As of now, ads on radio channels contribute a mere 2% to the total ad pie. The going has been fairly simple for the handful of existing players. But with the explosion in frequencies lined up, will there be enough ads to keep the balance sheets of each and every player happy? “The radio industry stands at Rs.3 billion and is expected to reach Rs.12 billion by 2010 with a CAGR of 32%,” says Timmy Khandari, Analyst, PwC. Almost all the players are feel that as radio goes more local and its reach increases, it will pick up regional ads on its way. “It will prove to be the only economical platform for local players (mainly in the small cities), giving a boost to local advertising,” offers Kaushik Ghose, Sr. VP, Radio Mirchi.
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Source:- IIPM Editorial
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