[HCDX] Radio business back with a bang in India

[sakthi vel <ardicdxclub@xxxxxxxxxxx>]

In 1947 when India became independent, there were just
six radio stations ? all under the AIR banner. 


Now every city has an average of six channels and
every day in some part of the country there are 3-4
stations arriving on the airwaves.


"India is a country of trends. Here many times
something catches the publics' imagination. And then
for some years, it is the rage. Right now radio is
fashionable," said Radio One Director (Programming)
Ritu Soni Srivastava.


Radio's come a long way. In fact what we are
witnessing now is the second coming of the radio
revolution. 


In the latest burst of opening up the airwaves, 245
new channels were added to the existing 20. 


In Delhi for example, some corporate houses bid to the
tune of 31 crores to acquire frequencies.
After paying a hefty licence fee to the government, it
takes another few crores to set up a studio. Add to
that a workforce of about 20 young people with a
passion for music and a flair for wit and humour and
you're ready to take on the airwaves. 


Once the money starts rolling in, stations have been
known to make a profit of more than Rs 1 crore per
month.


"When you capture the youth, then I think you can have
consumer driven revolution. And that's what has
happened," said Akhila Sivadas Media analyst


Radio accounts for roughly 2 per cent of the total
advertising pie. 10-second slots are sold for Rs 500
to Rs 1000. 


And when it comes to localised advertising, nothing
works better than radio. 


"What works with radio it that is a medium that works
as a reminder for the client. It's a wonderful way to
advertise specially as a follow up from lets say, a
print ad," said Parsvnath Developers COO Sunit Sachar.


The radio boom may have had a bit of a late start in
India, but its all moving in the right direction. And
what?s good news for the airwaves is that the best has
just begun.
+++++++++++
Source: http://www.ibnlive.com/news/radio-business-back-with-a-bang/28351-7.html

+++++++++++++++++++++++++++ 
   Jaisakthivel 
  Chennai, India. 

     
   
   



		
__________________________________________________________
Yahoo! India Answers: Share what you know. Learn something new
http://in.answers.yahoo.com/
---[Start Commercial]---------------------

Preorder your WRTH 2007:
http://www.hard-core-dx.com/redirect2.php?id=wrth2007
---[End Commercial]-----------------------
________________________________________
Hard-Core-DX mailing list
Hard-Core-DX@xxxxxxxxxxxxxxxx
http://montreal.kotalampi.com/mailman/listinfo/hard-core-dx
http://www.hard-core-dx.com/
_______________________________________________

THE INFORMATION IN THIS ARTICLE IS FREE. It may be copied, distributed
and/or modified under the conditions set down in the Design Science License
published by Michael Stutz at 
http://www.gnu.org/licenses/dsl.html