1. MOS
PRESENTATION
(RADIO INDUSTRY)
PRESENTED TO; PRESENTED BY;
PROF.N.GARG APEKSHA GROVER
(FACULTY MOS) SUMIT DHIR
DISHA NAAGPAL
PRASHANT GOEL
POORVA SHARMA
TANAY DIWEDI

2. RADIO INDUSTRY Business model is mainly advertising driven.
 Growth in the last two quarters of 2008 was slow.
 Radio is a cost effective medium as it has more penetration.
 Controlled by few business groups having sizable stake.
 Phase II licensing made the business viable.
 Has huge infrastructure setup costs.
 Oligopolic and witnesses price wars.
 Overall growth rate is impressive.

3. Brief History of Radio Broadcasting in India
 1935: Radio broadcast begins with AIR.
 1977: First FM service in Madras.
 1993; AIR sells time slots for private FM radio
broadcasting in five cities.
 1999: Privatization of FM - Phase I Policy.
 2001: Licenses given to private radio broadcasters.
 2005: Announcement of Phase II Policy of privatization
of FM

5. Five key Things About Radio Today
2. Radio is hyper-
local
4. People’s attention
slips in and out of the
radio
1. Music and
entertainment are
key
Information/ traffic updates
Songs ..for all
Happenings .. youngsters
Tips
Conversation
Dial Ins/ Contests
Radio jockeys
Jokes
3. Listening habits
led by time and
mood
Lively songs during day,
slow songs in evening
5. Relationship
with radio varies by
segment
Students: companion
among crowd
companion without
intruding on space
Housewives:
companion whilst
alone, connection to
outside world
Professionals:
background filler with
points of engagement
“”you get to know the traffic update”
“You are given current affairs
news…what's happening around Delhi”
“They tell you about the weather, where
to go in the weekend”
“you know the songs that are
coming on radio…and you sing
along with it…”

6. College/
friends/
courses Friends Family
6 a.m 10 a.m 2-3 p.m 5 p.m 8 p.m 10 p.m8 a.m
In the
background
Self
Self
On
route
Post
return
In
Back-
ground
Out of home activity. Family
6 a.m 9
a.m
7-8 p.m 10 p.m10
a.m
Self
(especially if
unmarried)
On
the
road
On
the
road
In the
background
Self +
kids Family
6 a.m 10 a.m 1 p.m 5 p.m 8 p.m 10 p.m6 p.m
Self +
hubbySelf
Self
Self
How people use radio
RADIO:
Part of daily routine
Background, non-
intrusive
Companion whilst alone
Indulgence for self
RADIO:
Time pass
Private moments
Energising, pep
RADIO:
Energising, off-set stress
Unwinding
Fill monotonous journey

7. ENVIRONMENTAL ANALYSIS: 98.3 FM
EXTERNAL: PEST ANALYSIS
POLITICAL:
 To enter in the industry, high one time entry fee has to be given
 Up to 15 % annual hike In licensee fee
 Only 10 year of license is valid.
ECONOMIC:
 RJ’s mainly attracted by package that has been offered to them by
competitors.
SOCIAL:
 Showing responsibility towards various NGO
 Help in June 2005 Mumbai flood.
TECHNOLOGICAL:
 Before 2000, there were only two music stations, but after that radio industry
came up with private Channels with different frequencies. Today ENIL has
40 stations.
 Internet radio is introduced.
 Modern equipment and highly technical transmitters are used.
 Visually appealing materials are also associated.

