What will be the overall advertising scenario in the new regime?
A. FM radio is by definition local. But, by and large, today we are still getting supported by the larger corporate advertising. The ratio between corporate and retail advertisers is 70:30. Let me also add, even among the corporate advertisers, we have only been able to reach out to the regional or branch managers budget. Meanwhile, retail and local advertisers have been very slow in coming on to the platform. This is the area where the thrust would be. And, retail explosion will really happen when we are successful in getting the small retailers and advertisers on board. The technology involved in radio is very simple. Its also live and interactive. The push in retail advertising will have to be driven by the players themselves by educating the advertisers about flexibility and benefits, which radio can offer. It is actually possible to customise advertising by the hour on radio. For instance, one can actually broadcast advertising messages, as many times in an hour without any proper
