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<ul><li>Every year, World <keyword id="12905" type="General" weightage="100" keywordseo="radio" source="Orion">Radio</keyword> Day is celebrated on 13 February. </li><li>The theme of the 2022 edition of World Radio Day is devoted to ‘Radio and Trust’ because despite a global decline in trust in the internet and social media networks, radio continues to be seen by people as one of the most trustworthy news sources.</li><li>We speak to industry leaders to understand where Radio as an industry stands today in India, how it has evolved and what more needs to be done to make sure it continues to stand the test of time.</li></ul>Back in the late 70’s, English new wave band The Buggles shot to fame with their incredibly catchy debut single, Video Killed The Radio Star which rued the technological changes that they thought would eventually kill the audio medium. This was the time when television was slowly becoming more popular and people were slowly moving from radio to the visually attractive video medium. Fast forward 43 years and Radio has turned out to be one of the most resilient mediums. Radio has not just survived the coming in of television but also more technologically advanced audio devices be it our Walkmans and CDs, to now even audio streaming app. It has been the ultimate survivor that has evolved with the dynamic changes in consumer behavior and has adapted well to the changing times. While the pandemic led to an obvious drop in ad volumes on the medium, things are slowly on the path to recovery. If recent data from TAM is to be believed, after a 27% drop in radio ad volumes in 2020, there was a 29% year-on-year growth in 2021. Every year, World Radio Day is celebrated on 13 February. The Day was decided by UNESCO back in 2011 during its 36th conference. The theme of the 2022 edition of World Radio Day is devoted to ‘Radio and Trust’ because despite a global decline in trust in the internet and social media networks, radio continues to be seen by people as one of the most trustworthy news sources. We thought this would be a good time to look at Radio’s evolution and understand what has led to the medium’s resilience and continued relevance. The evolution of Radio: Adapting to changing consumer needs Despite being one of the oldest mediums, Radio has stood the test of time. Apart from the fact that it has massive reach in the country, it still remains one of the most trusted mediums. Over the past few years, most of the major FM players have gone <keyword id="50691" type="General" weightage="50" keywordseo="digital" source="Orion">digital</keyword> because at the end of the day, it is all about evolving with consumer needs and giving them exactly what they want. On a few things <keyword id="29490" type="General" weightage="20" keywordseo="mirchi" source="Orion">Mirchi</keyword> has done in the past few years to stay relevant, <keyword id="6630520" type="General" weightage="20" keywordseo="prashant-panday" source="Orion">Prashant Panday</keyword>, MD &amp; CEO, Mirchi, ENIL said, “We’ve understood that our listeners want their radio station at their convenience. We have therefore curated some of our stations which are available on Gaana.com. In international markets (US, UAE, Qatar, Bahrain to begin with), we have launched our own digital platform on which our consumers across those countries can consume Mirchi radio stations from their own country and from back home in India! Secondly, we have understood that our listeners love audio stories. With this platform, we offer exciting audio stories and entertainment across multiple languages! Moreover, we also make podcasts and audio stories for external platforms like Gaana and Spotify.” During the last two years of the pandemic when the internet was full of misinformation and fake news, radio came to play a critical role, that of a trusted source of information. “In addition to bringing people closer during the lockdown, it also built a community that thrived on shared togetherness and positive influence,” explained <keyword id="2891361" type="General" weightage="20" keywordseo="abe-thomas" source="Orion">Abe Thomas</keyword>, CEO, Reliance Broadcast Network Limited. “At BIG FM, we partnered with multiple audio platforms for our marquee properties and key offerings. Collaborating with these platforms opened many industry doors for us, sparking the idea of perfect amalgamation of radio and digital which gave rise to a host of opportunities to distribute content to a global audience. Entering the Web Radio space through digitalization, we forayed into the digital radio space via a touchpoint like BRO – BIG Radio Online. We also entered the podcast space as a prime example of a radio network taking the next big step towards becoming an audio entertainment company,” he