The India Radio Forum 2012, Mumbai. Much déjà vu, some interesting insights, very poor – actually, dismal – turnout, particularly for a Radio event.
But fortunately, there were some pretty good Radio- and other leaders in attendance, who gave time for the sessions, presentations, panel discussions.
The runaway winner of the day, for me, was Jason Brownlee’s brilliant presentation of The RadioGUAGE Hall of Fame. Four excellent Radio ad campaigns, handpicked from more than 600 that RadioGUAGE has tested since 2007 across the UK, South Africa, Ireland and Canada. Brownlee, International Development Director for RadioGAUGE, showcased four of the most successful and inspiring radio commercials that generated fantastic results for brands and advertisers. Don’t get too optimistic, but I plan to try and get the spots from him, along with his entire PPT on them. A great lesson for everyone trying to crack the creative brilliance roadblock in radio advertising.
* * *
One is fed up of the fact that media buyers keep referring to Radio as just the multiplier, frequency medium, even when RAM and TAM have proven that Radio, at least in the mornings and all the way till noon and even afternoon, is actually a reach medium giving bigger a bigger audience than TV does. I had suggested to the excellent panel discussing Maximising Radio's Assets: How To Gain Share Of Market Spend, moderated by a personal favourite Radio leader, Apurva Purohit, that the Radio Operators should actually get together and advertise and profile the strengths of FM Radio as a medium in the media marketplace. I guess I should have asked the question only if there were several Radio heads at the same table, because even though she’s been an active Radio evangelist for several years, all Apurva said -- with a smile -- was: “As a moderator, I only have to ask questions; I can choose not to answer them.”
* * *
Another session I attended was on the use of Social Media by Radio. Colors-Viacom 18 CEO Raj Nayak led a solid panel that also included Satbir Singh, Managing Partner & Chief Creative Officer - Euro RSCG, Tushar Vyas, Managing Partner - GroupM South Asia, and Premjeet Sodhi, COO - Lintas Media Group.
While the views, suggestions, hopes and the food for thought the panelists gave on the topic were interesting, two things stood out in this discussion.
The first was the observation Red FM RJ Rohini -- who had also anchored the first half of the day – made on the use of Social Media by FM Radio. Now Rohini is extremely active -- and popular – on Social Media, across Twitter and FB, and she said, to the effect, “The audiences that listen to FM are different from the ones active on Social Media. Radio should remember that those on Social Media are largely a different section of people. They are not regular listeners of FM, so Radio should use its presence on Social Media platforms, especially Twitter, to inform and excite their users to listen to what’s on air.” In other words, put up audio excerpts of RJ-talk, other conversation and interesting content including special campaigns and especially sparklers. Assume, therefore, that you won’t find too many current FM Radio listeners on Social Media, but a large majority of potential new listeners. So tweak the content you aim at Social Media users, and you will most likely see your actual listenership grow.
RJ Ankit of BIG FM is as much a livewire in person as he is on air, where he’s impressive with the timbre of his voice, his pleasant conversational style, and his brilliant fluency with Hindi, Marathi and, of course, English. And he too, like a Rohini and Malishka, is extremely popular on Social Media – apparently, has some 70000 (that figure from memory; may be inaccurate) or more likes on his FB page and thousands on followers on Twitter too. What Ankit said pointed to the exact opposite direction: he wants to leave the choice of the song playlist entirely to votes from his FB and Twitter fans and followers, so obviously, there not only exists a large chunk of FM listeners on Social Media, but it will also drive greater listenership due to the interactive process of choosing a song to be played out.
Interesting views, both.
The second thing that stood out in The Use of Social Media by Radio panel discussion was the manner in which my friend Suman Srivastava, Founder & Innovation Artist, Marketing Unplugged, lived up to the second half of his title at Marketing Unplugged: instead of sitting staidly like all the other moderators at panel discussions I have attended, Suman, one mike lapelled and another in his hand, decided to moderate the panel walking amongst the audience, and inviting and interjecting points of view from people in the audience who chose to share them even as the panel discussion was underway. Very interesting, far more interactive, and of course, innovative. I wouldn’t be surprised if Suman and particularly his presentation – or moderating -- style soon become the norm in such panel presentations; they’d surely become far more interesting.
