Robin Thomas: Still so much to learn about this fascinating medium called Radio

01 Feb,2012

By Robin Thomas


My Congratulations to Team MxM on completing 100 days. At MxMIndia, I handle the radio and Out-of-Home (OOH) beats. Since I have handled radio before, it did not take long for me to settle down at MxM. Radio has always, and perhaps will always, be one of my favourite mediums because of its ability to reach not only the masses, but also the unreached, all this through just sound.


There are many stories that I loved doing at MxM but two of my absolute favourites are the radio stories – ‘RJ mentions need to be regulated?’ and ‘Radio One turning international’.


The RJ Mentions story is close to my heart because it was my first big story at MxM.


The Radio One story involved chasing a lot of people and getting confirmations from multiple sources – some extreme hard work but the end was fruitful.


OOH, on the other hand, is a completely different ball game altogether, for me. The type of stories, the people in the industry and the medium itself is vastly different from the radio beat, my comfort zone.


One of the OOH stories I really enjoyed working on was Milestone Brandcom launching its rural and digital divisions. Another story that gave me a high to work on was the OOH rural story, mainly because most of the industry players have been saying that the next phase of growth in OOH media would be coming from tier 2 and tier 3 cities.


I have always enjoyed writing about the radio industry, but there is still so much I have to learn about this fascinating medium and there is still so much to do. I am also looking forward to getting comfortable and doing some really good work in OOH media as well. To all the radio and outdoor players and the readers, please continue giving me your feedback – positive or critical, and I will do my best to keep you informed and provide a good read.


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