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Television's loss is radio's gain; Cable operator strike provides opportunity for Radio players to get audience

26-July-2002
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Television's loss is radio's gain; Cable operator strike provides opportunity for Radio players to get audience

The cable operator strike across India day before yesterday might have been bad for the consumer, but radio station operators in Mumbai are a happy lot. Though a small opportunity, this development provided them with an opportunity to let people sample their stations at the expense of television.

Off the block, the recently launched RED, India Today's radio station, organized a DJ party, which was hosted by DJ Nashaa, on the previous night expecting the cable operators to go on strike at 9:30 p.m. The contest was finally carried out throughout the day on the 24th, when the strike was on. RED promoted the contest from the day before and received a huge response on the same. Starting day befor yesterday, Red also officially started accepting calls from listeners.

Radio Mirchi released advertisement too in newspapers cajoling people to listen to their station since television would be off for the whole day.

Consumers, though missing idiot box, didn't find the idea of listening to music bad. A small dip stick survey conducted by exchange4media revealed that they got to sample stations during prime time hours which wouldn't have been possible otherwise, given the high popularity of TV during prime time. This is surely Radio Ga Ga !

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