One could bring the Horse to the water but no one could not force the Horse to drink it'. Thus began the session on the medium of radio. Veteran Radio Jockey Ameen Sayani, pointed out that radio still felt neglected when it came to audiences through the simile. He elicited the probable reasons for this occurrence, going on to add that the eminent panel intended to share workable solutions.

Mr. Sayani introduced 'the man responsible for the successful Times FM in its earlier avtaar, Preetam Piragi (Managing Director - ENIL), as the first speaker. The Radio Mirchi chief said, "The day would soon come when Radio Programming would command a convention the size of Frames, just for itself."

He stressed the need for Radio Programming to be packaged properly to effectively capture a dedicated listener base. The self- proclaimed 'media business amateur' concluded by pointing out that the Radio Jockey was a vital link with the audience and thus needed a strong emotive presence along with an uncanny ability to relate.

Gautam Radia, CEO - Millennium Broadcast, honoured the dais next. The pioneer behind Radio Josh and Radio Khanak, two independent Internet radio stations, chose to voice his perceptions of where Radio could be a year from now. Citing established global trends, Mr. Radia brought to the audiences notice that the listening consumer market was broad enough for plenty of radio stations to develop individual identities and thus find their own loyal listener base. His station is expected to launch in Mumbai on 29 April this year.

Ms Usha Bhasin, OSD to CEO and Head of Programming - Prasar Bharati gave a very well-structured presentation on Public Broadcasting. Aided with her ample experience as Programming Head at All India Radio and in depth case studies, Ms. Bhasin presented a range of facts and figures to support the need for social relevance in Radio Programming. Public Broadcasting served an important function as an effective means of mass information and cross-cultural communication. She concluded by drawing attention to the fact that Public Broadcasting was definitely self sufficient if not commercially viable.

Next, representing the Star Network, CEO - Radiocity John Catlet provided insightful analysis of radio markets abroad. Criticising the steep licensing fees, Mr. Catlet stressed the need for more radio stations for the medium to survive and prosper in India, a country with immense prospects for Radio according to him.

Emerging internet radio giant, Worldspace made its presence felt strongly with CEO, Mr. Chandrasekhar proudly claiming to outlast and outwit competition through the use of satellites and the advantages it offered. He informed the audience that there were definite growth prospects in using satellites for broadcasting radio, citing the prosperity terrestial TV has enjoyed as an example.

Emerging internet radio giant, Worldspace made its presence felt strongly with CEO, Mr. Chandrasekhar proudly claiming to outlast and outwit competition through the use of satellites and the advantages it offered. He informed the audience that there were definite growth prospects in using satellites for broadcasting radio, citing the prosperity terrestial TV has enjoyed as an example.

Radio Mirchi Programming Head Sunil Sahjwani, let his work speak for itself by played slick and hilarious Radio Mirchi Indore promos. Hype building through supporting media helped increase the total market size, informed collegeaue, Mr. Piragi. Thus concluded a day well spent.