Roy Mukherjee, formerly with Radio Mirchi, and now radio consultant quotes a dialogue from a book she was reading.
Radio Guy : Radio stretches your imagination.
TV Guy : And TV doesn’t ?
Radio Guy : It does.By 21 inches.
Radio is the exact opposite of the ad industry in archiving and shocasing its work. Radio work is live and biodegradable. They produce so many spots a month in house, with teams dedicated only to creatives who do not handle any programming duties.
Radio is a writers medium.Radio has the audience of one —  you are talking to one person.
Most of the radio spots which win awards hava single voice.The voice is backed by a brilliant script. Two voices are a rarity.