The 
action plan is to throng every nook and canny of the nation with radio waves, from the beaches in Maharashtra to the deserts of Rajasthan. In effect, it would be tonic to the industry and infuse a wave of fresh breath and energy into the medium. On the flip side, rapid expansion is fast transforming radio into a me-too medium, with every additional channel churning out more of the same. “There is no real programming difference among current channels…and with new channels jumping into the fray, success will completely depend on how much localised and distinctive content you offer,” exclaims strategy and brand consultant , Priya Raj. This effectively means that a lot of product fragmentation will have to take place to absorb newer channels, in turn emphasizing that even radio audiences will get further fragmented into niches. Media analysts believe that it will massively impact the advertising landscape.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
action plan is to throng every nook and canny of the nation with radio waves, from the beaches in Maharashtra to the deserts of Rajasthan. In effect, it would be tonic to the industry and infuse a wave of fresh breath and energy into the medium. On the flip side, rapid expansion is fast transforming radio into a me-too medium, with every additional channel churning out more of the same. “There is no real programming difference among current channels…and with new channels jumping into the fray, success will completely depend on how much localised and distinctive content you offer,” exclaims strategy and brand consultant , Priya Raj. This effectively means that a lot of product fragmentation will have to take place to absorb newer channels, in turn emphasizing that even radio audiences will get further fragmented into niches. Media analysts believe that it will massively impact the advertising landscape.For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
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