In those days, there were no MNCs (Multi-National Corporations) with huge advertising and promotional budgets but one FMCG corporation clearly saw the promotional potential of radio and decided to sponsor the creative programs in return for dedicated promotional space in the radio broadcasts. Radio stations were getting more and more creative with their presentations and programs but implementing them needed money that nobody was ready put unless there was some tangible ROI (Return on Investment). So, it was the radio that was ruling the wavelengths just as TV does now. The actual phrase used is daily soap opera and it all began in the early part of the last century when the radio was the only broadcasting media as TV had just been invented sometime in the 1920s and was still some time away from becoming a full-fledged media.
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