MUMBAI: The 6th India Radio Forum (IRF) witnessed the entire radio fraternity under one roof sharing valuable inputs on the future of radio and the importance of emerging technologies and new markets, on 26th May 2011 at Trident, Bandra.

At the inaugural session moderated by TAM Media Research CEO LV Krishnan, Radio Broadcasters debated prominently that the radio industry has build a platform and is very well placed along with digital in the near future.

Big FM CEO Tarun Katial said, Radio is dynamic, local and topical just  like Facebook and Twitter. It is the business of ideas; it is young in its life cycle and has the ability to stay with changing habits of consumers. Inspite of single channel we are able to serve different kinds of music formats, opinions, languages.Music is a way of innovation and we will continue to be relevant and stay true to our audience....

Radio Mirchi executive director & CEO Prashant Panday said, Radio contributes 4% to the total advertising rate but individual radio brands are far more demanded than individual TV brands.Radio is growing and has a very natural space that exists in listners life,the entire fraternity of radio has done a good job to fill the space.  The core area of radio remains music, and innovations are only specific to respective cities....

Oye! FM executive director & CEO G Krishnan said, Radio is  providing creative content today and has changed over the years just like television. Infact it is much more portable as we can listen to radio even while travelling. Radio Jockeys are creatively providing content and audiences want to listen to variety of music again and again. Clearly music includes 99% and 1% is advertising, radio is not a cakewalk but it is dynamic and grooving.

With the Industry waiting for RAM to extend its reach, LV Krishnan declared that "RAM is expanding its presence in nine new cities with two cities which will be added by September".

The forum threw light on some key statistics which showed the progress of radio industry in the last year.

FM listeners on mobile have increased to 85%.

Tune in growth has grown to 61%

Morning and evenings are considered as prime times for radio listeners but since the last year even mid-morning slot have increased and gone up to 64%.

Female audience growth on radio has grown from 41% to 51%.

New advertisers are growing on radio according to RAM markets.

The conference was hosted by RJ Rohini of 93.5 Red FM and was later was taken Over by RJ Nitin of 92.7 BIG FM.

The session concluded on a high note with Radio not only growing in listenership but even in revenues, and being in complete pace with digital and new technologies.