part from being in the news for licensing, new stations and growing listenership, radio has seen an alliance with television which could catch on. While earlier, TV channels were merely flirting with the medium, today it's a full blown affair. They are doing programme promotions, brand promotions, contests and even telecasting programmes live on radio. Last year, for instance, the Sony show Indian Idol's first season was a delayed telecast on Red FM. This year, it was for the first time that a TV show was simulcast on a radio station - Sony and Indian Idol 2, with Radio City this time.

Why would a consumer want to 'hear' a programme she'd rather watch? Saurabh Kanwar, national head, marketing, Radio City has the answer. "If you're a typical urban dweller caught in a jam while commuting or your cable connection goes bust, Radio City steps in to ensure that you don't miss your favourite show," he says, adding, "Radio complements TV. It helps popularise the show and create buzz to an audience that may not have existed if the show was just on TV." ... more