Festive cheer: Radio industry looks at double-digit growth

The growth is driven by interest from new category of advertisers such as e-commerce, OTT, BFSI, besides the regular FMCG, consumer durables and automobile players

festivallogo

After passing through economic hurdles in the form of demonetisation and GST, 2018 has been a moderately better year for the radio broadcasting industry as most players have shown signs of a healthy growth. And the festive time, it seems, is only adding to this positive mood, with the industry looking at double-digit growth in the season, driven by renewed interest from advertisers beyond just FCT.


Cautious optimism

Ashish Bhasin, Chairman & CEO of South Asia Dentsu Aegis Network -Aegis Group, too expects better growth during festivals this year compared to last year. He, however, choses to define the mood as “cautiously optimistic”.

“This festive season, I am expecting a 10-12 per cent increase over last year for radio. Generally, the year is better compared to previous year as economic conditions look better,” he says.

Preeti Nihalani, National Revenue Head, Radio Mirchi, is also of the opinion that the festive season looks “moderately optimistic”, though she declines to put a number to it.

Nihalani says, “Radio should report reasonable growth in the festive quarter of October-December, with segments like FMCG, e-commerce and Media & Entertainment growing their spends. Also, political advertising will add to the growth with five states going in for elections in this quarter."

However Nihalani also cautions, “The rising dollar may act as a dampener to this growth. Increased cost pressure on companies may lead them to adjust their marketing spends. This may impact sectors like auto, handsets, consumer durables etc.”

Mirchi, meanwhile, is expanding and is on its way to complete a network of 76 stations in 63 cities. “This addition of new inventory will certainly add to the growth spurt. As a result, we are looking at a decent growth largely on the back of new station launches and political advertising. Other than that, this is an activation-heavy quarter for us and there are many new events we are doing this year which will give us good growth,” she says.

Red FM too is eyeing “very good double-digit growth month-on month between September and December 2018 to compensate a rather moderate year in H1,” shares Nisha Narayanan, COO & Director, RED FM

On the other hand, Big FM is seeing a 30 per cent growth in the business. Asheesh Chatterjee, CFO, Big FM, says, “October and November pipeline looks impressive. The network recently announced a 12-15 per cent hike in ad rates in core markets.

MY FM is anticipating “higher double-digit growth” as compared to last year’s festive period.

Advertisers, meanwhile, are trying to make the most of the festive spirit. For instance, online furniture brand Pepperfry has invested significantly more on radio for their Diwali campaign-- ‘Diwali toh sab ke liye.’ They have associated with top four-five channels each in six big cities.

Kashyap Vadapalli, CMO, Pepperfry, says they have valid reasons for it. “We have noticed more stickiness on radio among audience today as against earlier. We use it as a support for television.”  So the brand allocated 15-20 per cent of TV budgets (ranging from Rs 5 crore to Rs 10-12 crore) on radio, he says.

 

Interest from new category of advertisers

Besides the regular FMCG and consumer durables categories, e-commerce, mobile wallets and OTT players also seem interested in putting their advertising moneys in radio this festive season.

Bhasin feels that some categories are using the medium more than others. “For example, radio is being used to promote lot of financial instruments such as mutual fund. Automobile players use it pretty regularly. Also, around festive season; between Ganpati and Christmas; local retailers get active,” he adds.

For Big FM, e-commerce and BFSI are playing an important role. “Categories such as FMCG, consumer durables and automobile are also not left behind,” informs Chatterjee.

Red FM too is seeing participation of all major brands, “especially the dotcoms and telecom handsets”. Narayanan adds, “In retail, one can see momentum picking from real estate, jewellery and lifestyle clients.”

Nihalani of Mirchi is seeing increasing participation from OTT players on radio. She explains, “Aggressive battle for viewership among players such as Zee5, Netflix and Hotstar is audible on all leading radio frequencies. Newly kindled competition among mobile wallet players has further fuelled advertising growth for radio across stations. All of them want to maintain high share of voice.”

Similarly, for My FM, automobile, lifestyle, consumer durables and real estate are the big categories. Rahul Namjoshi, Business Head, MY FM, adds, BFSI has now become a regular round-the-year advertiser with us.”

Going beyond FCT

Given the consumer’s stickiness to radio, advertisers are increasingly looking beyond FCT to reach out to its TG. For instance, Big FM has partnered with advertisers for deep integration, longer tenure and sponsorship sales to provide them a clutter-free experience. Chatterjee points out that such campaigns run for two-three months.

