in April

    By A Correspondent

     

    Venturenet Partners Private Ltd, a Bengaluru-based internet radio company plans to launch a premium model internet audio service, Radiowalla by April 2012.

     

    Venturenet has already launched Spot Radio, a b2b digital in-store radio entertainment network in August 2011. The internet radio company has already announced that it has raised series A funding from Ojas Ventures Partners (OJAS) which will enable it to further expand the services and features of its retail audio solution – Spot Radio and it’s b2c radio service – Radiowalla.

     

    In addition to this, it is also learnt that after having out-performed its business goals, Venturenet will scout new investors for the next round of funding.

     

    In conversation with MxMIndia, Mr Anil Srivatsa, Co-Founder and CEO, Radiowalla explained that the objective of starting Radiowalla was to provide radio with its due of choices and to serve the special interest groups and communities with the content they would like to listen to and willing to pay. “We are trying to be in all languages and genres, including motivations, philosophy and other non music content… It is like an audio mall – one place for everything,” he added.

     

    Launched in August 2011, Spot Radio is said to have already partnered with 20 national retail chains, with over 2000 sites nationwide and is targeted to grow to a record 10,000 sites by the end of the year.

     

    Currently, Venturenet has around twenty brands in its client list ranging from lifestyle brands to hypermarket brands to food and beverage brands to name a few. According to Mr Srivatsa, Venturenet Partners is currently in an investment mode and hence he is not thinking about break-even plans.

     

    However he believes the sites – Spot Radio and Radiowalla – will sustain break-even very soon, though not for the next 18 to 20 months.

     

    On his vision for the year 2012, Mr Srivatsa said: “My vision for the coming year is to launch a life changing audio platform that will change the way people will consume audio content. Therefore we are trying to leap frog into raising and meeting the expectations of our consumer base.”

     

    The team size of theBangalorebased Venturenet Partners is currently around 12 – 13 and growing. The marketing plans, for now, are limited to viral but will later spread to the traditional and digital media.

     

    Mr Anil Srivatsa has been a veteran of the media field since the past 20 years. He had launched a radio show called ‘Anil Ki Awaaz’, inNew Jersey,USAand ‘between the sheets’ inIndia. He also launched an internet radio channel for Asian Americans. Prior to launching Venturenet Partners, Mr Srivatsa was the CEO of Kings XI Punjab and before that he was the COO Radio Today Broadcasting (Meow 104.8 FM).

     

  • Nisha Narayanan holds fort at Red FM as Rana Barua quits as COO, mulling entrepreneurship

    Nisha Narayanan holds fort @ Red FM as Rana Barua quits

    By A Correspondent

    Senior vice-president projects and programming Nisha Narayanan is learnt to have assumed charge at Red FM as COO Rana Barua is moving on (as reported by MxMIndia yesterday). Though both Mr Barua and the company spokesperson were unavailable for comment, MxMIndia learns that he has put in his papers and amongst other things is mulling turning an entrepreneur.

     

    According to sources, it’s business as usual at the leading FM station with Ms Narayanan, an old Red FM (and Sun FM) hand, managing affairs of the company at least temporarily. Mr Barua is reported to be on leave and serving notice.

     

    Prior to joining Red FM, Mr Barua was EVP – Programming & Marketing at Radio City. Before he moved over to radio, he was VP and Head – Mumbai at Bates. And earlier: Client Services Director at Rediffusion DY&R, Account Director at McCann, Senior Account Exec at Ogilvy & Mather and an Account Exec at JWT.

     

    with Robin Thomas

  • Mr Malhotra will be responsible for developing the overall brand and communication strategy for the business and implementation rollout across the stations

    Big FM appoints Vivek Malhotra as head of marketing

    By A Correspondent

     

    Reliance Broadcast Network Limited (RBNL), on Tuesday, announced the appointment of Mr Vivek Malhotra as Head, Marketing for its radio brand, BIG FM. Mr Malhotra will be responsible for developing the overall brand and communication strategy for the business and implementation rollout across the stations. He will be closely associated with the product, operations and revenue teams.

