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Learn About Business Of Radio At GMAW 2015

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Global Marketing & Advertising Week (GMAW) was held from 18-20th February in Delhi. The theme of the event was based on a simple proverb- everything that can be counted do not count-while lots of things that can’t be counted count. The purpose of the event was to educate the audience on how to gain actionable insights and gain a competitive advantage. For example, Google is the closest mind reading machine man has ever made, every time a search is being performed a mind is being read-so database of intentions is being stored, social media is the database of actions as we normally share what actions one has taken or is planning to take- so today the marketer has access to what the world is thinking and what the world is doing-imagine the power and actionable insights the marketer can gain from these two simple data points.

Here is an excerpt of one of the sessions- the business of radio, speakers: Sammer Kanwar, Deepak Sharma, Gaurav Sharma and Rajat Uppal.

Sammer Kanwar is National Programming Head of Radio Mantra, 91.9 FM. He is responsible for identifying and monetizing cross channel strategic alliance, partnership and integration of the brand with various music labels, TV channels and other mediums.

Deepak Sharma is a Radio Jockey at 92.7 BIG FM.

Gaurav Sharma is Chief Programming Officer of Fever 104 FM, Fever Entertainment and FAT Productions (HT Media Ltd).

Rajat Uppal is National Marketing Head of 93.5 RED FM.

With the roll-out of FM Phase 3 licensing, the Indian radio industry is optimistic about its huge growth. With the resurgence of radio on the anvil, the session dived deeper into understanding the nuances of this medium and how it inculcates creativity and innovation in its DNA to drive consumer preference and loyalties.

Today’s grandfathers are remembered for turning into their giant radio sets to listen the hourly news bulletins of Akashvani or BBC world service. It was not difficult to see a person on the street clutching a small radio set and listening to music as he walked by, much as almost everyone speaking on mobile phones today.

Like in all other countries around the world, Indians combine TV, radio, movies, music and devices like internet-empowered smartphones and portable music players for entertainment. FM stations are one of the most popular entertainment mediums offering millions of Indians a great mix of shows. According to industry experts, there are 250-300 million radio users today and brings in Rs 1000 crore revenue. With phase 3 licensing, 800 new radio stations across 300 towns are expected to come, touching almost 90% of Indian population.

In Kejriwal’s victory of Delhi polls, radio played a huge role, with new spots being launched within two days.

Radio has a tremendous potential for local promotions, and once the audiences can be targeted, radio can simply cut into other mediums. Moreover, low costs of advertising on radio as compared to other mediums acts as a huge pull for firms small or large. All the speakers were of the view that radio offers immense potential just waiting to be explored. Besides there was an agreement that there are no third party ratings measuring results as is TRP’s in case of TV. In the age where everything is measured, radio’s success is hidden and under cover probably because its uncounted but that does not mean it does not exist.

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