He says, “Bigger play is in deep content integration. Some of our key shows are getting sponsors. We have nine initiatives in this festive season. Each of those programming elements are getting integration. This is the start. We think content is going to play a big role.”

On the FCT front, the CFO shares that Big FM has opened up the weekend and non-prime time hours for smaller businesses to balance inventory “in an intelligent manner”.

Even Narayanan mentions that brands are looking at integration and native advertising. She offers, “We approached, and many came to us, asking for innovation beyond routine advertising. And at one point, we had to decide from many to go ahead for more than FCT.  We have executed Flipkart, Nerolac, Vodafone, HP, USL concerts during this festive period.”

Even Pepperfry did content integration with a channel who was doing a show on homes. “We partnered with them to give away prizes,” shares Vadapalli.

My FM works out a customised solution for each category. Namjoshi shares an example, “So, for eg, to boost the real estate business, we did a seven-day real estate conclave. This was purely an on-air property wherein experts across various domain such as RERA chief, urban development chief and various bank heads were on air with us to help clear doubts & queries of homebuyers.”

Radio Mirchi too has multiple properties under Mirchi Activations, one of their fast growing business verticals that offer opportunities for advertisers. Nilhani points out, “This festive season, we have many opportunities for the advertisers, starting from Rock and Dhol – the most premium Navratri dandiya nights of Ahmedabad and eight other cities of India; Green Marathon across 15 cities and Neon Runs – night fun run in 23 cities. Many brands such as SBI and Gaana have continued there associations on one or more of these properties.”

She adds, “We organised Bryan Adams - The Ultimate Tour to India. Next in line is Martin Garrix 2-city tour in December. We recently also launched Mirchi Play’s first Hindi web series, ‘Mauke Pe Chauka, Sehwag ke Saath’ on our YouTube channel. We have a very interesting pipeline in this space too.”

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93.5 RED FM to be principal sponsor of SunRisers Hyderabad for 7th time in a row

Digital assets of RED FM - website, app and social media handles - will carry behind the scenes content of SunRisers Hyderabad

Red FM

93.5 RED FM has announced its association as the principal sponsor of SunRisers Hyderabad for the 7th consecutive year. 

Taking the entertainment quotient a notch higher, RED FM aims to give the fans a sneak peek into Sunrisers Hyderabad. Also, this year the fans can lend their ears and be a part of ‘Kaan Cricket’, an entertaining campaign around cricket. 

The 12th edition of VIVO Indian Premier League (IPL 2019) is set to start on Saturday. As part of this association, RED FM listeners will witness exciting content on radio and across digital platforms. 

The listeners will get to participate in on-air contests - ‘Kaan laga ke sun’ and ‘Fastest Kaan First’ to test their cricket knowledge and win exciting prizes by the end of each week. 

The digital assets of RED FM - the website, app and social media handles will carry behind the scenes content of SunRisers Hyderabad. 

Commenting on RED FM’s association with SunRisers Hyderabad, Nisha Narayanan, COO, RED FM said, “We are really excited to be extending our association with Sunrisers Hyderabad for the 7th year in a row. Over the years, both brands have benefitted immensely from the association and given their listeners and fans exciting content which is not available elsewhere. We look forward to this year’s association and have plans to give our listeners more of cricket and SRH, bigger and better than the previous years. Brand RED will be buzzing with exciting cricketing content over the next two months. On behalf of the RED FM team, we wish Sunrisers Hyderabad a successful season ahead.” 

K. Shanmugham, CEO, Sunrisers Hyderabad said, “We are delighted to have RED FM as our principal sponsor for the seventh year in a row. SunRisers Hyderabad is currently in its best form and we expect an extraordinary IPL season this time. Our association with RED FM will help us elevate the engagement to another level as we plan to create gripping entertainment for the cricket fans.” 

RAM Ratings Week 9: Fever FM in No.1 spot in Mumbai and Delhi

Radio City and Radio Mirchi continue to lead in Bangalore and Kolkata respectively

RAM Radio

In week 9 of the RAM ratings, Fever FM continues to dominate in Mumbai and Delhi, while Radio City retains its lead in Bangalore, and Radio Mirchi dominates in Kolkata.

In Mumbai, in a universe of 12.2 million listeners, Fever FM held 18.4 per cent share, this was followed by Radio City and Radio Mirchi. Early morning, followed by mid-morning and afternoon time band observed the highest listenership on total radio.

Fever FM led in Delhi with a 17.2 per cent share in a universe of 16.5 million listeners. Radio City held a 15 per cent share, while Radio Mirchi took the third position with 13 per cent share. Evening, followed by early morning and night time band observed the highest listenership on total radio. 