added. In fact, Big FM also launched its social commerce platform BIG Living last year, to build a stronger connect with its consumers. The past few years have brought about a sea change in consumer needs and preferences and for the medium, the task has not just been to understand this evolution but also to change with it. “As listeners have evolved in respect to their content consumption choices, we have consistently strived to produce a full-fledged package that includes viable content, good music, and wholesome entertainment on radio as well as on our digital platforms. We were the first ones to adapt to the digital medium and launched our first internet radio station 11 years back. We have grown to provide 18 online radio stations, each with its own distinct and relatable regional programming content. We are seeing favorable <keyword id="35666" type="General" weightage="20" keywordseo="advertising" source="Orion">advertising</keyword> sentiments for radio as we continue to emerge as a pioneering force in the Indian radio space and expand our digital capabilities,” shared <keyword id="3148434" type="General" weightage="20" keywordseo="ashit-kukian" source="Orion">Ashit Kukian</keyword>, Chief Executive Officer, Radio City. However, what has continued to keep the medium relevant is keeping consumers at the core of everything they do, said <keyword id="2688166" type="General" weightage="20" keywordseo="nisha-narayanan" source="Orion">Nisha Narayanan</keyword>, Director &amp; COO, RED FM and Magic FM. “The audience has a wide spectrum of entertainment options available today. Customization is the key word today where each one wants to be in his own space and enjoy the entertainment. For giving the most to our consumers, we are constantly in sync with their aspirations and needs. We strive to provide our listeners with a wholesome experience built over Radio, Digital, on-ground events and IPs and a wide array of content in the formats of podcasts, indie music and user-generated content creation and dissemination,” she shared. Putting the best foot forward for advertisers With evolving consumer needs, the expectations of advertisers have also evolved. While ensuring the medium puts its best foot forward for its listeners over the years, a lot of work has also gone behind coming up with robust advertising solutions for advertisers. Talking about why radio continues to be a strong advertising medium, Anupama Singh, Consultant – Content Management, Carat India, “Radio as a medium, at one end of the spectrum, works as the last mile reminder medium and at the other end, helps the marketers to reach the audiences in the media dark areas, where electricity/literacy can be a challenge. The privatisation of Radio in 2001 opened a lot of opportunities to the marketers- large and small. For large marketers, radio helps to build frequency and hyper-local targeting. For retailers, it is a cost-effective medium that helps them reach their audience with the least spillover.” So how has the medium been working on giving robust solutions to advertisers? Talking about the kind of solutions they have been working on providing, Narayanan said, “We never believed in offering vanilla solutions as radio offers opportunities to innovate and micro target at the city levels. With our RJs being influencers in their own way, we firmly believe that a good solution, coupled with its delivery are equally important.” She further ads that their approach has always been to offer integrated solutions comprising of multimedia platforms. “We are also collaborating with many of them in designing their creatives through audio and video, besides taking care of other communication needs. Integrated multimedia campaigns and on ground, digital podcast productions for the clients are something that we take up as customized projects,” explained Narayanan. Today, it is all about coming up with bigger and better solutions for advertisers, said Panday. “We used to house our digital products within Solutions in the past. We are now carving digital products out of Solutions. With our platform launch in international markets, we will start aggregating audiences on our own platform. This will give us unprecedented insights on our consumers, something that has been missing on FM radio and even external platforms. We will also finally have our own digital inventory to offer to advertisers. Therefore, a whole lot of action can be expected from Solutions and Digital. Together, we expect this to grow from one-third to half of our revenues in the near future. FM radio may grow at 6-8% in the years ahead, but Solutions and Digital can grow at 15-18% CAGR for many years to come,” he said. What the future looks like As a medium, Radio has a huge potential. It is an interactive medium that holds its listeners’ attention