UK-based ethnic radio station Sun Rise Radio, which caters to the huge South Asian community in the UK market through its network of radio stations and Internet radio service, has announced an exclusive partnership with Prime Time International Services in India for ad sales on their entire network of radio stations. The radio player has been airing in the UK markets for more than two decades now and has a network comprising 18 stations across the UK, Maldives and Sri Lanka.
Speaking on the development, Tony Lit, MD of Litt Corporation, which runs the Sun Rise Radio service, said that Prime Time International Services would act as their back office in India. “We appointed Prime Time as our exclusive partner for sales in India because that’s what they specialise in; and we wanted to have a back office in India, which Prime Time is fulfilling with a dedicated team here as well as in the UK,” Lit added.
“We did not announce it officially till now as we were in the process of understanding the market perspectives and the market to understand the medium. Secondly, we wanted Sun Rise, the owners of this medium, to understand that the relationship they were getting into with Prime Time would work for their brand,” said Rathnakar Rai, MD, Prime Time International Services.
Stressing that radio was a way of life for the British, Lit pointed out that advertisers in the UK market looked at radio more than any other medium, including television, the Internet and print, for their marketing plans. This partnership has been in existence for over a year now.
“Unlike the Indian radio market, which is at a nascent stage and which doesn’t even allow us to differentiate between ‘A’ type of product or ‘B’ type of product, the UK market is highly developed. Moreover, now there is an increase in confidence among the Indian companies to market their brands overseas, and there is also a growth in the number of brands marketing it,” pointed out Rai.
Sounding optimistic on the growth of advertisers from the Indian Sub-continent on their network, Lit added, “As the Indian economy gets stronger and stronger, every point in the market share is becoming more important. So, MNCs have to advertise to increase their consumer base in places where there is requirement for their products and services. In the UK market, we are the only player catering to the Indian audience, whose audiences are tracked by the industry metric RAJAR.” The network already boasts of Indian advertisers such as real estate portal Magicbricks.com, Reliance, and ICICI Bank, among others.