In Bangalore, Radio City dominated with a 25.5 per cent share in a universe of 5.3 million listeners. Big FM followed with a 19 per cent share, while Radio Mirchi clinched the third spot with a 17 per cent share. Evening, followed by night and afternoon time band observed the highest listenership on total radio.

Radio Mirchi continues to be the leader in Kolkata with a 20.1 per cent share in a universe of 9.1 million listeners. Last week's third-place holder, Big FM took the second spot this week with an 18 per cent share, while Fever FM slipped to the third position with 17 per cent share. Afternoon followed by evening and mid-morning time band observed the highest listenership on total radio.

Radio City lines up special Holi activities for Mumbai and Rajasthan

Radio City has planned various on-air and social media activities for the listeners across the two cities ahead of Holi

RadioCity

As the nation celebrates Holi this year, Radio City, India’s largest radio network, has planned various on-air and social media activities for the listeners across Rajasthan and Mumbai.

In Mumbai, Radio City, on the 20th and 21st March 2019, has planned a unique on-air activity, ‘Burra toh Maano Holi Hai’. Through this activity, the listeners will be educated on the do’s and don’ts of playing Holi such as avoiding under the influence of alcohol and not harming animals during the celebrations. Radio City will also play contests with listeners and reward them with passes for Holi parties across the city.

In Rajasthan, cities such as Udaipur, Kota, Bikaner, Radio City have lined up a list of interesting and fun activities for the listeners. Radio City, through the campaign ‘City Ki Taane’ aims to celebrate the festival of colours in the most unique way through on-air and social media initiatives. It is on this day that people rejoice and celebrate the festival of colors.

Taking this thought ahead, Radio City will air fun, quirky, and sarcastic content covering the celebrities who garnered negative publicity last year. This will also be amplified digitally through funny videos. Radio City Jaipur and Ajmer will witness an eco-friendly vibe with ‘City Ki Green Holi’ activity, through which the Radio City team will giveaway tree saplings to the listeners and urge them to plant the saplings in and around their societies and encourage the citizens to make their surroundings green.

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92.7 BIG FM's 'Mumbai Maska Maar Ke' with Vrajesh Hirjee is No.1 morning show

The show hosted by celebrity radio jockey Vrajesh Hirjee has maintained the top rank consistently for the last four weeks

Vrajesh Hirjee

Radio network 92.7 BIG FM recently launched morning show 'Mumbai Maska Maar Ke' which has now become the No.1 breakfast show as per the RAM ratings. 

The breakfast show hosted by actor, comedian and RJ, Vrajesh Hirjee has continued to top the RAM ratings from week 4 – 9, 2019 with a 14.6 per cent share (Source: RAM – Week 4-9 2019; 6 week average. TG: 12+ All). The carefree, light-hearted morning show that airs from 7 am to 11 am Monday to Saturday, captures the essence of Mumbai in every aspect inspiring the thinking of every Mumbaikar. The popular offering has resonated well with the audience, making it the leading breakfast show in Mumbai in such a short span of time.

Speaking about the positive response received by the show, Hirjee said, "As an artist and a radio jockey, I have always tried my best to connect with the audience, naturally. Because of the treatment of the show 'Mumbai Maska Maar ke', I get enough freedom to connect with listeners on topics pertaining to the city with alternate perspectives. It is wonderful to see the kind of positive response that the show has received, so far, and I hope it only continues further. 92.7 BIG FM has been a great brand to work with; I am really enjoying my real life role as a radio jockey with them, and more so hosting the breakfast show.”

Speaking about the show and its ratings, spokesperson from BIG FM said, "Dhun Badal Ke toh Dekho has received an overwhelming response from listeners and advertisers from across the country. As part of our revamp, we roped in Vrajesh Hirjee for the morning show in Mumbai to deliver on this promise. Today, we are glad to witness the association reap outstanding results. The ratings are a testament to the well-curated content of the show combined with Vrajesh's inherent talent and knowledge on everyday topics, and that has certainly played a strong role in enhancing the listenership of the show. We aim to keep the momentum going and congratulate Vrajesh Hirjee for the show.”

The show ‘Mumbai Maska Maar Ke' helps listeners build a unique and positive perspective about Mumbai. Hirjee invokes positive conversations and insights around current affairs and key topics pertaining to the city, to enable Mumbai’s listeners begin their day with a fresh new outlook.

