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All India Radio hires virtual agency for advertisers to book ads online


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All India Radio (AIR) has appointed releaseMyAd as a virtual agency to let advertisers book ads for all of AIR’s stations online. releaseMyAd will accept and process radio ads for AIR’s network stations including Akashvani, Vividh Bharati, FM Rainbow & FM Gold, while AIR will utilise the company’s help for its inventory as well as increase its revenue.

Given AIR’s reach and exclusive rights over all ministry communications, including parliamentary talk, World Cup commentary, the PM’s monthly address etc, releaseMyAd’s virtual agency will enable advertisers to tap into that network across India. AIR broadcasts news, music and word programmes in 26 languages and 146 dialects.

AIR claims to have complete national reach via its main urban centres, as well as Tier III city centres provided through three tier broadcasting system. Its local radio consulting which makes the third tier of broadcasting, AIR has stations in all district headquarter towns. For this very reason, AIR finds it difficult to access businesses from remote places which would like to advertise on its network. AIR states that this will eliminate the gap between these businesses as well as advertisers who want to broadcast on AIR through releaseMyAd.

releaseMyAd has a platform where small and medium businesses (SMBs) can book across radio, cinema and print segments in India. An AdAge report states that the company has created an online marketplace for media owners and buyers to find and transact, serving over 100,000 advertisers annually. It claims to have clients in Craftsvilla, Swiggy, PepperTap, Housejoy, TaskBob, DoorMint and LocalOye. In 2011, releaseMyAd launched FindMyMatch, a matrimonial service (not live anymore) that allowed users to search through matches from matrimonial ads published in newspapers across the country on web and SMS.

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Previous AIR developments:
Earlier this year, AIR had to stop operations of Gyan Vani FM because Indira Gandhi National Open University (IGNOU) had stopped its payments. Minister of state Rajyavardhan Rathore said that All India Radio was “constrained” to stop the operation of Gyan Vani FM channels from October 1, 2014, due to discontinuation of payments from April 1, 2013 onwards by IGNOU, accumulating outstanding payment of Rs 21.64 crores.

In September last year, AIR updated its text updates for news service from the originally launched English to add 5 regional languages of Hindi, Marathi, Sanskrit, Dogri, and Nepali to the service. Then Information and Broadcasting minister Prakash Javadekar said that more regional languages would be added to the service, which was launched in September 2013, over the coming years.

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Image Credit: Flickr user The Parasite

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