MUMBAI: A significant reason why radio revenues have grown in the UK has been the concerted efforts by radio companies to educate advertisers and advertising agencies on how to use radios power to the fullest.

In India too, Entertainment Network India Limited (ENIL) has been constantly working in this direction through initiatives like the Steve England workshop and the Kaan Awards, informs an official communiqué.

Radio Mirchi -- the radio network owned by ENIL, a Times group company will be organizing Radio Works 2005, in Mumbai, New Delhi and Bangalore, on 21 June to 23 June 2.

The lead speaker for Radioworks 2005 will be Joanna McCrostie, Group Head of Commercial Production, GCap Media plc., assisted by Christopher James Taylor, consultant, GCap Media plc.

The media release adds that Radio Works 2005 is an effort by Radio Mirchi to bring into focus the importance of "creativity" in radio advertising - the most important ingredient in a medium that is defined by sound.

The target audience of the seminar are the creative professionals from advertising agencies and media planning/ buying professionals.

The key highlights of the seminar includes -

§ Radios growth as a medium in the UK over the past 12 years.

§ Ideas are the life-blood of any creative business, they should come from any source

§ How creative people should turn ideas into viable options by experimentation with different influences

§ The need to address inhibitions about extending brand identity into sound

§ Voice the essential element of radio

§ The magic of music in radio ads

§ Radio's relationship with the listener

§ Radio's ubiquity

§ Radio's immediacy

§ Radio as both an auxiliary and interactive medium

§ Radio as invisible and ambiguous

§ How can radio propagate 'Word of Mouth'?

§ Role of elements of sound, sonic branding, voice and production values