With new investors taking over, Apurva Purohit coming in as the new CEO, and the subsequent exit of STAR India from the venture, things have changed for Radio City. The new management has led to a new structure and change in operations and approach, which, according to Purohit, put Radio City in a better position to compete in a sector which is in its inflexion point.
Purohit said that with the process of a complete organisational transformation, the objective was to elevate the work culture itself. She added, “We are looking at a complete organisational transformation where there is a clearly enunciated company vision of national brand leadership. We have defined behavioural changes in place in systems, processes and functional roles, which will help us achieve this vision.”
Explaining the importance that was being placed on people power, she said, “The most important aspect for any company today is getting the right people, and we have a fantastic senior management in place now with experience that is both diverse and rich, built across a plethora of world class companies within and outside media. I believe the main change that I have brought is arming Radio City with some of the best talent in the industry and building a culture which is people focussed. People today are joining Radio City because of our very clear emphasis on making the organisation a fair, professional and good place to work in.”
On the programming front, the station has induced a regional-national structure, where national and regional teams work independently. Elaborating on this, Purohit said, “The new structure has been created keeping in mind the regional nuances a medium like radio can provide. Radio City is a good example of a well respected national brand with content which is locally skewed and flavoured with the unique aspect of each city, the station is in.”
She added, “Radio City Bangalore has English, Hindi and Kannada programming appealing to the new world Bangalorean, while Radio City Mumbai, with programmes like ‘Kasa Kai Mumbai’, incorporates the unique pace and frenzy which is so much part of a Mumbaiker’s life. The regional-national structure will help us build regional strengths within the parameters of a national brand. So, on the one hand when an advertiser buys into Radio City, he knows exactly the brand values he is associating with whether he advertises in Mumbai or Lucknow. At the same time the listener of Radio City Lucknow gets content which is uniquely appealing to his sensibilities.”
As is known, a change in the sales structure was also seen with Ashit Kukian and Bijoy Shreedhar being appointed National Sales Heads for Corporate and Retail Sales.
“The sales function is very much built on the lines of a typical national sales structure with national heads, RSMs, ASMs, etc,” said Purohit, adding, “The emphasis for sales is clearly client focussed and quick turnaround time. Both our Sales Heads, Ashit and Bijoy, have extensive experience in sales and bring with them best in class sales practices.”
The focus on people power is obvious in the organisation. Throwing light on some of the other activities that the organisation has undertaken, she said, “We recently concluded a national conference of senior managers, where the emphasis was as much on the business objectives and goals as was on the objective of making Radio City the best place to work in for all our employees.”
Purohit has much faith in the road ahead for Radio City. “Radio City will clearly consolidate its position as a leader in the radio space as we move into the second phase of the privatisation of FM radio. We have been part of the growing up pains of this industry and contributed to its growth at great cost to ourselves. We hope to utilise our learnings and experiences gained over the past five years and help the industry grow further and reach out to listeners across the length and breadth of the company. We have some outstanding people, many great content innovations and an enabling culture as weapons to make this happen,” she explained.