Abstract

The case examines the entry of private players in the FM radio market in India in the early 21st century. It discusses in detail the growth and decline of the radio industry in india.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• The reasons for the entry of private players into the radio industry. The various problems faced by the private players in the industry

Keywords

Advertising revenues, private players, brand name, brand awareness, advertising budgets, customer research