Radio As A Marketing Tool

April 15, 2013
RADIO A MARKETING TOOL: REFURBISHED MEDIA
RADIO AS A MARKETING TOOL: REFURBISHED MEDIA
1. Radio: Boon or Bane

FACTS According to the history of Indian radio, radio broadcast started in India with the setting up of a private radio service in Chennai, in the year 1924. In that same year, British government gave license to the Indian broadcasting company, to launch radio stations in Mumbai and Kolkata . later as a company became bankcrupt , the Govr took possession of the transmitters and began its operations as the Indian state broadcasting corporation. In the year 1936 it was renamed ALL INDIA RADIO (AIR) and the department of communications managed it entirely. After independence, AIR was converted into a separate department. AIR has 5 regional headquarter in newdelhi(north-zone),Kolkata zone(east-zone), guwahati(north-east zone),Mumbai(west zone),Chennai(south-zone). In the year 1957, AIR was renamed Aakashvani, which is controlled by ministry of information and broadcast. During the period of independence only a mere 6 radio station existed through out the country. But the during late 1990s, the network of AIR extended to almost 146 AM stations. Moreover the integrated north-east surveys focused on reaching to the population of north-east india. AIR offers programs in hindi, English and numerous religional and local languages. Commercial radio services started in india in 1967. The initiative was taken by vividh bharati and commercial service, from the head quarters in Mumbai. Vividh bharati accumulated revenues from widespread sponsorship and advertisements ANALYSIS Radio a hallucinating invention to help the people To stay connected was a wonderful Invention, which revolutionized the way marketing was done previously, Radio was flooded with advertisements. This revolution could have continued
2. Television- reversed the tide against radio
FACTS Terrestrial television in India started with the experimental telecast starting in Delhi on 15 September 1959 with a small transmitter and a makeshift studio. The regular daily transmission started in 1965 as a part of All India Radio. The television service was extended to Bombay (now
BY: URJA SHRIVASTAVA 1
April 15, 2013
Mumbai) and Amritsar in 1972. Up until 1975, only seven Indian cities had a television service. Television services were separated from radio in 1976. National telecasts were introduced in 1982. In the same year, colour TV was introduced in the Indian market. Indian small screen programming started off in the early 1980s. At that time there was only one national channel Doordarshan, which was government owned. The Ramayana and Mahabharata (both Indian spiritual & mythological stories) were the first major television series produced. This serial notched up the world record in viewership numbers for a single program. By the late 1980s more and more people started to own television sets. Though there was a single channel, television programming had reached saturation. Hence the government opened up another channel which had part national programming and part regional. This channel was known as DD 2 later DD Metro. Both channels were broadcast terrestrially. PAS-1 and PAS-4 are satellites whose transponders help in the telecasting of DD programmes in half the regions of the world. An international channel called DD International was started in 1995 and it telecasts programmes for 19 hours a day to foreign countries-via PAS-4 to Europe, Asia and Africa, and via PAS-1 to North America. It is also noted that Prabir Roy, had the distinction of introducing colour T.V. coverage in India in February - March,(1982) during the 1st Nehru Cup which was held at Eden Gardens, Kolkata with 5 on-line camera operation, long before Doordarshan started the same during the Delhi Asian Games in November 1982. TV Programs: The eighties was the era of Doordarshan with shows like Hum Log (1984), Buniyaad (198687) and comedy shows like Yeh Jo Hai Zindagi (1984), Mythological dramas like Ramayan (198788) and Mahabharat (198990) glued millions to Doordarshan and later on Bharat Ek Khoj, The Sword of Tipu Sultan and Chandrakanta. Hindi film songs based programs like Chitrahaar, Rangoli, Superhit Muqabla crime thrillers like Karamchand, Byomkesh Bakshi. Shows targeted at children include Dada Dadi ki Kahaniyan, Vikram Betal, Malgudi Days, Tenali Rama.
ANALYSIS TV took over the tide as it tend to be more strong way of communication via pictures, As the rate of retention of any video was much larger than the voice in internet so it was more prospective to marketers in terms of audience and value proposition method
BY: URJA SHRIVASTAVA
April 15, 2013
3. Television- Channels flooded
FACTS The central government launched a series of economic and social reforms in 1991 under Prime Minister Narasimha Rao. Under the new policies the government allowed private and foreign broadcasters to engage in limited operations in India. This process has been pursued consistently by all subsequent federal administrations. Foreign channels like CNN, STAR TV and private domestic channels such as Zee TV, ETV and Sun TV started satellite broadcasts. Starting with 41 sets in 1992 and one channel, by 1995, TV in India covered more than 70 million homes giving a viewing population of more than 400 million individuals through more than 100 channels.
There are at least five basic types of television in India: broadcast or "over-the-air" television, unencrypted satellite or "free-to-air", Direct-to-Home (DTH), cable television, and IPTV.
Over-the-air and free-to-air TV is free with no monthly payments while Cable, DTH, and IPTV require a monthly payment that varies depending on how many channels a subscriber chooses to pay for. Channels are usually sold in groups or a la carte. All television service providers are required by law to provide a la carte selection of channels. As per the TAM Annual Universe Update - 2010, India now has over 134 million households (out of 223 million) with television sets, of which over 103 million have access to Cable TV or Satellite TV, including 20 million households which are DTH subscribers. In Urban India, 85% of all households have a TV and over 70% of all households have access to Satellite, Cable or DTH services. TV owning households have been growing at between 8-10%, while growth in Satellite/Cable homes exceeded 15% and DTH subscribers grew 28% over 2009. (However, some analysts place the number of households with television access at closer to 180 million since roughly a third of all rural families may watch television at a neighboring relatives home, and argue that Cable TV households are probably closer to 120 million owing to a certain percentage of informal/unregistered Cable Networks that aren't counted by mainstream surveys). It is also estimated that India now has over 500 TV channels covering all the main languages spoken in the nation Throughout the 90's, along with a multitude of Hindi-language channels, several regional and English language channels flourished all over India. By 2001, international channels HBO and History Channel started providing service. In 19992003, other international channels such as Nickelodeon, Cartoon Network, VH1, Disney and Toon Disney entered the market. Starting in
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2003, there has been an explosion of news channels in various languages; the most notable among them are NDTV, CNN IBN and Aaj Tak. The most recent channels/networks in the Indian broadcasting industry include UTV Movies, UTV Bindass, Zoom, Colours, 9X and 9XM. There are ANALYSIS These Facts clearly depict that late 20th century was ruled by Television and was able to Capture a larger market. Much of the Promotion activity was done via the TV and the various CSR activities were conducted and displayed via the TV to build the brand. And hence Brand Management activity was done using this medium
4. Changing lifestyle & Local communication link missing

