MUMBAI: In the wake of higher investments into programming and digital engagement, Radio One has announced a 20 per cent hike in its advertising rates across stations that shall come into effect from 1 February 2014.
Radio One MD and CEO Vineet Singh Hukmani says, "In the last 2 years, our 'product first' approach has ensured un-paralled engagement with our listeners and therefore, huge value to our advertisers. It is imperative to continue on this path of product up-gradation."
He further adds, "Our well-profiled, intelligent and educated listener expects this. Complementing on air content with simulcast digital conversations with the same target group does cost us. However, advertisers gain most as a result of this continuous up-gradation, as they can get access to supremely engaged audiences only on Radio One."
Singh claims that 30 per cent of their advertisers do not advertise on any other radio station. He points that more than 25 per cent of their revenue comes from highly targeted 'high impact or engagement' on air and digital conversation properties.
He takes pride in the fact that music still comprises 60 per cent of their content but their package quality makes them stand-out.
"While most large networks have started to create 'commodity pricing' based on 'empty' reach, their prices and profits and, therefore, impact are being driven downwards. This happens in the absence of proper targeting/segmenting and absence of product up-gradation. Our strategy has always been different. We offer far better targeting of an educated, intelligent and comparatively higher net worth audience," adds Singh.
Radio one bases its content on the three core values; intelligence, involvement and international quality. "We rely on far more mature and relevant spoken content which impacts our audiences' lives. Bollywood therefore is a very small part of it," he adds.
Radio One began its online rebroadcast of its Delhi and Mumbai stations all over India in 2013. "In the last one year we have begun to offer noticeable engagement to the online streaming audience and continuous upgradation of this service is the need of the hour. We are willing to make this investment for our advertisers." says Singh.
Radio one runs radio stations in Delhi, Mumbai, Bangalore, Pune, Ahmedabad, Kolkata and Chennai.