MxMIndia

Category: TALK SHOW

  • Red FM COO Rana Barua speaks about FM phase III and how radio can emerge stronger from the current slowdown

    Very challenging times for radio: Rana Barua

     

    By Robin Thomas

     

    Rana Barua is a veteran media professional. He is Chief Operating Officer (COO) at Red FM. Prior to joining Red FM, he was the 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 Account Exec at JWT. He’s been through it all.

    In conversation with MxMIndia.com, Mr Barua speaks about FM phase III, and how radio can emerge stronger from the ongoing slowdown.

     

    Q: How did your transition from advertising to radio happen?

    Advertising was getting a bit stagnant, the market in media was opening up, television had opened up in a big way at that time, newer media were on the anvil, movie marketing was also opening up, radio was also growing at that point in time (ie about six years ago). I have always been very keen to move into a domain which is more or less a specialized medium. Since radio was also into huge expansion mode with phase II at that time, it made more sense to move into radio rather than any other medium.

     

    Q: And the advertising experience came in handy…

    Oh yes! I think it comes in extremely handy if you come in from classical advertising or communication which is more specialized. Since I moved as Head, Marketing, it made a lot of sense because I worked with a lot of brands, and had the entire expertise of knowing clients, advertising, communication skills, media and creative agencies. Thus the entire gamut came in handy which helped me settle in easily. So, the transition was good, it was just that the scope was very different.

     

    Q: Can you throw some light on the overall importance of phase III for FM radio?

    Phase III is extremely, extremely important for radio growth. This is probably going to be very exciting, at the same time a really challenging time for the industry because radio is multidimensional. There is huge expansion, multi frequency will be allowed and news will be available but not in its best form as it will be sourced from All India Radio (AIR). FDI gets raised from 20 percent to 26 percent. I’ve always said it should have been higher because that would have allowed more international players or private investors/ equity holders to look at it in a more serious way. Fourthly, networking will be allowed, which means one will be allowed to run the FM station sitting out of a main hub; as a result the cost may come down. Therefore if you look at it on the whole, these are definitely exciting times and we will probably know how all of us shape up in the next two years. There are going to be many challenges and a great number of opportunities for everybody in the radio medium.

     

    Q: And this will help increase the ad pie…

    It should! The only contrary point is that you may have new FM players entering, but the ad pie will grow because of different genres coming in, as a result new clients may also come in who would have not necessarily advertised on radio. And since costs will also come down, you will find a lot of innovative programming happening in radio. Nevertheless, these are still early days; the overall scenario looks very positive, but the challenge is, what will be the benchmark for research? There are also other challenges like the music royalty issue, the entire migration process from phase II to phase III, the e-auction as bidding process etc.

     

    Q: Do you view e-auctions favourably?

    We are pretty okay with e-auction, and from what I have understood from a lot of people, it is a much cleaner exercise.

     

    Q: Are there any setbacks…?

    Everyone will have some issues which are different from each other. The common factor however is the music royalty issue which is still unresolved. We are still a little unclear about the multiple licensing because if the e-auction bid goes into some preposterous amount it will naturally lead to some kind of setback for the overall industry, so we are hoping that this does not happen. News could have been better if it had been a bit more independent and I am sure we would have invested in the entire medium/department. Nevertheless if you see the overall picture, especially the way radio has been growing over the last three or four years, this gives you an impetus. Today if you look at the global economic scenario you just can’t predict any more but, yes it is a movement forward, with exciting times, greater challenges. Yes, certain things could have been better or more favourable for us, but we will go step by step.

     

    Q: How is Red FM gearing up for FM phase III?

    We are still weighing the pros and cons. Yes, we will be seriously involved in Phase III. We are clear about being present in most of the markets which will have some kind of ROI but we will weigh the pros and cons, we will see the costs, we will be extremely cautious about the approach because breaking even in radio is not the easiest of forms as it will all depend on the return on investment (ROI), the advertising revenues etc. If you ask me whether we are serious about phase III, then yes we are definitely looking at it in a very serious way.

     

    Q: Any specific cities that you are looking at?

    No, we are not looking at certain cities, but we are looking at towns… say where we are not available, which are important for advertisers. We are looking at these as one of our strategies, but we are weighing all the pros and cons and only then are we going forward.

     

    Q: Is there any lesson or takeaway that the radio industry should learn in Phase III from Phase I and II?

    One of the critical learnings for a lot of us in phase I and II is probably going to be that we must not overestimate the potential of the market. We also know that we look at certain benchmark figures and we tend to overestimate and because of that one tends to overbid. This is one of the key learnings one is hoping that everybody puts on the table before one gets into the e-auction process because at the end of the day it’s a fixed pie and from that fixed pie you would probably get a certain amount of revenue for radio. More than phase I, and phase II, one of the learnings for all of us is the uncertainty of the markets as we don’t know what’s coming up in the next three months. Therefore, I think the biggest challenge that lies ahead for all of us is the uncertainty, which has become such a huge thing that everybody is talking about the uncertain future. Hence I think a cautious approach is going to be extremely critical.

     

    Q: So, is the uncertain future – the global economic slowdown that seems to have come back – is that something to worry about?

    Yes, absolutely. However, more than worry I believe we should be taking complete cognizance of the fact that there is definitely a slowdown. The clients, advertisers, everybody are extremely, extremely careful about the money they are investing in any form of media. Taking things for granted and creating business plans for the next two or three years seems passé now. It’s more like making a business model and reviewing it every month because the numbers keep changing every month, not because of wrong projections of estimation, but because the moment costs go up, inflation goes up, prices go up. The environment has become so dynamic – which it wasn’t even a year ago; every day there is a new story. So, it’s great to plan for the future, but I think one needs to be very cautious about any kind of numbers or projections or predictions made by various studies and research etc, which will however be reviewed very soon.

     

    Q: How would you sum up 2011 for Red FM?

    We have definitely grown; even this year we have made overall growth in our entire network, at a certain target we had set for ourselves. But as I said, with the environment being so dynamic naturally those numbers are nowhere close to what one would have guesstimated maybe earlier, say last year when things were so much on the rise and one had hoped that coming out of a slump the next two or three years would be on the way up. What we have managed to do very well is that as a network we have grown extremely strong – into a formidable player post the RAM numbers which were released I think a month or two ago, wherein for the first time RAM went into the nine markets which they are hoping to do more frequently. So we are pretty confident that all the efforts of building the brand and all the efforts in programming have really helped. We are confident because we have got people and our talent in place.