ANALYSIS As the LPG(Liberalization, privatization and globalization) policy was adopted, Economy growed, led to much of international players entering into Indian market. Large segment of Indian population got job and employment % increased. This led to changing lifestyle and suddenly the computers evaded the space of television. As the routine of Service Sector(became more stringent) There was no time left for either Moreover generally most of the channels were nationalized; a local link for communication was missing and people started feeling the gap between the communication and the value proposition being put forth in front of them. Marketers started feeling their STP(segmenting, targeting and positioning) strategies was going wrong because of existence of sub segments within segments.
5. Radio REFURBISHED as a marketing tool

FACTS In 1990 V.P. Singh`s National Front government provided financial aid to the Prasar Bharati (Indian Broadcasting) Act that was considered by Parliament. This act provided greater autonomy to Doordarshan and All India Radio. The changes that resulted in the scenario of Indian radio were limited. The bill allowed the establishment of an autonomous body to control Doordarshan and All India Radio. This unit operated under a board of governors, who were appointed for policy making and a broadcasting council to respond to the complaints. This was the start of interaction through radio.
April 15, 2013
With time the number of radio stations has increased from about 100 in 1990 to 209 in 1997. Indian radio now has tremendous reach and presents the best option for low-cost programming. Listenership of Indian Radio has reached a plateau. At times the listenership has risen in certain urban areas due to the recent time allotment to private companies on five FM stations. Film and other popular music constitute the main curriculum of such stations, contributing to an increase in commercial time radio and thus earn advertising revenues from Rs. 527 million in 1991-2 to Rs. 809 million in 1995-96.
The noticeable development in Indian radio has been the proper efforts that were taken to use radio for social change, like the state-supported radio rural forums for agricultural communication in the 1960s and promotion of adult literacy in the 1980s. The advent of regional radio in India popularised this medium even more. More recently NGOs have come together and initiated several broadcast programmes on women and legal rights, emergency contraception, and tele-serials that deal with social issues. Although Indian Radio saw almost no improvement in its initial years, in the present decade the functioning of regional radio channels have lead to a massive network all across the country.
Local broadcasting, reflecting local issues of concern to the community is another development of Indian radio. Some communication experts believe that an increased and accelerated commercialisation of radio will eventually cut down the costs of FM radio sets, thus making local radio even more available to the extreme rural areas of the country. Presently, radio broadcasting is done in 24 languages and 146 dialects all across India and there are 104 million radio households in the country, using approximately 111 million radio sets.
The inclusion of FM facility in mobile phones and portable pocket radios have popularised this medium in every nook and corner of urban areas. Although the transmitters have not reached the extreme corners, developments assure quick installation; a recent survey shows that Indian radio reaches out to almost 97.3% of the country`s population and 91% of the country`s geographical area. A March 1996 survey, says that there had been around 186 radio-broadcasting centers, 148 medium wave transmitters, 51 short wave transmitters and 94 VHF/FM transmitters in India.
