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MUMBAI: After syndicating content to Radio One, BBC is making its FM programming available on regional stations across India.
BBC has started syndicating its content to Radio Tadka in Jaipur and Udaipur, Radio Tarang in Hissar and Radio Choklate in Bhubaneswar and Cuttack.
Says BBC World Service India business development manager Vineeta Dwivedi, “Northern and eastern India in general are exciting markets where we have had loyal shortwave listeners for many years. With the recent partnership with local FM stations, our content reaches the interiors of India.”
BBC will, however, not syndicate its content in markets where Radio One is operational, clarifies Radio One VP programming and brand Vishnu Athreya. BBC has a stake in Radio One.
“We are extremely happy that BBC content has penetrated into the interiors of India through the FM platform. Radio One and BBC together created the special packaged programme for the Indian markets. It is now reaching the smaller towns,” Athreya says.
Previously, BBC specially packaged content like BBC Ek Minute and BBC Ek Mulaqat for markets like Delhi, Mumbai, Bangalore and Chennai through its partnership with Radio One.
These programmes will now be available for listeners in small towns through the syndication deals with the regional FM stations.
So why are regional FM stations lapping up syndicated content from national networks?
Explains Radio Choklate director Monica Nayyar Patnaik, “Partnering with the BBC will have a mutual benefit in terms of brand leverage. With BBC programmes, our huge base of listeners will get a taste of the national scene.”
Radio One`s new programming format Masti Fataafat revolves around BBC Ek minute and banks on the same to differentiate itself in the market.
BBC Ek Minute is an infotainment update on sports and entertainment. Hosted by Sanjeev Srivastava, BBC Ek Mulaqat is an interview format show wherein host Sanjeev Srivastava interviews people from media, films, business, arts and politics. BBC also creates special content for occasions like the ICC Cricket World Cup.
