Scope of Radio in India

Radio has the reputation of being the oldest and cheapest medium of entertainment in India. The radio industry has been completely reshaped by the various private players that entered the sector after the government allowed foreign investment into the segment and opened the licenses to the private players.

Radio can play its part in building a stronger business future for India. Providing free-to-air local broadcast of music and entertainment, helpful information – traffic advisories, community announcements and public service messages provide a real value-added service. But at current levels of advertising support, each radio station is reeling under the brutal financial impact of high costs.

The new India observes an active private FM radio sector. It can provide, a level of playing field with benefits for listeners, for advertisers, employment & career options. 90% of India has access to radio which is unmatched by any other media. And now radio is a complement to another media. Therefore, other media or advertisers or agency can use this medium for brand recall.  Today’s busy teenagers love radio because it complements a faster-paced lifestyle, they can listen to music and get information on the move. Younger audiences, particularly those below the age of 25, also have access to new technology like mobile phones. They have taken very quickly to interacting with their favourite radio stations and RJs via email and SMS for song requests and competitions.