drawbacks of all india radio
Commercial Radio in India: Characteristics, Advantages and Limitation!
The total number of private FM radio stations in India has increased to 69, with eleven new FM stations getting commissioned in April and May 2007, which include five BIG FM channels (Adlabs Films Limited) in Bareily, Bhubaneswar, Guwahati, Jalandhar and Goa; two Radio Mirchi (Entertainment Network India Limited) channels in Patna and Jalandhar; three Mantra FM (Puran Multimedia) channels in Bareily, Karnal and Jalandhar; and MY FM (Synergy Media) Channel in Jalandhar.
The government received about Rs 75 million as annual fee from the private FM radio broadcasters in April and May 2Q07, indiantelevision.com quoted sources from the Ministry of Information and Broadcasting as saying. Letters of intent was issued to a total of 245 stations in 29 cities going up from only 21 in 12 cities in 2004.
Some characteristics of commercial radio in India:
i. On its medium wave channels, it offers local coverage.
ii. It offers scope for daily messages.
iii. Since it is broadcast throughout the day so messages can be repeated.
iv. It reaches the masses because for its low cost.
v. It is only audio and not visual.
vi. Commercial time is limited.
The advantages that radio can offer to advertisers are:
i. Advertising is perceived to be less intrusive on radio than on television, where it very obviously interrupts programmes and prompts zapping to other channels or muting the channel or getting involved in other activities like visits to the kitchen or bathroom.
ii. It provides more opportunities for frequent repetition of messages
iii. Radio stations create and record radio advertisements for local businesses
iv. National campaigns can be bought on local stations through sales houses
v. Spread of radios all across rural areas paves the way for mass use
vi. High geographic and demographic selectivity
vii. The cost of radio ad is relatively low
The limitations of radio are as follows:
i. The most important limitation of the radio is the lack of visuals because of which the product cannot be shown or demonstrated.
ii. The large number of radio stations fragments the audience because of which the number of audience per station reduces.
iii. Research data on radio is limited compared to television, newspaper etc.
iv. The switching of stations is very high in radio and it is difficult to hold or retain the attention of the audience.
v. Like other media the clutter of advertisement is again very high here.
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