MUMBAI: Siliguri based Radio High has launched a musical troupe, â€?High Rockers’ and will launch the troupe’s debut album soon under their label christened â€?High Music’.
Confirms Radio High managing director Milon Chakrabarty, There is ample talent in this region but the artistes do not have the facilities or the resources to make it big They lack the required infrastructure, instruments, studio set up. So Radio High is taking the initiative to provide them a platform to exhibit their talent….
We take some local musicians on air and interview them, giving them a platform. We want to do everything to promote local talent, and have formed a musical troupe named, â€?High rockers’ which comprises a keyboard player, a flautist, a vocalist along with other instrumentalists….
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The parent company, High Media Entertainment also owns a music label, â€?High Music’ which had earlier launched albums by singers like Suchandra and has six albums lined up to be launched after Durga pooja. The music is available in the stores and we are looking forward to expand our distribution network We would also be registering the label and become a member of IPRS and PPL for handling our licensing part,… says Chakarabarty.
Siliguri has three private radio networks, Radio Misty, Radio High and Nine FM. What differentiates us from the other two stations in the town is the local flavour we provide to our audiences. The audience and music preference in Siliguri differs from Kolkata or West Bengal; here the audiences are more into local, tribal and traditional music….
“If we look at the language preferences, about 60-65 per cent of population demands Bengali music, 25- 30 per cent for Hindi music and about 15 per cent for Nepali music. Radio High’s frequency is also available in some parts of China, Bhutan, Nepal, Bangladesh and adjoining areas and although the culture differs, the music buffs like soft music. Also as there is no other radio station in these areas so, the radio station doesn’t have any transmission or frequency problems.”
Apart from music, Radio High also broadcasts plays on weekend afternoons. We have received a good response for the plays which go on air for 45 minutes or one hour depending on the length. These plays are created by our in house artists in Kolkata and North Bengal. About 70 to 80 per cent of our content is in house under our label High Music and only 20 per cent is outsourced. Bollywood music occupies a small part of our programming, so we have struck a deal with the IMI, to get unlimited content, and pay 10 per cent of our revenues….
In terms of advertising, Radio High claims to be enjoying a lead over other radio stations, 9 FM and Radio Misty. The station handles advertising at three levels, local at Siliguri level, from Kolkata to Siliguri and national advertising, covering metros to Siliguri. Referring to their share of the advertising pie Chakravarthy states, About 30-35 per cent of our advertising revenue comes from local advertisers, 20-40 per cent from Kolkata and the remaining comprises national advertising….
Radio High also plans to launch its own website in a few days to facilitate interactivity between the RJs and the listeners. To gauge our listenership and know more about music preferences, we have an internal team which surveys at grass root level approaching the listeners and comparing Radio High with other radio stations. We further undertake suggestions for making any possible development in content or programming according to listener preference so, our content is consumer driven….
The radio station is also undertaking some social initiatives like the one where listeners can sms in case of emergency at RH <space> their needs and send it to 54646 The response has been phenomenal, there was an announcement made on radio for blood donations and many people flocked to the studio with just one call,” he says.