by offering socially-viable content and enhanced on-air properties. The medium’s digital platforms have become another consumer touchpoint. Moreover, most radio stations have powerful influencers in their RJs who have been able to build a deep connect with their listeners on various social media platforms making them strong voices in the industry. However, with consumers wanting to access content according to their own convenience, one of the biggest challenges for traditional radio was the fact that it could bit be accessed on-demand. “However, to address this, the radio industry is now transforming themselves into an audio entertainment company by venturing into podcasts, videos through web radio, and social content for the modern generations who want content at their fingertips at all times. The change in consumption patterns has given rise to a new trend in the radio industry with digitalization being the new trend,” said Thomas. On what is feels need to be done to ensure the medium stays relevant even in the future, Kukian said, “There needs to be a true amalgamation of traditional and new-age medium with radio being the core. Within the world of digital, Radio as a platform provides a direct emotional connect with the audience. In today’s time, radio is not confined to just on-air audio content, but has also moved to online platforms and this phenomenon is only bound to grow as we move forward. Therefore, integrating radio with digital viz ‘Radigitalization’ a term coined by me, is going to play a central role for the radio industry in the future.” Sharing a similar thought, Singh added, “Using innovative content formats on digital platforms such as podcasts and partnering with various music platforms like Spotify and Gaana to market their content going forward, is what the future for radio looks like.” Private FM stations worldwide have been fast moving from analog to digital globally and the future could look very different. HD Radio from Xperi Corporations that offers Digital Radio Technology for Radio Stations, Car Radio System, Mobile and any device which has radio built in services has successfully conducted a trial to provide digital radio technology for FM frequencies with All India Radio (AIR) recently. Speaking about how things are at an inflection point, Ashruf El-Dinary, Senior Vice President, HD Radio, Xperi Corp said, "While countries across the world have been transitioning their mass media from analogue to digital over the past 20 years, in India, Radio broadcasting has largely remained analogue. Moving from analogue to digital broadcasting is an effective way to future-proof the radio industry while closing the digital divide. Our HD Radio team has developed FM broadcast solutions that deliver information, entertainment, and critical alerts to automotive, home and mobile devices. We created the future and see great opportunities for digital radio broadcasting in India."

World Radio Day 2022: How the Radio industry is paving the way for its next phase of growth

<ul><li>On the first working day of the year, we bring to you some predications of hope and growth.</li><li><keyword id="6630520" type="General" weightage="20" keywordseo="prashant-panday" source="Orion">Prashant Panday</keyword>, MD &amp; CEO, <keyword id="29490" type="General" weightage="20" keywordseo="mirchi" source="Orion">Mirchi</keyword>, <keyword id="295639" type="General" weightage="20" keywordseo="abraham-thomas" source="Orion">Abraham Thomas</keyword>, CEO, <keyword id="694101" type="General" weightage="20" keywordseo="reliance-broadcast-network-limited" source="Orion">Reliance Broadcast Network Limited</keyword>, <keyword id="3148434" type="General" weightage="20" keywordseo="ashit-kukian" source="Orion">Ashit Kukian</keyword>, CEO, <keyword id="236136" type="General" weightage="20" keywordseo="radio-city" source="Orion">Radio City</keyword> tell us why they are bullish about 2022 and share a few trends they feel will dominate the <keyword id="638144" type="General" weightage="20" keywordseo="radio-industry" source="Orion">radio industry</keyword> in the year ahead. </li></ul>The year 2021 brought with it its own set of challenges and it was no different for the radio. The first half of the year saw massive dips in advertising investments on the medium. However, the festive season led to some recovery, and the industry is hopeful this recovery will continue into the next year too. Different radio players in the country have been focusing on giving both their listeners as well as their advertisers a little extra. Along with coming up with innovative shows through the year, different players also came up with innovative offerings for brands, to take them closer to their target audience. We also saw RJs become more than just being a voice on the speakers. Today a lot of RJs, be