One Big Idea by Ajit Varghese: Riding high on the back of content differentiation

06 Feb,2013

By Ajit Varghese, MD, Maxus & Motivator – South Asia


The radio industry doesn’t need an idea as game changers. It needs content differentiation that has to do with govt licensing and red tape. Radio as a medium is very apt for fun and excitement about things happening very locally, a medium that could be used as a local solutions provider for consumers and offer differentiated and innovative means to connect with local consumers.


Unfortunately, the medium is stifled with song-based content, which therefore is losing relevance in the mind of both the advertiser and the consumer.


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