AIR Commercial Services

As per the existing system, Central Sales Unit, AIR, Mumbai is the main commercial centre that procures and executes the business on All India basis. While 15 Commercial Broadcasting Service stations do marketing, bookings and execution of business for their respective zones. In addition to this, there are four Commercial and Revenue divisions which have been established to strengthen the commercial set-up for Prasar Bharati. The mandate of these divisions is to procure business and pass it on to respective CBS Centre or CSU Mumbai as the case may be for execution. In addition to procurement of business on All India basis these divisions also market special events like Cricket Matches, Olympic/ Commonwealth games, National Games, Marathon, Live broadcast of various award functions and other sports events etc.

In AIR, for FM transmission, the entire 24 hours’ time of a day is divided into three categories. Similarly for Primary channel, LRS stations and Vividh Bharati services are divided in various programme/ time categories and accordingly have different rates.

  1. Time Categorization for FM channels:
    Prime Time : 0700 – 1100, 1700 – 2300
    Mid Prime Time: 1100 – 1700
    Non-Prime Time: 2300 – 0700
  2. Time Categorization for Vividh Bharati:
    Category I : 0630-1000, 1900-2300
    Category II : 0600-0630, 1000-1200,
    1330-1430, 2300-2330
    Category III : 1200-1330, 1430-1900
    Vividh Bharati Stations are divided in to three Groups A, B, C .
  3. Primary Channelsstations and LRS are divided in four different Groups, and
  4. Programmes are divided in two broad categories mainly music and non-music.

Accredited agencies/Registered agencies/Canvassers/Govt. Clients: Accredited agencies are given credit facility of 45 days for making payment. Government clients are entitled for a credit period of 60 days. Registered agencies/Canvassers are to pay in advance for any booking.

Different inventories for Commercial Purposes:

  1. Spot Buy: Booking of Spot buys is done in tranches of 10 seconds or its multiples (restricted up to 120 seconds) in various programmes as per grouping of the station and time/ programme category.
  2. Sponsorship Packages: The in- house programmes are sponsored by clients as per the rates of a particular station. FCT (Free Commercial Time) is allowed for 30 mts sponsorship is 120 seconds. These sponsorship could be for a program series or event for a certain timeduration viz. month, quarter, half year or year.Clients buy bulk FCT (Free Commercial Time) for a fixed sponsorship amount. This deal may be for a program series or event for a certain time duration viz. month, quarter, half year or year.
  3. Sponsored Programmes: These programmes are mainly produced by outside agency for broadcast on AIR by giving a prescribed fee for the same. These programmes are accepted for 15 min, 10 min and 5 min by giving FCT of 60 seconds, 40 seconds and 30 seconds respectively. On the request of clients sometimes the Production of these programmes is also done in-house by charging a production fee for the same.
  4. Special Events: Events like live commentary of Cricket and other matches, International sporting events like Olympic, Commonwealth games, Marathon, Sports events etc. are special events marketed by CRD and other units of AIR like CSU, CBS and all AIR stations for which special rates are devised.

Based on the rate card of advertising for All India Radio, advertising agencies/ clients send release orders (RO) and schedules for a fixed period. The booking is finalized through a contract signed between the clients/agency and All India Radio for different inventories. CBS stations / concerned AIR stations maintain a schedule register for each program. Register contains agency name, client name, SBR/ sponsorship package, amount etc. On the right side of the register, details of spots scheduled, client name, brand name, status like SBR, sponsorship/ sponsored programme and rate etc. is detailed. A separate register is maintained showing the account of each client’s FCT Purchased, Consumption, and balance etc. specimen copy of these registers, various reports and other records can be studied during SRS. Rate card of advertising for All India Radio is available here.

Commercial Cue Sheet: A day before the broadcast, the CCS (Commercial Cue Sheet) is prepared, which reflects the commercials booked for various programs. For a 30 minute program, 3 break bumpers and for 60 minute program, 5 break bumpers are provided to insert commercials. An authorized officer from CBS/Commercial section of the AIR station prepares the CCS. The monthly schedule prepared by CSU/ CBS is sent electronically to different AIR stations.

Credit Lines: E.g. “This program is brought to you by…” are allowed as value additions to sponsors before and after the program.

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Last Updated on 29/06/2018