Rise of Frequent Modulation Radio
The Frequent Modulation Radio industry in India is entering into a golden era now and it is heading for INR 12 billion revenues by 2010. India’s radio industry is projected to post a healthy growth of 32% over the next few years. The Frequent Modulation Radio industry piggyback on the second FM radio policy is growing towards 300 radio stations as compared to 21stations two years back. The FM radio will reach 91 cities compared to 21 cities and over 40 companies will be operating in the industry as compared to seven two years back. If I read the data are right, FM radio coverage is expected to increase from the present 15% to 60% of the Indian population, after the third phase of licensing.
Not all well with Frequent Modulation Radio
However, not all is well for the private FM radio stations in India. The high license fee is a deterrent for many new entrants in the industry and is pulling down the profitability of the existing radio channels. Moreover the new FM craze has failed to make significant inroads into rural India and small towns. But the days are not far when FM Radio will be prominent feature of the smaller towns and rural India. The FM radio station in India is facing another major challenge in terms of insufficient number of advertisers and thin advertiser base.
Advertising Medium – Frequent Modulation Radio
Radio advertising was a mere Rs.5 billion industry in 2006, said the report by the Federation of Indian Chambers of Commerce and Industry of India. In terms of share of ad pie, it is projected that the Indian radio advertising industry will be able to increase its share from 3.2 percent in 2007 to 4 percent in the next five years.
All said, FM Radio as a medium which offers great opportunity for the advertisers to advertise their products and services to masses and classes as it is broadcasts in buses, tea shops, residences, bus stations etc. The Frequent Modulation Radio Advertising format include – jingles, theme conceptualization, mnemonics, voice casting, recording, sound effects, and editing.
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