MUMBAI: That the music industry needs radio and television channels is a no brainer. Similarly, the two need music to survive. But there is constant mud-slinging between the music labels and radio and TV channels regarding little or no airtime being given to genres other than Bollywood. Is there is a solution to the woes of non-film genre or will it continue to be met with step motherly treatment? That was the topic of discussion on the panel entitled: The Role of Media… during the module India to India on day two of Nokia Music Connects in Mumbai’s Taj Land’s End.
The panel, consisting of ENIL’s Prashant Panday, Universal Music’s Rajat Kakaar, Adarsh Gupta from Times Music, Viacom 18 Media Lts’s Vikas Varma and Anita Varma from Mastiii, was moderated by Ian Carroll from Turner Broadcasting System Asia Pacific. It tried to peep into issues that are concerning both the players in the music business. How can they collaborate to promote music apart from Bollywood and provide the other genres a platform to excel?
Rajat Kakkar opened the conversation and gave a perspective as to how the media support is lacking when it comes to genres other than Bollywood Kakkar added, “It is only Bollywood that is being given airtime by radio and television hence artiste based music is suffering a lot. Rest of the genres deserve a platform. We need to take risks and discover new acts. Even well packaged non-film artistes are turned down by the media until Bollywood steps in.”
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Contradicting Kakkar, Panday gave his views, “Bollywood as an industry is perceived wrong. In fact, it is one of the biggest risk takers since it provides a chance to new talents so very often. It is packaged well and provides apt content for us to play so why should we shy away from it? At the end of the day we all run a business, if something doesn’t work for me there is no point sticking to it.” Agreeing with Panday was Anita Varma, “It is a well packaged content that has takers so staying away from it would be foolish.”
Adarsh Gupta giving a new perspective to the discussion added, “Rather than just blaming the radio and television industry we need to explore other options that are viable. For small scale bands, social networking sites help a great deal. Also we need to create content that will fit into the paradigm of television and radio rather than wrestling with them about the non promotion of the artistes.”
MTV’s Vikas Varma agreed that there is a need for new talent. “Soon the snake will eat its tail and we will have nothing left. We have to scout new talent and promote and package it well.”
The panel also came up with a solution that music labels can partner with radio stations to promote a handful of artiste and develop a revenue model around it to suit the needs of all. It also proposed the need for a body that fixes a specific rate card to acquire the music, so that the television channels can frame a better plan and help the music industry to promote the newer talent.