     

    Yes, we are aware that with phase III coming in there would be a lot of movement again, but that’s part of the business. We have got a great team going, who are extremely motivated and work passionately for their brand and numbers therefore are showing very well. As I said the larger markets are not showing growth that it should have ideally shown, but it’s the mini metros and towns which have grown much more dynamically for us.

     

    Q: And how would you sum up 2011 for the radio industry?

    Overall if you look at the numbers one had predicted for radio, the growth has not been as dramatic as one would have expected because it is understood that there has been an overall slowdown. One of the things we need to look out for is some kind of consolidation which is how we would want the medium to grow.

  • Prashant Panday tells MxMIndia that the IRS data may be flawed, and why the UAE loves Radio Mirchi's RJs.

    [MxM Radio] Prashant Panday on Mirchi in A’Dhabi, what’s wrong in Delhi & how radio ads aren’t rip-offs from TV

    By Robin Thomas

     

    Prashant Panday has been with Radio Mirchi right from its inception. He has several achievements to his credits including the phase II roll-out of the company radio stations, and now expanding the FM station to the UAE in association with the Abu Dhabi Media Company. Radio Mirchi is available in 32 markets across India and boasts of commanding a market share of 42 per cent in terms of revenue. Radio Mirchi is a listed radio company and claims to lead in listenership in 25 markets out of the 32 markets.

     

    In conversation with MxMIndia, Mr Panday, who is Executive Director and CEO, Entertainment Network (India) Ltd (ENIL), spoke at length about Radio Mirchi’s foray into the UAE. He also shared his views on why FM listenership is on the decline and why he disagrees with the RAM numbers.

     

    Q: How would you rate the year 2011 for Radio Mirchi? Are you satisfied with the growth numbers that have been thrown up?

    No one can say that 2011 was a great year! The first quarter (Jan-March 2011) was of course fantastic, but the next three quarters (April – December) have been very muted for most media companies. For Mirchi, we had a terrific first quarter, decent 2nd and 3rd quarters and a not-too-exciting 4th quarter!

     

    Q: You have recently moved into the UAE – what are the listenership trends in the market there?

    The UAE is an extremely important country from an Indian radio station’s perspective. It’s very rich, and its people are much sought after by advertisers. It’s a heterogeneous mix, with many people from South India, UP/Bihar and of course, all over India. Most of the radio listenership in the UAE is in cars. Since many people travel between Abu Dhabi and Dubai on a regular basis, there are long drive times and long radio listenership hours. Our research and our initial response data indicates that Mirchi is a much sought after brand in the UAE.

     

    Q: Can you throw some more light on the proposed UAE venture – content, RJ mix, language of songs, etc?

    Our associate in the UAE is a well-respected and large media group, whose business includes TV broadcast, newspapers and radio stations. Radio Mirchi in the UAE is similar to Radio Mirchi in Delhi or Mumbai or any of the other Hindi markets. We are largely a contemporary Hindi music station, with a show dedicated to 1990s music in the afternoon and one dedicated to retro music (1960s-80s) in the night just as in India. The RJs are brilliant! They are from India but they are smart enough to adjust to a new country. In any case we want to create a nostalgic feel about being back home in India, and hence we chose India-based RJs to be the voice of Mirchi in the UAE.

     

    Q: What does the launch of an international FM station mean for Radio Mirchi? Is the business model going to be advertising-led or otherwise?

    The business model will vary from country to country depending on the regulations of the country; the opportunity there; and the timing. In the UAE, we have a brand licensing agreement with the Abu Dhabi Media Company (ADMC). We provide all programming insights as well as proprietary Mirchi content (not music). We also provide guidance in revenue generation, in which we are particularly good. I cannot share details of the financial agreement with ADM – suffice it to say that it is a win-win deal for both ENIL and ADMC.

     

    Q: Mirchi had no competition in Delhi for a long time, but now the competition has become tough. What went wrong? Did the programming strategies backfire? Because everything seemed to have gone well until there were few changes in programming…

    Nothing has gone wrong. The RAM research in Delhi (alone) is flawed. In reality, Fever is the #4 or #5 station in that market. Just check IRS and you will know what I mean. The RAM fieldwork in Delhi has probably been compromised. Not only IRS, we have at least three other research data points – all of which show that Fever is a #4 or #5 brand. We normally do not question any research data – but in the case of Delhi, the error is humongous. Mirchi is by far the leader in Delhi followed by Radio City, Red FM and Big FM. Fever is not even 40 percent of Mirchi in Delhi by IRS.

     

    Q: IRS results too for a while have been highlighting a decline in listenership. Do you agree? What reasons do you attribute to this decline?

    Well, there are two factors here. One is that there has been no growth in the number of radio stations for 4-5 years now while in the same time, there has been a surge in the number of TV channels and newspaper editions. So radio is losing out competitively against these two mediums. Secondly, I do feel that IRS may be perhaps under-reporting the reach of all the radio stations. At least, that’s what a comparison of RAM and IRS indicates. While RAM indicates that there are 1.4 crore-odd listeners in Delhi, IRS indicates a figure around 30 percent of this. How can this happen?

     

    Q: Does FM radio lack good creatives or radio commercials? Most of them we hear are a rip-off from television… Do you agree?

    This is absolutely wrong. These days, radio creatives are part of a larger campaign plan. Hence all creatives – radio, TV, print – reflect the same basic theme. You may think they are similar because you start with TV and then say radio sounds similar. If you started with radio, you would find TV ads to be a copy! In reality, radio is now integrated into the overall creatives and hence each medium builds uniquely on the same theme.

     

    Q: On a lighter note, what is a typical day like for Mr Prashant Panday, Executive Director and CEO, Entertainment Network (India) Limited?

    Making sure my team works really really hard and I spend time writing my blog, or sampling new music, or running in the gym or watching a film or sampling good food at new restaurants or answering queries from inquisitive journos like you!

     

  • As we completed five months of existence yesterday, we stepped back to our commitment of Day 1: cover media like no one else in the business. At MxMIndia, we are committed to support the 'underdogs' amongst the various media segments. So: journalism came first. Then PR and now Radio.

    Hello and Welcome to MxM Radio!

    Hello and Welcome to MxMIndia’s exclusive ‘channel’ for Radio… FM, All India Radio, Community Radio, Internet Radio and whatever else is happening in the world of radio in India.

     

    There have been various attempts to cover radio, but not being the most fashionable of media segments, it’s largely neglected. The reason is perhaps that there isn’t enough money backing the business.

