The Hindu Business Line : Ears for growth

"Differentiation doesn't happen in the music, it is what happens in between the music which becomes the USP." _ L. V. Krishnan, CEO, TAM Media Research

LOUD AND CLEAR: Radio channels pull out all the stops by launching highly visible ad campaigns to draw in audiences.

Radio listeners in Mumbai couldn't have missed the huge Radio City hoardings at important traffic junctions, asking listeners to tune in to the show of celebrity RJ Sonu Nigam, who had none other than Lata Mangeshkar and Asha Bhonsle on his shows.

Similarly, Red FM has painted the city red, literally, to promote its morning show, Morning No. 1 with RJ Malishka.

It is brand-building time for FM radio stations across the country. And, radio companies are trying hard to differentiate themselves and stand out.

You may well have come across Kajra Re or Dus Bahane playing simultaneously on all the radio stations, but a brand such as Radio City says its major differentiator is its effort to play music based on the various moods of the day. The station claims to play to high-energy numbers in the mornings and evenings, while, the songs played at night are softer and romantic.

Red FM says that its USP is the promise to play hit songs throughout the day. It also claims that it is a station with attitude, as it invites its listeners to freely express their opinion on any issue concerning them.

On the other hand, Radio Mirchi says that it is different because its product in every city is based on research, which is why it connects well with the cities it is present in.

With news and currents affairs yet to be allowed on private FM channels, industry analysts say the players don't have much option but to play the same music, but probably in a different way.

L.V. Krishnan, CEO, TAM Media Research, says what radio companies need to actually focus on is the content between the music. "Differentiation doesn't happen in the music, it is what happens in between the music which becomes the USP. Listeners would tune in to Radio One to listen to Jaggu and Tarana, and not for the music. Similarly, if Malishka hosts an antakshari show on Red FM, that becomes the content."

Atul Phadnis, Chief Evangelist, Media e2e, says that the radio industry should start hiring quality radio jockeys (RJs) so that the content in between looks up.

The industry is absolutely in sync with the analysts' views. Says Apurva Purohit, CEO, Radio City, "Though music is the core, we constantly try to weave in stories. We have properties such as Maya, which is the story of a girl, Chef Ali Khan, which is a musical cookery show and so on."

Similarly, Abraham Thomas, COO, Red FM, says the USP of its content in between shows is the platform they offer their listeners to express their opinions on various issues. "Whether it is the deplorable condition of Mumbai roads or whether tennis player Sania Mirza actually deserved a national award at such a young age, Red FM, through its RJs such as Angry Ganeshan, provides a platform to its listeners to express their views on various issues in an entertaining manner."

Advertising on radio

While industry players still feel most advertisers consider radio as an after-thought, Krishnan of TAM says radio advertising has grown by 45 per cent over the last two years and has brought in incremental revenue to the industry. "In fact, the profile of advertisers on radio is quite different from that of TV, as the bulk of them are local players, such as local retailers, coaching classes and real estate companies."

Tarun Rai, Vice-President and General Manager, JWT, says, that while radio has its drawbacks, there are a number of advantages it has over the other media. "Both advertisers and agencies need to use radio better and not limit its usage to advertising spots."

But the need of the hour is to make exclusive communication for the media. Says J.C. Giri, President, Ogilvy & Mather, "Unlike a press ad which can be converted quite easily to outdoor media, all TV ads cannot become radio ads. Due to lack of visual expressions or emotions to show, the challenge is to get the listeners to visualise the ad in a way you would expect them to, and then surprise him or her."

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