The article talks about the re-emergence of radio in India and how this medium is gaining momentum and drawing enthusiasm from both advertisers as well as audiences. The radio offers tremendous choice and possibilities for advertising; all that needs to be looked at is how marketers tune their media plans to take advantage of this powerful medium.

Radio that was considered a passé only a generation ago is back like a phoenix as the favorite media choice among the new generation. A preferred entertainer for the old and the young alike radio is here to stay. Red FM Radio Mirchi Radio City Go FM are some of the popular Frequency Module (FM)channels that have captured the imagination of the music and talk show lovers across the metros. Today people are busy shuffling through the FM stations on their mobile handsets even while traveling to their destinations. Suddenly the number of FM channels have increased and this is one of the most convenient media to get hooked on to when one is traveling. It provides instant entertainment and opens a world of information to those on the roads or those indoors as listening to radio is not much distracting and hardly hampers the work in hand.

Year 2003 was a watershed year that kindered a ray of hope to the suffocating radio stations who were bleeding white on account of huge license fees that took away more than what they earned in revenues. But the Federation of Indian Chambers of Commerce and Industry (FICCI) Secretary General Dr. Mitra's led committee on `Radio Broadcast Policy' recommended 26% Foreign Direct Investment (FDI) in the radio sector and revenue sharing arrangement to revive the performance of the sector. Four years later one can clearly see how the radio has benefitted from a policy conducive to growth. Earlier last year the government invited bids for starting close to 300 radio stations. The bids were successfully auctioned and we are heading towards an era of unprecedented growth in radio sector. This growth while increasing employment avenues for the people shall also provide advertisers an opportunity to reach the target audience.

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