     

    As we completed five months of existence yesterday, we stepped back to our commitment of Day 1: cover media like no one else in the business. At MxMIndia, we are committed to support the ‘underdogs’ amongst the various media segments. So: journalism came first. Then PR and now Radio.

     

    With Phase 3 set to take off soon and a maturing of minds – from amongst listeners and the players, we expect a lot of activity in radioland. MxMIndia has a dedicate resource to bring you a ringside view. Senior Correspondent Robin Thomas painstakingly covers radio like few others in the trade.

     

    We do not hesitate to ask the tough questions and cover issues that some may find uncomfortable. For instance, should RJ mentions be considered as paid content.

     

    So, behenon aur bhaioan, stay tuned in to MxM Radio. And do let us have your feedback.

     

    Email Robin who is coordinating the channel. He can be reached at robint [at]mxmindia.com. And feel free to call any of us in the MxM team.

     

    Cheers!

     

    Pradyuman Maheshwari

    Email: pradyumanm[at]mxmindia.com,

    BBM: 23050B5D

    Gtalk: pradyumanm[at]gmail.com,

    Twitter: @pmahesh

    Telephone: 98338 76278.

     

  • The industry needs to highlight the advantages of radio and showcase some marketing successes built on radio campaigns, feels Anurradha Prasad

    Much needs to be done to make radio top-of-mind: Anurradha Prasad

    Anurradha Prasad is the Chairperson cum Managing Director, B.A.G Network. She is also the President of Association of Radio Operators for India (AROI). In conversation with MxM India’s Robin Thomas, Ms. Prasad spoke at length on the overall FM phase III developments, self regulation for FM radio in India, the challenges and road ahead for the radio industry in India.

     

    With positive changes such as the Union Cabinet accepting Ministry of Information and Broadcasting’s (MIB) FM phase III proposal, FDI limit being raised marginally, news to be allowed on private radio stations, and government’s nod to e-auction, as the AROI President, what are your views on the overall development in the industry?

    Phase III is an important step forward in the development of radio industry in India. However, much more needs to be done to make radio a top-of-mind media for Government and Advertisers.

     

    How could it have been better?

    Issues such as extension of time period and the resulting extension fees for existing radio operators have not been addressed. Phase III players will get a 15-year license, as was repeatedly demanded by AROI. However, the existing operators, who convinced the Government that the 10-year period is too less for even recuperate investments, feel let down due to this. Further content freedom allowed to all other media continues to be denied to FM radio.

     

    When is FM phase III expected to be rolled out? What are your expectations from it?

    The MIB has already constituted inter-ministerial committees to execute the policy. Time lines can be best advised by them.

     

    The government seems to be reluctant in allowing complete independence to FM radio on news and current affairs. What do you think is holding them back? 

    The issue is of setting up a monitoring system so that radio content can be monitored by the government. Once this is ready, we don’t think government will have any reason to limit news on FM radio.

     

    Unlike the print or the television, radio is said to be a highly regulated medium. Shouldn’t the radio industry also be self regulated rather than be regulated by the government?

    Yes, radio should be self regulated and that is why we are formulating our own codes so that national interest is kept sacrosanct in radio content.

     

    Can you throw some more light on the self-regulation and content code? Will the code of ethics be restricted only to AROI members?

    We will share details once the code is formulated and approved by the members. As all operators are members, there is no distinction between AROI and the industry.

     

    RJ Mentions is seen by some as a breach of ethics, especially because the station fails to inform the listeners that it is a plug. Do you agree?

    We cannot generalize as this can be decided only on a case to case basis. But we will formulate guidelines.

     

    Do you think radio stations are far too much dependent of advertising revenues? Are there any other sources of revenues that can be explored? 

    It is a fact that all forms of media are dependent on advertisements. Radio, being free to air, is slightly more dependent. However, radio will open up over 200 new markets this year to marketers. I think the immediate focus has to be in these markets. Combination of ground events, backed by radio, could be another revenue source.

     

    Has the music royalty issue finally laid to rest by the copyright board? What is the revenue sharing ratio between FM stations and music companies?

    Only those operators who had approached Copyright Board have got the benefit. The judgment is also under appeal from music industry. However, with statutory licensing being planned by HRD Ministry, the other operators can take immediate advantage thereafter.

     

    What according to you are some of the challenges before the radio industry? What steps need to be taken to overcome them?

    The main challenge is to change the mind sets, especially of advertisers, for whom radio is still at the bottom of their media plans. The industry needs to highlight the advantages of radio and showcase some marketing successes built on radio campaigns.

     

    Is employee retention one of the challenges facing the radio industry? Is there a talent crunch?

    There is always a talent shortage in media. However, like in television, radio, too, managed to operate over 240 stations on a non-existent talent base. AROI, on its part, is setting up a Skill Development Council for talent development, in association with Government & FICCI.

     

    What is the road ahead like for the radio industry?

    Right now the focus will be on closing pending issues – with BECIL, Prasar Bharti – as also the upcoming bid for 800 stations. In the longer run, radio is set to emerge as a strong competitor to both print and TV, with its uniqueness as both a local and national media, as well as the only media that is consumed even while consumers are engaged in other activities such as driving, working or playing.

     

  • Naval Toshniwal of Tomato FM on the success mantra of his talk-based radio station in Sangli, and radio consumption behaviours in Kolhapur and Sangli markets.

    [MxM Radio] I don’t see news as a game changer: Naval Toshniwal, Tomato FM

    By Robin Thomas

     

    He completed his MBA from Symbiosis Institute of Business Management, Pune in 2003. He joined the radio business of Pudhari Publications and is said to have played a key role in winning the bids for Kolhapur and Sangli FM radio. Naval Toshniwal is the CEO of Tomato FM and Vice President, Pudhari Publications. In conversation with MxMIndia, Mr Toshniwal spoke at length about the success mantra of his talk-based radio station in Sangli. He also shed some light on radio consumption behaviour among the people of Kolhapur and Sangli markets, besides talking about the overall growth and challenges facing the radio industry.

     

    Q: How would you rate the year 2011 for Tomato FM and the radio industry?

    As every year, 2011 too was good in terms of acceptance of radio as a medium by advertisers. We saw more and more advertisers coming on board and using radio more effectively as a result the maturity and the acceptance of the medium have gone up. In addition to this development the year 2011 also saw bleak in advertising revenues were bleak, although the revenue levels have grown at the corporate level. The same year also saw a lot of content and marketing innovations in radio, a lot of and on ground activities and other activations that have helped the advertisers achieve their final objectives.

     

    Q: What is the Kolhapur and Sangli market like from a radio consumption perspective?

