Radio DesiBeat is an American radio station on high definition format that will be catering to an audience base from the Sub-Continent. The radio can be accessed from the iPhone as well as on BlackBerry applications and live streaming on internet.
Radio Desibeat COO Navin Pirshali talks about potential of the Bollywood radio station in the American sub-continent, content and advertising avenues for the station in an email interaction with Radioandmusic.com’s Anita Iyer. Pirshali had recently quit Radio Today Broadcasting Ltd’s Meow FM as CTO to join Radio DesiBeat (Entertainment Ecosystem Inc) as COO
Give us a brief on Radio Desibeat?
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Radio DesiBeat is a free to air commercial FM station on high definition format, which will be also available on other multiple formats like applications on the i-phone, i-pad, i-touch, Blackberry and Live streaming on the internet.
When do you plan to roll out the service?
We are already in the process of setting up our studio in Los Angeles. An extremely competent core team is ready with the programming strategy. We start testing our signal by the end of this month and will be on-air by May 15, 2010.
Can you shed some light on the content of Radio Desibeat? Who would be producing the content in India?
The entire content for Radio DesiBeat will be generated right here in America and an extremely competent team is already ready with a strategy in place. At the heart of our content will be Bollywood and all things related It?s not just film music, but exclusive interviews with top Bollywood stars, reviews for the latest film releases. Also, private albums, that will include ghazals, bhangra, sufi music and others.
What according to you is the potential of a Bollywood radio station in America? Is it primarily the NRI community you are targeting at?
Bollywood today has caught the imagination of the world, not just Indians. There is a huge interest in our films, music and Bollywood celebrities. We will not just play music, but our programs will also include chat-shows, programs on yoga, cookery and everything that will connect the NRI?s back to their roots. Radio DesiBeat will be a one-stop shop for all entertainment for the entire South Asian and ethnic population here in America.
Talking about the revenues, as you plan a no subscription model, is advertising the only revenue garner for the radio station?
Radio DesiBeat is absolutely free of cost with no subscription charges for the listeners. Advertising and program sponsorships are our only revenue source. We know that we are entering a niche territory but there is huge demand, since the NRI population has grown significantly in the last decade, we are confident of success.
What advertises do you foresee investing in Radio Desibeat?
There is a growing demand for many Indian brands here in America now. Brands those are popular not just with the Indian population, but the locals as well. Radio DesiBeat will be an excellent platform for them to advertise. In a three-phase expansion we will be covering the entire country so it is a platform that will only go from strength to strength
What are the advertising possibilities from the local advertisers there?
The south Asian and the ethnic community here in America have grown significantly over the last two decades. So there is tremendous interest not just from those with businesses from within the community but other locals as well. They know the buying capacity of this community and are targeting them. Especially for them, Radio DesiBeat would be a unique platform to reach their target audience easily.
Do you plan to make the service available outside America in future?
Through applications on the i-phone, i-pad, i-touch, Blackberry and Live streaming on the internet, we will be available worldwide. But on the radio for the moment, we will be available only in America but we are open to options in future.
Send in your comments to: anita.iyer@indiantelevision.co.in
