When I say exploited I mean both from the perspective of not having invested enough to get advertisers on board and showing them the benefits of radio. We saw this in a limited way long back. The company went into liquidation on 1 March 1930. Look up in Wiktionary, the free dictionary. Our rates have increased by almost 100 percent over the last three months, and our advertisers have come back to us with better ideas and volumes. However, the latter two stood out simply because for the first time a client believed in the medium and used it to its fullest. This becomes very difficult for us.
One is, of course, our listeners who we reach out to through our marketing campaigns. Bigyan Barta is a complete science based programme. Programmes for the youth in Yuva Vani are broadcast from Calcutta, Delhi, Hyderabad, Jammu, Patna and Srinagar stations. Is there any innovation that we could expect from the group? So there is Radio City Hindi, which is like the language of choice for Radio City too. Also, most creative and communication agencies, especially the big creative agencies, do not create enough creative communications for radio. A major factor could be the familiarity and comfort of mall shopping experienced in the Gulf countries.
Each play included in the National Programme of Plays is produced in 22 Indian languages and broadcast at the same time by all regional and national network stations. It broadcasts the Indian point of view on matters of national and international importance, and demonstrates the Indian way of life through its programs. I think with radio it is possible to reach specific segments of target audience with separate channels, programmes and language mix. Please share your marketing mix. Allow us to innovate more, looking at age, demographics and language as a cutting point. Your revenue model depends on advertising but is subscription an option you are exploring? We engage with our listeners on a constant basis on most social networking sites. Will the ad cap issue have any significant effect on business? As you go forward, of course, revenue will continue to come from metros but as more cities have opened up, it will give opportunity to local advertisers.
This will not grow the industry. How do you usually decide on the number of spots, frequencies and markets for a particular campaign? So, according to you, what is the ideal solution? Beginning operations in 2008, Planetradiocity has continued to add to new channels catering to international, Bollywood, indie, and regional audiences. He finally worked with Reliance Broadcast Network that runs 92. How important will the non-metro markets be going forward? There is a certain set of music directors, artists, and actors whose music we play more than others. In conversation with exchange4media Abhinn Shreshtha, Kukian shares his insights on the road ahead for the radio industry and Radio City.
In the age of social media and composing tweets, radio doesn't seem quite so limiting. We added talent around it and it really changed things for us. Jabalpur, Nagpur, Panaji, Parbani, Pune, Raipur, Rajkot and Sangli; South Zone: Alleppey, Bangalore, Bhadravati, Calicut, Coimbatore, Cuddapah, Dharwar; Gulbarga, Hyderabad, Madras, Mysore, Pondicherry, Port Blair, Tiruchirappalli, Tirunelveli, Trichur, Trivandrum. In the same year 1927 some enterprising businessmen in Bombay started the Indian Broadcasting Company with stations at Bombay and Calcutta. Major advances in up-to-the-minute distribution and segmentation, as well as innovation from the likes of Pandora and Apple make radio or radio-type services a good bet to add scale to campaigns at efficient cost. All India Radio is the largest radio network in the world, and one of the largest broadcasting organizations in the world in terms of the number of languages broadcast and the spectrum of socio-economic and cultural diversity it serves.
In terms of genre-focused channels, we want to expand our Bollywood offering. This company failed in 1930, in 1932 the Government of India took over broadcasting. This station catered and nurtured the pioneers of Bengali intellectuals. Gully Premier League, again, uses radio as a format to promote cricket. Marketers must understand the requirement clearly, the reach of radio in a particular geography, detailed research about prospective home buyers, their travelling habits, and prime-time in a particular vicinity.
How does radio score over other media formats? The average spot rates in the main cities in Kerala are similar to that in most A or A+ cities in India. In terms of business and monetization, how has the response been from advertisers? There's an interesting media merge that needs to be explored. I am sure there must have been some reason behind them keeping digital licenses with themselves. Please elaborate on the campaign. If we do multiple frequencies in a city, we are definitely not going to do a second retro channel.
It can only happen if we meet and discuss it together. Being a medium which is a personal, it lends itself to various things. I am certain that Radio City Cine Awards will go a long way in upholding the trust of listeners and enable them to show their immense passion towards the Kannada film industry. Over the past few years, digital marketers have been so focused on display, better ad-tech and creating experiences on the ever-expanding list of social platforms that we've managed to largely ignore a traditional medium that's becoming increasingly sophisticated - radio. It operates on different -band frequencies in each city. Our campaign design had to create an optimal synergy between the print, outdoor and radio advertising efforts. What are some of the learnings from this risk that took off has become a big story for the Group? The Club worked a broadcasting service for three years, but owing to financial difficulties gave it up in 1927.
It is a mix of both reasons. What is the radio sector looking like post Budget? It involved genuine testimonials from residents who have already been staying in this township, as opposed to run-of-the-mill, imitative real estate advertisements. For example, if there was a medicine scam, we could have the health minister in the studio. He refers to himself as a radio evangelist as he conceptualized this company which is the first full service radio agency with an in-house recording facility and providing complete end to end solution on myriad topics via the radio. With over 69,76,455 votes from listeners, the grand finale saw renowned artistes like Favorite Actor — Vijay Sethupathi and Favorite Actress — Keerthi Suresh and A. Another striking advantage that a radio platform offers is the ability to communicate a higher volume of information in a cost-effective manner. The idea of journalism was to make the government function, so that those in power could be made accountable to the people.