The Hindu Business Line : Radio City sees potential in out-of-home platforms

With mobile phone makers using the ‘FM radio’ as a pull factor to woo buyers, FM radio players have a lot to gain from, says Mr Ashit Kukian, Executive Vice-President and National Sales Head, Radio City.

And with more ‘out-of-home’ platforms likely to emerge big in the future (such as Internet, retail outlets and public transport), radio listenership can only grow from here, says Mr Kukian.

“There are a sizeable number of phones today which are FM radio-enabled. Even the basic phone carries this feature. So, with handset makers increasingly using FM radio to sell mobile phones, the radio listenership base is all set to grow,” says Mr Kukian.

To promote radio-enabled phones and FM radio, Radio City, about six months ago, teamed up with Nokia. While Radio City promoted Nokia’s FM-enabled model on air, Nokia’s handset boxes carried Radio City’s logo.

Today, radio in the country is consumed mostly at home (80-85 per cent). Only 15 per cent is out-of-home – through cars, mobile phones and in office. But in future, out-of-home consumption of radio will definitely grow, says Mr Kukian.

Although FM stations cannot be aired online now, he hopes it will become a reality soon. Even public transport can be explored to ‘play out’ radio content, he added.

Malls and departmental stores are also a good platform for radio seeding. Big FM has done it at Big Bazaar outlets; Radio City, too, is in discussions with retailers to air its content at retail outlets and malls.

More Stories on : Radio/TV | Outlook

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page