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The Radio Workshop
How Big is the Radio Industry?
Community Community radioradio
330+ Private FM
330+ Private FM
stationsstations
All India RadioAll India Radio
When sensex was 21K, ad spend on radio was 5%,When sensex was at 8K, it was 25%
Powerful pillar of media and a cost Powerful pillar of media and a cost effective solution to advertiserseffective solution to advertisers
Radio as a medium…
Local MediumLocal Medium
Interactive MediumInteractive Medium
Personal MediumPersonal Medium
Common Man’s MediumCommon Man’s Medium
Current MediumCurrent Medium
One to one MediumOne to one Medium
Radio – The operational structure
Admin
Finance
Sales
Marketing & PR
Programming
Music management
RJs
Technical
Transmission engineers
SalesRJs
Admin
Finance
Music management
Programming
Marketing & PR
Technical
Transmission engineers
The last 5 years – Phase I, II & III
Phase 1
March 2000 : Govt invites Private sector into FM radio…
Initial plan : 108 FM radio frequencies across 40 Tier I & Tier II cities…
101 bids received but only 21 stations operational.
High license fee, yearly escalations of 15% hampers FM growth
Phase 2
November 2005: Announcement of Phase IIPart 1: Frequencies offered in Phase I and not operationalPart 2: Frequencies in new towns already not coveredInitial plan: 337 channels, under 5 categories, based on city population245 channels issued; 136 channels operational Fee Structure better than phase IOnly one channel per cityNo news or current affairs
Phase 3
Expected to add 780 Radio Channels in 275 more cities TRAI recommends that FM stations be allowed to:
Air News and current affairsHave multiple licenses in a cityChange of broadcasting license unit from city to
district.Licenses in Tier III and Tier IV cities
Radio Programming…
Music
Talk
Non-Music
Music
Talk
Non-Music
Songs
Jingles
Music
Talk
Non-Music
Songs
Jingles
Commercials
Stationality
Promos
Liners
Music
Talk
Non-Music
Songs
Jingles
Jock Talk
Callers
Celebs
Programming Head
Producers / Promo Producers
Executive Producer
Radio Jockies
The Target Audience…
The concept of TG
Content to suit the
audience’s NEEDs…
Core Music
Player strategiesShow fabrics
Players in the market and their TGs
Your Turn now!!!
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