92.7 Big FM Agra enhanced the cultural festivities at the ‘Taj Mahotsav’

The radio station did a studio shift for RJ Akansha’s live show throughout the 10-day cultural festival

Big FM

Radio network 92.7 BIG FM successfully concluded its association with Taj Mahotsav 2019, a festival which showcases the rich cultural heritage of Agra. 

Considering the local connect and reach in the region, 92.7 BIG FM was roped in as the official radio partner for one of the biggest cultural fest in the city. It engaged the locals on-ground and on-air with a studio shift at Shilpgram, Agra and hosted live shows and interviews of artists performing at the 10-day-long artistic extravaganza.

As a part of the association, 92.7 BIG FM effectively showcased the essence of the Mahotsav and city’s excellence in art, craft and culture through dedicated programming on-air. To increase the festival fervour across the day, an on-air property titled BIG Taj Mahotsav was created which was sponsored by Tapan Group, powered by Chaubey Ji Masale and had associate sponsorship from Amrit Sharbati. The radio station did a studio shift where RJ Akansha went live from the on-ground venue throughout the 10 days of the festival. She interviewed celebrities including Usha Uthup, Altaf Raja, Jasbir Jassi, who graced the festival with their presence. Apart from the celebrities, RJ Akanksha was seen engaging with festival attendees through fun on-air interactions and games and giving away huge gratifications to contest winners. 

Speaking about associating with Taj Mahotsav, BIG FM spokesperson said, “We are glad to partner with a widely followed cultural festival like ‘Taj Mahotsav’. Through this association, we leveraged our reach and created hyper-local content across on-air and digital mediums inadvertently connecting a wider set of audience through this historic event. Hosting RJ Akanksha’s show live from the venue was an important leg of the activity. The show’s theme perfectly resonated with the essence of the event and served as a perfect medium for aspiring artisans to be known in the region through insightful interviews.”

The on-air elements from the festival were also simulcast on the radio station’s digital platforms thereby bringing the festivities closer to the masses and providing the required combination of audio and visual entertainment to listeners across the city. 

RAM Ratings Week 8: Fever FM, Radio City, and Radio Mirchi dominate in Mumbai

Radio City continues to retain the leading position in Bangalore, while Radio Mirchi rules in Kolkata

RAM Radio

In Week 8 of the RAM Ratings, Fever FM continues to retain its dominance in Mumbai and Delhi, while Radio City and Radio Mirchi lead in Bangalore and Kolkata respectively. 

In Mumbai, in a universe of 12.2 million listeners, Fever FM held a 17.5 per cent share, followed by Radio City and Radio Mirchi. Early morning, followed by mid-morning and morning time band observed the highest listenership on total radio.

Fever FM also led in Delhi with an 18 per cent share in a universe of 16.5 million listeners. Radio City took the second position with 14 per cent share, while Radio held the third spot with a 13 per cent share. Early morning, followed by evening and night time bands observed the highest listenership on total radio.

Radio City continues to hold the number position in Bangalore with a 25.5 per cent share in a universe of 5.3 million listeners. This is followed by Big FM with 19 per cent share and Radio Mirchi with 16 per cent share. Afternoon, followed by mid.morning and evening time bands observed the highest listenership on total radio.

In Kolkata, Radio Mirchi continues to dominate with a 19 per cent share in a universe of 9.1 million listeners, Fever FM took the second position with 18 per cent share, while Big FM held the third position with 17 per cent share. Morning, followed by mid-morning and afternoon time band observed the highest listenership on total radio.

 

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The Golden Mikes Awards 2019 are here - submit your entries now!

The time will be up on April 1 when entries for the ninth edition of exchange4media Golden Mikes Awards 2019 close

Golden Mikes 2019

Launched in 2010, Golden Mikes Radio Advertising Awards celebrates the very best of Indian radio, honouring outstanding programming, on-air personalities, marketing and promotions and creativity within the industry. The awards acknowledge the contribution of advertising agencies, media agencies, radio stations, brand and others to the growth of the radio industry. 

The ninth edition is accepting nominations for radio campaigns executed from March 1, 2018 to February 28, 2019 across various categories: Effectiveness, Creativity, Promotions, Innovation, Broadcaster, Language radio and Excellence. You can send in your entries by April 1, 2019. 
Like every year there will be an exhaustive evaluation of the entries by the grand jury chaired by Ramakrishnan Ramamurthi, Chief Executive of Polycab.

This year the event will also host a radio advertising conference called On Air. In its very first edition, the conference will be a half day event consisting eminent speakers, panel discussions and an interactive fireside chat discussing the various facets of radio advertising such as: Radio keeping up with the Digital Age, Radio trends & challenges in having a proper Measuring Metric system, the Importance of Regional Radio Advertising, radio still being one of the fastest growing traditional mediums and its opportunities for Brands, Agencies, Marketers and much more.

