he advent of private players in radio has not only given the medium a new lease of life, it has also attracted both the advertising industry and clients to increasingly market their products.

There's recognition too. While there are awards like RAPA (Radio & TV Advertising Practitioners' Association of India) - which recognises the work and talent of radio jockeys - and Abby, radio ads were largely-ignored till Mirchi KAAN Awards stepped in two years ago. The Cannes Advertising Festival too introduced the radio advertising category only last year. How has KAAN been received? In its third year, the event has, so far, received 450 entries - up from 350 last year and 250 the previous year. The awards will be held in Mumbai in May. ... more