Aiming to have 45 radio stations across India: Adlabs Radio

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Aiming to have 45 radio stations across India: Adlabs Radio

ADAG has launched its new radio venture Big 92.7 FM. Tarun Katial, COO, Adlabs Radio informs that the radio stations in Chennai, Hyderabad and Delhi will go on air in 6 weeks.

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Q: So what sort of price do you have in mind?

A: I think the existing players have priced the market well, but there is scope for advertisers to be spending at least 10-15% more. We will be equitably priced, but we will provide advertisers with not just the 30-seconds spot. It really goes beyond the 30-seconds spot, in terms of non- traditional revenues that we are looking at for radio to deliver to the advertiser.

Q: Given the investments you are making this year, when do you think you would break even? What kind of internal targets have you set for yourself for your service?

A: I think the internal targets are very aggressive. I don't want to put the entire company under stress, but I think the business will be far better than what it was in phase I of radio privatization. I think the breakeven will come far sooner than most of us imagine.

Q: How soon- one year- more or less?

A: March-April is the time by which we will roll out. But it will be soon enough after going on air.

Q: I believe you are also looking at giving out a stake to a global company, a radio company. Any thoughts on that, have you had any discussions along that line at all?

A: No, there aren't any clients like that for now.

Q: Do you expect your margins to be a whole lot higher than other existing players given how much you are spending and what sort of advertising rates you are going to set for yourself?

A: Yes, we have made considerable investments in content, in infrastructure, and primarily in people, which is the key in this business. We are going to make our content very distinct, very unique.

I guess what performs does get the advertising that is due to it. So we are hoping to do better than the industry.