At C1 India we are driven by what we do and how it adds value to the entire community. We take immense pride in being the Auctioneer for FM radio station e-Auction because we truly believe it will be a game changer for following three reasons

1. Unlocking Value
It will help the government unlock value and determine price of radio stations through a smart algorithm – Simultaneous Multi Round Ascending e-Auction. As of now, this e-Auction will clear the way for 839 new channels to go on air in 294 cities. At a time when economy is lifting itself up, this e-Auction has created considerable interest amongst current FM radio station owners and potential new entrants.

2. Tapping Potential
Today, with a lot of floating population in tier 1 cities, one may debate if India still lives in its villages. However, there is significant population in tier 2 & 3 cities, which is bereft of entertainment and has very few opportunities to grow and earn a sustainable living. This will open doors of opportunity for young local talent to become radio jockeys and pursue exciting new careers. Local content will also get a boost.

3. New channel for reaching out
Due to low Internet penetration and low literacy levels in tier 3 towns, much of reaching out campaigns by FMCG companies use mobile as the vehicle. FMCG giants such as HUL and P&G have been running innovative advertisements on mobile (Voice – Ad RBT, Pre call inserts, IVR/OBD, End of call Ad) due to lack of other prominent media vehicles. With local radio stations setting in, it will be a very exciting proposition for these large scale companies to leverage in reaching out to their target segments.

Having already executed more than $40b worth of e-Procurement transactions, C1 India takes pride in the impact of our endeavours. We are keenly looking forward to creating a positive impact through FM radio station e-Auctions.