    Unlike other markets what is more significant about Kolhapur and Sangli is the fact that the overall penetration of radio in these markets is very high. Radio as a medium is very successful here, and it has been so for many years. However, the popularity and penetration of the medium further increased only after the entry of private radio stations. The kind of involvement the people in these two markets have with the medium is very high. The overall acceptance of medium too is very high. The listeners look up to the medium not only for music, but also for regular updates about their cities, their State and the Country.

     

    Q: Initially Tomato FM was present in both Kolhapur and Sangli, it has now been renamed to Aaple FM in the Sangli district. What was the entire concept behind this move?

    When we conducted a survey in the Sangli district we found out that there was a huge demand for a talk-based radio station which not only allowed the people to listen to experts discuss and debate on various topics but, also allowed them to participate in the discussions. Today, I can say that we have been successful to a very large extend in this format. Earlier there have been various attempts to start a talk-based radio station which more or less did not work. If you are starting a talk-based radio station there must be a very strong local connect to make the channel a success.

     

    Q: Do you also play music on the talk-based radio station? What is the talk and music content ratio in Aaple FM and what is the station language?

    Aaple FM is a completely local Marathi talk format radio station that plays only Marathi songs. However the majority content in Aaple FM is talk whereas the music content is very low. The songs are played for only 16 minutes an hour.

     

    Q: The government has approved the MIB’s phase III proposals, e-auctions, news through AIR etc. How do you view these developments in terms of growth in radio?

    Honestly, despite all these developments I don’t see any buoyancy or excitement in the industry. I believe this is because with every development proposed by the government there is also a handicap to it. For instance despite the government allowing news, the source of news is restricted to Prasar Bharati. So what is the differentiating factor here, news will sound same in every station perhaps without any local connect.

     

  • The MY FM CEO shares his views on his channel, the radio business, his FM phase III plans and more.

    Radio still needs to be evangelized: Harrish Bhatia

    Harrish M Bhatia, the Chief Executive Officer, MY FM, is said to have several landmark achievements to his name. He is said to have played a key role in making MY FM, the radio business of Dainik Bhaskar Group achieve its break-even position within a short time since its launch. Since the launch in 2007, he is said to have successfully launched the MY FM brand in 17 cities in under two years and led the company to operational break-even in just three years. In conversation with MxMIndia’s Robin Thomas, Mr Bhatia shared his views on MY FM’s Q3 results, the radio business post break-even, his FM phase III plans and much more.

     

    Q: Let’s start with the Q3 results. The ad revenues grew 22 per cent in Q3 2011- 12 and EBIDTA stood at Rs44 million… The results must have provided MY FM an extra boost for 2012? What would you say are the key factors behind the growth?

    We have always believed in the growth story and economic vibrancy of the 17 non-metro markets that we operate out of. The surge in the demand for consumer goods, services, FMCG products, better education avenues and son on makes the non-metro markets interesting and rewarding for marketers. While global slowdown may have affected the revenue of metro players, retail advertising remained unaffected as the consumers in these cities are not exposed to the daily stock market fluctuation.

     

    MY FM, with a strong focus on the non-metro markets, unparallel content offering like My Ramayana and Murari Babu in spiritual time band, daily song request shows like Dil Chahta Hai and listener engagement initiatives such as the award winning CSR – Ek Koshish and CJ943- City ka Campus Star with VJ Ranvijay and great HR practices, have all led to this outstanding performance.

     

    Q: The radio industry is, more or less, completely dependent on advertising revenues. Do you agree? What are the other sources of revenue for MY FM?

    Intelligent and smart advertisers who believe in radio are using radio to its true potential by going beyond FTC through innovations like sponsorships, content integration and activations. There is infinite scope to innovate on radio. Traditional advertisers, however, on account of their own consumption habits, are not taking the medium seriously.

     

    Radio offers opportunities to create unique ‘Radio properties’ and build ‘sonic triggers’ that are hard to replicate on other mediums. Long term properties like Ramayana, Murari Babu discourses in the spiritual time band, the remix show hosted by DJ NYK and others on MY FM should be seen as a strategic investments by advertisers to build a connect between the consumer and their brand.

     

    Q: MY FM achieved break-even way back in 2009… Has there been any change in the business since then – more focus on internal communications or infrastructure, getting more talents?

    Break-even was achieved as a result of cost optimisation and resource rationalisation.  The scenario has changed a lot since then with a focus on innovative HR practices and an ‘Employee First’ policy that includes:-

    • Trainings the Talent: Based on the leadership roles, key talent are identified and sent for training and workshops that best suits their development needs – from training by UK Radio, London to workshops at MDI and IIM-A.
    • Variable pay policy: Innovative policy for employees across the board liked to their quarterly performance.

     

     

    Q: You have always maintained that the actual growth of radio is coming from the non metros… Has the FM radio listenership in metros reached a saturation point?

    Trends indicate that there is an exponential growth of listenership in non-metros on accounts of factors like more leisure time, low internet penetration, power shortage and so on, while it is growing at a slow pace or almost stagnant in metros.

     

    FM penetration has already reached decent levels in metros with hardly any scope of growth – 88 per cent inDelhiand 87 per cent in Kolkata. While non-metro cities like Ahmedabad andNagpurhave low penetration levels of 53 per cent and 69 per cent respectively.

     

    Q: It’s been five years since MY FM came into existence in 2006. You have had several landmark achievements since then. What would you say were the high points and the lows for MY FM since it first started?

    Highs:

    • Fastest launch of stations in a record time of under a year.
    • Achieving operational break-even within 3 years of launch.
    • Appointment of an ombudsmen.
    • Content innovations like MY Ramayana, Murari Babu, DJ NYK, My Vastu, Numerology show with Sanjay Jumani, Kahani ki Kitab Se and others.
    • MY FM joining the league of select stations with the launch of its TVC and song last year.

     

    Lows:

    • Government policies that have resulted in the industry being unviable for investment.
    • Limited growth on account of content restrictions imposed on a nascent industry.
    • Absence of an acceptable radio measurement tools.
    • Talent crunch during the initial years.

     

     

    MY FM is present in 17 cities and 7 states. How is the radio consumption behaviour in these cities different from those of the metros? In Mumbai for instance, a chunk of listenership comes in the morning. Is the trend same with the mini metros?

    Radio consumption is very different in non-metros. InIndore, late morning records the highest listenership, while Jaipur has high listenership throughout the day; whereas Ahmedabad peaks in both morning and night time bands. Moreover, the time spent on radio is much higher in non-metros and set to go up further with increase in FM listenership on mobiles.

