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impact Roundtable on Radio to focus on ‘Radio Effectiveness’

impact Roundtable on Radio to focus on ‘Radio Effectiveness’

Author | Robin Thomas | Friday, Jul 25,2008 8:17 AM

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impact Roundtable on Radio to focus on ‘Radio Effectiveness’

Radio as a medium has come on its own over the years, more so with the advent of FM radio. In a bid to better understand the medium, impact, the weekly from the exchange4media Group, is organising a Roundtable on the Indian radio industry. The theme of the Roundtable is ‘Radio Effectiveness - How to exploit the best out of Radio’. The impact Roundtable on Radio is presented by Radio City.

The Roundtable would feature discussions, case studies and creatives that highlight the potential of radio. impact has put together a panel that includes representation from the various stakeholders of radio – media owners, media agencies, creative agencies, advertisers and research.

The moderator of this closed door panel discussion would be Sunil Kumar, Managing Director, Big River Radio, while the panelists include Apurva Purohit, CEO Radio City; R Gowthaman, MD MindShare India; Punitha Arumugam, Group CEO, Madison Media; Jeffrey Crasto, President and Chief Buying Officer, MPG India and South East Asia; Shubha George, MD, Mediaedge:cia India; Bobby Pawar, NCD, Mudra; Sanjay Behl, Head - Brand and Marketing, Reliance Communications; Sanjay Tripathy, Head - Marketing, HDFC Standard Life Insurance; and LV Krishnan, CEO, TAM Media Research.

Radio has seen immense growth in its penetration in the last one year. However, the share of the medium in the overall advertising pie is still a mere 3 per cent. The latest PricewaterhouseCoopers (PWC) report states that by 2011, India’s radio industry is expected to be worth Rs 17 billion, while experts predict that reaching Rs 20 billion is not impossible by 2012.

Year 2000 saw the surge of the radio industry, and India at that time began witnessing a dormant industry readily become active. Phase II of FM expansion was an exciting phase for radio. However, FM stations still have had a hard time convincing advertisers. According to research, radio is expected to touch a growth margin of 5-7 per cent and may even touch a double digit mark in the next three years.

With radio seeing such growth, what remains a mystery is why advertisers are still shying away from investing in radio. The impact Roundtable on Radio is aimed at taking a hard look at this issue. With advertisers and media agencies and even research team, besides of course radio owners participating at the Roundtable, the intention is to discuss in depth how radio can be used as an effective medium and in the process increase radio’s share in the overall advertising pie.

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