Apeksha radio industry mos ppt
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Transcript of Apeksha radio industry mos ppt
MOS PRESENTATION(RADIO INDUSTRY)
PRESENTED TO; PRESENTED BY;PROF.N.GARG APEKSHA GROVER (FACULTY MOS) SUMIT DHIR DISHA NAAGPAL PRASHANT GOEL POORVA SHARMA TANAY DIWEDI
RADIO INDUSTRY Business model is mainly advertising driven. Growth in the last two quarters of 2008 was slow. Radio is a cost effective medium as it has more
penetration. Controlled by few business groups having sizable stake. Phase II licensing made the business viable. Has huge infrastructure setup costs. Oligopolic and witnesses price wars. Overall growth rate is impressive.
Brief History of Radio Broadcasting in India
1935: Radio broadcast begins with AIR.
1977: First FM service in Madras. 1993; AIR sells time slots for private FM radio
broadcasting in five cities. 1999: Privatization of FM - Phase I Policy. 2001: Licenses given to private radio broadcasters. 2005: Announcement of Phase II Policy of privatization
of FM
Five key Things About Radio Today
2. Radio is hyper-local
4. People’s attention slips in and out of the
radio
1. Music and entertainment are
key
Information/ traffic updates
Songs ..for all
Happenings .. youngsters
Tips
Conversation
Dial Ins/ Contests
Radio jockeys
Jokes
3. Listening habits led by time and
mood
Lively songs during day, slow songs in evening
5. Relationship with radio varies by
segment
Students: companion among crowd
companion without intruding on space
Housewives:companion whilst
alone, connection to outside world
Professionals:background filler with points of engagement
“”you get to know the traffic update”“You are given current affairs
news…what's happening around Delhi”“They tell you about the weather, where
to go in the weekend”“you know the songs that are coming on radio…and you sing
along with it…”
College/ friends/ courses Friends Family
6 a.m 10 a.m 2-3 p.m 5 p.m 8 p.m 10 p.m8 a.m
In the background
Self Self
On route
Post return
In Back-ground Out of home activity. Family
6 a.m 9 a.m
7-8 p.m 10 p.m10 a.m
Self (especially if unmarried)
On the
road
On the
road
In the background
Self + kids Family
6 a.m 10 a.m 1 p.m 5 p.m 8 p.m 10 p.m6 p.m
Self + hubbySelf
SelfSelf
How people use radio
RADIO:
Part of daily routine
Background, non-intrusive
Companion whilst alone
Indulgence for self
RADIO:
Time pass
Private moments
Energising, pep
RADIO:
Energising, off-set stress
Unwinding
Fill monotonous journey
ENVIRONMENTAL ANALYSIS: 98.3 FM
EXTERNAL: PEST ANALYSIS POLITICAL: To enter in the industry, high one time entry fee has to be given Up to 15 % annual hike In licensee fee Only 10 year of license is valid. ECONOMIC: RJ’s mainly attracted by package that has been offered to them by competitors. SOCIAL: Showing responsibility towards various NGO Help in June 2005 Mumbai flood. TECHNOLOGICAL: Before 2000, there were only two music stations, but after that radio industry came
up with private Channels with different frequencies. Today ENIL has 40 stations. Internet radio is introduced. Modern equipment and highly technical transmitters are used. Visually appealing materials are also associated.
MARKET LADDER
Big FMVery new
Name at times not spontaneously evoked..
Radio OneNot spontaneously recalled…at probe level..no distinctive
imagery AIR FM
Old and boring
Fever FM
High awarenessPopular among
youngsters enjoying high-tempo and English music
Hit FM
New but fast gaining popularity
Radio City
Growing oldPopular once upon a time but losing out
as not very dynamic
Red FM
Growing steadilyPlaying enjoyable, new music and also fun programming Radio Mirchi
Strong imagery…that of spicy, young and dynamic
Well known RJs and programmes…Plays music resonating with young
generation
Respondents placed stations on a ladder, based on their perception of how successful they are…
Very newName at times not
spontaneously evoked..
Old
ON-AIR DELIVERABLES: The range of Services to clients:Free Commercial time:@ SPOTS: Information about the brand recorded once and is repeated for a
number of times.@ R.J. Mentions: R.J’s keep mentioning about the brand/client, live during a
show, it’s not pre-recorded.@ ON-AIR CONTESTS: Contests played during an on-air show like best recipe
with Hamdard Roohafza. Activation: (ATL + BTL)@ PRE-HYPE PROMOS: Promos specially created to create hype before the
activity.@ Activity Promos: On-air announcement of all the details of the on-ground
activity, along with the brand name.@ Winner Bytes: Recordings of the winners of the on-ground activity for on-air
broadcasting telling about the brand & the activity.@ RJ Mentions: RJ is present at the activity venue & does live mentions about
the activity on-air.@ Special Properties: These are properties owned by Radio Stations which
are sponsored by the client accordingly as client’s brand can leverage that property.
Maruti Suzuki being an automobile company sponsor the “Mirchi Traffic Beats” property of Radio Mirchi.
Live
Per
form
ance
s
Brand Driven – Activation
Special B
rand Integration on R
adio
Media Property
ACTIVATION SPECTRUM
Sponsorship modelMultiple clients on each activityTypically 1 PS & 2-3 AS, Execution is outsourced to an agencyActivity wise P&L, Costs broken up into on-ground & (on-air) costsCost to revenue ratio – 1:2.5
SWOT AnalysisStrength WeaknessInteractive medium Fragmented AudiencePenetration in remote villages Less DifferentiationLow content cost Creative compromise
Difference in prime time in comparison with TV Short commercials Excellent complementary & background medium Cost effective to advertisers
Threat OpportunityGovt. owned channel – AIR Fastest growing segment of the media and
Government Policies entertainment industry Technology Beneficiary of the buoyant growth ofHuge Sunk cost major advertisersTalent issues Reduction in license fees
Awareness & growth
RADIO is a step towards evolution, a strategy, a podium that is flexible & adaptable assuring that the clients Product/Service/Brand/ Message reach to maximum TG
Conclusion FM market – 5 things to take away
1. .
1. FM radio programming is based on fun and entertainment, with all programescentered around music
2. Radio listening is mood led, and people tend to stick to a certain time of listening which fits in with their lifestyle
3. Few RJs have resonated with listeners, but those most successful have developed a strong relationship with the listeners as empathetic, friendly and person-next doorwith persona as fun, lively, youthful, smart and cool
4. Other than the government owned channel (AIR) which is associated with being boring and old, all other channels are fighting in the same space with little differentiation – Mirchi is currently top.
5. FM has changed the market and radio is now unrecognizable from the old time
RECOMMENDATIONS: 1. Planning: Specialists to handle timeline creation
through comprehensive checklist & manage every detail of the pre-event planning.
2. Preparation & Programming: The programming team has to be well trained & has skills that they ensure a powerful radio plan, creating an impact at the TG & further fulfilling the client’s requirements.
3. Work on the principles: of excellence, price performance, and integrity, should be committed to achieving success for its clients by applying the full power of communications as an extension of business strategy and execution.
RadioBrands are promoted
on air, through
'live' links, interaction
with consumers.
Brands are promoted
on air, through
'live' links, interaction
with consumers.
… Hence helping the
brand to reach across
more no of audience
by amplificatio
n
… Hence helping the
brand to reach across
more no of audience
by amplificatio
n
Thank You !!!