     

    Does the medium still need to be evangalised to advertisers or are advertising willingly flocking to radio?

    Yes, radio still needs to be evangelized. Radio is the medium that many professionals include in their quarterly and yearly plans at the last moment to highlight the probability of their idea being executable.

     

    Moreover, media spends are not being proportionately allocated to radio even though it has outgrown other media in time spent. As per the recent RAM research conducted in the four markets- Jaipur, Ahmedabad, Nagpur and Indore – average time spent listening to radio is 160 minutes as compared to IRS figures of 107 minutes watching TV, 85 minutes reading newspaper and 30 minutes on internet respectively.

     

    Smart and intelligent advertisers who believe in radio know that if properly planned and used innovatively, the radio can do wonders for a particular brand. Unlike TV, Radio is the only medium that has the power to address area-specific challenges through a focused communication in their own local language and is value for money. Big radio players should come forward for the growth of the industry and to highlight its mammoth reach and effectiveness.

     

    Q: We have learnt that AROI is working on content codes for radio stations. Is it high time that radio also follows self regulation?

    We welcome any such move. We are already following a stringent AIR code for content.

     

    Q: Although news will be sourced from only AIR, nevertheless how prepared is MY FM for news? Does MY FM have the infrastructure ready for news or is it that the present infrastructure is more than sufficient for AIR bulletins?

    Yes, MY FM, being part of a larger news media group, already has the infrastructure to broadcast news. However, we believe that radio players should be allowed to carry their own news-based content, making it relevant for our listeners.

     

    Q: You seem to be quite active on Facebook and Twitter. What about your website? Can you share with us your digital media plans? How are you using the digital medium to engage listeners?

    Digital media is an integral part of all our campaigns and promotions – both for communication and engagement like content participation, feedback on music preferences and so on. Radio is an aural medium, however, with the launch of the “radio dikhta hai” campaign, listeners became viewers as they are able to see the radio and the RJs hosting the show on YouTube. We recently concluded our microsite contest encouraging listeners to participate in brand evolution by sharing their ‘jiyo dil se’ moment with the best entries winning big ticket prizes.

     

    Q: Currently what according to you are the key challenges facing the radio industry? And what are the trends to watch out for in the coming years?

    Challenges:

    • Deregulate radio: Content restrictions are a big restraint for the industry and our creative freedom gets affected due to the limitation to provide any kind of news-based content.
    • The most important is the Music Royalty Issue. The royalty issue continues to worry FM stations, especially the smaller FM players or those in small towns.
    • Absence of an acceptable radio measurement tool, due to which media planning and buying is done on the basis of researches like IRS, is another challenge that we face in our industry.
    • The license fee for new stations is a challenge, making the medium unviable for investment by existing and new players.

     

     

    Trends:

    • Expansion of radio post Phase III rollout, covering newer towns, increasing radio footprint.
    • The way consumer soaks information is more fragmented and varied like never before. Not only has the mechanisms to reach to the consumers changed, the vehicles option have also multiplied. Radio has evolved and outgrown all other media with consumer spending more time on it. To reach out to such a consumer and influence them by appropriately allocating media spends is going to be a big thing for advertisers in 2012.
    • While metros will remain a staple for marketers, an increased non-metro footprint will be critical for volumes in the long run. There is a growth opportunity that is vastly under-rated by many marketers today, which could emerge as a key growth engine for the next 10 years.

     

     

    Q: What are your FM phase III expansion plans?  Would you explore the metros? New genres with multiple frequencies? 

    Yes, we would be exploring metros in Phase III as long as it makes business sense.

     

    MY FM has major expansion plans for Phase III. However it is too premature to discuss this. Moreover, as mentioned earlier, the license fee for new stations is a challenge that needs to be address before the Phase III rollout to encourage bidding.

     

    Q: What is the overall workforce or team size of MY FM? Is employee retention a challenge in the radio industry? Or is there a talent crunch that needs to be first dealt with?

    MY FM currently employees 350 full-time employees. Retention is never a challenge for key management / leadership team. It’s the support staff that is a challenge. Moreover, MY FM’s robust HR practices are one of the best in the industry allowing development and growth of talent.

     

    Q: On a lighter note, what is a typical day like for Mr Harrish Bhatia, CEO, MY FM?

    I believe in pushing myself each day. I am very passionate towards my fitness and wake up at 5am every day to jog and do yoga which is followed by breakfast with family. I reach office around 10am and quickly move to make an agenda for the day that needs to be looked into, pointers to be discussed with the team and any meetings in the course of the day as well as near future. I meet the Business Heads/Programming Heads for programming review followed by lunch.

     

    After lunch, I catch up with the senior management for strategising and ideating, checking emails and reverting back to any queries. At the end, I review the work according to the daily agenda and makes sure that the work assigned for the day is done.  After winding up work, I head home, spend quality time with my family and friends, watch television, checks emails on my iPad and hit the bed for another challenging day.

     

  • Radio Netherlands' Country Manager Amitabh Srivastava tells MxMIndia that talk radio is the next big thing.

    Intnl radio stns will soon enter India: Amitabh Srivastava

    By Robin Thomas

     

    Amitabh Srivastava is the Country Manager – South Asia, Radio Netherlands Worldwide. Prior to working with Radio Netherlands, Mr Srivastava was the Director, Affiliate Relations at Walt Disney Company and General Manager at TV Today where he worked for a total of five years. In conversation with MxMIndia’s Robin Thomas, Mr Srivastava spoke at length on the six-year-long journey of Radio Netherlands in India, on phase III developments, various initiatives of the Dutch international broadcaster in India and much more.

     

    Q: Radio Netherlands has been in India for the last six years. How would you rate the year 2011 for RNW and the journey since the India launch?

    Radio Netherlands Worldwide had exponential growth, both in terms of brand building and our key responsibility areas of promoting issues related to human and nature welfare. Our milestones were partnership with Reliance and State Radio Service AIR on co-production, which propelled the growth from thousands to millions. Apart from this, we have also tied up with regional and university radio – IGNOU Gyanwani, which has equally benefited us to mark our footprints in smaller areas, thus leading to a gradual development in this part of the world.

     

    Q: How are you viewing the Indian market from the radio perspective?

    India is a big nation and above all a huge audience size to attract any international broadcaster. Its diverse nature and broad media landscape ensures that any broadcaster invests resources on both commercial and for welfare means.

     

    Q: You had launched web and mobile sites Lovematters.info and Lovematters.in in November 2011; how has the response been so far? How do you plan to take this initiative forward?