Don’t forget to send in your entries, you still have time to be a part of one of the biggest radio advertising events.

To know more, click here: https://e4mevents.com/golden-mikes-2019/

RAM Ratings Week 7: Fever FM continues to rule in Mumbai and Delhi

Radio City and Radio Mirchi retain their lead in Bangalore and Kolkata respectively

RAM Radio

In Week 7 of the RAM ratings, Fever FM continued to dominate in Mumbai and Delhi, while Radio City led in Bangalore and Radio Mirchi held the top spot in Kolkata.

In Mumbai, in a universe of 12.2 million listeners, Fever FM held a 17.6 per cent share, followed by Radio Mirchi with 13 per cent share and Big FM with 12 per cent. Early morning, followed by mid-morning and morning time bands observed the highest listenership on total radio.

Fever FM was also in the leading position in Delhi with a 17.7 per cent share in a universe of 16.5 million listeners. This was followed by Radio City with 14 per cent share and Radio Mirchi with 13 per cent share. Early morning, followed by evening and night time bands observed the highest listenership on total radio.

In Bangalore, Radio City retained the lead with a 25 per cent share in a universe of 5.3 million listeners. Big FM garnered 20 per cent share, while Radio Mirchi took the third spot with a 16 per cent share. Evening, followed by mid-morning and night time band observed the highest listenership on total radio.

Radio Mirchi continues to be the leader in Kolkata with 19 per cent in a universe of 9.1 million listeners. Big FM followed with a 17 per cent share, while Fever FM held a 16 per cent share. Morning, followed by afternoon and mid-morning time bands observed the highest listenership on total radio.

Radio Mango launches second installment of its ‘Song-Distance’ campaign

For the campaign hoardings all over town approximated distances to the number of songs you could listen to before reaching a destination

Radio Mango Song Distance Campaign

Time is only as quick or slow as your state of mind. Stuck in traffic, surrounded by the impatient honks of a hundred cars and the terror-inducing antics of two-wheelers in a hurry, the two minutes to the next green light may seem like an eternity. But if you are humming along to a timeless classic, the same two minutes may vanish like two seconds! Radio Mango speaks the language of music.

It is this promise they made in their tagline ‘Nattilengum Pattayi’, which, based on the context can mean ‘Music everywhere’ or ‘talk of the town.’ These two ideas were married when they launched their much lauded ‘song-distance campaign’ a few years ago.

Hoardings all over town approximated distances to the number of songs you could listen to before you got to your destination. “Our listeners – and just about anyone out on the roads – had a fun time calculating the number of songs it actually took and would often call us to tell us we were right or that the traffic had made our calculation horribly wrong. It achieved both our purposes – at least for a while, people forgot the tedium of traffic and just focused on the music. It became the talk of the town,” said Ashok KG, Head Marcom & Activation.

In 2019 ‘Song-Distance’ campaign 2.0 was launched. “We couldn’t just repeat what we had done before, despite its huge success. This time we took the help of technology to make it even more interesting. Hoardings that appeared at major junctions didn't just tell you the number of songs it will take for you to get to wherever you need to be – it calculated time-based on the state of traffic, in real time,” said Ashok.  

So, the same hoarding that told you that 2 songs will get you to the nearest mall on your way home from the gym in the morning will tell you that it now takes 5 songs – at peak hours. The traffic data available with Google Maps is used here on the technology front. “This one-of-a-kind use of technology is what we offered our listeners this time around. Effective. Engaging,” added Ashok.

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Satyanarayana Murthy steps down as Radio Indigo CEO

Before Radio Indigo, Murthy was National Marketing Head at Radio City where he had stint of almost seven years

Satyanarayana Murthy

Satyanarayana Murthy, Chief Executive Officer (CEO), Radio Indigo has stepped down from his role.

Murthy joined Radio Indigo in 2016 where his mandate included designing its new growth story and implementing the overall vision of the organisation. He was also responsible for refurbishing the brand to make it relevant to the consumers and advertisers in the changed landscape.

A part of Jupiter Capital group, Radio Indigo has operations in Bangalore and Goa and it has also bracketed itself in the international music niche.

Prior to joining Radio Indigo, Murthy was National Marketing Head at Radio City where he worked for seven years.

Aside from his career in Radio, Murthy has also worked with L&T, Bharat Shell and Adlabs Films. 

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