Allen Kepler, President, Broadcast Architecture, sees huge potential in the Indian Radio industry. Broadcast Architecture is based in the US that does radio research and show production. Kepler was in Mumbai recently to attend a radio conference.
Kepler said that the radio industry in India is growing rapidly. “It is very interesting to note that such tremendous growth cannot be seen anywhere else. There is definitely a need for such rapid growth in India, which is at a very nascent stage. There is a need for research that is not only based on audience measurement, but that which also validates and helps it grow commercially.”
Kepler explained how revenue from the radio industry is huge in the US. “If we talk about Los Angeles only, the annual revenue generation is $1.2 billion. Compared to that, the growth in India is fast. It has come to a good position from nothing and there is more space. In fact, India is growing well, in terms of revenue,” added Kepler.
Commenting on the content and format, he said that in the US, there are different formats in different part of the country. “There is talk radio, which deals with personality interviews and discussions, Spanish music and news. In India, the main concern that I learnt from the radio convention last year is that most stations play similar kinds of music, which is not good for the consumers.”
Kepler elucidated that there is tremendous competition in the US because each group is allowed several stations; while in India multiple frequencies are not allowed to one group. The music format and the content aired are similar in most of the stations. What may work in Delhi may not be useful in Mumbai. He pointed out that this is where the role of audience research comes to the fore.
On opening up offices in India, Kepler said, “We have plans to come to India, but we do not have offices in any of the 25 countries in which we have presence. We hire the most competent agencies in the particular country who do the survey and research work for us.”