In 2011, the United Nations proclaimed February 13 as World Radio Day to commemorate the announcement of UN radio channel in 1946. This is the eighth year and theme for this year is 'Dialogue, Tolerance and Peace'.

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India's first radio programme broadcasted in 1929. Now with more than 400 radio stations, All India Radio (AIR) is one of the largest radio broadcasters in the world and covers 99 percent population in the country.

Even after the advent of different forms of medium, radio is still one of the most popular communication tools across the globe.

Despite several other options, around 83 percent of the population in metro cities and 78 percent in non-metros listen to radio, according to a 2018 Nielsen report.

The Nielsen report said around 47 percent of listeners tune into the radio for music. This is despite the easy availability of free online music streaming platforms such as Wynk Music, Gaana.com, among others.

According to 2018 Indian Readership Survey (IRS), Radio Mirchi, run by the Times Group attracts 2.9 crore listeners across the country and is the national leader in terms of listeners.

Radio is also seen as a reliable advertising platform, especially for real estate firms. “If print is considered as a primary medium of advertisement for the real estate sector, radio gives 17 percent incremental awareness over print," the report said.

The Neilsen report also highlights that radio is one of the most effective medium for advertising as people that tune in are generally from the age group of 26-45.

The real estate sector opts for advertisements on the radio as it can be used as a method to attract potential buyers to invest in residential real estate in metros and in a way, increase their standard of living in these areas.

Automobile, finance, real estate and ecommerce are the primary sectors that contribute to the advertising revenue of the radio industry. Also, before the elections, government and political advertisements see an increase.

First Published:Feb 13, 2019 4:15 PM IST