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Brand / Marketing Communication Strategies and Advertising and Promotional Strategies Case Study

Case Title:

Private FM Radio in India: Can it emerge as a Strong Ad Medium?

Publication Year : 2010

Authors: S Chaturvedi, J Thadamalla, S Gollapalli

Industry: Services


Case Code: MCS0024IRC

Teaching Note: Available

Structured Assignment: Available

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Until a few years back, advertising in radio had the least priority among advertisers and media planners. Radio as a medium of advertising came into media planners and advertisers' plans, if there was any budget left after covering the usual media like commercial television, print and production. Radio advertisements were not specifically designed for the media, instead they were mere adaptations of the audio component of the television commercial that was already telecasted. But private FM radio stations began to appear on the Indian media radar since 2001 and have moved into phase II (which started in 2005). According to a report, advertising spends on radio grew at a compound annual growth rate of 24%. From 2.40 billion rupees in 2004 it is expected to touch 10 billion rupees in 2009 of which about 60% was expected to come from private radio broadcasters. The case highlights the growth, opportunities, and challenges of this segment as a medium fit for advertisers and their agencies.

Pedagogical Objectives:

    This case study can be used:

  • To re-emergence of radio as a media in India
  • To effectiveness / success of FM radio as an advertising media in India.

Keywords : FM radio stations, Advertising medium, Radio Mirchi, All India Radio, Vividh Bharati, Star TV, Mid Day, Radio audience measurement, Evolution and growth, Phase II for radio, Radio City, Privatisation of radio, Media expenditure, BBC

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