What I also think will happen is that at some point community radio will start picking up and this will largely be funded by the large FMCGs who want to reach out to the small villages and Tier 4 cities. Many of the people in these areas are not reachable by television and because of low literacy; print is not a very good option but FM radio is a way to reach to these guys.
<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum-media agency Audacity which is setting a new benchmark in audio creative solutions. <br><br> “Clients are looking for experiential solutions. They are not looking for radio or print. So if you can give them something that goes beyond radio, it works. Interestingly, a lot of agencies have been approaching us to make use of our expertise in radio,” says Abraham Thomas, CEO, Radio City.
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.