"We don't go beyond 20 minutes. Radio in metros is still

very under-leveraged for the kind of reach it delivers on a weekly basis. That kind of reach you cannot get at that price in any medium. That is why the volumes on radio is so high and there is serious headroom to grow," he said.

Music Broadcast CEO Abraham Thomas said, "The best way to increase pricing is restrict supply. It is not about restricting just in the newer stations, it is about restricting supply across. In the new stations it can be 8-10 minutes."

According to the Pitch Madison Advertising report, Radio is expected to grow at 15 per cent this year to take the overall ad spends to over Rs 2,000 crore.

On the threat from emerging medium like digital, Gautam Radia, founder and CEO of Millennium Broadcast which operates Hit FM, said, "The industry has grown 10 times in last 10-11 years. Radio has its tangible advantages and I don't think digital can take away all those advantages."

(This article has not been edited by DNA's editorial team and is auto-generated from an agency feed.)