AIRTIME SELLING

PRESENTED BY:FIONA MATHEWS HITESHI MALHOTRA KANIKA GUPTA NIDHI GUPTA SHIVANGI BHARGAWA ROHITASH

EVOLUTION OF FM BROADCASTING
When Happened.? July 1923 23 July 1927 What Happened? Radio Club of Bombay Private Indian Broadcasting Company LTD (IBC) was authorized to operate two radio stations Bombay station began Calcutta station followed Company (IBC) went into liquidation & government took over the broadcasting facilities Indian State Broadcasting Service (ISBS) began ISBS was renamed All India Radio AIR network had only six stations (in Delhi, Bombay, Calcutta, Madras, Lucknow, and Tiruchi

23 July 1927 26 August 1927 1 March 1930

1 April 1930 8 June 1936 In 1947

EVOLUTION OF FM BROADCASTING When Happened.?

23 July 1977

What Happened? FM broadcasting began in Madras.

Till June 1998

In 2000 July 3, 2001

The Times Group operated its brand, Times FM

The government announced the auction of 108 FM frequencies across India. Radio City Bangalore is India's first private FM radio station started

FM stations in New Delhi

THE GOLDEN WORDS OF EXPERTS!

Radio is like vodka, you can mix it with any drink. So, you can mix radio with print, television, outdoor, digital, and events. The best part is that you can have this vodka while driving, which makes radio the most flexible of all mediums. Newspaper, combined with radio, becomes the best combination in any economic slowdown, and radio has been benefitting a lot. You can connect with the person before he enters the shop while travelling.

THE GOLDEN WORDS OF EXPERTS!

A lot of people consume radio on the go. Traffic updates, have become hygiene programming and listeners do expect them on radio. Do you think there is an overlap between digital and radio in terms of advertising share? The ratio of listeners on radio for tuning into music is far higher as compared to digital. Besides, radio is a free medium for listeners and does not have woes such as internet plans and speed and hence, garners a lot more traction and attracts a lot of advertisers.

THE GOLDEN WORDS OF EXPERTS!

Please share some issues that marketers should keep in mind while investing on radio in the South. Since radio is a great media multiplier and an expert in delivering a brands USP, they should integrate the message through key mediums. But while doing that, they should also ensure their creative approach is customised to radio. Localising the message as per market requirements would be a great advantage on radio. Put extra efforts on the radio creative and integration if your TG belongs to light/ medium user category in the other two mass media, viz. TV and print. For launch and very special campaigns, one should look at creating a signature sound/ sonic tune.

ARE BRANDS REALLY BENEFITING?

As a marketer, what is your objective when you are looking at a radio campaign? Amplification and frequency building of a campaign Support for an on ground event, where consumer response/ participation is required Pre-launch for a product. Build-up to buzz around any roll out Promotion of offers/ schemes To tactically target specific geographies or cities
Please share one of your most successful radio campaigns so far? Tata I-Shakti Dal has an ongoing campaign that ropes in very prominent RJs, such as Mallishka on Red FM, to engage people on the importance of consuming unpolished dals. The campaign is made interesting by adding humour and brings in engagement with the masses through contests/ quiz. Our nationwide radio campaign on World Hypertension Day was well received and translated into people approaching our blood pressure check-up camps held at different locations across the country, thus enabling us to have a clear call to action.

ARE BRANDS REALLY BENEFITING?

What makes the real estate players bullish on radio? Real estate is a local play and thus, radio is the best media for it. We reach out to our target audience city wise and radio gives us the opportunity to tailor our content. Radio has the potential of creating street wise ads to state wise ads, depending upon the characteristics of the campaign and the target audience. What is the one thing that you have learned from radio as a marketer? I always knew it, but for others I would like to say it, never miss radio! Radio offers maximum reach, especially in a city like Mumbai, where people spend half their day commuting. For retail brands, radio plays the role of a very important low-cost medium as they get tailored catchment area and have the opportunity of targeting well. What, according to you, is the one thing to always keep in mind while investing on radio? The one thing to keep in mind is that the spots should have a very high frequency, otherwise they are likely to get missed out in the clutter. Radio spots have to be strategically placed so that they manage to come to everybodys notice, yet remain non-intrusive.

THE POWER OF THEIR VOICE

With increasing commercial pressure, as an RJ how do you try to keep your content objective? Keeping commercial pressure out is difficult, sometimes I agree, but we all know what brings in the revenue and so sales will sell. In such a situation, one defines what he or she stands for, what the brand stands for and executes with as much believability as possible. A lot of time commercial content is decided keeping the RJs brand and image in mind, thank God! I just keep it real.

THE POWER OF THEIR VOICE

Do you come across annoying listeners, and how do you deal with them? Listeners are not annoying, but they are persistent. Patience is the mantra. As a radio jockey one has to keep in mind the fact that a listener is not aware of the fact that we receive dozens of calls every single minute. He or she calls because they feel so close to the jock and want to speak their hearts. While on air, do you use a written script or is everything that you say impromptu? No written script, .remember we are speaking to our Mirchi listeners. Does one read out from a

AIR TIME RATES OF 3 PRIVATE FM PLAYERS

AIR TIME RATES
1400 1200 1000 800 600 400 200 0 Peak Normal Hours Hours

Radio City Fever FM RED FM

CONCLUSION
Advertising through radio is the most effective way of reaching the mass audience Advertisement through radio is the cheapest as compared to other media. Radio Advertisement reaches customers with frequency Sound is stored in the memory more effectively than written words hence radio advertisement can be effective.