Hello Pune!!! Thank you for tuning into your favorite Radio Channel 99.9FM...Lines like this have become a part of Indian Lives in the morning, evening and before going to sleep….Radio or better said as FM radio has transformed the world of entertainment in India….earlier in the 1990s there is to be only a single player in the radio sector i.e. All India Radio…..but post globalization in late 1999 suddenly the world seems to have understood the potential of radio….I still remember the days when I used to play my favorite cassette while driving but now a days I tune into my favorite radio channel when driving….

Radio as a mode of entertainment has evolved in the past few years….It is not only posing as one of the best form of entertainment but as well ringing the cash registers of these FM players…It is also a form of entertainment which is available to the masses…a Fm radio is available for only Rs50 or $1.5 which u can use to listen to songs all day long without any further expenditure….

To the Marketers, a form of with which masses can be reached without spending much….just the right time and the right program is needed to air your advertisement and influence people….Today most of the revenue of the FM players are coming from all form of advertisements on Radio….The advertisements on these FM channels are highly localized due to which people are able to relate to them…The revenue from advertising on radio is so appealing to these FM players, that as many as 10 advertisements are aired before a song….If this goes on for a longer period of time I m sure there won’t be any song on these FM channels and only we would be listening to advertisements all day long….Advertisements as a part of these FM Channels are necessary coz it help the FM players to generate the variable cost at least in the short run…coz they have to take license from the music companies to air the songs and these needs a huge cash register….a large potential lures in this sector of FM channels radio which can be tapped by the Marketing dept of any company to maintain the Brand Visibility(in terms of making the Brand Speak)….Putting a lot of advertisements on a FM channel is again like walking on a sword coz it can prove disastrous to the Radio Partners in the way that people will move to other FM channels which airs more of songs than advertisement…..

How and When to tap this large advertising market on radio merely lies in the hands of the FM Players coz they have to decide when to air these advertisements without a fall on the customer ratings of Radio….