    We had an overwhelming response and great uptake from our partners on both the versions of the websites. We had tie up with Reliance to launch the WAP version of the site which has been a great success. Also we had marketing campaigns (On Ground and Web) with various web portals and campuses which resulted into further promotion of our websites. We are also trying to get partnership with other telecom operators on pay mode to ensure sustainability in a longer run. FPA (Family Planning Association of India) also joined hands with us for this noble cause.

     

    We are planning to launch Love Matters to other parts of the world, for example in Latin America.

     

    Q: There are so many websites and information available on sexual health; how is Lovematters any different? How does the mobile site work? Is there a separate team working on these sites?

    We are an independent broadcaster which provides reliable information. Also, we have experience in making journalistic content for a young audience. It’s a one-stop solution and a comprehensive database for all sexual-related issues. It is to have a Dutch purview, but has been customised especially for the Indian audience with its cultural sensitivities taken care of.

     

    We have the mobile site on the WAP model on a lighter version which works quite brilliantly on the GPRS mode too. We have a dedicated editor in India as well as a complete editorial and technical team already on it from Hilversum, Holland.

     

    More so looking at the response we have a Hindi website too, which is www.lovematters.in.

     

    Q: Besides the audience, are advertisers, particularly youth marketers keen on advertising on the website?

    We are a state-funded organization, hence this is no issue for us.

     

    Q: In 2010 Radio Netherlands tied up with Web 18 for news on in.com as well as for international music on their website. Tell us more about how the deal has shaped up today? What are the other digital technologies you have invested in?

    Yes indeed we had a tie up with Web 18 for their web portal www.in.com. We are successfully running our strategic partnership with RNW music content on their sites as web stream radio and experienced good uptake by our listeners.

     

    We have developed APPS for Apple products, RNW Apps (Light Version) and other application programming Interface to strengthen our footprints in the new media.

     

    Q: Are you observing the FM phase III developments? The government has given its nod to air news on FM radio sourced from the government-owned All India Radio (AIR). FDI limit has been marginally increased from 20 to 26 per cent, there will be additional 800 stations in 300 new cities. How does Radio Netherlands India view all these developments?

    With this initiative I am sure many of the international broadcasters will try to base themselves, which will further enhance the need for talk radio which is already an established model on the global platform. The embargo on news and current affairs in India will be lifted as a result of this initiative, thus giving us more space to do some quality partnering with FM channels.

     

    Q: Are there any specific challenges that a foreign media faces when it enters the India market especially from a radio perspective? In a few years from now do you see these challenges being met or overcome?

    As stated, I believe, soon we will find the Indian radio industry catering to audiences from a global perspective. Besides this, since a new investment opportunity will also lift the embargo on news and current affairs, it will also make talk radio available in India. Hence I am hopeful to see these developments in the near future.

     

    Q: Do you agree that radio is a highly regulated medium in India and that it needs to be self-regulated?

    Yes radio is regulated to some extent which encompasses a restrictive circle to adhere to. In my opinion, we must have news and current affairs also to be part of the programming rights which will certainly prove a boon to the radio industry, as Bollywood songs and other contents are being exploited to a much desirable extent in other forms of media as well.

     

    Q: What are some of the lessons the Indian radio industry can learn from their international counterparts?

    Interactivity is the element that seems to be missing in the FM channels in India. Talk radio is the key to ensure that we have the missing piece in place. We are seeing the same already running successfully on the global platform.

     

    Q: Can you throw some light on the India-specific plans of Radio Netherlands? What is the business like in the South Asian markets?

    Radio Netherlands Worldwide needs to cut 70 per cent of its budget from 2013. We will focus entirely on making journalistic content to encourage free speech. It’s difficult to say anything about plans for the South Asian markets, because that’s still undecided.

     

    Q: How different is the radio industry in, say, Pakistan or Sri Lanka?

    The South Asian subcontinent on the landscape has primarily the same behaviour. Hence I don’t see any structural difference, however I do agree that press freedom is much curtailed and there is lack of free speech in these countries as compared to India.

     

    Q: What is the team size in India and in other South Asian markets? Any expansion plans?
    In India we have an office in New Delhi and dedicated producers for All India Radio co-productions. Apart from the distribution team we also have an editor based in the same region too.

     

    Q: On a lighter note what is a typical day like for Mr Amitabh Srivastava, Country Manager- South Asia, Radio Netherlands Worldwide?

    Well, I work in two countries at the same time. All my partners and potential partners work according to IST (Indian Standard Time) which normally starts at 10am, and since I have my team in Hilversum hence I have to work till the office timings in Netherlands which is 11pm IST. I enjoy being busy!! Plus I love meeting people and also spent good amount of time on social media for personal and professional reasons which helps me a great deal.

  • Veteran radioman Anil Srivatsa, impressed by the speed of spread on social media, talks about his internet-based radio company, and the special-interest internet radio service Radiowalla.

    [MxM Radio] The viral effect is baffling: Anil Srivatsa

    By Robin Thomas

     

    Entrepreneuring is said to be in his blood, considering his first job straight out of college was his own business. He has been a veteran of the media field since the past 20 years. He had launched a radio show called ‘Anil Ki Awaaz’, in New Jersey, USA and ‘between the sheets’ in India. He also launched an internet radio channel for Asian Americans. Anil Srivatsa is the Co-Founder, CEO Venturenet Partners Pvt. Ltd. (promoters of Spot Radio and Radiowalla). Prior to launching Venturenet Partners, Mr Srivatsa was the CEO of Kings XI Punjab and before that he was the COO Radio Today Broadcasting.

     

    In conversation with MxMIndia, Mr Srivatsa spoke at length about his Bengaluru-based internet radio company, Venturenet Partners and its soon-to-launch Radiowalla, a service that offers a variety of special interest internet radio channels. He also spoke about Spot Radio, a b2b digital in-store radio entertainment, the break-even plans, and much more.

     

    Q. We are already in the middle of March 2012, and Radiowalla is scheduled to launch in April 2012… Is the schedule on?

    Yes, we are on schedule to launch in April. However, there are different stages of launch and the beta launch will happen where a close group of people with get to use the service. This will take place within the next few weeks.

     

    Q. Are you seeing an increase in the curiosity level among people? What’s the kind of reaction you are receiving?

    Well, the curiosity level seems to be increasing but the one phenomenon I am unable to figure out is the fact that three weeks ago we had only 260 ‘Likes’ on the Radiowalla Facebook page and today we have over 5000 ‘Likes’ despite us not doing anything to move the needle. It’s probably the viral effect. So, going by all the viral activity we are receiving on the Facebook page, it seems like people are waiting in anticipation.

