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Radio Duniya 2008: ‘The advantage and strength of radio lies in its local connection’

13-February-2008
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Radio Duniya 2008:  ‘The advantage and strength of radio lies in its local connection’

‘Commercial Viability and Sustainability of Radio Station’, ‘What advertisers seek from radio’ and ‘Growth of community radio’ were some of the topics that marked the second day of discussions at the two-day Radio Duniya Conference 2008. The Conference culminated with the first ever Radio Duniya Awards.

The first session of the day, ‘Commercial Viability and Sustainability of Radio Station’, was moderated by community radio expert Sajan Venniyoor and saw the participation of speakers like Praveen Malhotra, VP-Sales and Head, North, Big FM; Uday Chawla, GM-Commercial, India Today Group; and Shanker Veer, VP, Hello FM.

The session discussed about royalty relating to Phonographic Performance Ltd (PPL) and India Performing Rights Society (IPRS) as well as rationalisation of intellectual property (IP) and re-play rights with special mention on what could be the most efficient business model for radio stations to follow.

Venniyoor noted, “For small radio stations and community radios to fish out Rs 30 lakh as royalty annually is something ridiculous. And when a radio station has to shell out give out 20 per cent for music rights of its total revenue, that is just not acceptable.”

The session also discussed how small radio stations could sustain their status by differentiating themselves from the general big radio stations by being niche radio stations.

The session on ‘What advertisers seek from radio’ was moderated by Divya Pratap Mehta, VP-Strategic Planning, Lowe Lintas, while the speakers were Aditi Mishra, GM, Lodestar Universal; Chandradeep Mitra, President, OMS; and Shanker Veer, VP, Hello FM.

The discussions focused on revenue generation from the advertisers’ and industry’s perspectives. Radio being an evolving medium, there was a need to look out for audience who were sharply defined, the speakers pointed out, adding, radio was the most cost effective media in terms of buying airtime.

The third session focused on ‘Growth of community radio: Challenges and opportunities’. The session was moderated by Arvind Kumar, Deputy Director, BP and L, I&B Ministry, and the speakers included Ashish Bhatnagar, Deputy Director (E), AIR; K Thangaraj, Chief Coordinator, Kongu FM; R Sreedher, Director, CEMCA; and community radio expert Sajan Venniyoor.

The community radios are the most immediate medium to address the local problems of the region or the community. The session reflected the issues and challenges faced by the community radio, the regulatory frameworks, the spectrum issues, sustainability, revenue generation, linkages with the advertisers, etc.

The Conference was also marked by the Radio Duniya Awards 2008. Anil Srivatsa, COO, Meow FM, was declared ‘Radio Duniya Person of the Year’.

Radio City bagged two awards in the categories of ‘Best Radio Website’ for its microsite ‘Whatte Fun’ and ‘Marketing Campaign Award’ for its Ahmedabad launch campaign.

Fever 104 FM received the ‘Best Radio Advertisement’ Award for Axe Vice (the train announcer).

‘Chandama Betala Kathalu, which airs on Radio Spandana (Secunderabad) was adjudged the ‘Best Radio Show’ for its innovative content and interactivity with the listeners.

The ‘Best Community Radio’ Award went to Kongu FM, which is run by Kongu Engineering College in Tamil Nadu.

Also read:

Radio Duniya 2008: Phase III FM radio licensing to see FDI, news broadcasting, genre based channels

Radio Duniya 2008: Opportunities are there, but where are the right people?

Radio Duniya 2008: ‘There is no such thing as corporate social responsibility in radio’

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