AAAI, AROI sign MoU to promote advertising business on radio

The Advertising Agencies Association of India (AAAI) and Association of Radio Operators for India (AROI) have signed a Memorandum of Understanding (MoU) that envisages a close working relationship between the Radio and Advertising Agencies Associations through joint committees and standard procedures. 

The objective is to make joint efforts for promoting advertising business on radio, as well as to develop and implement a credit control and collection mechanism with standard operating procedures to ensure best credit terms and timely collections. 

The MoU was signed in Mumbai on March 16, 2018, by the Presidents of the respective associations – Nakul Chopra for AAAI and Anurradha Prasad Shukla for AROI. 

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It may be noted that commercial radio currently entirely operates through over 310 FM radio stations in the country with about 70 more under operationalisation. Another 700 more stations are expected to be auctioned by the Government of India over the next one year. Also, being the last entrant in the Indian media space, the strong ground presence and the vitality, efficacy and viability of radio (the only media that can be consumed while doing other activities) is only now being strongly realised by various advertisers and consumers. 

AAAI and IBF already have a joint credit control mechanism for television. With the signing of the MoU, a similar mechanism for radio advertising is being developed and the necessary groundwork for setting up joint committee, developing SOPs, etc., is already under process. 

Commenting on the development, Tarun Katial, CEO, Big FM, said, “AAAI and AROI sign the MOU on credit relationship for the benefit of all stakeholders is a landmark moment. Thanks a lot Ashish Bhasin, Sam Balsara, Shashi Sinha, Abe Thomas, Anurradha Prasad for all your support. Look forward to a much better working relationship.”

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