When asked about ad revenue break up, Apurva Purohit, Chief Executive, Radio City elaborates, “The world-over, radio advertising is led by retail clients, as radio offers a local and cheaper option compared to other media vehicles. However, currently about 70%-75% of the revenues still comes in from the corporate clients.” But this phenomenon is in for a change; once radio reaches small cities or towns, it will be the only local medium available, thus giving a complete turn around to local advertising in India. “Local advertising is informative and meant for quick action, national advertising is usually about brand building and brand awareness,” adds Barua. Coming back to the million dollar question of who will survive and how? Considering India’s cultural and regional diversity, which has given birth to many successful regional brands, one is tempted to believe that a lot of regional FM channels will dominate the air waves. But Timmy Khandari, Media Analyst, PwC has a somewhat different view, “The one with the largest footprint in the country will survive, since national advertisers will get to reach out to a wider audience through them.” Well, local or national; general entertainment or specific, all will ultimately depend on the way channels package and modulate themselves (region-wise) to woo their listeners. After all, content is still the king. Ain’t it?
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