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Radio-activity of a different kind

THE RADIO activity that was triggered by the launch of two FM channels, one after the other, is all set to intensify. Six new players are keen to ride upon this wave in the FM market.

india Updated: Jan 15, 2006 00:16 IST

THE RADIO activity that was triggered by the launch of two FM channels, one after the other, is all set to intensify. Six new players are keen to ride upon this wave in the FM market.

They are drawing inspiration from the phenomenal success of the existing FM channels here. They hope to cash in on the boom in the next five years.

Radio Mirchi has already announced its intentions of entering the city in the days to come.

Indeed, the growing interest of listeners in FM radio channels can be gauged from the tremendous audience response in the form of letters and SMS, which these stations receive daily.

AIR FM receives nearly 1,000 letters, phone calls and SMS per day about various programmes. The situation is similar in Radio City, a private FM channel.

Such response in a city like Lucknow is unbelievable, says an official of FM Rainbow.

AIR FM Rainbow incharge Anupam Pathak says, “The entertainment industry in the city is in a crucial transformation phase. Consumers are bombarded with television programmes. A hundred-odd channels beam films, commercials, hyped-up newscast and popular music. But, listeners still find the time to tune in to popular radio channels.”

Pathak feels the industry is ready to produce and deliver what sells. Innovation is welcomed with open arms and the required levels of TRPs are achieved for top positions in local media charts.

“Programmes like Good Morning Lucknow, MH 100.7, Kitty Point and FM Ishtyle are so popular that sometimes we receive thousands of letters per day in their praise.”

Pathak adds, “ We are not worried about competition from other FM channels. The way the radio industry has grown in Lucknow is phenomenal. The number of listeners is quite high. We never expected FM radio in the city to be so popular.

Competition with other private operators has helped in the growth of the industry and it is just the beginning. It is expected to grow very fast with the arrival of more private players.”

Radio City officials say arrival of private players will make the market more competitive and promote quality. A university student Shefali says, “I prefer listening to the radio to watching television. I don't have to think twice because it's a very personal medium. I find television always addressing a group, but radio addresses the individual.”

Another radio listener Saurabh says, “Programmes like Morning Masala, Good Morning Lucknow, Lajawab and Kitty Point cannot be presented on television.

We can't think of live chatting programmes on television. Secondly, radio listeners are floating listeners. They keep on changing channels with each song and presentation.”

First Published: Jan 15, 2006 00:16 IST