Desi NCR rejects AIR's western shows, reveals listeners' survey
The All India Radio (AIR) may drastically cut or axe some western music programmes in the NCR, owing to their almost nil listenership. Sanjib Kr Baruah reports.delhi Updated: Jul 10, 2012 02:46 IST
The All India Radio (AIR) may drastically cut or axe some western music programmes in the NCR, owing to their almost nil listenership.
The move by the public broadcaster comes close on the heels of a radio listenership survey conducted from January 17-23 in the NCR by the public broadcaster's audience research unit and a private agency.
The survey revealed that only two of the 12 western music programmes had an audience of more than 1.1%. Six had a listenership of less than 1.1% and four had no listeners.
AIR director general Leeladhar Mandloi, however, described it as part of the "rationalising" of the programme schedule. "Western music programmes have recorded a steady dip in listenership. The programmes have failed to woo the youth, their target audience. In any case, they have alternative platforms in iPads and YouTube," he said.
"We won't stop broadcasting western music programmes. We will only replace their slots with programmes, which have high audience like all private broadcasters do," Mandloi said.
The survey covered 742 FM radio households with 10 random samples from each urban ward in the NCR.
"Programmes, which have not been appreciated by the audience, will be changed after we receive the final recommendations of a committee led by the additional director general," added Mandloi. He stressed that western music will continue in be aired in areas with a high listenership such as the Northeast and West Bengal.
Meanwhile, AIR's huge western music archive will continue to be used by its regional centres through the programme exchange system that the pubcaster uses to make content available countrywide."This is a retrograde move. Western music is western only in name but it's universal in appeal," fumed Soli Sorabjee, legal luminary and jazz enthusiast. He also expressed his doubts on the sample selection.