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!!!