* * *
One more suggestion to every panel discussion in the future. While there is a topic that is interesting, and there are excellent professionals to examine each issue, I believe that there must be an agenda to the panel discussions too: Some tangible takeaways for each discussion.
Remember, these B2B events are attended by professionals across levels, all seeking knowledge to help them do their jobs better and grow. But digression tends to rule, and if one were to actually sit and list out the bullet points on the lines of What-did-the-upcoming-professional-learn-today, there’d be only unconnected bits and pieces. The event organizer should actually detail out the main and sub-themes of the discussion, and request each panelist to list some important actionable suggestions pertaining to the subject of discussion. Much like the pointed question Apurva posed to the panel that included marketing heads and media planners and buyers: “What should the Radio Industry do to increase its share of the market spends?”
* * *
Winners of the Indian Excellence in Radio Awards 2012
The leaders: Radio Mirchi with 13 and Red FM with 7 wins
But fortunately, there were some pretty good Radio- and other leaders in attendance, who gave time for the sessions, presentations, panel discussions.
The runaway winner of the day, for me, was Jason Brownlee’s brilliant presentation of The RadioGUAGE Hall of Fame. Four excellent Radio ad campaigns, handpicked from more than 600 that RadioGUAGE has tested since 2007 across the UK, South Africa, Ireland and Canada. Brownlee, International Development Director for RadioGAUGE, showcased four of the most successful and inspiring radio commercials that generated fantastic results for brands and advertisers. Don’t get too optimistic, but I plan to try and get the spots from him, along with his entire PPT on them. A great lesson for everyone trying to crack the creative brilliance roadblock in radio advertising.
* * *
One is fed up of the fact that media buyers keep referring to Radio as just the multiplier, frequency medium, even when RAM and TAM have proven that Radio, at least in the mornings and all the way till noon and even afternoon, is actually a reach medium giving bigger a bigger audience than TV does. I had suggested to the excellent panel discussing Maximising Radio's Assets: How To Gain Share Of Market Spend, moderated by a personal favourite Radio leader, Apurva Purohit, that the Radio Operators should actually get together and advertise and profile the strengths of FM Radio as a medium in the media marketplace. I guess I should have asked the question only if there were several Radio heads at the same table, because even though she’s been an active Radio evangelist for several years, all Apurva said -- with a smile -- was: “As a moderator, I only have to ask questions; I can choose not to answer them.”
* * *
Another session I attended was on the use of Social Media by Radio. Colors-Viacom 18 CEO Raj Nayak led a solid panel that also included Satbir Singh, Managing Partner & Chief Creative Officer - Euro RSCG, Tushar Vyas, Managing Partner - GroupM South Asia, and Premjeet Sodhi, COO - Lintas Media Group.
While the views, suggestions, hopes and the food for thought the panelists gave on the topic were interesting, two things stood out in this discussion.
The first was the observation Red FM RJ Rohini -- who had also anchored the first half of the day – made on the use of Social Media by FM Radio. Now Rohini is extremely active -- and popular – on Social Media, across Twitter and FB, and she said, to the effect, “The audiences that listen to FM are different from the ones active on Social Media. Radio should remember that those on Social Media are largely a different section of people. They are not regular listeners of FM, so Radio should use its presence on Social Media platforms, especially Twitter, to inform and excite their users to listen to what’s on air.” In other words, put up audio excerpts of RJ-talk, other conversation and interesting content including special campaigns and especially sparklers. Assume, therefore, that you won’t find too many current FM Radio listeners on Social Media, but a large majority of potential new listeners. So tweak the content you aim at Social Media users, and you will most likely see your actual listenership grow.
