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Self-regulation, measurement high on radio players’ agenda

13-September-2012
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Self-regulation, measurement high on radio players’ agenda

Members of Assosciation of Radio Operators for India (AROI) has re-elected Anurradha Prasad, Chairperson, Bag Films and Radio Dhamaal, as President for another term.

The meeting took place on September 11. It had representation from over 160 of the 240 private FM stations in operation.

AROI this year aims at setting a number of new mechanisms. A self regulation mechanism, including content complaints redressal mechanism is to be set up, with Apurva Purohit, CEO, Radio City leading the initiative. Also, an advertisement outstanding control mechanism, including outstanding policy and accreditation process will be set up, with Prashant Panday, ED, Radio Mirchi spearheading it.

Tarun Katial will be looking after the strengthening and reviewing of the existing Listenership Measurement Systems.

AROI also plans to concentrate on brand building of radio this year. Harish Bhatia, CEO, My FM and Harshad Jain, Head, Fever FM have been selected to lead this initiative.

AROI demands a full-time copyright board, as envisaged under Copyright Amendment Act, 2012, be set up at the earliest. Rahul Gupta, Director, Radio Mantra will head this initiative.

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

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