The Hindu Business Line : ‘Mobile phone radio offers revenue-earning opportunity’

Mumbai, March 26 While private FM radio currently earns only Rs 600 crore in advertising revenues, there is a significant revenue-earning opportunity in monetising mobile phone radio, according to Mr Pankaj Sethi, President, Value-Added Services and Enterprise Market, Tata Teleservices. Mr Sethi was speaking at a panel discussion on the radio business at the FICCI Frames Media Convention.

According to industry estimates, 50-60 per cent of handsets have built-in FM radio. FM radio will be able to increasingly penetrate smaller towns thanks to mobile phones having the capability. This could increase out-of-home listenership. Currently, 85 per cent of radio listening is home-based.

“Mobile users are used to paying for services. Value-added services are now a Rs 7,000-crore market. But FM radio on mobile is a VAS offered by mobile operators that is not adequately monetised,” said Mr Sethi, adding that dipping into this segment has the potential to earn the radio industry an additional Rs 300 crore.

The radio industry should join the mobile telephony industry in discovering a way to capitalise on this growing trend of listening to radio on the mobile, a medium which offers great scope for interactivity, he said. The music industry has successfully monetised ring tone downloads on the mobile and the radio industry should think along similar lines, he added.

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