it from the metros, or from the smaller cities, have become influencers and have a massive social media following. This is a trend that is expected to get only bigger next year. To understand how the year impacted the radio business and how different radio channels stood up to the challenge, innovated and started on their roads to recovery, we reached out to prominent leaders from the industry. We also spoke to them about what they think 2022 has in store for the industry. Here is what they had to say: Prashant Panday, MD &amp; CEO, Mirchi 2022 is likely to be a big year for radio! It is well known that radio is the best medium for consumer promotions, as well as for driving footfalls into stores. Therefore, when the economy is sluggish, and it is expected to remain so for a few years once the low-base effect of 2020/2021 wears off, then radio will grow smartly. While the economy was badly hit in 2020 and 2021, radio fell because the stores were actually shut. For radio to do well, it is important for stores to be open. Why does radio do well in economic downturns? Because advertisers mount more consumer promotions, and hence increase radio consumption. If this proves to be true, 2022 and 2023 could turn out to strong revival years for radio. Abraham Thomas, CEO, Reliance Broadcast Network Limited In 2022, the radio industry is expected to cross the pre-pandemic numbers as the economy bounces back as the brand count increases. Non-metros ie Tier II and Tier III markets are driving this growth, leading to a quick recovery in the industry. Furthermore, the advancement of digitization in the audio space has opened up many opportunities for audio and digital to work together and we will see this flourishing further. Audiences today are already looking for some great audio content on digital platforms, which will lead to more brands and advertisers associating to leverage the confluence of audio and digital. This will enable the growth in programmatic audio spots as well as branded content in the digital. More and more advertisers from terrestrial radio will add digital audio to their media plan. The coming year will offer listeners a more immersive experience with a deeper level of engagement. Ashit Kukian, CEO, Radio City The Social Media Influencer trend continues to grow exponentially, owing to the rapidly expanding popularity of the digital domain. Influencer marketing is already a Rs 1000 crore market in India and is poised to grow to 2500 crores in the next 3 years. Over the next few years, brands will explore new ways of roping in influencers to capture the trust of the new age consumer, offering a myriad of immersive experiences for their customers. RJ influencers will be more relevant than ever in such an eco-system, and usher in a new wave of innovation, owing to the in-built trust and credibility the radio medium continues to enjoy with countless listeners. With radio influencer-brand collaborations already on the anvil, radio’s increasing influence in creation of content and communication will truly help brands exploit their true potential in the coming years, steering the future of digital collaborations.

Why experts feel 2022 could be a big year for Radio in India

<ul><li>As we enter a brand new year, we want to crystal gaze into what the year holds for us.</li><li>In today's feature, experts from the <keyword id="12905" type="COMPANY" weightage="20" keywordseo="Radio">radio</keyword> industry tell us a few big trends we need to watch out for in 2021.</li></ul>We have finally left 2020, one of the most difficult years we have faced collectively in recent times, behind. It was a year that affected businesses, lives, markets, and the world in general. And it obviously had an impact on the media and entertainment industry too. While it affected almost all media platforms, it affected some mediums more than others. Traditional mediums like Print, OOH, Experiential and Radio bore the brunt. With advertisers stopping most of their marketing activities, especially in the first few months, AdEx witnessed a major dip. Specifically Radio as a medium is largely dependent on <keyword id="3381059" type="PERSON" weightage="20" keywordseo="retail-advertising">retail advertising</keyword> and when retail saw a complete shutdown, the medium suffered too as advertisers pulled back on ads. Many radio players had to cut salaries and rationalize manpower. However, according to most experts from the industry, it was also a great teacher. It taught the industry to innovate and efficiently reduce cost, that they feel will come handy for organizations in the future too. Now, with things slowly getting back on track, most leaders are excited about 2021. We spoke to a few of them to understand what to expect from the upcoming year, and the trends that we should look out for in