MediaWorldBuzz: There are quite a number of radio stations now. So what is the USP that Radio City offers to its clients and brands?

Ashit Kukian: Being a leading and first private FM station with 20 stations, Radio City is known for offering listeners a bouquet of exciting, path breaking programmes for the first time on Indian radio uniquely positioned to deliver an unmatched radio experience. Innovation is our USP, at Radio City's we have range of pioneering and popular shows cut across audiences.

The programming at Radio City is strategically planned to uplift the mood of our listeners. Love Guru, City Ka Nashta, Babber Sher, Musical-e-Azam, RC Live, Maan Na Maan Superstar Tera Mehmaan and many more. We have always catered to our audience's demands. Radio City has its content tailored to fit the wants and needs of the local audiences and speaks the language of the people.

MediaWorldBuzz: Do you think the ad industry is properly utilizing this medium?

Ashit Kukian: Radio gives a lot of opportunities for creativity, expression and easy to produce in terms of production budget and time. It has a lot of potential; unfortunately the ad industry has to explore a lot in this medium. The fact remains that most of the radio creative comes from radio programmers.

MediaWorldBuzz: Traditional revenue stream or non traditional revenue stream- Which is your priority as COO and President Ad sales of Radio City?

Ashit Kukian: I think both streams complement each other and need to work together to offer integrated brand solutions to the clients

MediaWorldBuzz: What is the share of non-traditional revenue streams in the total revenue pie of the radio station?

Ashit Kukian: Non-traditional revenue streams are contributing to nearly 20% to overall pie and only increasing every single month! The year 2010 will see a lot of opportunities in consolidating our radio business and in expanding our activation and digital media business. Already Planetradiocity.com has achieved a whopping 7 million page views, highest in its genre. Our recently launched Internet Radio ‘FUN KA ANTENNA’ is already getting 1 million regular listeners!

MediaWorldBuzz: Currently, how many advertisers are on board with Radio city on an annual basis? What was this number last year?

Ashit Kukian: In the last 2 years, there has been a substantial increase in the number of advertisers trying out this medium for promotion. There is nearly a 30% growth in the clientele from last year!

MediaWorldBuzz: How is the activation division doing? How does it help brand Radio City?

Ashit Kukian: Radio City Connect offers 360 degree brand marketing solutions to our advertisers. We believe in providing innovative & integrated programming ideas to help our clients reach out to maximum listeners. We customize our packages based on the unique requirements of our clients.
MediaWorldBuzz: What is your take on competition in this space?

Ashit Kukian: I have seen only an upswing for the medium over the years as it drawing the attention of more and more advertisers to maximize efficiency of their marketing spends.

MediaWorldBuzz: What is your take on growth in this industry? Do you think it is able to utilize its growth potential completely? Or are their certain factors hindering the growth?

Ashit Kukian: The radio industry still has to see its full potential of reach and revenue playing out in this country. There are several unexplored markets and un-chartered new territories in programming to be exploited. New formats of stations, more non music content, more segmented offerings – all this is still on the horizon.

Radio has certainly seen robust growth as a medium for marketing and advertising. Advertising on radio is cost-effective, easily modifiable and impacts a larger audience. But just as there are hurdles in every growth path, this medium has also witnessed several obstacles and has been impacted by certain regulations and the slowdown. This phenomenon has occurred with all other progressive industries as well, such as telecom, health, information technology, etc. To overcome these hurdles there have been certain regulations and licensing parameters that will hopefully be released in the Phase III policy that will give a fillip to this medium.

MediaWorldBuzz: Your take on the third phase of policy changes?

Ashit Kukian: We at Radio City believe that the policy rollout needs to happen fast if the industry has to grow. Multiple frequencies and news availability will give the medium variety, depth and richness in content, which will further fuel its reach and hence its revenues. Networking will help manage costs better. If the policy keeps getting delayed the industry will stagnate.

MediaWorldBuzz: Do you think the third round of licensing will help the industry? 

Ashit Kukian: It is the expectation of the radio industry that the size of the medium will move up to a healthy 8% as a result of all the efforts being put in by the industry and the government.

Multiple frequencies and news availability will give the medium variety, depth and richness in content, which will further fuel its reach and hence its revenues. With less music royalty payments we can manage costs better and can invest in more enhanced quality of audio for the listeners.

Like the current television scenario, one organization has multiple channels for different purposes like News, Entertainment, Sports, and Business etc. We could similarly have different genre in FM industry. With the expansion to 500 cities in Phase III, the footprint is only going to get bigger and better. Even today with a presence in 91 cities, reaching approx 45% of India’s population, FM is a medium no advertiser can afford to ignore and with the implementation of Phase 3 will make life a little easier for the broadcasters