Period : 1993-2002
Organization : ---
Pub Date : 2002
Countries : India
Industry : Media and Entertainment
- Prasoon Joshi, Creative Director of leading advertising agency, O&M, in September 2001.
- Vinod Sharma, founding member and Ex-President, RAPA,1 September 10, 2001.
In July 1999, the Government of India decided to allow private players to enter the FM radio-broadcasting sector. It planned to offer ten-year licenses to private players in 40 cities across India. These private broadcasters would be permitted to offer only music, education and entertainment-based programs, not news or current affairs programs.
Some of these were Entertainment Network, India FM Radio, Vertex Broadcasting, Radio Today, Sun TV, Music Broadcast, Millennium Broadcast, Hitz FM Radio India, Udaya TV, Radio Mid-Day West India, Mid-day Broadcasting South, and Mid-Day Radio North. However, many industry observers were skeptical about the survival of all these private players. They said that radio broadcasts were not popular and that industry ad revenues had been very low throughout the 1990s.
Advertising revenues were as low as Rs 740 million in the financial year 2000-01, amounting to less than 1% of the total advertising expenditure. According to Prasoon Joshi, "The quality of radio advertising here is pathetic. Today, when an agency plans spends, the bulk of the money goes to television. Then come outdoor media, print, and maybe mailers. Radio comes last."
1] RAPA (Radio and TV Advertising Practitioners Association of India Ltd) is a Mumbai-based body that addresses issues related to the fields of radio and television advertising in India. Every year RAPA gives away awards to directors, scriptwriters, artists, technicians, adfilm producers, radio/TV programs, music directors and advertising agencies.
More ICMR India Case Studies
|Business Environment||Business Ethics||Business Reports||Business Strategy|
|Corporate Governance||Economics||Enterprise Risk Management||Finance|
|HRM||Innovation||Insurance||IT and Systems|
|Leadership and Entrepreneurship||Marketing||Miscellaneous||Operations|
|Project Management||Short Case Studies||Cases in other Languages||Free Case Studies|