| Even though industry estimates claim a 50 per cent per cent growth in radio listenership this year, Adlabs' Big FM is exploring other revenue earning options to push growth.
|
| |
| "Although radio would be our main business, we are also looking at developing digital audio content for internet as well as mobile downloads. Consumers simply need to send an sms to a shortcode in order to be able to download our music," informed Tarun Katial, chief operating officer (COO) of Big FM.
|
| |
| For internet downloads, the choices would be available on the company website.
|
| |
| "As mobile phone penetration increases, we expect value-added-services tailor-made for mobile phones would contribute at least 10 per cent to our overall turnover as it catches on. We are exploring other revenue earning options also besides the advertisements we get for our radio stations," said Katial.
|
| |
| According to Pitch-Madison AdOutlook 2007, the ad market for radio is estimated to grow to Rs 428 crore in 2007 as radio builds on its 70 per cent national penetration level. This is a healthy growth from the 2006 figures of Rs 285 crore.
|
| |
| "Value-added-services are important, especially for youngsters between 12 and 19 years of age who are more into gaming and other activities than listening to passive music. Therefore Big FM is also planning outdoor broadcast of their music to target this age group," Katial said.
|
| |
| Another growth driver for Big FM this year would be tailor-made shows for specific metros.
|
| |
| "For example, we provide stock updates for Mumbai and Delhi, while for Kolkata we provide Bazaar update which essentially informs you in the morning at what prices vegetables and meats are available in the market close to you," Katial said.
|
| |
| At present, Big FM has stations in Chandigarh , Hissar, Bikaner, Srinagar, Jammu , Jalandhar, Jhansi, Bareilly, Aligarh, New Delhi, Mumbai, Chennai, Bangalore, Hyderabad and Kolkata. It is planning to set up stations in Guwahati, Bhubaneswar and Bhopal within the next fortnight.
|
| |
| "One difference we notice as we enter smaller towns and cities is that people take a new radio station as a new job opportunity," said Katial, adding that Big FM is at present on a recruitment drive as it plans to have a total of 400 radio-jockeys by July this year from 200 at present.
|
| |
| Big FM is expecting to register a turnover of close to Rs 150 crore by June this year. It also expects the turnover to double over the years, on the back of newer regional penetration, tailor-made shows for target regions, as well as introduction of newer revenue earning channels. |
| |
|
| |
Content Guide