Indian Radio now enjoys equal importance as television and print media. The developments of radio in India was steady during the 1960s and 70s, but accelerated during the 1980s and 90s. Radio has now become an intimate form of communication and the FM channels like Red FM, Radio Mirchi, Power Fm and others have contributed greatly in developing this strong network.
April 15, 2013
ANALYSIS As TV was posing not only STP problem but also Environmental Degradation problem because of CO2 emission from CRT and LCD display, So Radio which now was clubbed with almost each mobile was a medium for major target audience as it does not restricted audience to restrict themselves to sit on a sofa and den only watch, Radio was a dynamic, mobile and potential source for audience. This led to various local FM channels which were sold to various private players who were generally active in news delivery, Local Value proposition companies, GLOCAL players. This led to various FM channels like some listed below to pop up. List of FM Radio Stations in India Amritsar BIG 92.7 FM MY FM 94.3 Meow 104.8 FM Radio mirchi 98.3 FM Ahmedabad: Radio Mirchi 98.3 FM Radio City 91.1 S FM 93.5 Radio one 95 FM MY Fm 94.3 FM Vividh Bharati 96.7 FM Ajmer: Radio City 91.1 S FM 93.5 MY FM 94.3 Big 92.7 FM Bengaluru(Bangalore): Radio City 91.1 Radio Indigo 91.9 Big FM 92.7 S FM 93.5 Radio One 94.3 Radio Mirchi 98.3 Amrutvarshini 100.1
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FM Rainbow 101.3 Vividha Bharati 102.9 Fever 104 FM Gyan Bharati 107.2 Bilaspur: Big FM 92.7 S FM 93.5 My FM 94.3 Radio Mirchi 98.3 Akashwani FM Bilaspur / Vividh Bharti 103.2 Chandigarh: Big FM 92.7 My FM 94.3 AIR Chandigarh AIR FM Rainbow Chennai: Anna FM 90.4 Loyala FM 90.8 Radio City 91.1 Aahaa FM 91.9 Big FM 92.7 Suryan FM 93.5 Radio One 94.3 Radio Mirchi 98.3 Rainbow FM 101.4 Gold FM 102.3 Gyan Vani 104.2 Muthoot FM 104.8 Hello FM 106.4 MOP FM 107.8 Coimbatore: Radio City 91.1 Gyan Vani 91.9 Suryan FM 93.5 Radio Mirchi 98.3 AIR FM Rainbow/Vividh Bharati 103.0 Hello FM 106.4
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Delhi: Radio City 91.1 FM Big 92.7 FM Red FM 93.5 Radio One 94.3 FM Hit 95 FM Radio Mirchi 98.3 FM AIR Rainbow FM 102.6 Fever 104 FM Meow 104.8 AIR FM Gold 106.4 Gyan Bharti 105.6 Devikolam Idukki: Devikolam Fm 101.4 Gwalior: suno lemon 91.9 fm big fm92.7 My fm94.3 chaska 95.0 fm Guwahati: Radio oo Lala 91.9 Big FM 92.7 Gup-Shup 94.3 hisar : mantra 91.9 fm big 92.7 tarang 104 dhammal 106.4 fm Hyderabad: 101.9fm Fm Rainbow 102.8fm Vividh Bharathi 91.1fm Radio City 92.7fm Big 92.7fm 93.5fm South Asia FM (S FM) 98.3fm Radio Mirchi
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105.6fm Gyan Vani Indore: Big FM 92.7 My FM 94.3 Radio Mirchi 98.3 S FM Bhopal: Big FM 92.7 My FM 94.3 Radio Mirchi 98.3 S FM 93.5 Jaipur: Radio City 91.1 S FM 93.5 MY FM 94.3 FM Tadka 95 Radio Mirchi 98.3 AIR Vividh Bharti 100.3 Kannur: Club FM 94.3 Best FM 95 Radio Mango 91.9 Suryan FM 93.5 Kannur FM(AIR) 101.5 Kochi: Club FM 94.3 Kochi FM 102.3(AIR) Radio Mango 91.9 Suryan FM 93.5 AIR FM Rainbow 107.5 Kodaikanal: AIR FM Rainbow 100.5,103.7 Covers 22 Districts Pasumai FM 90.4 (Dindugal)0.2 Kw Kolkata: Power 107.8 FM[1]
