In 1947 when India became independent, there were just six radio stations all under the AIR banner.
Now every city has an average of six channels and every day in some part of the country there are 3-4 stations arriving on the airwaves. "India is a country of trends. Here many times something catches the publics' imagination. And then for some years, it is the rage. Right now radio is fashionable," said Radio One Director (Programming) Ritu Soni Srivastava. Radio's come a long way. In fact what we are witnessing now is the second coming of the radio revolution. In the latest burst of opening up the airwaves, 245 new channels were added to the existing 20. In Delhi for example, some corporate houses bid to the tune of 31 crores to acquire frequencies. After paying a hefty licence fee to the government, it takes another few crores to set up a studio. Add to that a workforce of about 20 young people with a passion for music and a flair for wit and humour and you're ready to take on the airwaves. Once the money starts rolling in, stations have been known to make a profit of more than Rs 1 crore per month. "When you capture the youth, then I think you can have consumer driven revolution. And that's what has happened," said Akhila Sivadas Media analyst Radio accounts for roughly 2 per cent of the total advertising pie. 10-second slots are sold for Rs 500 to Rs 1000. And when it comes to localised advertising, nothing works better than radio. "What works with radio it that is a medium that works as a reminder for the client. It's a wonderful way to advertise specially as a follow up from lets say, a print ad," said Parsvnath Developers COO Sunit Sachar. The radio boom may have had a bit of a late start in India, but its all moving in the right direction. And whats good news for the airwaves is that the best has just begun. +++++++++++ Source: http://www.ibnlive.com/news/radio-business-back-with-a-bang/28351-7.html +++++++++++++++++++++++++++ Jaisakthivel Chennai, India. __________________________________________________________ Yahoo! India Answers: Share what you know. Learn something new http://in.answers.yahoo.com/ ---[Start Commercial]--------------------- Preorder your WRTH 2007: http://www.hard-core-dx.com/redirect2.php?id=wrth2007 ---[End Commercial]----------------------- ________________________________________ Hard-Core-DX mailing list [email protected] http://montreal.kotalampi.com/mailman/listinfo/hard-core-dx http://www.hard-core-dx.com/ _______________________________________________ THE INFORMATION IN THIS ARTICLE IS FREE. It may be copied, distributed and/or modified under the conditions set down in the Design Science License published by Michael Stutz at http://www.gnu.org/licenses/dsl.html
