Radio City announces ‘Radioactive’ to laud excellence in radio advertising

Radio City announces ‘Radioactive’ to laud excellence in radio advertising

Author | Shikha Saroj | Thursday, Aug 03,2006 8:07 AM

Radio City announces ‘Radioactive’ to laud excellence in radio advertising

Radio City has announced the Radioactive Awards to recognise excellence and enhance the quality of radio advertising in India. The Awards present a platform for creative minds across India to create ads that are only for the radio medium. Radioactive is the most recent award to join the radio awards bandwagon after Mirchi KAAN Awards, Promax India Radio Awards, ABBYs and RAPA.

As is known, Radio City has been promoting the radio industry through initiatives such as a series of Radio Rocks seminars, where prominent people from the radio industry are invited to speak and hold workshops about various aspects of radio right from sales to training and programming.

Apurva Purohit, CEO, Radio City, said, “Radio City being one of the premium players in the radio space, recognises the true power of radio as a creative medium with sharp and focused messaging. The vibrancy and immediacy of the medium is increasing the popularity of radio as an entertainment and information medium. Radio City has always believed in encouring and identifying true talent We have instituted the Radioactive Awards with the objective of trying to improve the quality of radio ads overall in the country by incentivising the improvement. We hope to receive an overwhelming response as our aim is to make this event a part of our annual calendar of events.”

A panel of judges will pick the best entries for the Awards from a nationwide contest. Headed by Piyush Pandey, Group President and National Director, O&M, the panel of judges comprises eminent names like Vikas Varma, Head-Programming, Radio City; Shashi Sinha, President, Universal Lodestar; Sanjay Purohit, Director, Marketing, Cadbury; Mahesh Chauhan, Managing Director, Everest Brand Solutions; and Pushpinder Singh, Founder, Saints & Warriors.

The contest was first announced at the first ‘Radio City Radio Rocks’ seminar in Mumbai. Participants can send in their enteries for any category that is allowed to advertise on radio under the broadcasting rules and regulations.

Commenting on the dangers of too many awards taking away the credibility of radio advertising, Purohit said, “Though there are many awards for radio advertising, each of the awards recognise certain aspects of radio ads. We have RAPA and Abbys that focus on programming, Promax that focuses on content, while KAAN and Radioactive will focus on excellence in radio advertising keeping in mind all the aspects of radio ads.”

Purohit added, “If we consider the fact that the radio industry is 70 years old, there has not been enough recognition and acknowledgement of quality radio ads. Radioactive is our way of encouraging good work in radio advertising.”

The creative entry should have been executed post Jannuary 1, 2006 or should be a fresh piece of work which has never been carried on-air. The ad should strike the right balance of words, music and other aspects that go behind preparing a radio ad.

Said Purohit, “There are three parties who will be instrumental in taking radio to the next level – industry players, the government and the advertising fraternity. Radio is a very effective advertising medium and the ad industry has to realise this fact. Awards like Radioactive will ensure that radio advertising gets the respect that it deserves. Radio will also move in the right direction by reaching more people and the right creative approach.”

The last date for receiving entries is August 25, 2006, while the entries will be judged on August 30, 2006. The winners will be announced on September 4, 2006.

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