Niche is also making inroads into the radio 
space, with channels like Meow from Radio Today’s stable. The channel flaunts the idea of being the first and the only radio channel for women. “Going by the international trend, niche radio stations have a bright future in India, provided some policy changes are incorporated like multiple frequency allotment to every player,” says S. Keerthivasan, Business Head, Fever 104 FM. Agrees Anil Srivatsa, COO, Radio Today, “Niche radio will affect mass radio channels a lot because people will move on to specialised channels and hardly any audience will be left over for general channels.” Industry veterans believe that keeping in mind India’s diversity, niche stations can even be in regional languages, news focused, sports centric, business news driven, or even themed on the various music genres (rock, pop, jazz or classics), a la World Space on FM. Media planners agree that the expansion into niches will make business sense too as the advertising pie for the entire medium will expand substantially. They add that niche stations will also boost the entry of non-traditional advertisers on the radio bandwagon.
Even the traditional last frontier of mass marketing - the FMCG segment – is not unaffected by the rising niches within the masses. Upwardly mobile urban women are, by far, the favourite niche of these marketers, by virtue of their purchase decision making status within the family. So, Calcium Sandoz Woman, Amul Calci+ (a high calcium milk, which caters to the to-be-moms), and Horlicks for women are prime examples of marketers finding niches (within the mass), in addition to their mass markets. The positioning by such FMCG marketers is simple: educate this category about the importance of them remaining fit, to eventually look after their family better.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
space, with channels like Meow from Radio Today’s stable. The channel flaunts the idea of being the first and the only radio channel for women. “Going by the international trend, niche radio stations have a bright future in India, provided some policy changes are incorporated like multiple frequency allotment to every player,” says S. Keerthivasan, Business Head, Fever 104 FM. Agrees Anil Srivatsa, COO, Radio Today, “Niche radio will affect mass radio channels a lot because people will move on to specialised channels and hardly any audience will be left over for general channels.” Industry veterans believe that keeping in mind India’s diversity, niche stations can even be in regional languages, news focused, sports centric, business news driven, or even themed on the various music genres (rock, pop, jazz or classics), a la World Space on FM. Media planners agree that the expansion into niches will make business sense too as the advertising pie for the entire medium will expand substantially. They add that niche stations will also boost the entry of non-traditional advertisers on the radio bandwagon.Even the traditional last frontier of mass marketing - the FMCG segment – is not unaffected by the rising niches within the masses. Upwardly mobile urban women are, by far, the favourite niche of these marketers, by virtue of their purchase decision making status within the family. So, Calcium Sandoz Woman, Amul Calci+ (a high calcium milk, which caters to the to-be-moms), and Horlicks for women are prime examples of marketers finding niches (within the mass), in addition to their mass markets. The positioning by such FMCG marketers is simple: educate this category about the importance of them remaining fit, to eventually look after their family better.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
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