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Aamar 106.2 FM Red FM 93.5 Friends 91.9 FM Big FM 92.7 Radio Mirchi FM 98.3 Fever FM 104.0 Meow FM 104.8 Rainbow FM 107.0 Gyan Vani 105.4 FM Gold 100.2 Kozhikode: Radio Mango 91.9 Suryan FM 93.5 Real FM (AIR)103.6 Lucknow: Radio City 91.1 FM S FM 93.5 FM Radio Mirchi 98.3 FM Vividh Bharati 101.0 FM AIR Lucknow Madurai: AIR FM Rainbow 103.3 Suryan FM 93.5 Radio Mirchi 98.3 Mangalore: Radio Mirchi 98.3 Big FM 92.7 Manjeri Malappuram: Manjeri Fm (AIR)102.7 Mumbai FM Stations: Radio City 91.1 [2] Big FM 92.7 [3] Red FM 93.5 [4] Radio One 94.3 [5]
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Radio Mirchi 98.3 [6] Fever 104 FM 104.0 [7] Meow 104.8 [8] AIR FM Gold 100.7 [9] AIR FM Rainbow 107.1 [10] Mumbai One Gyaan Vani Radio MUST Nagercoil Air 101.1 FM Nagpur: Radio City 91.1 S FM 93.5 My FM 94.3 Radio Mirchi 98.3 Akashwani 100.6 Nasik: 98.3FM Radio Mirchi since 2007 93.5FM S FM 101.4FM Akashwani Perundurai Kongu FM 90.4 (Kongu arts College)0.2 Kw Muhil FM 90.4 (Thiruchengode sengunthar college) 0.2KW Puducherry (Pondicherry): Suryan FM 93.5 Big FM 92.7 Hello FM 106.4 AIR Rainbow FM 102.8 Pune: Radio Mirchi 98.3 FM Radio City 91.1 FM Radio One 94.3 FM S FM 93.5 FM Vividh Bharati 101.0 FM
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Pune University Vidyavani 90.8 FM Radio FTII 90.4 FM Big FM 92.7 FM Raipur: My FM 94.3 MHz Radio Mirchi 98.3 MHz Rangila FM 104.8 MHz Akashvaani 101.8 MHz Gyaan Vaani 105.6 MHz Rajahmundry: S FM 93.5 MHz Surat: Radio City 91.1 Big FM 92.7 Radio Mirchi 98.3 MY FM 94.3 Thrissur: Club FM 94.3 Best FM 95 Radio Mango 91.9 Suryan FM 93.5 Thiruvananthapuram: Big FM 92.7 S FM 93.5 Radio Mirchi 98.3 MHz Club FM 94.3 DC Radio 90.4 Ananthapuri Fm(AIR)101.9 Thirchi AIR Vividbharathi 102.1 Hello FM 106.4 Tirunelveli Suryan FM 93.5
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Hello FM 106.4 Tirupathi: Big FM 92.7 S FM 93.5 Tuticorin Suryan FM 93.5 Hello FM 106.4 Vadodara: Radio City 91.1 Big FM 92.7 S FM 93.5 Vividh Bharathi 93.9 Radio Mirchi 98.3 Varanasi: Radio Mantra 91.9 South Asia FM (S FM) 93.5 Radio Mirchi 98.3 AIR Varanasi 100.6 Gyan Vani 105.6 Vijayawada: Rainbow Krishnaveni 102.2 fm South Asia FM (S FM) 93.5 fm Radio Mirchi 98.3 fm Visakhapatnam: Rainbow 102 fm S fm 93.5 Big fm 92.7 Radio City 91.1 Radio Mirchi 98.3 vividh bharthi Gyan Vaani
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EPILOGUE
1. Monopoly changed to perfect competition Monopoly of Aakashwani was changed to perfect COMPETITION as it there were more competitors now. Early 21st century saw flooding of radio channels in various cities 2. The Communication was in local language using local symbol, gestures and personality The sub segmentation of any segment was much easier: to study and formulate and do the promotion activity. 3. New source of conducting CSR activity 4. Marketing Mix changed Design a product such that it is, easily promotable on Radio. Odd figure pricing: to attract more and more customer. Place of marketing of product was easily advert sable on radio. Radio was itself a major source of promotion. 5. Conclusion Radio can be prove as a powerful tool for advertising as it could overcome the drawbacks of other tools of advertising Reaching all areas of the country and a cheap and fast source of advertising.
Every radio station must be aware of the common errors that occur in implementing these tools:
I. II. III. IV. V.
Selecting the Wrong Tactic Selecting the Wrong Media Insufficient Budget Poor Research and/or poor interpretation of the results. Bad Product
The most important lesson to be learnt is that Successful promotions intersect existing consumer behavior. A radio station must realize that it is possible to not just rise to the top, but also stay at the top with continuous efforts.

Radio As A Marketing Tool

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April 15, 2013

RADIO A MARKETING TOOL: REFURBISHED MEDIA