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Action
stations in 2001 -- It's radio ga-ga once again
Nivedita
Mookerji
--------------------------------------------------------------------------------
New
Delhi: Is it going to be radio ga-ga all over again? The answer
is yes, keeping in mind the changing lifestyle, demanding
work pattern and the increasing stress among the Indian people.
The entry of private operators in the FM radio sector and
the advent of digital technology have only firmed up the belief
that radio is making a comeback in the country, even though
bureaucratic hurdles could be a setback. Overall, there's
hope that the year 2001 will be a beginning of a new era for
radio.
With the pressure of job on the rise, a majority of the Indian
workforce is carrying home work. That makes radio a more popular
choice as opposed to television because you can work as well
as listen to radio. As Mr Tony Hall, Director, BBC News, who's
worked with both radio and TV, told The Financial Express
recently: ``Radio has an immediacy that appeals so much. I
also like the intimacy of radio: you can go anywhere with
it. So, radio is more of a companion than TV could ever be.''
Agrees
Mr Kiran Karnik, MD, Discovery Communications (India), who's
a known radio buff, that one can listen to radio while doing
anything else. You could be doing anything from reading to
surfing, and yet radio could be a constant companion to keep
you informed and entertained while reducing the level of stress.
Also because a large chunk of urban Indians, like their American
counterparts, are spending two to four hours in their cars
everyday, radio is set to become more popular while on the
move, says Mr Karnik.
Apart
from these social indicators, there have been significant
developments to revive radio. For instance, last year the
government allowed private companies to enter the FM radio
scene in an open bidding system for which 16 companies have
already paid up a total of Rs 158.75 crore for 20 circles.
Among the big companies to participate in the FM service are
the Mid-day group (North, West, and South); Ispat Group's
Music Broadcast; Living Media's Radio Today and Bennett Coleman's
Entertainment Network.
Even though
the process of bidding and signing of licence agreements took
place last year, the real action in the FM scene is expected
by the middle of 2001, if there are no unexpected delays,
says Mr Nischind Chawla, CEO, Mid-day Radio (North). At present,
there are hurdles on the way. To begin with, there are delays
in getting clearances for frequency allocation and setting
up transmission towers.
Apart
from entry of private FM players, there's more action on the
radio front. For instance, All India Radio has firmed up plans
to launch its own set of FM Radio service in 40 cities. In
fact, Mr Harish Awasthi, DG (News) Prasar Bharati, went on
record saying that AIR must get a trendy image and that ``AIR
is getting ready to wear mini-skirt.'' With AIR launching
its FM stations in January 2001, several channels of news
and entertainment will go out to a much larger audience.
Even BBC
Radio's Hindi Service, which is already highly popular with
the masses in India, is planning changes to attract more people.
For instance, from January 26, it's rescheduling its transmission
time to suit Indian listeners. Also for its afternoon transmission,
BBC is improving its signal. On top of that, BBC is on a recruiting
spree at present for an India-specific online and radio service.
Another
significant development in the field of radio has been the
technological advancement. Take for instance, the recently
launched WorldSpace Radio service, which is a digital service.
There's no need to fiddle with the radio needle anymore to
tune your set. Being marketed by BPL, the WorldSpace radio
service is expected to catch up in 2001.
Commenting
on the revenue prospects, Mr Karnik says that although radio
is not likely get more ad revenues than television channels,
it is set for good business. ``FM radio will compete with
newspapers with the focus on local advertising, as against
TV competing with magazines'' says Mr Karnik. And, the entry
of private players will only pep up the Indian radio scene
with more innovation and spontaneity, he declares. On the
whole, its radio ga-ga!
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