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Celebrity interviews. And it's meant not just for the upwardly mobile, but for those who are mobile, period. Thus, there are plans for regular information about traffic and flight timings once the fm channels go live. Till then, producers are recording their programmes in advance and sending them to the air broadcasting studios.

The fm players are hoping that all this will translate into local advertising. Currently, advertisers, while acknowledging the potential of the medium, are looking at the number of listeners and the economics of the medium. Says the owner of a leading advertising agency: "Right now, we don't have too many cars fitted with radios, but this will catch up. It did in the West. BUT the potential is awesome and already target audiences are being identified.

Radio Mid-Day, for instance, is specifically aimed at commuters. We're trying to build listener loyalty by having fixed presenters at fixed times. Right now, the advertising on fm is sparse. They have jumped onto the fm bandwagon and grabbed a prime time slot-7 a. The programme content includes a mixture of Hindi and English pop music.

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Radio Star ke Dus Sitare features the 10 most popular Hindi songs doing the rounds. Listen-ership has grown four times in the second week itself, claims Hemdev and he already has three advertisers: Bombay Dyeing, Parle and Wrangler. Hemdev predicts a boom one year down the line, once manufacturers like Philips hit the market with fm sets.

On fm a second spot is only Rs The production cost for a one-hour programme is around Rs 6, per hour.

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An additional Rs 6, per hour has to be paid to air as broadcast fee. Studio hiring for the hour costs anywhere between Rs and Rs 1, The advertising rates vary between Rs per 10 seconds, which is what Times fm charges, and Rs per 10 seconds for Star. Times fm is also looking for sponsors who will take the entire programme-Madonna's Magic or Time Out, for Rs 13, an hour. Currently, the economics may not look all that good on paper. But the times are set to change. Most advertisers are looking keenly at the prospects of what they see as a new medium. Says J.

Sanzgiri, marketing manager of Parle Exports Ltd: "It's come at the right time.

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Radio has been restricted to Vividh Bharati. For an advertiser, the fm channel is worth the money. I see my own daughters put on fm and taping music. It's a sensation. Anjan Chatterji, managing director of the Bombay advertising agency Situations, can look at the medium from different points of view-as an agency and as an advertiser, in his dual capacity as owner of the restaurant, Only Fish. His agency has been suggesting the medium to clients, and there is a difference in response from the past.

He adds: "Now they see it differently: it's cost effective, it has a lot of thrust and people are taking a lot of interest in the radio. Radio Mid-Day's Ansari agrees.

Radio Mid-Day charges Rs for a second spot. They have two slots everyday-8 a.