Radio industry has faced a lot of ups and downs in the recent past. With the appointment of new Information and Broadcasting Minister, there is a new ray of hope for radio players, investors and advertisers.
In conversation with exchange4media, Anurradha Prasad, President, AROI and Chairperson, Bag Films and Radio Dhamaal talks about the radio industry’s wish list for the new I&B Minister.
Phase III has been an unrealised dream for almost three years now. The delay is not only affecting the industry’s growth but also challenging radio’s credibility as a mainstream media tool. While the plan is well chalked out, the government needs to focus on its execution, says Prasad.
Radio is still not looked at as a tool for mass reach, due to its absences in major areas. Phase III does will not only provide an opportunity of expansion but also gives the required impetus to the radio fraternity.
She further explained that execution of Phase III is also very important in terms of creating value for the radio industry. In spite of being one of the most cheapest and active mediums, radio still holds a very small share in the marketing pie. Phase III will be a catalyst filling that need gap experienced by the investors and advertisers.
Audience measurement has been a major concern for the radio fraternity for quite sometime now. While measurement entities such as RAM and IRS provide measurement data, there is still a need of a uniform currency across all markets. Lack of investment in measurement system is one of the major problems faced by the radio players and research agencies.
AROI has taken audience measurement on priority basis this year and expects support from government to create a transparent system common across all platforms.
Radio is only a 10-year old industry and has grown by leaps and bounds in the last few years. However, government support is integral to make sure that the industry grows progressively in the right direction, stated Prasad.