the Radio industry. Here’s what they had to say: <keyword id="295639" type="PERSON" weightage="20" keywordseo="Abraham-Thomas">Abraham Thomas</keyword>, CEO, <keyword id="694101" type="COMPANY" weightage="20" keywordseo="Reliance-Broadcast-Network-Limited">Reliance Broadcast Network Limited</keyword> <div type="image" title="Abe" msid="80041608" hostid="261"></div> The year 2020 has surely been a great teacher as it enabled us to broaden our horizon and explore possibilities like never before. Radio has been re-imagined in the minds of the listeners and its transformation into a complete audio entertainment platform has been a stellar one. For 2021, we see the medium seamlessly integrating digitization further and taking massive strides as the emergence of audio will take precedence across all innovations. This year, the advancements of digitization enabled radio networks to build a holistic audio entertainment experience for listeners as well as for brands to leverage. For the coming year, we are certain that there will be an expansion in the audio space with radio further venturing into avenues that harnesses the power of the medium. The changing landscape of consumer behaviour presented us, at <keyword id="82551" type="COMPANY" weightage="20" keywordseo="Big-FM">BIG FM</keyword>, with opportunities and we established ourselves as an audio entertainment player. After the launch of our web radio platform Big Radio Online this year, we are strategically advancing into a myriad of avenues such as gamification, chat bots, social commerce and many others. This will enable us to present an immersive experience and also a deeper level of engagement with various stakeholders. We see this dominating the innovations and leading the trend for next year. These avenues will further integrate radio into becoming a one-stop audio entertainment destination. Radio as a medium has constantly reinvented itself, is in line with the evolving times and will continue to expand its wings and dominate the audio content space in the year to come. <keyword id="6630520" type="UNKNOWN" weightage="20" keywordseo="Prashant-Panday">Prashant Panday</keyword>, MD &amp; CEO, MIRCHI <div type="image" title="DSC_9512" msid="80041548" hostid="261"></div> “The pandemic has hit the business of every advertiser. It has increased the risks for them. In 2021, and in years further ahead, advertisers will want to reduce risks associated with media buying. To this end, they will demand more “solutions” to their marketing challenges from their media partners. They will scale back on pure media buying, and put more monies on solutions. Media companies will have to add marketing and creative people to their teams, who can understand the challenges of advertisers, and develop solutions accordingly. Media companies will move towards becoming marketing consultancies, though they will not directly compete with advertising agencies. Media companies will extend the brand messaging that ad agencies create through innovative last-mile adaptations. In order to do this, media companies will have to develop a suite of products, very different from their core product. Mirchi for instance, has developed digital products that include original video content, other videos, online radio, and audio solutions using the plain old telephone system. We have also developed a suite for on-ground and on-TV IPs like the Mirchi Music Awards, the Mirchi Cover Stars and the Mirchi Neon Run. Such products will give advertisers an opportunity to reach their target audiences more predictably and efficiently.” <keyword id="3148434" type="PERSON" weightage="20" keywordseo="Ashit-Kukian">Ashit Kukian</keyword>, CEO, Radio City <div type="image" title="Mr. Ashit Kukian, CEO, Radio City" msid="80041566" hostid="261"></div> Radio has always been one of the most trusted and reliable media, more so in this year. We saw an increase in listenership during the lockdown, contrary to the belief that the consumption would dip as people stopped traveling. A trend we noticed this year and forecast for 2021 would be growth in radio, in terms of listenership and business from the Tier2 and Tier 3 markets. With increase in 5G penetrationand consumption shiftby brands to advertise more in Tier 2 &amp; Tier 3 markets. Categories like e-commerce, OTT platforms , FMCG &amp; Retail would like to leverage these markets. Due to radio's reach and accessibility, these brands will look at advertising their messaging on radio to leverage a wider audience. Also, radio is one of the most effective medium that disseminates credible content and any brand in the current situation wants to be associated with a medium that communicates their message in a positive manner. This will in turn help the radio industry increase its revenue and eventually come out of the woods stronger.

