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: music. Last year, we did a lot of consumer work and found out that one of the things that moves in Delhi is to feature the latest songs. They needn’t be the best, but they have to be the latest. We relaunched our station with the 100 most popular songs and the response has been great.
Do you think there is any scope for differentiation?
Yes. For example, we play a different set of songs for Kolkata listeners who love melody. In Tamil Nadu, the entire content focuses on various aspects of Tamil pride, which is relevant to the listener.
Do you see growth in radio? Will we see more advertising spend in the category?
The challenge is the ability to stay tuned to what listeners need.
We have to tune ourselves to what they are looking for. Once that’s done, there will be greater growth and revenue will come in. We see advertisers spending more on radio. The category is here to stay....
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