Top Story

e4m_logo.png

Home >> Media - Radio >> Article

Mini-metros will play a big part in our growth strategy: Tarun Katial

22-September-2015
Font Size   16
Share
Mini-metros will play a big part in our growth strategy: Tarun Katial

Tarun Katial, CEO of RBNL, which runs Big FM is confident that it would be able to leverage the addition of the 14 new frequencies to cement its position as a premier destination for radio advertisers. The operator spent to the tune of Rs 117 crore for the new frequencies.

The addition of the 14 new frequencies now takes Big FM’s tally to 59 stations. New additions include Pune, Nagpur, Lucknow, Patna, Varanasi and Kolhapur, among others. The overall network now covers all 4 ‘A+’ category towns, 7 out of 9 ‘A’ category towns and 12 out of 17 ‘B’ category towns.

The post auction network now includes 5 stations in Maharashtra and Goa and 13 frequencies in UP, Bihar and Jharkhand. The operator has also made significant investments in the North-east with new frequencies in Agartala, Itanagar, Shillong and Aizwal.

When asked about the company’s strategy in the auctions, Katial informed us, “We wanted to ensure that we covered the gaps in the mini metros and covered the key geographies. We also wanted to increase our geographical coverage in states like UP and Maharashtra. Post the auctions, we now have the largest network in Maharashtra.”

Speaking about the investment in the North-east and especially the smaller metros, Katial said that since the north-east is largely media dark, radio has a lot of growth opportunity. “Mini metros will play a big part in our growth strategy. Cities like Pune and Nagpur have a tremendous potential for GDP growth. On the content side we are going to have a huge focus on Marathi content.” The focus on regional content will also be seen in the North, said Katial, pointing out that Big would leverage its TV experience with Big Magic Ganga (across Bihar, Jharkhand and UP), which was rebranded last year.

BIG Magic Bihar and Jharkhand rebrands as BIG Magic Ganga

In terms of content and programming, Katial admitted that the network programming strategy adopted by Big FM in the past have been successful for the company and is something that would continue in the future. “Big, branded content properties like ‘Suhaana Safar with Annu Kapoor’, ‘Yaadon ka Idiot Box with Neelesh Misra’, ‘Carvaan-e-Ghazal with Talat Aziz’, etc. have worked really well for us,” he said.

There have been some rumors that operators will be raising ad rates as they provide advertisers with a bigger bouquet of channels and as they seek to recoup investments in Phase III. Katial did not mention whether a hike in ad rates was expected. However, he said that the addition of new cities would benefit radio advertising as a whole as it would allow advertisers to reach new regions and new audiences.

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...

The Head of Marketing at Bigbasket is a student for life and genuinely cares for customers and loves data. Here are some key learnings that have gotten Iyer this far in her professional journey