     

    Speaking about his new role, the immediate challenges and the shift to a new medium altogether in an email interaction with MxMIndia, Mr Vivek Malhotra stated: “Radio, as a medium, appeals very differently and does indeed have a connect with the audience at a very personal and emotional level and it is amongst the most inclusive media formats in the country.”

     

    “Accordingly, the challenge to truly differentiate and connect more closely with the audience is distinctly different. The leadership position enjoyed by the network added to the fact that radio is welcoming the most interesting times ahead, made this an opportunity very few would miss” he added.

     

    In a prepared statement, Reliance Broadcast Network stated: “We are delighted to have Mr Vivek Malhotra on board. He brings with him vast experience across marketing, media research, trade management, sales support, AFP solutions, distribution and corporate strategy. With a strong understanding of business and tremendous creativity, we are confident Vivek Malhotra will play a key role in leading the team to continue the development and growth of the radio business.”

     

    Prior to joining Reliance Broadcast Network, Mr Malhotra was the senior Vice President – Marketing, PR and Research at Bloomberg UTV. He played an integral role in setting up the entire marketing system and repositioning the product to new brand values, along with the additional responsibilities of distribution planning and coordination. Vivek Malhotra also worked with STAR News Network, wherein he is said to have not only led their trade engagement and research unit but also acquired valuable experience around regional products like STAR Majha.

  • FM radio network Radio One is likely to go 24×7 English for in Mumbai and Delhi stations

    Radio One likely to turn English in Mumbai & Delhi

    By Robin Thomas

     

    FM radio network Radio One is likely to go English for its Mumbai and Delhi stations, MxMIndia has learnt from industry sources. This shift is likely to take place next month or early February 2012. MxMIndia did not receive any official confirmation from Radio One at the time of writing this, though industry sources have confirmed the development. Radio One, a joint venture between Next Mediaworks Ltd and BBC worldwide, operates in seven cities – Mumbai, Delhi, Kolkata, Chennai, Bengaluru, Pune and Ahmedabad.

     

    An English FM radio station in Mumbai and Delhi may add a fair deal of differentiation in music, but what remains to be seen is how advertiser-friendly it will be, given that listenership levels are lower than those playing just Hindi music.

     

    MxMIndia spoke to few industry players on whether Mumbai and Delhi markets will open up to an English FM station. One of them was of the view that an English FM station in Mumbai in particular will create a much needed differentiation in terms of music. There is a market for English audience, but it may take some time to get established, what remains to be seen is how the advertisers will react to this change. Another industry observer was of the view that while there is a market for English music listenership in both Mumbai and Delhi, it could still be challenging for the FM station in terms of revenue generation, as the audience size is small.

     

    On the other hand, Sunil Kumar, MD, Big River Radio feels the fact that there are audiences willing to pay a huge sum for rock concerts, the number of English newspapers, the popularity of serials such as Friends, are sure indications that there is a market for an English FM station. “There is a market for English music listeners, these are the people who have an international or global outlook, they travel abroad and are well attuned to English music. An English FM radio station will bring an additional audience to radio – that is, those who do not listen to radio. Just look at the number of English movie channels, English GECs, news channels, they are doing extremely well. Therefore, for a premium channel you don’t need a large audience but, you can charge huge premium for the audience they deliver to, which is often people in the higher socio-economic group,” he said.

     

    It may be recalled that when Fever FM was launched in Mumbai, it initially aired both Hindi and English songs after which they had to completely switch to Hindi. Radio One too has experimented for long with its English format in its earlier avatar of Go92.5 and Radio Mid-day. Market pressures and the desire to catch up with the more mass Bollywood hit music format got it to go completely in Hindi. Hit FM is the only 24×7 English FM station in Delhi, while Mumbai currently has no fulltime English FM station. The other 24×7 English FM stations in the country are Radio Indigo in Bangalore and Chennai Live in Chennai. All India Radio’s FM Rainbow station also plays English music.