     

    Q.What about Spot Radio? It’s been a while since launch… What’s the team size?

    Spot Radio is doing extremely well; we are best- in-class. We have competitors but, I don’t think there are any companies that have more clients than we do. However it is just notabout numbers but our product, our service, our pricing and our timing. Everything speaks for itself. Our team has been working well. We’ve got a small team putting out 30 radio stations today. We have 30+ clients which meanswe are actually churning out 30+ radio stations with five (Creative) people. We have a total strength of about nineteen world class professionals. I keep saying world class because our talent and product is world class, and it just goes to prove that you don’t need 30 people to run one radio station.Infact, I need 20 people to run 30+ radio stations.

     

    Q. You are currently headquartered in Bangalore… Are you looking at setting up studios in other parts of the country too?

    We will set up a studio in Delhi. Ithas a lot to do with the kind of content we want to generate out of there and tap into some great talent available there. We have an outfit in Chennai. Mumbai will be the last, not because it is the least important but, because it is the most expensive to set up an office. So, we are trying to do all what we can everywhere else before we come to Mumbai. Our presence in Mumbai will be felt soon but for now I travel to Mumbai and take care of business development out of there. We may forge a partnership with a strategic partner in Mumbai (Once we find the right partner).

     

    Q. What is your view on content innovation on radio and tell us what led you to start Radiowalla?

    I think we have been speaking about innovation in radio for the last five years since I have been involved with the business in India. I think the problem here is that the industry seems to be confusing innovation for differentiation. There is plenty of innovation happening, there is no lack of innovation in radio today. There is infact a lack of differentiation and unless an industry captain takes a personal professional risk this will not change for some time now. Nobody wants to take a risk aseveryone is worried about their next job. I have spoken to many of my peers who secretly harbor ambitions to be able to do something different but none is willing to bell this cat. Great ideas exist among the radio professionals.

     

    I took a risk to a point that I lost my job over it. Radio needs patience. There is no collective will to do something different. If one of them is following one format let them follow that format, there is always a space for another format. This will actually create more advertising spread. Advertisers will be forced to buy advertising on all radio formats to reach a broader section of people with diverse interest had radio organized by format. Now what is happening is that all radio is alike so the advertisers pick the top 3 and leave out the rest as they are reaching the same audience. I believe format differentiation will increase the ad pie and as a result force a more equal distribution of the ad money. This approach would have been better for the Industry in general. Rising tides will raise all ships.

     

    Q. And this was one of the reasons for Radiowalla…

    Yes, Radiowalla is about content differentiation and on the internet because distribution is the least of my problems. The internet allows me to create a hundred channels if I want to. This is what Radiowalla is about. It is a platform of audio content which is differentiated in each of its channels, giving a choice to the audience i.e. whoever wants to listen to whatever content, and at any time. We are a linear radio format. What the music industry calls a non-interactive format of delivery. So, it is not just the idea but, technology that supports the idea and the execution of it that makes an innovative product happen.

     

     

    Q. You had said that you would initially launch only audio channels. Why? 

    Audio has so much depth. I am not even thinking beyond audio because there is so much to do in audio! It is a non- invasive media. I can do ten things and still engage with audio, unlike any other where it is a one dimensional engagement. Audio is more effective in thought change. I equate Audio to guided Meditation. It is difficult to meditate with your eyes open. Audio has no visuals and therefore more engaging to the mind -Less distracting.

     

    Q.So, you will launch 30 radio channels… Will news be one of them?

    Atleast 30 radio channels as of now and yes news will be one of those channels. There is enough to do with non music content. There is only so much music you can do. You count all the genre of any music in English and Indian languages. You can’t find more than thirty. We are trying to cater to the long tail. The focus is on non-music production to add to the magic of music.

     

    Q. Do you think in the long run internet radio in India is a feasible one?

    Of course it is feasible. I draw the analogy from terrestrial TV, cable TV and DTH TV. What Doordarshan started was terrestrial television,now is cable television not television? Is DTH not television? Is TV on the internet not Television? Are they all not viable/feasible? What you are seeing now is radio on FM terrestrial frequencies, it doesn’t mean that what happens on internet is not radio. It is the same but, the distribution medium is different. Terrestrial television was different from cable television which is different from DTH which is different from television on the internet but all still Television. Similarly FM is one way of delivering radio, and not the only way.

     

    Q. Should the traditional radio stations in India start worrying about the advent of internet radio?

    Well they should worry as anyone would with a competing platform growing…Traditional terrestrial radio has their limitations. There can only be so many frequencies. Traditional radio will never die, all I am saying is that internet radio just offers an extremely different canvas, where you can paint different pictures, it’s affordable and yet has a business model around it.

     

    Q. What is the business model you follow? Is it advertising led or do you have alternative source of revenues?

     

    The business models are traditional. We have a combination of Ad support and subscriptions.To use jargon, the freemium and premium models. There are certain channels that will be available as subscription only and commercial free, while some channels would be available for free but, supported with advertising.

     

    Q. And what about Spot Radio? It is a b2b arm of Venturenet… How does it function?

    We create radio for specific brand identities in the retail and corporate space. So the business model is very simple, they pay us for the service to manage their network and some of them allow us to sell third party advertising… so we generate revenue which we share back with our client.

     

    Q. You are building infrastructure, recruiting experts, setting up studios etc. How else are you utilizing the Series A funding? What will the next round of funding focus on?

    Our progress on infrastructure building is very public. I have pictures up on our facebook page at every stage. We now have about 19 people and will grow to a few more. The funding has helped us get to this point as it was intended to. As far as the next round of funding is concerned that is a matter of strategy as it is based on a certain milestones that we reach and if we reach those milestones quicker we get to that funding quicker.

     

    Q. And what are those milestones…?  

    Well, they are revenue milestones and there are business expansion milestones. I believe that if we stay with our current business planit will take us about 18 months to reach a certain milestone but, if we are accelerating that and achieving it sooner, then clearly we need more funding quicker. Thus it is just a matter of which stage we are in now.

     

    Q. When do you plan to achieve break-even?

    Break-even should happen in 18 months but, if we had another ten clients in Spot Radio we should have operationally broken-even. I hope to get to this stage inside 18 months.

