PM Narendra Modi’s radio address programme ‘Mann Ki Baat’ recently completed 100 episodes, adding another milestone to the radio industry. Apart from adding 23 crore listeners, ‘Mann Ki Baat’ has been drawing private broadcasters, brands and advertisers who want to expand their reach in tier cities.

We asked radio industry experts how FM broadcasters expand their market to tier cities through ‘Mann Ki Baat.’

“RJs from our radio stations promoted the radio programme on social media covering all the important issues broadcasted on ‘Mann Ki Baat.’ Also, what makes radio more unique and powerful in expanding its tier market is the way the Prime Minister and President are coming up and doing a joint show,” said Rahul Namjoshi, CEO, of MYFM.

“Besides providing a platform to address important issues and giving a voice to the voiceless, radio as a medium is doing much better. In the coming years, we are also going to see a lot of things happening on Mann Ki Baat which definitely will help the private broadcasters in promoting more brands and business in tier cities,” Namjoshi added.

Radio remains a primary source of information and entertainment in Tier markets and plays a key role in keeping people connected across the nation. “Mann Ki Baat is a pioneering initiative and our Prime Minister’s choice of radio as a medium to reach the masses is a testament to its credibility and unwavering ability to build trust. It has effectively utilized the reach and power of radio to connect with citizens across the length and breadth of the country,” said Abraham Thomas, CEO, of Reliance Broadcast Network.

“Since the radio program addresses various issues pertaining to the common man, it witnesses a high relevance across age groups driving mass local reach,” Thomas added.

As for Monalisa Mandal, AVP, Marketing & Digital, Fever FM, the advertising revenues from tier cities are going up. “More people are tuning in to radio channels to listen to other programmes, leading to advertisers' interests who want to reach out to the audience in tier 2 and tier 3 cities. This has resulted in increased advertising revenue for radio channels, which has helped them to expand their operations and improve the quality of their services.”

“In terms of its impact on the radio industry, ‘Mann Ki Baat’ has been a game-changer. It has increased the popularity of radio in India and has brought it back into India and has brought it back into the mainstream. The program is broadcast on multiple radio channels, including All India Radio, private FM channels, and digital platforms. This has led to an increase in listenership and has created new opportunities for advertisers.” Monalisa added.

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