“How do you choose a radio station for your campaigns?” was the first question from Tapas Sen, Chief Programming Officer, Radio Mirchi, while moderating a session featuring key radio clients at the India Radio Forum last Friday.
The panel discussion was called ‘Product Brand Building – Thumbs Up for Radio’ and it discussed the essence of branding for radio.
Replying to the question, Bhavana Mittal, Head of Media, GlaxoSmithKline, said: “From the FMCG perspective, radio has three categories: mass – which is mostly All India Radio, premium – which include private FM channels, and new kids on the block – that is internet radio. So you start with your requirements.”
Vinay Pant, General Manager, Maruti Suzuki India Limited said: “It is not just the deal value, we also look at the scope of the campaign – whether it is national or regional, the positioning of the station and creativity.”
When asked if ratings really mattered from the agencies’ point of view, Ratan Rathore, National Director, GroupM Proprietary Media replied: “TV and radio both create awareness, but if it is call to action, print takes a upper hand. According to me radio is the most interactive and engaging medium. Earlier there were fewer stations and you had a good reach. Now, with so many stations, you look at reach as well as content, language and format. We also look at the creative side as well as the relationship with the channels.”
While discussing what the stations could do more for them, he said: “Get in to quarterly meetings about your plans for the year, which is lacking in radio as against TV. In programming, opportunities have to be developed with agencies. More skilled talent needs to be recruited and best practices should be showcased in forums – it makes clients take more risks. Pitch yourself as a reach medium, not a multiplier.”
Summing up the discussion, the panel agreed that if given a choice between a station which sticks to their brief or one which integrates it into their policies, they would choose the latter because that was a thumbs up for the medium and the client.