[HCDX] All India Radio Says Its Ahead In Fm Radio War

[Mukesh Kumar <thecosmosclub@xxxxxxxxxxx>]

All India Radio Says Its Ahead In Fm Radio War 
 
Radio`s share in ad revenue up to 5 per cent 
 
Our Bureau / Kolkata June 08, 2006 
  
The coming of private FM channels has not affected the
popularity of All India Radio (AIR).  
  
A survey conducted in 2005 revealed that listenership
had gone up by 30 per cent, and that Akashvani was
most popular among Kolkatans with a 59 per cent share
of the audience.  
  
Last year itself, it had received 100,000 letters,
said Gautam Sengupta, assistant station director, All
India Radio, Kolkata.  
  
He was delivering the Dr Sarojit Dutt Memorial Lecture
organised by the Public Relations Society of India
(PRSI) on the 'Role of FM in the radio resurgence'.
"Radio has always existed, it has always been
popular," he said.  
  
Sengupta highlighted the public service agenda of AIR
in his speech, referring to programmes like "Lonthon
theke laser" (From lantern to laser).  
  
Besides, radio was the only available channel of
entertainment and information for those who were
illiterate or too poor to afford television sets or
denied access to steady electricity supply for TVs.  
  
Describing FM as "post-modern" (if radio was modern),
Sengupta said that while AIR had ventured into FM
itself, it had retained FM gold as a heritage channel
for older listeners.  
  
The other speaker at the meeting was Partha Majumder,
station head of private FM station, Power FM.  
  
Majumder outlined the shift away from block formats as
a result of the multiplicity of channels in India, and
the new programming aimed at specific segments of the
population, which was mainly the youth.  
  
These models were apparently successful -- radio,
which had a 1 per cent share of the advertising pie
three years ago, now commands a 5 per cent share.  

Via http://www.business-standard.com/

Regards & 73?s
Mukesh Kumar
MUZAFFARPUR 
INDIA.



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