RJ Ankit of BIG FM is as much a livewire in person as he is on air, where he’s impressive with the timbre of his voice, his pleasant conversational style, and his brilliant fluency with Hindi, Marathi and, of course, English. And he too, like a Rohini and Malishka, is extremely popular on Social Media – apparently, has some 70000 (that figure from memory; may be inaccurate) or more likes on his FB page and thousands on followers on Twitter too. What Ankit said pointed to the exact opposite direction: he wants to leave the choice of the song playlist entirely to votes from his FB and Twitter fans and followers, so obviously, there not only exists a large chunk of FM listeners on Social Media, but it will also drive greater listenership due to the interactive process of choosing a song to be played out.
Interesting views, both.
The second thing that stood out in The Use of Social Media by Radio panel discussion was the manner in which my friend Suman Srivastava, Founder & Innovation Artist, Marketing Unplugged, lived up to the second half of his title at Marketing Unplugged: instead of sitting staidly like all the other moderators at panel discussions I have attended, Suman, one mike lapelled and another in his hand, decided to moderate the panel walking amongst the audience, and inviting and interjecting points of view from people in the audience who chose to share them even as the panel discussion was underway. Very interesting, far more interactive, and of course, innovative. I wouldn’t be surprised if Suman and particularly his presentation – or moderating -- style soon become the norm in such panel presentations; they’d surely become far more interesting.
* * *
One more suggestion to every panel discussion in the future. While there is a topic that is interesting, and there are excellent professionals to examine each issue, I believe that there must be an agenda to the panel discussions too: Some tangible takeaways for each discussion.
Remember, these B2B events are attended by professionals across levels, all seeking knowledge to help them do their jobs better and grow. But digression tends to rule, and if one were to actually sit and list out the bullet points on the lines of What-did-the-upcoming-professional-learn-today, there’d be only unconnected bits and pieces. The event organizer should actually detail out the main and sub-themes of the discussion, and request each panelist to list some important actionable suggestions pertaining to the subject of discussion. Much like the pointed question Apurva posed to the panel that included marketing heads and media planners and buyers: “What should the Radio Industry do to increase its share of the market spends?”
* * *
Winners of the Indian Excellence in Radio Awards 2012
The leaders: Radio Mirchi with 13 and Red FM with 7 wins
| INDIAN EXCELLENCE IN RADIO AWARDS 2012 | ||
| Best Breakfast Programme/Show (Hindi) | Digital Radio (Mumbai) Broadcasting Ltd. | Morning No. 1 |
| Best Breakfast Programme/Show (Tamil) | Music Broadcast Pvt Ltd | Vanakkam Chennai |
| Best Breakfast Programme/Show (Telugu) | Reliance Broadcast Network Limited | Happy Mornings With RJ Sheker |
| Best Programme Broadcast After 11am (Hindi) | Reliance Broadcast Network Limited | Yaadon Ka Idiot Box |
| Best Programme Broadcast After 11am (Tamil) | Reliance Broadcast Network Limited | Take It Easy With Balaji |
| Best Programme Broadcast After 11am (Telugu) | Music Broadcast Pvt Ltd | RadioCity Bollywood Top 40 |
| Best Radio Programme (Bengali) | Radio Mirchi 98.3 FM | Sunday Suspense |
| Best Radio Programme (Gujarati) | Radio Mirchi 98.3 FM | Hello Amdavad |
| Best Radio Programme (Kannada) | Radio Mirchi 98.3 FM | Mirchi Highway 983 (MH 983) |
| Best Radio Programme (Malayalam) | Radio Mango | Vellarikapattanam |
| Best Radio Programme (Marathi) | Radio Mirchi 98.3 FM | Maharashtra Cha Maha Music |
| Best Radio Programme (Hindi – For Non-Metro Stations) | Radio Mirchi 98.3 FM | Morning Show Hello Bhopal-Janmashtami Special |
| Best Radio Sparkler (Hindi) | Reliance Broadcast Network Limited | Aktor Calling Aktor |
| RJ of the Year (Hindi) | Digital Radio (Mumbai) Broadcasting Ltd | RJ Malishka |
| RJ of the Year (Tamil)</ | ||
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