The second wave of the COVID19 Corona Virus pandemic has hit India hard on all fronts. It has claimed the lives of many already. Even with rapid vaccination drives to keep the deadly virus at bay, lockdowns have continued in most places. All of these have served as a death blow to many industries and businesses. Much like other sectors, the Radio sector in India was not spared.
Radio has had a crucial role to play in the Pandemic.
Despite the challenges in the wake of recent events, radio stations have been forced to take a more active stance in ensuring that misinformation does not spread unchecked. Radio programmers are using their airwaves as platforms for amplifying messages which offer hope and resilience, encouraging listeners to share what they know with those who might need it most. As advertisers pull back from regional markets due to lack of interest or fear-based spending patterns, many broadcasters find themselves left without many options but to adjust by switching their focus away from advertising revenue entirely and towards generating support through volunteerism programs.
According to a recent Media Report however, many industry experts are hopeful that, unlike last year when the recovery from the Pandemic was prolonged, it would happen much faster this year.
What do RED FM senior executives have to say as per the Report?
Radio sector are usually affected by lockdown situations because advertisers use them for brand building and tactical purposes- but thankfully, the situation seems to be getting better already. A senior-level executive at the popular FM Radio Station RED FM believes that the power of advertising is undeniable, and radio has always been an effective tool. He has expressed that Red FM is a leading radio station in India that contributed to fighting the Pandemic broke out. When so many people were panicking, they did not just provide entertainment but also important information related to this disease, like responding when an infected person visits their house or hospital and what steps they need to take for safety measures. He feels that this was indeed a significant step for creating safety-related awareness.
What is BIG FM planning?
BIG FM, too was quite optimistic with the fast recovery. Senior officials feel that it has been gratifying to see such a broad-based recovery across multiple sectors and industries in the wake of the recent downturn in radio advertising. BIG FM operates as a vast network of 58 stations across India. As this industry continues its rapid strides toward full recovery, we would like to support our advertisers on their journey along with them.
Sectors that were impacted
It is no surprise that the sectors impacted this time included FMCG, Education Retail, Lifestyle, and Consumer durables. Govt. and E-commerce had a difficult time with mobile handsets being especially popular among online shoppers. The reason is that they weren’t able to make use of their momentum in Q4 from last year’s lockdown when many new brands emerged, such as those from Health & Pharmaceuticals who were also spending less due to smaller amounts spent during 2018 than 2017 nor did it help how some started back in Q3-Q4 was not enough for them or even worse didn’t have any product launch.
Bounce back should be quicker though
Despite the challenges, businesses should bounce back quickly from the recent disaster, but they will need time for recovery. Commencement of timely monsoon rains bodes well and is a welcome sign that things are looking up again. So the radio sector is likely to be back on the growth track as well.
Thus, if you are a young career aspirant in Kolkata and passionate about becoming a successful Radio, it is time again for you to look for the best Radio Jockey Course in Kolkata.