Page 29 - AIB | The Chanel | Issue 2 2012

have worked with Radio
Netherlands Worldwide
over the last five years to
establish their brand in the
Indian market and build
radio partnerships. As FM
stations in India are not
allowed to carry news and current
affairs I had no option but to
approach All India Radio, the
largest radio broadcasting company
in the world. I was keen to work
with them on a continuing basis
and I highlighted to them the
benefits they would derive from
entering into partnership with RNW,
a well‐known international brand.
They would get quality content and
partnership on many levels, e.g.
logistical support for their
correspondents or ‐ more long term
‐ input on disaster management.
This is what my pitch was – rather
than discuss one programme or
one‐off co‐production with them I
looked at the macro level, and this
clicked with them.
Usually when foreign
broadcasters look at India, they see
the large numbers. But to forge
successful partnerships they need
to look at how the other party is
going to benefit apart from the
programming. In India, if you talk
association you need to talk about
what is helpful to your potential
partner.
Content plays a big role.
ʹIndianisingʹ the content is
important, making sure that
THE CHANNEL | ISSUE 2 2012 | 29
If you are looking to enter
the Indian market, Amitabh
Srivastava could be your
man. Well connected and
with inside knowledge of
different sectors of the
Indian radio and TV
industry, he has handled
distribution and marketing
for top media brands. As
director of solutions
company I-Media
International he is now
helping foreign media set
up base in India and South
Asia. What does a
newcomer need to know?
I
Radio has more reach than TV but
the radio industry is fragmented
and highly regulated with over
240 private radio stations
throughout India. Indian
Readership Survey (IRS) has been
reporting stagnant listenership
for radio across cities. Industry
players, however, feel differently
on the subject. India is the fastest
growing wireless market and 40%
of mobile phones have in-built FM
radio and car sales have been
growing. In terms of revenue, FM
radio is dependent on advertising
from retailers in a 100km radius.#
THINK GLOBALLY,
ACT LOCALLY
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