ELECTRONIC MEDIA :

TV AND RADIO

PRESENTED BY:
MARYAM ZAFAR ANSARI
KRITIKA VERMA
MBA III SEM
 ELECTRONIC MEDIA
 Electronic
Media are media that use
electronics or electrochemical energy for
the end user (audience) to access the
content.
 HISTORY OF RADIO
 1923 – Radio Club, Mumbai broadcast the first radio
programme.

 July 21, 1924 – First voice emerged out of radio in

Chennai.

 1957 – Vividh Bharti service started.

 1967 – AIR started commercial services called

‘Akashvani ka Panchrangi Programme’.

.
 1970 – AIR adopted the concept of sponsored
programmes

 Slowly, AIR overshadowed Radio Ceylon.

 Boom period lasted till 1981

 INDIAN BROADCASTING
CORPORATION
 23rd July, 1927 – IBC was set up in Mumbai.

 Forerunner of the present AIR.

 After govt. take over, company renamed as Indian State

Broadcasting Corporation.

 1936 – Company restarted for the third time under the

name ‘All India Radio’.

 1957 – AIR officially renamed as ‘Akashwani.’

 RADIO ADVERTISING
Strengths :

 Offer local coverage.

 Permeates all economic and social strata

 Offer scope for continued messages.

 Message broadcasted repeatedly.

 Reach uneducated village folk

 RADIO ADVERTISING
Weaknesses:

 Audio medium only

 Limited commercial time available.

 Limited availability of commercial radio.

 ADVANTAGES :
 Most suitable medium for a diverse audience.

 Most interactive medium available.

 Immensely flexible, adaptable and suitable for modern

life.

 We can do many other things while listening to radio.

 Has great impact in terms of ad recall.

 ADVANTAGES
 Improves campaign efficiency as a multiplier medium

 It cannot be zapped.

 One of the greatest advantages of radio is to be with the

consumer at the right time, at the right place and with
the right message at the right cost.
 LIMITATIONS:
 Possibilities of distortion in communication.

 Repetitions are monotonous.

 Short advertising life.

 Commercial clutter

 No durability of message.
 COMPARISON BETWEEN TV AND
RADIO
TV
 Audio visual has the greatest impact.

 Useful for those products which require demonstration.

 Reach very wide

Drawback – Doesn’t offer demographic selectivity

 COMPARISON BETWEEN TV AND
RADIO
RADIO:
 Transistors are mobile and ubiquitous.

 Many time spots available near the popular news casts all
over the day which TV can’t offer.

 Greater flexibility for ads.

 Possible to exercise cost control.

 Can be heard from anywhere whereas TV requires

compulsory seating near the set.
 COMPARISON BETWEEN TV AND
RADIO
 Current events and happenings can be introduced
simultaneously
CHARACTERISTICS OF RADIO

 High reach

 High targetability

 Low cost
 FM BROADCASTING
 Started by AIR since 80s in metros.

 Introduction of private participation from 15th August,

1993.

 FM channel would be best suited in the beginning for

brand building with specific target audience in mind.

 Audio re-kindles visual association of a previously

viewed ad.
 FM BROADCASTING
 Offer excellent music experience.

 FM is the ideal medium for niche-marketing.

 Has potential for commuters.

 FM CHANNELS
FM Channels Locations Group

Radio Mirchi Mumbai, Delhi, Kolkata, TOI

Chennai, Indore, Pune,
Ahmedabad
Radio City Mumbai, Delhi ,Kolkata, GW Capital
Bangalore, Lucknow

Red Mumbai, Delhi India Today

Go Mumbai Mid-Day Multimedia

 Satellite Radio

 Net Radio

 Digital Radio

 Podcasting
 SOME FACTS ABOUT RADIO

 37% of rural population still gets information from radio

and only 27% get from TV.

 Bulovo Watch - First brand to be advertised on radio in

the US in 1926.

 In India AIR covers 95% population and 86% area of the

country.
..
 Radio stations generated revenue of INR 8 bn in 2008;
expected to reach INR 18 bn by 2012.

 Share of Radio advertising was 3.3 % in 2008; expected

to reach 4 % in 2012