Increased Advertising Rate Impact on Broadcasting Stocks

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by Tanushree Jaiswal Last Updated: Oct 12, 2023 - 07:12 pm 375 Views
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What's the Announcement for the FM Radio Stations?

In a vital move, after a gap of eight years the government has ordered to increase rates of advertisement for private FM radio stations. For both the listeners who tune in and to FM radio stations this development comes as welcome news. It Include a substantial 43% increase in the base rate, the new rates, which were approved by the Ministry of Information and Broadcasting in September 2023. The rising cost dynamics observed between December 2015 and March 2023 reflects by this increase. From ₹ 52 to ₹ 74 per 10 seconds, the gross base rate for FM radio advertisements will now be charged.

What's the Rationale Behind this Step?

It’s rooted in the government's desire to ensure fair and sustainable pricing, aligning with the current market rates, thus decision to revise the advertisement rates for private FM radio stations took place. A new rate structure was necessary to account for the changing landscape the previous rates were last revised in 2015. The rate adjustment aims to cater to the evolving dynamics in the industry and maintain parity with market rates.

All About the Announcement

for the recent rate adjustment this way has been paved by consultation by industry experts and stakeholders to the committee's recommendations. Just like city population and listenership data from the India Readership Survey (IRS) of 2019, this adjustment takes into account various factors.

106 stations will experience a 100% increase, while 81 stations will see a 50-100% boost in advertisement rates, according to the official statement. The increase will be less than 50% for the 65 stations with available listenership data.

How it will Impact the Broadcasting Stocks?

1. The broadcasting industry poised to have a significant impact due to the increase in advertisement rates. 
2. The revised rates not only benefit this advantage to more than 400 community radio stations currently operational in the country but also private FM radio stations. 
3. Potentially leading to increased profitability likely to increase the financial prospects of these stations.
4. Additionally, the rise in rates reflects the growing popularity of private FM channels in India, serving as a crucial platform for the government to communicate policies and programs to citizens. 
5. Consequently, this could positively influence the stock performance of companies involved in the broadcasting sector because it is expected to generate increased advertising revenue.

What Retail Investors Should Do?

For retail investors, it's essential to monitor the impact of this rate adjustment on broadcasting stocks. While it is expected to be a positive development for the industry, it's prudent to conduct thorough research and consider potential investment opportunities in the broadcasting sector. Keep an eye on the financial performance of key players in the industry and assess how the rate increase influences their revenue and profitability.

As the government plans to maintain parity with market rates, there could be potential opportunities for investment in FM radio and related businesses. It's advisable to stay informed about industry trends and stock market dynamics to make well-informed investment decisions.

Overview of the Top FM Radio Station Stocks

A. Music Broadcast Ltd

IN (Cr. ₹) Mar-12 Mar-13 Mar-14 Mar-15 Mar-16 Mar-17 Mar-18 Mar-19 Mar-20 Mar-21 Mar-22 Mar-23
Sales + 122 138 154 201 225 271 298 325 248 128 168 199
Operating Profit 26 34 42 62 77 91 97 113 57 -11 11 23
Net Profit + -2 12 24 47 28 37 52 62 28 -24 -6 3

Key Strength:

1. Forged connections with JPL

Because MBL assisted JPL in expanding its reach into the radio broadcasting industry, the latter continues to value MBL strategically. It enhances JPL's print business and allows it to provide advertisers with a powerful and unique offering. Through the addition of locations where JPL has a minimal print presence, it expands the geographical reach even further. Moreover, MBL's radio stations—acquired during the phase III auctions—are situated in regions where JPL is well-represented, offering the latter synergies.

2. A sound position in the market and a sound financial risk profile

Under the well-known Radio City banner, the JPL group operates 39 radio stations. With an expected ~20% volume market share in the last quarter of fiscal 2023, it is the second-largest radio player. This enhances what JPL provides to advertising. Its geographic reach is diverse, with a robust presence in both tier 2 and tier 3 cities. Revenue diversification will be aided by concentrating on growing non-free commercial time revenues like digital and events. Strong liquidity will continue to underpin the financial risk profile, with cash and liquid investments totalling about ₹ 295 crore as of March 31, 2023. Over the longer term, the financial risk profile ought to stay stable due to improvements in cash accrual.

Outlook: Stable

MBL will continue to benefit from the healthy market position of Radio City, strong liquidity and linkages with JPL.

Music Broadcast Share Price

B. Next Mediaworks Ltd

IN (Cr. ₹) Mar-12 Mar-13 Mar-14 Mar-15 Mar-16 Mar-17 Mar-18 Mar-19 Mar-20 Mar-21 Mar-22 Mar-23
Sales + 43 50 57 64 74 76 75 69 52 19 26 36
Operating Profit 46 35 46 43 60 64 64 66 56 39 36 38
Net Profit + -3 15 18 21 14 12 11 3 -4 -20 -10 -1

Key Strength:

In FY21, the Co. started a significant initiative called International Icon. Through a unique worldwide digital musical talent search program, it targets global Indians who have a strong affinity for foreign music.

Next Mediaworks Share Price

C. Entertainment Network (India) Ltd

IN (Cr. ₹) Mar-12 Mar-13 Mar-14 Mar-15 Mar-16 Mar-17 Mar-18 Mar-19 Mar-20 Mar-21 Mar-22 Mar-23
Sales + 311 340 384 438 509 556 537 537 548 272 319 440
Operating Profit 46 35 46 43 60 64 64 66 56 39 36 38
Net Profit + -3 15 18 21 14 12 11 3 -4 -20 -10 -1

Key Strength:

1. At 1.17 times its book value, the stock is now trading.
2. The number of debtor days has decreased from 138 to 110.
3. The amount of working capital required by the company has decreased from 33.8 days to 19.3 days.

Outlook: stable

Over the medium term, the firm will continue to reap the benefits of its dominant market position and strong operational efficiency. Comfortable financial risk should continue to be maintained, supported by a cautious capital structure and increasing cash accrual.

Entertainment Network (India) Share Price


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About the Author

Tanushree is a seasoned professional with 6 years of experience in the Fintech and Edtech industry.


Investment/Trading in securities Market is subject to market risk, past performance is not a guarantee of future performance. The risk of loss in trading and investment in Securities markets including Equites and Derivatives can be substantial.
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