Radio City offers 50% fee waiver for Coronavirus ads

The move will not only enable Radio City to become a reliable platform for COVID-19 information but also help its clients cut down on ad expenditure

e4m by exchange4media Staff
Updated: Mar 24, 2020 8:20 AM
Radio City

In a bid to silence rumours and to amplify awareness of COVID-19, Radio City has announced a 50% fee waiver in all communication around the Corona Virus.

In a trade ad for clients and agencies, the radio station states, “Whether It’s Silencing Rumours, Or Voicing Awareness, We Are Proud To Be Your Voice.” The message in the advertisement read: “The Corona Virus, apart from being a danger to life, has also escalated mental stress levels. But if you as a brand believe in playing a positive part through either responsible and awareness messaging or promote a product a product/service that helps consumers safeguard themselves against this virus, we are more than happy to support…. All communication regarding Corona Virus will be given a 50% fee waiver.”

Commenting on this initiative Ashit Kukian, CEO, Radio City says, “We’ve been meeting clients and agencies. They say that while they want business continuity, the current environment will affect business as it doesn't allow them to invest monies on advertising. However, a lot of brands are socially responsible and we thought that this is the right moment for us to make our platform available for the right messaging around Corona Virus.”

He continues, “With businesses affected, any investment in advertising or marketing will become more prudent from an advertiser or a brand's perspective. So, if there is any encouragement that needs to be given, what's better than an SOP, which will make the burden much lesser from a brand's perspective? That’s why we decided on a 50% fee waiver.”

Commenting on the prevailing sentiment, Kukian says, “It's a fact that in the near future, for a quarter or so, business will be affected as there is a huge question mark around consumption. Hence, at some point in time, advertising also will be limited to that and I see much-subdued numbers next quarter. However, if people create ways and means of engaging with their consumers, there will be opportunities, particularly online. The overall sentiment will be likely low and net, it will be a subdued quarter, for the immediate future.”

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