Radio: Trends to watch out for in 2021

<ul><li>Radio was impacted adversely after the lockdown when ad spends took a plunge.</li><li>However, <keyword id="236136" type="COMPANY" weightage="20" keywordseo="Radio-City">Radio City</keyword> is trying to come up with innovative solutions for its clients and listeners. </li><li>We caught up with <keyword id="3148434" type="PERSON" weightage="20" keywordseo="Ashit-Kukian">Ashit Kukian</keyword>, CEO, Radio City to understand how the station is navigating through the macro and micro challenges and using digital mediums to reach out to its consumers. </li></ul>As with almost all traditional media businesses, ad revenues on radio stations took a nosedive due to the pandemic-induced lockdown. Radio companies started piggybacking on digital services to weather the storm and Radio City, one of the leading stations, went all out to come up with solutions to soften the blow. It launched innovative campaigns like Concert From Home, Corona Fighters ko Salaam, Radio City Bazaar, released an anthem ‘Ghar Se Na Niklenge’ to encourage people to stay at home and tied up with <keyword id="685487" type="COMPANY" weightage="20" keywordseo="Spotify">Spotify</keyword> to provide more than 1400 episodes of 16 audio IPs, to their global user base. It also started airing positive angles for otherwise bleak situations, in a bid to keep its audiences motivated. As a result, Radio City found its social media reach growing by 280% in the last few months. Ashit Kukian, CEO, Radio City said the channel’s focus on generating integrated, innovative, and great multimedia propositions has also proven to be helpful in attracting advertisers from various sectors and markets. Sharing how the demand from advertisers is slowly coming back, Kukian said, “We saw a substantial reduction in the beginning, similar to what other mediums faced, mainly because the pandemic has caused most sectors to face business and operational difficulties. However, we also witnessed keenness from various brands to utilise the power of radio to maximise their reach even in these unprecedented times. We realised advertising revenues were coming in from healthcare and pharmaceutical brands, owing to health and hygiene becoming a key priority, from local, small market retailers, from the FMCG and real estate sectors, and also from some larger insurance players. We also started offering a bouquet of on-air and digital offerings to advertisers, along with leveraging our RJs and their reach to provide solutions to brands. This resulted in a further spike in advertising revenues.” The Radio industry is bouncing back The radio industry is seeing early signs of recovery. It saw an increase in listenership during the lockdown, with 82% people tuning in to the medium, according to the latest AZ Research PPL report. Radio’s user base has increased from the pre-lockdown 48 million to 51 million people. Its home listenership also increased by 22% and has grown from 64% to 86%, and the time that people spend listening to the radio has increased by 23% to 2.36 hours every day. Recent RAM and TAM Adex data reflected a spike in women and men listenership resulting in high growth in both men and women-oriented advertising. Kukian wasn’t surprised with these numbers and demographic changes. He said, “It is indeed a great opportunity for radio to further tap into these demographics to gain advertisers' interest. This has definitely been an encouraging development which helped us put pedal to the metal when it comes to our business plans.” “These numbers clearly showcase that most of our audience has stood by us even during this pandemic and will continue to do so. Also, radio’s ubiquity, hyperlocal nature, timelessness, and ability to entertain as well as create awareness on issues of local and national importance, ensures that we will be one of the few businesses to come out of the woods faster than the others. Radio was also voted as the second most credible medium out of all in that same A-Z Research PPL Report. Additionally, our various initiatives which we started during the lockdown have been successful so far, with some great audience engagement,” added Kukian. Changes in user behavior In the event of several apps and Chinese companies being banned, the ‘vocal for the local’ mindset has now been adopted by consumers, with the interest shifting towards locally produced or manufactured goods. After seeing this behavioural change, Radio City launched Radio City Bazaar, a movement to give a boost to local businesses. “We’ve seen some great responses come in for our novel initiative of Radio City Bazaar, through which we have been putting the limelight onto industrious homegrown businesses and giving them a credible platform to build awareness about their business propositions. We wanted to ensure we are all vocal for local and turn the spotlight onto industrious homegrown businesses to give them a credible platform to build awareness about their business propositions,” said Kukian. Apart from that, Kukian said the consumers’ mindset has also changed due to the pandemic. He elaborated, “The pandemic has definitely brought about a change in the consumers’ mindset. With social distancing becoming the norm, digital consumption has spiked with people shopping online, virtual classes becoming the order of the day, and e-wallet companies having a larger play in the economy. Also, consumers are not interested in being sold to right now; they are being extra judicious in who they place their trust in, and are only going for brands who have managed to highlight their ability to understand consumer needs and offer solutions for those needs in a proactive and responsible manner.” Focus this year After the lockdown was announced, transitioning from an all-studio set-up to work-from-home wasn’t easy. Radio City had to ensure that all its employees had the necessary infrastructure support and were digitally enabled to continue their work seamlessly, including being able to access the company software and systems put in place for on-boarding and servicing clients. So, amongst a few other key areas, Radio City is going to focus on being there for its employees through these turbulent times. “Our focus this year is three-fold. One, to keep our audience entertained, informed, and engaged. Two, to keep our advertisers’ interests alive, and give them innovative options to engage with their consumers and three, to ensure our employees are taken care of and hand hold them in these tough times,” said Kukian.

