One Big Idea by Harshad Jain: The industry is moving towards music plus

14 Feb,2013

By Harshad Jain, Business Head – Radio and Entertainment, HT Media Ltd

 

Till some years back, radio listening meant music consumption! Listeners switched between radio channels during jock talk. Over a period of time the scenario has gradually changed and radio programming has moved towards music plus category. When I say Music Plus, I am referring to entertainment and content that drives appointment listening and audiences specially tune into a channel to hear a particular show/program. This trend has been largely prevalent in case of television but radio has also started reflecting drift with the help of differential programming. Be it radio dramas or reality based programming content, the Indian radio industry is evolving with the consumer.

 

Did anyone think that Ramayana could be repackaged for radio? Or that a radio campaign could help jail inmates start a new life? Yes, that’s the power of radio and content like this is the next big thing in the radio industry. Radio is a free medium; a listener today has sufficient options to move between radio stations for his choice of content. Therefore brands need to offer content that is unique and helps them be differentiated.

 

At Fever 104 FM, we were the first to spot this trend and have tasted this success at various occasions. Be it Radio Dramas like Gandhi, Bose, Bal Gopal or reality pieces like Sachin Ki Sadak, Fever Ka Asar, Sharad Ki Madad, Reliance iDream etc we have been able to offer our listeners engaging content that is beyond music.

 

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