‘Mann Ki Baat’: A Catalyst for Radio Industry’s Expansion to Tier Cities

The radio industry in India has witnessed a significant boost in its reach to tier cities, thanks to the immensely popular radio address program, ‘Mann Ki Baat,’ hosted by Prime Minister Narendra Modi. Recently completing its 100th episode, ‘Mann Ki Baat’ has not only garnered a staggering 230 million listeners but has also attracted private broadcasters, brands, and advertisers who seek to tap into the untapped potential of tier cities.

To understand how FM broadcasters are expanding their market to tier cities through ‘Mann Ki Baat,’ we turned to radio industry experts.

Rahul Namjoshi, CEO of MYFM, highlighted the role of social media in promoting the radio program. RJs from various radio stations actively promoted the important issues discussed on ‘Mann Ki Baat’ through social media platforms. Additionally, the joint show featuring the Prime Minister and the President has further enhanced the uniqueness and influence of radio in expanding its presence in tier cities.

Radio continues to be a primary source of information and entertainment in tier markets and plays a vital role in connecting people across the nation. Abraham Thomas, CEO of Reliance Broadcast Network, praised ‘Mann Ki Baat’ as a pioneering initiative, emphasizing the credibility and trust-building capabilities of radio as a medium. The program’s ability to address diverse issues concerning the common people resonates with audiences of all age groups, thereby driving mass local reach.

Monalisa Mandal, AVP of Marketing & Digital at Fever FM, noted the rise in advertising revenues from tier cities. As more people tune in to radio channels to listen to various programs, advertisers have recognized the opportunity to reach audiences in tier 2 and tier 3 cities. This increased interest from advertisers has resulted in higher advertising revenues for radio channels, enabling them to expand their operations and enhance the quality of their services.

The impact of ‘Mann Ki Baat’ on the radio industry has been transformative. It has propelled radio back into the mainstream and reinvigorated its popularity in India. The program is broadcasted on multiple radio channels, including All India Radio, private FM channels, and digital platforms, leading to a surge in listenership and opening up new avenues for advertisers.

As the ‘Mann Ki Baat’ program continues to address a wide range of topics relevant to the common man, its influence on the radio industry is set to grow further. The program serves as a catalyst for the expansion of radio into tier cities, bridging the gap and fostering connectivity across the nation. With its ability to resonate with diverse audiences and its wide reach, radio is poised to play a pivotal role in shaping the media landscape and promoting brands and businesses in tier cities.

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