AIR appoints releaseMyAd as its first-ever virtual agency

releaseMyAd will enable online booking of advertisements for AIR's network of stations, which include Akashvani, Vividh Bharati, FM Rainbow and FM Gold

BestMediaInfo Bureau | Delhi | October 9, 2015

All India Radio (AIR) has appointed releaseMyAd as its only virtual advertising agency authorised to accept and process radio advertisement bookings for its network of stations, which include Akashvani, Vividh Bharati, FM Rainbow and FM Gold.

releaseMyAd will help AIR achieve optimum inventory utilisation as well as revenue augmentation. The facility allows advertisers to book ads online across all channels of AIR with a simple mouse-click.

“This initiative, a part of AIR's ambitious web-enabled services for its patrons, will not only assist us in adequate utilisation of last minute inventory that goes wasted if not put to use, but will also fetch us valuable extra revenues,” said Amitabh Shukla, Additional Director General (Commercial), All India Radio.

“All India Radio is an extensive government owned network that has exclusive rights over communications by every ministry. Be it the parliamentary talk, world cup commentary or the Prime Minister's monthly address, this is the only platform that gives access to these.

Sharad Lunia, founder of releaseMyAd, added here, “We want to help advertisers capitalise on AIR's monopoly on content that includes news, sports and common welfare driven programmes. We shall now play a significant part in communicating its vision and enabling whatever opportunities it has to offer.”

AIR has complete national reach – from the main urban centres to the tier 3 cities and even the most far flung rural sections of the country – with its three-tier broadcasting system. However, accessing businesses in the farthest corners who could utilise radio for advertisements becomes very difficult for AIR. Moreover, given their location, the business owners too don't end up reaching out to the relevant sources for the purpose.

“Even seasoned advertisers who want to advertise on AIR are not too sure about how to reach out to them. It is not possible for Prasar Bharati to set up offices in every nook and corner of its broadcast boundaries. releaseMyAd will now do the needful to bridge this huge gap between businessmen and their remotely situated target groups,” Lunia added.

At a time when the country is riding a huge startup tide that is slowly transforming the country, this move on All India Radio's part will help the new wave of enterprises effectively reach out to audiences in every nook and corner of India when the tech transformation that is engulfing the big cities starts making its presence felt in the interiors too.

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