While Q2 and Q3 of FY13 were the slowest quarters of the decade not only for the radio industry but the entire market, Radio City claims to have witnessed an exciting and successful year.
“2012 was an exciting year for us. Constant engagement with the consumer on-air and on-ground activations has benefited Radio City, resulting in sustained No. 1 position in Mumbai and Bangalore. We have grown almost double the industry growth,” said Ashit Kukian, COO & President, Radio City.
Kukian informed exchange4media that while it was lukewarm from the advertising spends perspective in Q1 and Q2, Radio City did not experience any trouble due to extensive advance planning. He explained that Radio City developed exclusive properties to provide a complete package to their listeners and advertisers, which helped them grow.
“For us, the advertising was planned much in advance, thus even when the market was slow, we had a good quarter. We knew in each quarter what we were going to do. In terms of marketing and content, we were aware of exactly what we were doing. Planned success worked well for us,” added Kukian.
With properties such as ‘Gully Premiere League’ (GPL) and ‘Radio City Super Singer’, Radio City went beyond the normal FCT (free commercial time), giving marketers a good package.
Radio City saw a number of landmark events this year in terms of content and programming, including making an entry in the Limca Book of World Records thrice. The network added two new streams on Plannetradiocity.com – Non-stop IndiPop and Freedom Radio. The FM player was bullish on on-ground activations this year as they fit the bill perfectly under the current marketing scenario.
Kukian pointed out that listeners look beyond music now and want a complete experience. Advertisers also expect a 360 degree format to engage with the TG. Activations give marketers the opportunity to interact with the TG directly and find out what is working and what is not from the consumers themselves.
Explaining the trends witnessed across the radio space, Kukian said that the two major trends this year were the growth of radio on the digital space and the increasing use of radio for sporting events like cricket, hockey, marathon, cycling and so on, which generally utilised television as the main advertiser.
With the growth seen this year, Radio City is optimistic about 2013. “In 2013, we expect the industry to grow by 7-8 per cent more than what it has grown this year. Categories such as real estate, telecom, automobiles and FMCG will continue to drive the growth for the industry,” stated Kukian.
In the milieu, a year filled with disappointments due to various reasons, a good growth is something unusual. However, in an increasingly changing market scenario whether efficient planning will be able to do the trick cannot be said.