Top Story


Home >> Media - Radio >> Article

AIR announces new credit plan for small ad agencies

Font Size   16
AIR announces new credit plan for small ad agencies

If the Tamil Nadu experiment succeeds, AIR is expected to launch the scheme throughout the country.

Public broadcaster All India Radio hopes to increase its business from small advertising agencies through a new credit scheme, which it will try out in Tamil Nadu shortly.

Until now, credit was offered only to accredited agencies. And to get accredited, agencies had to have done business with AIR for a minimum of Rs 5 lakh over a two-year period.

Those that couldn't make the cut (many of the smaller agencies couldn't) had to pay in advance to schedule slots for their clients on AIR. The Prasar Bharati's Marketing Director, Mr V. V. Subramanian, said, "Because of the advance payment clause, many small agencies couldn't do business with us beyond a limit."

Not any more. With a bank guarantee for a minimum of Rs 2 lakh, registered agencies can avail themselves of credit for 75 per cent of the amount (Rs 1.5 lakh, in this case) within 30 days.

If they pay the amount, or a part of it, the credit will get replenished to that extent. If they don't pay on time, then AIR has the bank guarantee to fall back upon.

The accredited agencies already enjoy a 45-day credit period, and are, therefore, unlikely to opt for the new scheme.

Apart from getting AIR more business, the new scheme will benefit agencies, as they themselves work on a credit basis with their clients, said Mr Subramanian.

If the Tamil Nadu experiment succeeds, AIR is expected to launch the scheme throughout the country. Approval to operate a similar scheme for Doordarshan is awaited.

The Chennai marketing division of Prasar Bharati has over 50 registered agencies and 20 accredited ones in its list. The division earned Rs 6 crore in 2004-05 for AIR, whose all-India revenues crossed Rs 160 crore that year.

Sans big-time cricket and election-related campaigns, which propped up media revenues last year, the marketing unit here expects to earn at least Rs 7.5 crore in 2005-06.


Arati Singh, Channel Head, NDTV Good Times, opens up on how she loves to go on adventurous trips on a typical weekend.

In week 9 of BARC ratings, the channel led the lifestyle space with 1206 million impressions followed by TLC, FYI TV18, Food Food and Fox Life

During his brief visit to India, Ronen Mense, Vice- President- Asia, AppsFlyer, spoke to exchange4media about app marketing and the new trends one can witness in mobile marketing.

Neha Kulwal, CEO, Admitad, talks about the future of affiliate marketing and the company's growth over the years

One of the latest entrants to the IPL club, Kent RO Systems recently announced its sponsorship deal with Kings XI Punjab

The shortlists in the Media, Publisher, Creative and Branded Content categories are now up on the website

According to BARC India data, English news genre grew by 2.76 per cent whereas Hindi news genre saw a 30 per cent growth during North East Assembly elections results on March 3