Are differential advertising rates for Category B and C towns also hindering the growth of the industry?
Radio fraternity as a unit should realise that by having differential rates, they are drilling a hole in their own pockets. There is disparity in advertising rates in metro and smaller towns but it is important to realise that having a full inventory doesn’t mean a radio station is earning maximum revenues. How important is it for smaller stations to have sales alliance with national radio players? Our advertising constitutes of 60 per cent local and 40 per cent national ones. So, we need a backing to get more clients. Radio Mantra has a sales alliance with Radio Mirchi for three years and they have been a good support. Both the players have their stations in Varanasi and Jalandhar, so we have to be careful that our ideas don’t conflict. You have been in television as well as radio. How does television industry perceive radio? The television industry has recognised the power of radio because during my stint at NDTV, we had launched a metro channel for Delhi. The programming and approac
