Top Story

e4m_logo.png

Home >> Media - Radio >> Article

Radio operators still await revised IRS numbers

07-February-2014
Font Size   16
Radio operators still await revised IRS numbers

Even as print bodies, AIM and INS, continue to ply pressure on MRUC to withdraw the IRS print report, radio operators still remain in limbo. We had written earlier about MRUC asking radio operators not to refer to the circulated IRS radio report as a revised report was being worked upon (After print players, now radio operators find flaws in latest IRS data).

The revised report was expected to be delivered on Tuesday (February 4, 2014), but it has not yet been made available. Sources now say that it could be circulated today. This might be possible, since even the previous report was released on a Friday. Said a radio operator, “With the amount of pressure being heaped on MRUC by print players, maybe they just don’t want to take any chances.” Radio operators that we spoke to are still in the dark about what MRUC will actually provide and how it is going to ‘revise’ a study in just a few days.

However, the radio industry seems to have adopted a “wait and watch” stance. A source in a radio channel said, “We are still waiting for the revised report, but we would not like to take a stand without going through it. We must at least give MRUC a chance.”

The radio industry’s stoicism is at odds with print’s aggressive stance, but can be understood since most of the radio players have seen the first edition of the IRS radio numbers themselves. Speaking on condition of anonymity, a radio official said that the IRS numbers were more relevant for larger radio channels and advertisers did not really bother about it when it came to local channels.

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

For their latest campaign ‘Peeoge toh Janoge’ (English translation: you’ll buy it if you taste it), Wagh Bakri and DDB Mudra gave Sakshi a new, rustic avatar.

Dabbawalas send some extra love along with dabbas to working professional across Mumbai

The Diamond Producers Association brings to life another rare moment as part of the ‘Real is Rare. Real is a Diamond' Campaign