Radio City’s social media reach grew by 280% during lockdown; it is now offering bouquet on-air and online offerings to woo advertisers

New Delhi, Apr 9 () In a bid to beat the lockdown boredom, more and more people are tuning in to radio for information and entertainment with a latest study saying that the time spent on the audio medium has increased by 23 per cent to 2.36 hours everyday, second only to television. The study, commissioned by the Association of Radio Operators for India (AROI), also said radio industry has witnessed a listenership of 51 million people, which is nearly as much as television''s reach of 56 million and social media''s reach of 57 million. India is under a 21-day nationwide lockdown since March 25 to contain the spread of the COVID-19 pandemic. "Radio has always been a constant companion to everyone, both in good and tough times. It is one medium that has a pan-India reach right from the grassroot level to the metros," AROI said in a statement.According to the study done by the AZ Research across a sample size of 3,300 people, 82 per cent people have been tuning in to radio during COVID-19, with FM channels emerging as the second most credible source of information for the masses. As per the research, radio has a credibility score of 6.27, second only to the internet which is at 6.44, while TV has a score of 5.74. Radio's at home listenership has jumped by 22 per cent to 86 per cent from 64 per cent. "The time that people spend listening to radio has increased by 23 per cent to 2.36 hours everyday during the lockdown, second only to television," the study said.Anuradha Prasad, AROI president, said, "it is very encouraging to note that Radio is evolving as one of the most preferred and most credible source of infotainment. We are now almost catching up on TV in terms of audience, the rise of 23 per cent in total time spent per person on radio is phenomenal."CEO of BigFM Abraham Thomas said, the findings are in line with his company's expectations as there was a sizeable increase in the response and engagement levels to the content since the outbreak of this pandemic."Radio has led by example during this time and the feeling of knowing that you're making a difference in the lives of our listeners is truly amazing," he added.Ashit Kukian, CEO Radio City, said that since its inception, radio has maintained its widespread reach and due to its ease of accessibility, it has turned out to be one of the most accessed mediums. "With these latest findings, it yet again proves that radio is one of those mediums which has the power to create awareness on local and national issues," he said.Harshad Jain, CEO – Radio and Entertainment, HT Media Ltd and Next Mediaworks Ltd.-- said as the COVID-19 pandemic takes over the world, the role of entertainment mediums become all the more crucial. Radio being a critical medium has the dual responsibility of not only entertaining the listeners, but also ensuring that correct and genuine information reaches the country's citizens, Jain said. ASK PYKPYK

COVID-19 lockdown: Radio listenership increases by 23 per cent : Study

<ul><li>After TV, Radio sees a strong growth during the <keyword id="91743" type="PERSON" weightage="20" keywordseo="lockdown">lockdown</keyword> period; 51 million tuned into to seek credible information. </li><li>Time spent listening to radio increases to 2.36 hours everyday. </li></ul>Radio has always been a constant companion to everyone, both in good and tough times. It is one medium that has a PAN India reach right from the grassroot level to the metros. According to the latest research by AZ Research PPL across a sample size of 3300 people among 18+ UA population, 82% people have been tuning in to radio during COVID-19, with FM channels emerging as the second most credible source of information for the masses. As per the research, radio has a credibility score of 6.27, second only to the internet which is at 6.44 and TV at 5.74. Infact, the <keyword id="638144" type="PERSON" weightage="20" keywordseo="Radio-industry">radio industry</keyword> witnesses a listenership of 51 million people, which is nearly as much as television’s reach of 56 million