Radio City president and COO Ashit Kukian
2013 – The year of challenges and achievements
2013 has been more of a mixed bag. It has been challenging and equally enterprising at the same time. Sluggish economy and stringent market conditions made it a ‘status quo’ kind of a year, where one had to look at the internal efficiencies to squeeze out growth. The fact that we have been able to sail through this tough time with panache, purely on the basis of efficiency and planning, were definitely an achievement in itself.
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Radio city: On-ground, on-air, digitally
Radio City achieved many milestones this year. We held the first ever Radio City Freedom Awards which has been a pioneering effort in the FM radio space. Radio City Freedom Awards felicitated independent music and encouraged independent artists breaking the myth of FM radio being associated with only ‘popular’ music.
Our marquee properties like Musical-e-Azam, Radio City Super Singer and Gully Premier League cut new ground growing bigger and more popular.
Socially relevant initiatives like ‘Ek Boond Zindagi Ki’ and ‘City ka Auto’ made the radio a treat for the listeners. The idea of ‘Radio Concert’ on the World Music Day was loved by everyone. Activities like ‘Sachin ki Sawaari’ and ‘Bhai Cycle Kar’ became the talk of the town. The power of the medium was aptly leveraged through these campaigns that reached across to people and engaged them.
PlanetRadiocity, the web radio, has been at the top of the game this year. It has forayed into regional entertainment with Radio City Tamil, along with five other new web stations this year. We launched the mobile offering with the launch of a ‘PlanetRadiocity’ app, and our social engagement also helped us connect with listeners on the go.
This has been a year of pushing boundaries, going beyond the expected and I believe we have done a pretty decent job at that – pioneering new properties, creating the right listener engagement and finally maintaining a steady growth.
Phase III
Much has already been spoken about the Phase III expansion. All I can say at the moment is that we are completely equipped for the expansion.
I don’t want to comment on either the reserve price or what stations we would bid etc., as much of this, at this moment, would only be speculation.
2013 for the Radio industry
To begin with, the basics, the industry has managed to keep the CAGR (Compound Annual Growth Rate) growth steady. Also the change of attitude towards radio has been remarkable. FM radio is no longer an add-on medium. Today, campaigns are planned around it. The innovations in radio advertising along with growth of the industry and the positive vibe surrounding it have made sure that advertiser can no longer afford to take the industry frivolously. We, at Radio City, have taken a conscious effort to make this changed attitude get reflected in the ad effective rates (ERs). Positive response has been observed, as advertisers realize the value for money the medium offers.
2014 for Radio and Radio City
2014 may not see any massive change, specially, in the first half. However, the forecast is an optimistic one, with the elections coming up in May. The industry growth is pegged at around 10-12 per cent as against 10 per cent in 2013. Pro-media policies are expected, that may help clear backlogs and move things faster. Phase III, as and when, is a reality, will definitely add to the industry volume – both revenue and reach. We, at Radio City, are fully equipped and look forward to 2014.
