Along with the radio players and advertisers, creative honchos and media planners are equally excited about the first ever exchange4media Radio Advertising Awards (ERAA). The media planners are positive that ERAA will recognise quality work and talent in the industry. The 1st Annual ERAA will be held in Mumbai on October 7, 2010 and will recognise the best work done between July 2009 and June 2010. The last date for receiving entries for the Awards has been extended to September 20.
The jury members include Lynn de Souza, Chairman & CEO Lintas Media Group; Agnello Dias, Co-Founder & CCO, Taproot India; Sandip Tarkas President, Customer Strategy, Future Group, India; and Anupam Vasudev, EVP, Marketing & Communications, STAR India Pvt Ltd.
‘An interesting initiative’
exchange4media spoke to a cross-section of the media industry to find out their views on ERAA. According to Divya Radhakrishnan, President, TME, “Awards exclusively for the radio industry is a very interesting initiative, given the format of radio, where there is large volume of advertising from local advertisers, who generally do not get into mainstream advertising awards.”
She further said, “Radio as a vehicle has changed its profile post the advent of FM radio. Earlier, what was ‘Rural & Reminder’ as a format has become Metro, young and interactive. The myth of print as the only vehicle that generates response has been busted by FM radio. Many examples have proven this.”
Rakesh Singh, Associate Vice President, ZenithOptimedia, pointed out, “Advertising on radio is very challenging as it is all about ideas, where creativity and its effective execution plays a very important role. Hence, it is going to be equally challenging and interesting to judge the entries on radio. The ERAA will give a major boost to the medium, as creativity needs to be appreciated for it to blossom.”
Singh added, “Radio is a challenging medium and acts as a media multiplier to other mediums, that is TV, print, OOH and new mediums such as the Internet and mobile). The localised content on radio helps brands to establish brand connect with consumers and hence, is currently playing an important role in the current media mix of any brand.”
Manoj Malkani, VP, MPG, noted, “Any award for any industry honours talent that is unrecognised. I congratulate the exchange4media Group for the first Radio Advertising Awards. These Awards will recognise quality work and talent in the industry.”
Malkani further said, “Radio has an advantage as you can communicate city centric campaigns. The travel time of commuters has increased and, therefore, they are hooking on to the radio. Radio stations, too, have come out with lot of innovations.”
The inaugural ERAA will have 22 categories, which have been divided into four broad categories – media, creative, broadcaster and excellence awards.
The media category includes Best Brand Integration on Radio – Corporate/ Retail, Best Radio Media Innovation – Corporate/ Retail, Best Unique Use of Multiple Stations, Best Use of Radio in a Media Plan – Corporate/ Retail, Best Use of Radio in a Media Plan – Retail, Best On Ground Activation for a Client – Corporate, Best On Ground Activation for a Client – Retail.
The creative category includes Best Radio Creative – Telecom Services/ Retail, Best Radio Creative – Media (all media and related products and services)/ products, Best Radio Creative – Services (excluding telecom, retail and media), and Best Use of Craft in Radio.
The broadcaster category includes Best CSR Initiative and Best Client Sponsored on Ground Activation done by a Radio station for self. In the Excellence Awards category there are the Radio Media Agency of the Year, Campaign of the Year – Corporate, and Campaign of the year – Retail, Radio Advertiser of the Year.
For further information on the exchange4media Radio Advertising Awards, please visit- http://www.exchange4media.com/eraa/.
ERAA 2010 to be held in Mumbai on Oct 7; last date for entries now Sept 17