The Anchor: 5 reasons why radio is very effective in tier 2 and 3 cities

19 Jan,2012

By Harrish Bhatia


#1 Radio offers localised content:

Radio speaks to consumers in their own language or dialect, and the degree of connect of the local content with people in these markets is far higher than any other medium.


#2 People have more time for radio consumption:

Since the level of activity in these markets is lower than in metros, people have more time to spend for themselves. This is where radio fills the gap. The increasing number of FM-enabled handsets has further increased the consumption of radio. Radio measurement survey conducted by RAM has proved that the average time spent listening to radio per day is 244 minutes inNagpurand 206 minutes in Jaipur as compared to 127 minutes in Mumbai and 124 minutes inDelhi. (Source: RAM Sweeps 1.0)


#3 Radio serves as key source of information because of lower literacy rates:

Literacy rates in these markets are much lower than in metros and as a result, radio serves as the primary source of information. Another critical point is that radio provides regular updates throughout the day whereas a newspaper provides news only in the morning.


#4 Radio works even when there is no electricity:

Since tier2 and tier3 cities have fewer electricity connections as compared to the metros and also suffer more frequent power cuts, radio serves as a main source of entertainment for people, instead of television. As a result people tune into radio using transistors and mobile phones.


#5 Low internet penetration:

Low internet penetration and inadequate bandwidth in these markets means that internet remains a distant dream. Thus, in the absence of internet, radio serves as a major source of engagement and personal entertainment.


Harrish M Bhatia is the CEO, MY FM.


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