so radio has gone through a sea change
over the sands of time when I show you
as a market here and the communications
professional it’s only gotten better so
what is this whole mystery thing about
radio back in the day I remember my
mother used to listen to mr. means Ernie
was doing the top 20 the countdown and
she would say you know I I used to
control up images of mr. Sahani as
innocent and then she finally got to
meet him because he was presenting or
and he was an emcee at a stage show
likewise ants of mine would turn around
and say I I heard that countdown and I
would visualize his videos the theater
the mind I would visualize Raj Kapoor
approaching Nargis and I would visualize
Dev Anand envision Tomales arms and
things like that so there was one
platform which was radio there was a
platform influenza and there was another
platform or individual who was again an
influencer so we’re talking two basic
entities and now as a market here and a
communications professional you have
multiple platforms it’s really simple
every radio station today has an online
stream that goes across the nation or
across the country so you have radio
playing on radio sets which you can use
as an influencer you have radio as an
online stream which goes across the
country across the nation you have the
Facebook live or the periscope live
which is basically a camera some radio
stations you know pour out a camera a
broadcast for a couple of hours every
day but there are people like Ryan
Seacrest was a famous international host
who has a camera in studio all the time
there are radio stations who have
24-hour cameras so you know it’s a
voyeuristic experience people can see
what’s happening him and be in between
songs there’s software being peddled and
hardware being peddled saying the camera
will be attached to the mic fader which
means when I
grab the mic for the guest a camera will
go and do a close-up of the guest and
when I put up my mic there’s a camera
which will switch on and do a close-up
of me so all these things are happening
so what do you do instead of me talking
about how I’m an influencer I’d rather
just help you understand how you can use
radio so you’re sitting there watching
all these things happen and you’re
questioning is it still the theater of
the mind largely it’s gone out through
the door but there are things that you
can still do so there’s macro and micro
like one lady said how do you use
celebrity content how do you use radio
presenter content what do you do on a
platform and what do you do outside the
platform if you want to use the radio
presenter as an influencer on his own or
her own there are multiple things that
you can do but first understand your
audience
people think that radio audiences can be
segmented so there are people who are
playing just chr which is current it’s
radio there are people who are playing
classics which is retro radio there are
the people which is still a minority who
are speaking in English and playing
English songs but ask yourself which
particular bracket you belong to the
answer is you don’t I’ll give you a
classic example in marketing parlance
SSE a B I have a friend who is top
management at a real estate firm and he
says man I really love your
conversations because you speak to
captains of the industry you speak to
NGO sometimes a movie star sometimes an
inventor so I love your conversations
but I don’t understand the SIA and the
Selena Gomez and the John Mayer you play
so what does he do he listens to my
conversation the moment I go into a song
he loves retro indie music so he flips
and he listens to a retro song on those
many stations are playing retro indie
music so he gets his SD Burman rt-11
Minardi in this net and radio stations
all do radio edits of songs okay if you
ask me why they we don’t play
seven-minute versions of the
brain or we don’t play nine and a half
minute versions of boggle allaha is
because we all do radio edits of three
three and a half minutes so chances are
three and a half minutes hence my
conversation will restart so then he
comes back and he samples me again what
does that tell you and when he explained
this to me and sometimes you ask me for
tips you know what do i do man media
buying and this is that I said what did
you get a research done so he
commissioned a market research firm
which said pretty much the same thing
people are frittering in and out they
like conversations in English in the
urban metros Bombay Mumbai in particular
but they might like a particular type of
music and you know those are things you
can’t predict so what does he do he goes
and tags the retro song in the retro
radio station saying this song is
brought to you by and then he comes to
my station which is an English station
and he tacks the conversation saying
this interview is brought to you by
that’s a classic example of day to day
use in terms of sales and marketing and
PR you understand your audience in
celebrity usage it’s obvious that all
celebrities go from station to station
to do trails when their movies appear
it’s no secret they go to the Kapil
Sharma’s show number my show they go to
Malaysia show everybody’s show the trick
is how do you as a marketeer you as a
brand professional try and use a movie
star to your advantage it takes a little
bit of thought and little bit of
editorial we figured out for example a
few years ago when we were doing a show
called youth star and Anushka sure might
been through the whole grind of being a
single woman in Mumbai City going with a
broker from place to place trying to
rent an apartment during the studios and
doing auditions trying to invest in
mutual funds so there was a brand that
wanted a solution so we we approached
her and said you know we want to talk
about you as a single woman in the city
and she agreed then we found out that
Arjun Kapoor is a car freak we said we
don’t want to talk to you about your
movie in Upper character
the neck henry clear to show around cars
where you just talk cars with our radio
presenter and there were enough
automated motive times to turn around
and said that’s great branding you know
he’s talking about cars and he’s talking
about suvs he’s been in he’s talking
about journeys that he’s gone on i mean
i could go on and on this and we’re
saying this with travel so the idea is
to try and do a form of marketing that
is not blatant in the face most of you
know that
so that’s platform engagement now when
you come to an individual radio
