MAM
New AIR package pitched as attractive for advertisers
MUMBAI: The newly developed All India Radio (AIR) packages might be something ad agencies and advertisers should have a closer look at.
Percept Picture Company division Techniche Media CEO Vivek Salian says: “AIR is offering a package on Vividh Bharati called Vividh Bharati Network (which includes 29 cities) for Rs 5,000 per 10 seconds air time. But a better alternative is a sponsored programme on the Vividh Bharati network. A half-hour slot would cost only Rs 54,000 plus production charge of anything between Rs 15,000 to 20,000. The FCT (free commercial time) of 180 seconds per city can be used for direct plug-ins. One third of the FCT can be banked, i.e. played on other time slots.”
Salian’s firm Techniche Media (a division of PPCPL) is a radio and audio production house that provides consultancy services to advertisers, ad agencies and PR agencies. “The advantage of a sponsored (recorded) radio show is that the show can be conceptualised as per the brand / target audiences requirement, so that the client derives maximum possible mileage,” adds Salian.
Rates were as high as Rs 10,000 for a 10-second spot some time back and AIR’s efforts to rationalise the rate structure is an indicator that the public radio broadcaster is becoming market savvy.
Another strong advocate of Vividh Bharati and AIR is outdoor advertising specialist company DS Mittle & Sons director and RAPA’s 2003 council president Brij Mittle. Mittle, who has been involved in radio and ad jingles software production says: “Radio hasn’t been exploited to the extent to which it should have been. Ad agencies must realise that people will come back to radio in fiscal 2003-4. The FM sector has seen a revival of sorts but Vividh Bharati is still not getting it’s due. The mainline media executives simply don’t realise the significance of Vividh Bharati as a medium. Or even if they do realise – they are aren’t doing enough to promote the stations.”
Mittle, who owns one of the oldest recording studios in Mumbai, adds: “Consider some programmes on Vividh Bharati that still have a piece of our mind space – Bhule Bisre Geet or Chitralok on Vividh Bharati still evoke some kind of a nostalgia that today’s programmes don’t. The government must must take steps to reduce licence fees and public and private radio channels must rationalise their rate structures.”
Says Salian: “Programmes such as Binaca Geet Mala anchored by the inimitable Ameen Sayani delivered tremendous value for the brand. The association was very strong and the brand was inextricably linked to the programme and the anchor. We need to replicate this success.” Techniche Media has re-positioned itself to explore the opportunity that exists in offering consultancy services to ad agencies, radio channels and advertisers.
Well, Prasar Bharati has already set the ball rolling. In fact, Prasar Bharati has grabbed Rs 906 million for the triangular one day series between India-Australia-New Zealand (10 matches during October) and two test matches ( between India and New Zealand) – with Doordarshan getting Rs 880 million and All India Radio (AIR) getting Rs 26 million.
Prasar Bharati Marketing Division director Vijay Laxmi Chhabra says: “For the first time, we created a package wherein Doordarshan and AIR were marketed jointly. The scientifically devised package ensured that AIR bagged nearly five times what it got for the India-West Indies series last year. Our effort signifies the great results that can be obtained by clubbing the two Prasar Bharati arms together and marketing them jointly.”
As Mittle says: “Most of the FM radio channels sound the same – haven’t been able to differentiate themselves much from each other. They sound like clones.”
Brands
33 per cent of women believe the salary scale is rigged: Naukri report
Voices @ Work study finds rising calls for equal pay audits and lingering bias
MUMBAI: Progress may be visible in India’s workplaces, but many women still feel the need to tread carefully. A new report by Naukri reveals that one in two women hesitate to disclose marriage or maternity plans during job interviews, worried that such information could influence hiring decisions.
The findings come from the second edition of Naukri’s annual Voices @ Work International Women’s Day report, titled “What Women Professionals Want.” Drawing insights from more than 50,000 women across over 50 industries, the survey sheds light on evolving workplace aspirations alongside the biases that continue to hold women back.
One of the report’s most striking insights is the growing demand for equal pay audits. The share of women calling for regular pay parity checks has climbed to 27 per cent this year, up from 19 per cent a year ago. The demand now stands alongside menstrual leave as the most sought after workplace policy.
Interestingly, the call for pay transparency grows louder higher up the income ladder. Nearly half of women earning between Rs 50 lakh and Rs 1 crore annually say equal pay audits are a priority, suggesting that pay gaps become more visible as women move up the career ladder.
At the same time, confidence and ambition appear to be rising. About 83 per cent of women say they feel encouraged to pursue leadership roles, a significant jump from 66 per cent last year. Cities in southern India appear particularly supportive, with Hyderabad leading the way as 86 per cent of respondents there reported encouragement to step into leadership positions. The education sector recorded the highest sense of encouragement at 87 per cent.
Yet the report also highlights a growing trust deficit around pay equity. Nearly one in three women, or 33 per cent, say they do not believe men and women are paid equally at their workplace. That figure has risen from 25 per cent last year, pointing to widening perceptions of disparity as careers progress.
Bias in hiring and promotions continues to be the biggest hurdle. About 42 per cent of respondents say workplace bias is the main challenge for women from diverse backgrounds. The concern is consistent across major metros, with Chennai and Delhi NCR reporting similar levels.
Reluctance to discuss personal milestones during hiring processes is also widespread. While 34 per cent overall said they hesitate to share marriage or maternity plans in interviews, the anxiety increases with experience. Among professionals with 10 to 15 years of work experience, the figure rises to 40 per cent.
Info Edge group CMO Sumeet Singh, said the data reflects both progress and unfinished work. “Behind every data point in this report is a woman who is ambitious. The fact that 83 per cent feel encouraged to lead is something to celebrate. However, the fact that one in two still hide their marriage or maternity plans in interviews tells us the work is far from done. As India’s leading career platform, it felt not just important but necessary for us to shine a light on these gaps through the second edition of our report,” he said.
The report suggests that while ambition among women professionals is growing, structural changes around pay transparency, fair hiring and supportive policies will be key if workplaces hope to keep pace.
