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In the fifth session of second day of Radio Asia 2010 conference, the challenges in front of commercial radio were discussed by the panelists from India and abroad. Topics such as ‘Digital Radio & Brand Promotion’, Place of Radio in the new media mix’, ‘Internet Radio: Ever growing diversity and capabilities’ and 'How does the commercial FM radio market measure up in India?' were discussed.

This interesting session was hosted by Ms. Elizabeth Smith (Sec. Gen.; Commonwealth Broadcasting Association, UK). The eminent speakers for this session were Pradeep Hejmadi (SVP, TAM Media Research Pvt. Ltd.), Kathryn Brown (Strategic Development, Commercial Radio, Australia), Andrew Flynn (Dir. International Broadcasting, CVC, UK) and Jean Paul de Vought (Solution Specialist, Streamtheworld.com).

The whole session was concentrated around various aspects of commercial FM Radio and the complexities in the way of its development. Kathryn Brown as first speaker for the session emphasized on the need of brand promotion activities for attracting more and revenues as well as for image building. Also she focused on the requirement of adoption of digital technology in Radio practices.

Pradeep Hejmadi from the audience measurement agency TAM, said that as the second speaker I have presented some strong data of RAM collected from the 4 metros of India. However, in the Q&A section of this session he had to face maximum question on the authenticity and reliability of the results of RAM, which he countered quite confidently.

On a question on the condition of Community Radio in India, Pradeep said that, "Actually we lack the desired talent at the ground level to manage community radio channels. We need to train the talents first to kick off this idea."

On the other hand, Andrew Flynn discussed Place of Radio in new media mix. He looked confident about the existence of Radio in the era of internet and multimedia. He said, "Internet is not killing traditional media but it is fragmenting the audience." Advising the radio players, he said, "Define you by the content and not by the platform."