The Hindu : `Private broadcasting gaining ground'

Online edition of India's National Newspaper
Wednesday, Feb 04, 2004

Tamil Nadu

Tamil Nadu - Madurai

`Private broadcasting gaining ground'

By Our Staff Reporter

MADURAI, FEB.3 . The private radio broadcasting is gaining momentum, and the total market share of the private operators will be 80 per cent in 2006, V.Alagappan, Registrar, Madurai Kamaraj University, said on Monday.

He was delivering the valedictory address at a national seminar on `Emerging trends in advertising and salesmanship in the global era' conducted by the Department of Commerce of the American College.

He said the annual compound growth of radio advertisements was 40-45 per cent, and radio would reach 60 per cent of the population by the end of 2004. The online advertisements generated an annual turnover of Rs. 105 crores, and the finance sector advertisements accounted for 40 per cent.

The advertising strategies in the global era were careful investment in advertisement, economising the cost on advertisement, building the product brand and choosing an advertising agency that worked with involvement and knew the perspective of the organisation, he said.

The two-day seminar was organised to assess the impact of the post-globalisation era, said S. David Amirtharajan, seminar director. The Tamil Nadu Higher Education Council (TNHCE), in a bid to improve the quality of education, sought from colleges the details of the teaching faculty's participation and presentations in national and international seminars. After 2005, the educational institutions would be in a precarious situation to compete with other global institutions in terms of quality. Hence, such seminars were a good exercise for the faculty members, he said.

The seminar was organised to bring out an intellectual perspective and research-oriented way of proclaiming the new strategy for global competitions. The seminar would provide students a comprehensive idea of advertising and salesmanship, besides preparing them to face the challenges, he said. Inaugurating the seminar on Sunday, Mohi-ud-din Sangmi, Head, Department of Commerce, Kashmir University, said the web advertisement was gaining ground, because of its wide reach, as there was no question of switching over to other sites. For, only those who were genuinely interested logged on to that particular site, whereas in television advertisements, there was every possibility of people switching over to another channel when they got bored, said Mr. Sangmi.

Speaking on the art of salesmanship and sales organisation, M.S. Krishnan Kutty, General Manager, TVS Sri Chakra, said the job of salesman was becoming more professional. At the same time, the fact that practical knowledge counted more than the theoretical knowledge was still valid, he said.

Over 123 delegates from all over the country participated in the seminar. D. Samuel Sudanandha, Principal, presided over the valedictory function.

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