Akhlesh St Ppt

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The Resurgence of Radio inIndia : The Re-Entry of PVT

Players

Presented BY ±

Akhlesh Kumar (A54)

Manpreet Kaur (A55)

Jasmeet Singh (A19)

Shreya Chitranshi (A22)

Vineet Kumar (A14)



´Nobod y asks f or Radio and nobod y

gives a damn.´- Prasoon Joshi (C. Director)

³Radio w on¶t die; even today the reach

of radio is more than that of television.In rural India, every individual has atransistor. And y ou can listen to the

radio even when y ou are telling thesoil. Y ou can¶t do that with TV.´- Vinod Sharma (Ex-President, RAPA)



IntroductionRadio was invented during the late 1890s.

Pu blic Radio services offering inf ormation and

entertainment. A d vertising on the radio started first in the US in

1920.

In India, radio broadcasting started in 1927 at

Mum bai and K olkata.From 1957, the radio service also came to be

referred to as µAkashvani.2¶

Vividh Bharti, Air¶s main entertainment channel

was started in the 1960s.



Cont.In July 1999, the GOI decided to allo w PVT

players to enter the FM broadcasting sector.

The first private FM radio station began in July 2001 in Bangalore, Karnataka.

Radio is the

medium of thecommon man



Programs by Radio In 1980s, its programs included situational

comedies, suspense thrillers, film music based

pro

grams,d

ramas, and

d

iscussio

n and

commentaries on health, cooking and beauty tips.

And no w a days, Radio broadcasts music,

education and entertainment based programs. And other programs as News and current affairsalso.



Most Popular FM Stations in India

98.3 FM (Radio Mir chi)

92.7 FM (Big FM)91.9 FM (Radio Mantra)

95.0 FM

93.5 FM (Red FM)94.3 FM (My FM)



BIG 92.7 FM ADVERTISEMENT



Present Scenario12,275 Radio station under telecom act 1996

Radio station increase 75%-100%

8.5 gro wthRadio and technology

Radio and ad vertising

Radio listeners



Radio is an affordable and easily

accessible medium

Free to air ± no su bscription charges unlikeTV/newspapers/magazines/Sat Radio

Cheap receiver ± unlike TV

Not dependent on po wer

only source of entertainment during energy cuts; which isstill high in smaller to wns

Vast reach ± 90% co verage vis-a-vis TV (only 80 millionTV homes) and press

Only medium of entertainment f or the economically weaker sections of Society



Latest Strategies Impro ving Sound quality

Increase the ad vertisements

Live sho ws Campus Visit to capture y outh



Competitors

Television

Computer/Laptop

Mobiles

i-pod

DVD Player

News Paper Internet



Porter·s 5 Forces Model



Porter·s 5 Forces ModelThreat of the new entrants:- Moderate

Bargaining power of buyer:- Low

Inter category competition:- High

Bargaining power of supplier:- Low

Threat of substitute:- High



BCG Matrix



BCG MatrixStar ± High growth, Highmarket share)

Question Mark ± High growth But low market

share

Cash Cow ± Lo

w gro wth, High market share

R adio comes in this Matrix

Dog ± Lo

w gro wth, Lo w market share)



SWOT Analysis

Strength ± R ecently , the government has agreed upon revenue-sharing model,

w hich is 4 % for the growth of the radio stations. R adio listenership habits have changed considerably· R

adio is considered as a back ground medium, because people canlisten to radio anytime and anyw here they want. It is also a freemedium.

90% of India has access to radio w hich is unmatched by any othermedia.

R adio also reaches to uneducated v illage folk w ho do not read print

publications R adio is the least cost medium and it helps to reach mass audience

w ith various back grounds. R adio is considered as a medium w here the ³Proximity to

purchase´ is very high. R adio is a complement to another media. Therefore, other media or

the advertisers or agency can use this medium for brand recall.



Cont..

W eaknesses ± There is very less differentiation in the programs that are aired. Most

of the stations plays much of the music that is played consist of Hindi Film songs, and therefore it is diff icult to differentiate between the

programs of the different channels. Fragmented Audience ± the large number of the audience in India is

fragmented in various remote places. No proper research available ±there is no proper research is

available. Many stations are conducting their own research w hich can be biased.

An advertiser w hose product depends on demonstration or v isualimpact is at a loss w hen it comes to radio.

Many advertisers think that w ithout strong v isual brandidentif ication the medium can play little or no role in theiradvertising plans.

Increase in listenership numbers but no increase in ad revenue. This

is the situation that every radio channel is facing.



Cont..

Threats The biggest threat to pri vate radio industry players is ALL INDIA R A DIO. AIR is the biggest player in India because of its reach, low charges, government channel etc«

Because of the new government policies there w ill be morenumber of stations and then competition w ill also increase. Thisis one of the biggest threats it faces. W ith no particulardifferentiation in the music. So, there is a fear of losing its brandloyalty

i-podMusic Channels on Telev ision



Conclusion



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