PUNE: The post lunch session at the National Radio Meet on day two discussed existing brand strategies and rebranding options available to radio stations today. The panelists for the session included the top honchos of radio stations- Radio One MD Vineet Singh Hukmani, Big FM COO Tarun Katial and Radio Mirchi national programming director Tapas Sen
Sen dwelt on issues of rebranding of media products providing an insight into the branding of radio stations and stressed that the promise by radio stations must be delivered to retain listeners. While rebranding, radio stations must position themselves outside the product, by positioning themselves within the product, the brands limit themselves and will be caged in no time and feel the need of rebranding soon….
Mentioning that radio stations need to rebrand themselves constantly to suit the changing consumer preferences, Katial said, What makes a radio station different is its music and gives it brand identity. Radio stations need to rebrand and reorient themselves because music business evolves every five years and consumer preferences shift too frequently, so to maintain the ears, radio stations need to rebrand themselves….
Radio stations must change their positioning according to changing preferences of its P1, priority listeners….
Professor Ujjwal Kumar Chowdhury concluded the NRM 2009 with closing note and announced NRM 2010 at Symbiosis campus in Bangalore in early next year followed by another radio meet by Symbiosis Pune in September 2010.
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