MUMBAI: Launching a real world radio station can be an expensive proposition. For one, the licences are probably not available. Then, second, you have no idea if the radio station when launched will find traction with listeners, especially as far as its content is concerned. For international radio broadcasters – used to a healthy mix of talk radio and music – who are excited about and looking at reaching out to India’s so-called 450 million strong radio listener base, the challengers are even more. The India radio industry is struggling to live up to its promise in terms of differentiated content., thanks to its fixation with Bollywood.
There’s a way out of this impasse, says Association of International Broadcasting regional head south Asia Amitabh Srivastava. “Indian on-air radio stations have web versions,” says he. “While there is some experimentation taking place there, the sad part is that for the most part they are almost replicas of the real world versions. There is opportunity here for international radio casters: they could partner with Indian web radio versions of real world radio stations and encourage them to experiment with formats and different content that has worked in the realm of talk radio globally.”
He adds that what is worrisome is that there is not enough talent to jockey nd curate on-line and web radio. “Good talk radio and online radio requires different skill sets, which are not there in real world radio professionals in India,” says Srivastava.
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Indian radio stations need to develop and harness these skillsets so that they can really exploit the potential of web radio. “Getting active on RSS and pod casting is also important. Internationally almost every station has been technologically quite advanced which can really help stations here,” he points out.
His view is that through these initiatives not only will radio professionals get some training and improve quality, listeners will also get a chance to experience international quality content.
