FM radio and City Centric Advertising : An Indian context

FM radio in India has created lot of excitement and traction in the recent decade, both in terms of listenership among audience and advertising interest among advertisers, both, key constituents of media business. As of date,very little has been done in this area, either in academic or industry focused research, though operational research, that has helped radio operators to shape up their business strategies, has evolved over the years in select FM radio markets. Indian FM market continues to be only partially unlocked due to regulatory limitations, unlike developed FM markets worldwide, and therefore even more important to research this area and dive deep into the sector to explore its capabilities in the city centric advertising arena. The exploratory and descriptive approach to this research work has fetched some interesting insights on the subject that have been fulfilling and enriching, and it is expected that this work would prove to be worthy of referral for academic purposes, as well as of immense use to the Industry, advertisers and policy makers. This work is being presented along with detailed findings,opening up threads of possibilities for further research