MUMBAI: Advertising and additional resources has pushed the revenues of All India Radio (AIR) to 15 percent compared to its earnings last year.
Speaking with Radioandmusic.com, All India Radio director general Leeladhar Mandloi says, “As per our revenue is concerned we gained this year in comparison to last year. We have recorded at least 15 per cent increase in the revenue.”
Over the years AIR has been recognized for creating awareness about social issues, government policies and schemes, but the radio broadcasters is adapting to changing demands of the listeners and is increasing its entertainment quotient. In its zest to build new target audience and enhance reach, the station is building up content that interests and entertains its listeners.
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Moreover, Mandloi also brought to notice that AIR has been very particular about disseminating crucial global news in the remote areas of the country and acting as a true national radio broadcaster. AIR signs MOU with different radio stations around the globe to enhance the quantity and quality in its programming. “AIR has its network in border areas, forest areas and rural areas meanwhile private FM stations are limited to towns and metros. Every institution that enters into partnership with AIR their main aim is to reach the rural audience in the remote areas,” says Mandloi.
He further highlights that television, internet and private FM stations are not available in remote areas and it becomes the responsibility of AIR to spread information of global happenings and this is one of the major reasons for such co-operation and partnerships.
In the era of internet, world is getting smaller and smaller with respect to information but radio is still the only platform in areas where internet or any new forms of technology is possibly interrupted. “We are in the global era where people want to get more and more information about the world. There are people in different parts of the world who fail to have access to internet facility yet wish to avail international information. So we take that information to them through our programmes,” states Mandloi.
Mandloi adds, “We exchange our programs with any institutions we sign a MOU with whereby they use our program and we use their program.”
Recently, AIR has signed a radio partnership MoU with the National Scheduled Tribes Finance and Development Corporation (NSTFDC) for coverage of scheduled tribes related schemes.
