“...Radio City has established a unique brand in the minds of the consumer.”

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Speaking on the resurgence of radio in India, Apurva reveals, that with radio getting crowded every passing day, the top honchos of Radio City seem to be unperturbed. “Radio City, along with a couple of others, has been there for about five years in the market and has established a unique brand in the minds of the consumer. We have also gone through our learning curves. We have tried and experimented, be it the process or the programming or the kind of music that we play, and today we know what works and what doesn’t!” echoes Apurva.

This learning curve, according to Apurva, seems to be a guiding factor for Radio City. She states, “When we enter a new market, clearly that learning and experience helps to get it right in the first-go itself. So, when we launch in a new city like Hyderabad or Jaipur, we exactly know what to put on-air.” However, at Radio City, Apurva admits, “We don’t believe in resting on our laurels and are constantly researching.” According to Apurva, the company has research budgets that are possibly the highest amongst the players in the industry, and keep a regular track of their brand’s health scores & consumer panels, and are constantly on the look out to enhance their product. With radio channels increasingly fighting for the ear (literally!) space, the onus lies on growing the industry. Quiz Apurva about the modus operandi to grow in the industry, she extols, “One is when the advertiser starts seeing that the radio is able to deliver what he wants and where there are a lot of implications, as the research has to be adequate, the selling of radio needs to be taken by the established players like Radio City, and we have already taken on.” Enlightening further, she adds, “We believe we are here not to sell Radio City that is getting sold automatically; we are here to sell radio. The way to expand is to expand the listenership base when the new players come up with new genres.”

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Source : IIPM Editorial, 2007

An IIPM and Management Guru Professor Arindam Chaudhuri Initiative

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