and social media’s reach of 57 million. A few more noteworthy highlights of the research include radio’s at home listenership which has increased by 22% and has grown from 64% to 86%. The time that people spend listening to radio has increased by 23% to 2.36 hours everyday during the lockdown, second only to television. According to <keyword id="267232" type="PERSON" weightage="20" keywordseo="Anuradha-Prasad">Anuradha Prasad</keyword>, President of the <keyword id="987254" type="ORGANIZATION" weightage="20" keywordseo="Association-of-Radio-Operators-for-India">Association of Radio Operators for India</keyword> (AROI), “It is very encouraging to note that Radio is evolving as one of the most preferred and most credible source of infotainment. We are now almost catching up on TV in terms of audience, the rise of 23 percent in total time spent per person on radio is phenomenal. We are grateful to all our listeners and look forward to help evolve this media into greater heights.” Sharing his thoughts about the study, Abraham Thomas, CEO, Big FM, said, “The findings are in line with our expectations as we have been witnessing a sizeable increase in the response and engagement levels to our content since the outbreak of this crises. Radio has led by example during this time and the feeling of knowing that you’re making a difference in the lives of our listeners is truly amazing. The high levels of trust on radio, high in-home listening and high listening on mobile habits have driven this surge in time spent and reach. We thank our listeners and will continue to be there for them, entertaining and informing them and together we will win this. I truly believe this is Radio’s finest hour.” Commenting on these findings, Ashit Kukian, CEO, Radio City, said, "Since its inception, radio has maintained its widespread reach and due to its ease of accessibility, it has turned out to be one of the most accessed mediums. With these latest findings, it yet again proves that radio is one of those mediums which has the power to create awareness on local and national issues. I take this opportunity to thank all the listeners for believing in the power of radio and for letting us prove time and again that radio will be on the forefront of helping the society in issues like the coronavirus outbreak which has turned out to be a global pandemic." Harshad Jain, CEO – Radio and Entertainment, HT Media Ltd and Next Mediaworks Ltd. said, “As the COVID-19 pandemic takes over the world, the role of entertainment mediums become all the more crucial. Radio being a critical medium has the dual responsibility of not only entertaining the listeners, but also ensuring that correct and genuine information reaches the country’s citizens. At a time like this, the power and effectiveness of our medium increases manifold. People are now tuning in to the radio sets more than ever for their daily entertainment needs and also to stay updated with credible information. With the entire country under lockdown, the listenership has shifted to in-home listening. The entire radio industry stands together in these tough times to successfully win the fight against coronavirus.” Commenting on the findings, Prashant Pandey, MD &amp; CEO, ENIL, said, “I’m happy to note that as per the AROI research, radio listenership has grown strongly during the lockdown period. This is not surprising considering the amount of very useful information radio is giving on a daily basis. Radio is a strong medium for advertisers to use effectively now and always.” Nisha Narayanan, Director &amp; COO, Red FM and Magic FM, said, “Radio has been playing a much bigger role, it has been able to unite the linguistic and ethnic diversity and connect people from all backgrounds with its numerous arrays of frequency. Radio offers last mile connectivity and the latest findings have proved once again that it’s a powerful and trusted medium to deliver messages to the audience. We would like to thank all our listeners who have supported us and believed in the power of radio.” *Source: All SEC 18 + UA: Mumbai, Delhi, Bangalore, Kolkata, Pune &amp; Hyderabad.

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