Takeaways from IRF 2012 (+Vdo)

24 May,2012

By A Correspondent


The seventh edition of Indian Radio Forum (IRF) discussed quite a lot of issues on the strength and opportunities of radio, the road ahead for the medium, especially with FM Phase III expansion, how to maximize radio’s assets and how to gain share of market spend; the use of social media and monetizing it and much more. MxMIndia spoke to couple of industry veterans on their takeaways from the IRF 2012.


Mr Premjeet Sodhi, COO, Lintas Media Group:

One major takeaway with which I am going back is that while there are issues on how radio is performing commercially, there are certainly people who are passionate about the medium, and therefore, there are a lot of possibilities on how to do well on radio.


The second major takeaway is the use of social media and radio, we had never thought of a subject as such. Radio has a lot of potential to work along with social media and be commercially successful as well.


Third, I don’t think we are doing enough for radio, overall as an industry. There is, however, a lot of scope for improvement in this area.


Mr B Surender, Senior Vice President, and National Sales Head, Red FM:

I think the RAB (Radio Advertising Bureau) style of evangalising the medium is needed because UK’s RAB is so active in not only the developed markets like the UK, but it is also quite active in developing markets like South Africa.


InIndia, probably, this kind of promotional activity is required for radio as a medium, because in India FM radio started very late and it did not get enough time before social media and the online or digital media arrived. Therefore, I believe there is a different need for a RAB kind of body which promotes radio.


Mr Vinay Bhatia, Customer Care Associate and Senior Vice President – Marketing, Shoppers Stop:

I think each industry within radio should develop its own tools, and this is really important in judging the input-output in efficacy because I am not chasing radio just for reach, OTS or number of impressions. Radio, as a channel, is a response medium and so it must deliver much beyond intermediary variables, it must deliver final business variables and I think radio can do that. However, it depends on how well a radio channel partners with a client, wherein the client is also willing to share some amount of data and information and a radio channel is also willing to partner it and jointly experimenting which works for all of us.


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