The panelists spoke about changes needed in the content of radio channels to make the medium compete against various other platforms like the I-pod and the MP3 format.
The factors that have contributed to the success and growth of radio in global markets, are the ability to segment and differentiate, a robust measurement system and absence of restrictions on content, said Apurva Purohit, CEO, Radio City, who also expressed the hope if these factors could could be adopted by the Indian radio industry. She added, It is possible to present varied content and still play the numbers-leadership game as it has been proved in global markets. Tarun Katial, COO, Big 92.7 FM, said that the next leap in radio would be to reach newer markets. He said that radio as a medium had to reach out to the bottom of the social pyramid, rural India.