8. MARKET LADDER
Big FM
Very new
Name at times not
spontaneously evoked..
Radio OneNot spontaneously
recalled…at probe
level..no distinctive
imagery AIR FM
Old and boring
Fever FM
High awareness
Popular among
youngsters enjoying
high-tempo and English
music
Hit FM
New but fast gaining
popularity
Radio City
Growing old
Popular once upon a
time but losing out as
not very dynamic
Red FM
Growing steadily
Playing enjoyable, new
music and also fun
programming Radio Mirchi
Strong imagery…that of spicy, young
and dynamic
Well known RJs and programmes…
Plays music resonating with young
generation
Respondents placed stations on a ladder, based on
their perception of how successful they are…
Very new
Name at times not
spontaneously evoked..
Old

9. ON-AIR DELIVERABLES: The range of Services to clients:
Free Commercial time:
@ SPOTS: Information about the brand recorded once and is repeated for a
number of times.
@ R.J. Mentions: R.J’s keep mentioning about the brand/client, live during a
show, it’s not pre-recorded.
@ ON-AIR CONTESTS: Contests played during an on-air show like best recipe
with Hamdard Roohafza.
Activation: (ATL + BTL)
@ PRE-HYPE PROMOS: Promos specially created to create hype before the
activity.
@ Activity Promos: On-air announcement of all the details of the on-ground
activity, along with the brand name.
@ Winner Bytes: Recordings of the winners of the on-ground activity for on-air
broadcasting telling about the brand & the activity.
@ RJ Mentions: RJ is present at the activity venue & does live mentions about
the activity on-air.
@ Special Properties: These are properties owned by Radio Stations which
are sponsored by the client accordingly as client’s brand can leverage that
property.
Maruti Suzuki being an automobile company sponsor the “Mirchi Traffic Beats”
property of Radio Mirchi.

10. LivePerformances
Brand Driven – Activation
SpecialBrand
IntegrationonRadio
Media Property
ACTIVATION SPECTRUM
Sponsorship model
Multiple clients on each activity
Typically 1 PS & 2-3 AS, Execution is outsourced to an agency
Activity wise P&L, Costs broken up into on-ground & (on-air) costs
Cost to revenue ratio – 1:2.5

11. SWOT Analysis
Strength Weakness
Interactive medium Fragmented Audience
Penetration in remote villages Less Differentiation
Low content cost Creative compromise
Difference in prime time in comparison with TV Short commercials
Excellent complementary & background medium
Cost effective to advertisers
Threat Opportunity
Govt. owned channel – AIR Fastest growing segment of the media and
Government Policies entertainment industry
Technology Beneficiary of the buoyant growth of
Huge Sunk cost major advertisers
Talent issues Reduction in license fees
Awareness & growth

12. RADIO is a step towards evolution, a strategy, a podium that is flexible &
adaptable assuring that the clients Product/Service/Brand/ Message
reach to maximum TG
Conclusion FM market – 5 things to take away
1. .
1. FM radio programming is based on fun and entertainment, with all programes
centered around music
2. Radio listening is mood led, and people tend to stick to a certain time of listening
which fits in with their lifestyle
3. Few RJs have resonated with listeners, but those most successful have developed a
strong relationship with the listeners as empathetic, friendly and person-next door
with persona as fun, lively, youthful, smart and cool
4. Other than the government owned channel (AIR) which is associated with being
boring and old, all other channels are fighting in the same space with little
differentiation – Mirchi is currently top.
5. FM has changed the market and radio is now unrecognizable from the old time

13.  RECOMMENDATIONS:
 1. Planning: Specialists to handle timeline creation
through comprehensive checklist & manage every detail
of the pre-event planning.
 2. Preparation & Programming: The programming
team has to be well trained & has skills that they ensure
a powerful radio plan, creating an impact at the TG &
further fulfilling the client’s requirements.
 3. Work on the principles: of excellence, price
performance, and integrity, should be committed to
achieving success for its clients by applying the full
power of communications as an extension of business
strategy and execution.

14. Radio
Brands are
promoted on
air, through
'live' links,
interaction
with
consumers.
Brands are
promoted on
air, through
'live' links,
interaction
with
consumers.
… Hence
helping the
brand to
reach across
more no of
audience by
amplification
… Hence
helping the
brand to
reach across
more no of
audience by
amplification
Thank You !!!