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impact Roundtable: Tracing the growth from medium wave to FM wave

impact Roundtable: Tracing the growth from medium wave to FM wave

Author | Robin Thomas | Monday, Jul 28,2008 8:13 AM

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impact Roundtable: Tracing the growth from medium wave to FM wave

From tacky jingles and static infused ‘sponsored programmes’ on medium wave, radio has come a long way. A lot has been written about and discussed at various forums about how the advent of FM radio has given the medium a new lease of life. The impact Roundtable on Radio now seeks to understand the effectiveness of the medium. The impact Roundtable on Radio is presented by Radio City.

The theme of the Roundtable is ‘Radio Effectiveness - How to exploit the best out of Radio’. The five key points that would drive the closed door panel discussion include – radio as an advertising medium going beyond spots with innovative use; role of radio stations in using the medium more effectively and creatively; creativity in radio advertising and future of radio. These key points would also include a number of sub-points, thus facilitating an indepth look at the industry.

According to experts, the FM advertising industry is expected to grow by 24 per cent in the next five years. Ironically, the India Radio Forum 2008 had witnessed both advertisers and FM players drawing swords against each other. While the advertisers blamed the radio industry for not educating them about the benefits of the medium, the FM players blamed advertisers of not taking the medium seriously.

Sunil Kumar, Managing Director, Big River Radio, would moderate the impact Roundtable on Radio. 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; Sanjay Behl, Head - Brand and Marketing, Reliance Communications; Sanjay Tripathy, Head - Marketing, HDFC Standard Life Insurance; and LV Krishnan, CEO, TAM Media Research.

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impact Roundtable on Radio to focus on ‘Radio Effectiveness’

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