| Interestingly,
with the mushrooming of private radio stations in several small cities, Regional
general entertainment channels led in advertising of radio channels, whereas regional
news channels were preferred for print promotion on TV. 'Music
Broadcast Pvt Ltd' led the radio channel promotion on TV with 38 per cent share.
Radio
Mirchi 98.3 FM and Asianet Radio 648 AM had seen an advertising growth of 1.3
and 1.2 times respectively during January-September 2007 as compared to January-September
2006. 83
per cent of advertising volumes on TV during Q3 2007 were contributed by Radio
Mirchi 98.3 FM and Radio City 91.1 FM. Radio
City 91.1 FM ruled on national channels followed by Radio Mirchi 98.3 FM.
Radio
Mirchi 98.3 FM contributed 41 per cent of advertising volumes on Regional GECs;
whereas on 'Hindi GECs' Radio City 91.1 FM did maximum advertising. The
top five Radio Channel advertisers had a 93 per cent share in the overall Radio
Channel promotion on TV during January-September 2007. Rainbow
FM 101.9 was the top new Radio Channel and 'Mint' among the Print Publications
was advertised maximum on TV during January-September 2007.
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