FM radio stations eats into advertising pie in Hyderabad

FM radio is proving to be a boon for small traders and realtors in Hyderabad and it's a low-cost option reports CNBCTV18

It's an ad mad world and FM stations in Hyderabad are using some star power for advertising. Realtors and small traders are spending huge amounts on advertisements. And they've zeroed in on radio stations to create a ripple in the air

"There are two reasons behind that.One is the reach and the other is the pricing. If you compare with any other media like the print media, the pricing here is cheap. So we can have more number of insertions,"says Manoj Kumar, Promoter, SV Properties.

Hyderabadis are spoilt for choice. They can tune in to five FM stations like Big, Radio City, Radio Mirchi, Rainbow and S. They all charge 500 rupees to 700 rupees for a 10-second slot. But now FM stations are slashing rates to as low as 350 rupees and with a reason.The booty in question is Rs 70 crore in the next one year. The radio stations have quite a few strategies to make waves.

"We've identified autos, public places like malls, supermarkets, small tiffin centers and restaurants where there is high traffic. In all these places, we've actually gone and tied-up with all these people and installed our radio sets."
says Ashwin Padmanabhan, Station Head, Big FM

It looks like FM radio stations in Hyderabad are all set to eat into the advertising pie and give other media a run for their money.