what will be the key to survive in this ad mad radio world?

So, what will be the key to survive in this ad mad radio world? “Differentiation,” says Rana Barua, National Head Marketing, Radio City. But how, when all they have on offer is the same music, RJ’s and of course ads (which they can’t help)? “Most of the channels will want to jump on the biggest category (Bollywood chartbusters),which will result in some channels flopping, then reinventing themselves and finally evolving into various niche categories,” offers Ghose of Mirchi. And as far as the branding bit is concerned: Existing players like Radio Mirchi and Radio City are playing on their well established brand names others like Big FM are positioning themselves as “mature channels, only for adults”. On the other hand, some players are placing their bets on regionalising their content.

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Source:- IIPM Editorial, 2006

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