MUMBAI: Lack in creating a brilliant radio scripts is a challenge that radio advertising face today. Creative professionals give little time to these radio scripts due to lack of client interest on radio. “Radio is a very creative medium, which we don’t use much in India compared to other radio stations across the world; India lacks in delivering creative products on radio. Barring Prasoon (Joshi), who actually writes good radio scripts, there is no advertisers or creative professionals who actually give time on radio script,” says BangInTheMiddle managing partner and CEO Prathap Suthan to Radioandmusic.com.

“Radio is an effective and a challenging medium. You listen to it doing multiple tasks so one has to create a creative script that is appealing and draws the attention of the radio listeners,” says McCann Worldgroup South Asia president, executive chairman and CEO Prasoon Joshi.

Suthan adds, “Many creative professionals and clients don’t look at radio very serious. Advertisers have not been able to create iconic radio campaign which they can say changed the course or the spirit of the country.” There is a lack of clients who invest in radio campaign. “If there is a campaign that could bring the change then only the power of radio will come out clearly,” he highlights.

Lingo India managing director Manohar Nayak said, “Execution is where most of the creative radio script lacks.”

“Radio is not a still medium, it is growing and innovating itself across the country. Internet and mobile is growing as well. Radio, internet and mobile if bought together can help create something new and strong. I have ideas for radio that can help things work well in radio advertising but I would real give it out when it is needed,” expresses Suthan.