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Saturday, August 15, 2009

Radio

Ever since commercial were permitted on doordarshan, radio advertising has lost importance, despite its much greater reach in both urban and rural India. Radio has an awesome coverage (86% of land area). Advertisers argue that consumers especially in the large cities do not switch on to radio news or radio music program. The reach of radio at the end of 1989 was 64% in the urban areas 46% in the rural areas, according to market research agencies, but these figures are not very reliable. It is difficult to believe that there is more TV than radio sets in the country. True, radio has become a secondary medium for TV owner but its potential reach is higher, especially among poorer families in urban areas. Advertisers like to use radio as a reminder medium.

Labels: advertising, coverage, difficult, doordarshan, importance, medium, permitted, reminder

by 4Points at 5:16 AM |