presenter again only radio listenership
will tell you where he or she stands
what she’s good at what she perhaps
inclined towards some people are getting
it right some people are not for example
there’s a female radio presenter who’s a
little petrified of the water and she
because she was getting paid a lot of
money when deep-sea diving in the
maldives and that was a disaster
and if you get a guy like me to go and
do the food trail for you that’s a great
idea because you can obviously see that
i love food
so then you tap into the influencer from
a solo perspective and say you know
you’ve got a twitter following you got a
facebook following you got an insta
following what can we do that is that
really synergizes things for us as a
brand now again people are under
estimating the use of pure audio you
look at stuff that’s being done in terms
of NPR in the West you look at the kind
of podcasting that’s happening right now
which is still in its nascent stage in
India and you realize that too is radio
as opposed to terrestrial radio which
goes over the airwaves that’s going over
the Internet some people say that’s the
future some people say that’s the
present but the fact is it’s happening a
problem is most people who are turning
it on and doing podcasts are saying oh
you can be risky in podcasts you know
you can use the expletives you can have
sexual content and things like that
sooner or later that’s gonna die down
the idea of attracting an individual
radio influencer to do a podcast based
on it being more risque is a bad idea
what I would imagine if you were a
communications or a marketing
professional is what perhaps a few of us
are doing which is happened to what
we’re not doing on the radio happened to
what we we’re not doing on our daily
morning and evening shows I’ll give you
a classic example I don’t do as much
cricket on the radio but I’m crazy about
reading I’m not supporting it as a fan
not as an expert and we suddenly build a
podcast which had me a cricket fan
talking to others cricket other cricket
fans sometimes yelling and arguing with
each other sometimes choosing to agree
to disagree and we called it cricket
mahabharath and that made sense there
again there have been disastrous
consequences where a popular OTT
platform has taken a large presenter a
mainstream terrestrial presenter and
said you know your celebrity interviews
are doing really good so why don’t you
come on to a podcast platform and also
do the same thing for us isn’t involved
too much of a problem for you because
you know you’re interviewing Akshay
Kumar in any case just move him to the
next room and do another recording that
podcasts didn’t get a second season so
again as a marketing and communications
professional it’s really simple it’s
staring you in the face what is not on
terrestrial radio is achievable at a
podcast level because that still is
theater of the mind I’d like to end with
a song of Queens which I really love you
know it’s Roger Taylor Freddie Mercury
didn’t write that song incidentally
everybody thinks Freddie Mercury wrote
that song it’s actually Roger Taylor
from Queen and you know it’s a
no-brainer
we’ve yet to have our finest hour radio
Gaga thank you ladies and gentlemen for
your patience just [Applause]
over the sands of time when I show you
as a market here and the communications
professional it’s only gotten better so
what is this whole mystery thing about
radio back in the day I remember my
mother used to listen to mr. means Ernie
was doing the top 20 the countdown and
she would say you know I I used to
control up images of mr. Sahani as
innocent and then she finally got to
meet him because he was presenting or
and he was an emcee at a stage show
likewise ants of mine would turn around
and say I I heard that countdown and I
would visualize his videos the theater
the mind I would visualize Raj Kapoor
approaching Nargis and I would visualize
Dev Anand envision Tomales arms and
things like that so there was one
platform which was radio there was a
platform influenza and there was another
platform or individual who was again an
influencer so we’re talking two basic
entities and now as a market here and a
communications professional you have
multiple platforms it’s really simple
every radio station today has an online
stream that goes across the nation or
across the country so you have radio
playing on radio sets which you can use
as an influencer you have radio as an
online stream which goes across the
country across the nation you have the
Facebook live or the periscope live
which is basically a camera some radio
stations you know pour out a camera a
broadcast for a couple of hours every
day but there are people like Ryan
Seacrest was a famous international host
who has a camera in studio all the time
there are radio stations who have
24-hour cameras so you know it’s a
voyeuristic experience people can see
what’s happening him and be in between
songs there’s software being peddled and
hardware being peddled saying the camera
will be attached to the mic fader which
means when I
grab the mic for the guest a camera will
go and do a close-up of the guest and
when I put up my mic there’s a camera
which will switch on and do a close-up
of me so all these things are happening
so what do you do instead of me talking
about how I’m an influencer I’d rather
just help you understand how you can use
radio so you’re sitting there watching
all these things happen and you’re
questioning is it still the theater of
the mind largely it’s gone out through
the door but there are things that you
can still do so there’s macro and micro
like one lady said how do you use
celebrity content how do you use radio
presenter content what do you do on a
platform and what do you do outside the
platform if you want to use the radio
presenter as an influencer on his own or
her own there are multiple things that
you can do but first understand your
audience
people think that radio audiences can be
segmented so there are people who are
playing just chr which is current it’s
radio there are people who are playing
classics which is retro radio there are
the people which is still a minority who
are speaking in English and playing
English songs but ask yourself which
particular bracket you belong to the
answer is you don’t I’ll give you a
classic example in marketing parlance
SSE a B I have a friend who is top
management at a real estate firm and he
says man I really love your
conversations because you speak to
