Currently, the media scenario is in a dynamic flux, especially considering television, which looking at the 10+2 advertising regulations from TRAI. We foresee a marketing mix shuffle, whereby digital and other mediums, including radio, will garner a comparatively larger pie in the media mix. The radio landscape in India is still in its evolution, with Phase III rollout of FM and English stations coming up. The scene will also undergo a shift, bringing in genres from English to news, retro, etc., similar to television, bringing with it a different set of audiences, appeal to niche brands, etc. Radio advertising costing will also see changes with the new regulations setting in.