India continues its fast-paced progress towards the creation of a commercial FM radio industry. Last week in Bangalore the Radio City group promoted the industry’s growth at a conference called ‘Radio Rocks’.

In a two hour evening presentation to agencies and local clients the network, in conjunction with consultancy company Radio-Active, quoted examples from Australia, Britain and the USA to educate clients about the advantages of radio.

Guest speaker Steve Ahern from Australia’s AFTRS told the audience that one of radio’s strengths is putting individual pictures in the minds of purchasers, personalising the product to each individual buyer. Radio is also closest to the time and place of purchase for most consumers.

India is in the grip of a new enthusiasm for radio, with AutoRickshaw drivers installing radios to replace the old cassette tapes they used to play for passengers when there were fewer radio services available. Cheap mini portable radios are selling in the markets for R100 each (less than three Australian dollars) and radio promotions signage is seen everywhere.

With 300 new stations set to open in the next one or two years, radio mania is set to continue in India for the foreseeable future.