captains of the industry you speak to
NGO sometimes a movie star sometimes an
inventor so I love your conversations
but I don’t understand the SIA and the
Selena Gomez and the John Mayer you play
so what does he do he listens to my
conversation the moment I go into a song
he loves retro indie music so he flips
and he listens to a retro song on those
many stations are playing retro indie
music so he gets his SD Burman rt-11
Minardi in this net and radio stations
all do radio edits of songs okay if you
ask me why they we don’t play
seven-minute versions of the
brain or we don’t play nine and a half
minute versions of boggle allaha is
because we all do radio edits of three
three and a half minutes so chances are
three and a half minutes hence my
conversation will restart so then he
comes back and he samples me again what
does that tell you and when he explained
this to me and sometimes you ask me for
tips you know what do i do man media
buying and this is that I said what did
you get a research done so he
commissioned a market research firm
which said pretty much the same thing
people are frittering in and out they
like conversations in English in the
urban metros Bombay Mumbai in particular
but they might like a particular type of
music and you know those are things you
can’t predict so what does he do he goes
and tags the retro song in the retro
radio station saying this song is
brought to you by and then he comes to
my station which is an English station
and he tacks the conversation saying
this interview is brought to you by
that’s a classic example of day to day
use in terms of sales and marketing and
PR you understand your audience in
celebrity usage it’s obvious that all
celebrities go from station to station
to do trails when their movies appear
it’s no secret they go to the Kapil
Sharma’s show number my show they go to
Malaysia show everybody’s show the trick
is how do you as a marketeer you as a
brand professional try and use a movie
star to your advantage it takes a little
bit of thought and little bit of
editorial we figured out for example a
few years ago when we were doing a show
called youth star and Anushka sure might
been through the whole grind of being a
single woman in Mumbai City going with a
broker from place to place trying to
rent an apartment during the studios and
doing auditions trying to invest in
mutual funds so there was a brand that
wanted a solution so we we approached
her and said you know we want to talk
about you as a single woman in the city
and she agreed then we found out that
Arjun Kapoor is a car freak we said we
don’t want to talk to you about your
movie in Upper character
the neck henry clear to show around cars
where you just talk cars with our radio
presenter and there were enough
automated motive times to turn around
and said that’s great branding you know
he’s talking about cars and he’s talking
about suvs he’s been in he’s talking
about journeys that he’s gone on i mean
i could go on and on this and we’re
saying this with travel so the idea is
to try and do a form of marketing that
is not blatant in the face most of you
know that
so that’s platform engagement now when
you come to an individual radio
presenter again only radio listenership
will tell you where he or she stands
what she’s good at what she perhaps
inclined towards some people are getting
it right some people are not for example
there’s a female radio presenter who’s a
little petrified of the water and she
because she was getting paid a lot of
money when deep-sea diving in the
maldives and that was a disaster
and if you get a guy like me to go and
do the food trail for you that’s a great
idea because you can obviously see that
i love food
so then you tap into the influencer from
a solo perspective and say you know
you’ve got a twitter following you got a
facebook following you got an insta
following what can we do that is that
really synergizes things for us as a
brand now again people are under
estimating the use of pure audio you
look at stuff that’s being done in terms
of NPR in the West you look at the kind
of podcasting that’s happening right now
which is still in its nascent stage in
India and you realize that too is radio
as opposed to terrestrial radio which
goes over the airwaves that’s going over
the Internet some people say that’s the
future some people say that’s the
present but the fact is it’s happening a
problem is most people who are turning
it on and doing podcasts are saying oh
you can be risky in podcasts you know
you can use the expletives you can have
sexual content and things like that
sooner or later that’s gonna die down
the idea of attracting an individual
radio influencer to do a podcast based
on it being more risque is a bad idea
what I would imagine if you were a
communications or a marketing
professional is what perhaps a few of us
are doing which is happened to what
we’re not doing on the radio happened to
what we we’re not doing on our daily
morning and evening shows I’ll give you
a classic example I don’t do as much
cricket on the radio but I’m crazy about
reading I’m not supporting it as a fan
not as an expert and we suddenly build a
podcast which had me a cricket fan
talking to others cricket other cricket
fans sometimes yelling and arguing with
each other sometimes choosing to agree
to disagree and we called it cricket
mahabharath and that made sense there
again there have been disastrous
consequences where a popular OTT
platform has taken a large presenter a
mainstream terrestrial presenter and
said you know your celebrity interviews
are doing really good so why don’t you
come on to a podcast platform and also
do the same thing for us isn’t involved
too much of a problem for you because
you know you’re interviewing Akshay
Kumar in any case just move him to the
next room and do another recording that
podcasts didn’t get a second season so
again as a marketing and communications
professional it’s really simple it’s
staring you in the face what is not on
terrestrial radio is achievable at a
podcast level because that still is
theater of the mind I’d like to end with
a song of Queens which I really love you
know it’s Roger Taylor Freddie Mercury
didn’t write that song incidentally
everybody thinks Freddie Mercury wrote
that song it’s actually Roger Taylor
from Queen and you know it’s a
no-brainer
we’ve yet to have our finest hour radio
Gaga thank you ladies and gentlemen for
your patience just [Applause]
Please follow and like us: