here is no doubt that the attractiveness of radio is growing. Advertising spend, for instance, grew 33 per cent between January and March, 2006 (according to AdEx over the same period last year). But how does a radio station that does not have any advertisers on board, survive? WorldSpace, the subscription-based satellite radio, has roped in music director A R Rahman as its global brand ambassador to pull in more subscribers.

The campaign is being kickstarted by TVCs which feature Rahman and the new signature tune which has been composed by him for WorldSpace. An amalgamation of rock, jazz, classical and Carnatic music, the signature tune showcases the variety which WorldSpace provides to its listeners. The entire campaign will revolve around A R Rahman. Will this help WorldSpace's fortunes in India?... more