     

    Q. How would you measure the success of Spot Radio or Radiowalla? What is the benchmark for success?

    For Spot Radio, the benchmark for success is very simple.It is as many clients as we have who are paying us and if we start meeting our advertising revenue targets then this is a measure as well. As far as Radiowalla is concerned, the quality of content is the benchmark to success because that will automatically start giving me customer acquisitions. Eventually the number of customers we have will ultimately determine how successful Radiowalla is.So, it’s all in the numbers but, what leads to the numbers are where I am focusing and it the quality of content that will help me retain my customers. I focus on quality of content.

     

    Q. Any specific plans for 2012 thatyou would like to share with us? What can we expect from Venturenet this year?

    All I can say is that it is going to be an exciting growth phase for us in 2012. We are looking at further consolidating ourselves, and grow more clients.We are looking at related areas that have not been exploited yet and which are perhaps under the radar as of now. So yes lot of action plans this year.

     

    Q. Do you see the internet radio market further growing? Do you see more internet radio players in India?

    Internet radio is a great opportunity! In terms of a global listenership it is a bigger business than an FM station in one city. We are only the beginning of it. There are plenty of those ideas going around and I am sure there will be many who fail and many who will succeed.

     

    Content is still King, distribution can be King Kong but, it will still be a monkey without content. Radiowalla is a content company agnostic to technology. We are adaptive to new emerging distribution technology and we will keep one eye on it. We are focusing on good content and that’s where we are meeting the needs. When you can have your own phoolwalla, doodhwallah, chaiwallah,sweetwalla then now it’s time to get your own Radiowalla.

     

    Q. On a lighter note, how has life changed after becoming an entrepreneur?

    I have always been an entrepreneur. So, life has not changed because I like this life and that is why I am in it. In fact my first job out of college was my own business, at 21 I was running my own City magazine for Bangalore. So to me being an entrepreneur is in my blood and every job I have had since then have been in a startup environment, for someone else in their founding team and as a senior member in their founding team. The difference now is just that I am doing it for me and I am the only one I can blame if I don’t do well. With all the ups and downs I have seen in life as an entrepreneur, the one good thing that has happened is that my life is now recession proof. My greatest achievement so far!

     

  • Monica Nayyar Patnaik, Joint Managing Director at Eastern Media Ltd. in conversation with MxMIndia about trends in the radio industry, Radio Choklate, post break-even, phase III plans and much more.

    Tier 2 & 3 crucial for radio: Monica Nayyar Patnaik

    By Robin Thomas

     

    She is the founder member of Radio Choklate, the radio arm of Eastern Media Ltd. Monica Nayyar Patnaik is the Joint Managing Director at Eastern Media Ltd., In conversation with MxMIndia, Ms Patnaik spoke at length about the trends in the radio industry, the challenges, on Radio Choklate post break-even, the phase III plans and much more.

     

    Q: How would you rate the year 2011 for Radio Choklate and the radio industry?

    The radio industry is still awaiting phase III announcements, and there are hopes in these announcements. Secondly, the increase in FDI has brought some cheer for all of us. As far as the copyright issue is concerned, the talks are still on, though I believe that we have gone ahead and may soon reach a breakthrough point.

     

    For the past three years Radio Choklate has been able to further consolidated its position and achieve break-even. The year 2011 has seen our listenership in Bhubaneswar, Cuttack and other nearby areas further increased, the reason being the change in programmes. We have been constantly changing our programmes, placed them in the right time slot and it worked well. In addition to these, our on ground activations also gave further momentum to our listenership.

     

    Q: Radio Choklate achieved break-even couple of years ago… what has changed for the station since then, ie in terms of infrastructure, talent, etc?

    The break-even achieved was purely advertising led, our expenditures has however gone up. One of the significant contributors was the Telecom sector. They had advertised considerably which gave us a huge boost in our advertising revenues. Besides we also deliver a lot of value additions to our clients. Going forward, it is not so easy. It is difficult in getting the right talent, and a lot of money is invested in recruiting good talent. Hence both in terms of talent pool and infrastructure it requires a lot of money and besides the copyright issue is yet to be fully resolved. In fact this year has not been so good for the industry in terms of advertising revenues which has slightly declined.

     

    Q: According to IRS, radio consumption has seen a decline. Do you agree? Some say that the decline is because of a delayed phase III and content restrictions…

    I have a different view on the listenership because we have been number one in our listenership since a long time and we are still number one radio station. However we have not witnessed any decline in our listenership. There are still many small town areas that need to be covered under the IRS bandwidth, many of which significantly contribute to the listenership share. Hence IRS must bring those uncovered or under covered areas under the IRS bandwidth to bring up the overall listenership.

     

    Q: Has radio listenership reached a saturation point in the metros and the next phase of growth for radio will come from tier 2 and 3 cities?

    I do agree that the next growth of FM listenership in India will come from the tier 2 and 3 cities as there are lot more cities and towns that need to be covered. With phase III rollout FM radio will be spreading its wings in 227 new cities. I believe it is now time that those cities which have reached saturation point must bring differentiation in terms of delivery, packaging and programming. However these developments can only take place once multiple licenses are allowed and I am sure it will help especially in cities where listeners need variety of music or programming.

     

    Q: Do you think the industry is confusing innovation with differentiation? As you just said, there is lack of differentiation… but, isn’t there too much innovation happening in radio today?

    It could be true however I am aiming to give listeners a different experience by getting into the niche areas i.e. by providing them a differentiated programme. So, if the listeners in my State want us to get into different areas of programming we would deliver to them what they want. So, if the listeners want a talk show they will be given, and that’s why we are so keen on multiple licenses, which is the key to differentiation.

     

    Q: You once said, come FM Phase III, you would want Radio Choklate to further expand in Orissa… Do your plans still remain the same?

    Absolutely, our plan still remains the same. We are looking forward to phase III, and our plans to further consolidate in Orissa. Music is just one part of radio, and for the medium to grow robust it needs other elements of contents as well, whether its sports commentaries or news and current affairs. Hence I feel there shouldn’t be any more delay in Phase III, the sooner it is rolled out the better for the industry.

     

    Q: Will multiple frequencies bring additional listeners and advertisers to radio or will it further fragment the listenership in the already fragmented medium?

    I don’t think so. How many multiple frequencies can one have in the same city? Multiple frequencies will give listeners more choice, and yes it will bring new listeners to radio, perhaps even those that have never listened to radio.

     

    Q: How has 2012 welcomed Radio Choklate? Any specific industry trends we should watch out for in the coming years?

    In 2012, Radio Choklate will look forward to FM Phase III rollout, we should be able to give different variety to the listeners and we will continue to concentrate more on local music.