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‘Radio needs to showcase its power of the medium’

05-February-2009
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‘Radio needs to showcase its power of the medium’

Globally, radio has been a more tactical medium, which is closer to the point of sale. There have been successes, but we haven’t been able to put a finger on it and say this is the way radio can be used. Largely, the onus lies on radio players like us to propagate and educate about the medium. Radio needs to showcase its power of the medium, says Jayyant Bhokare, COO, Radio Indigo.

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