AIR Mumbai draws plans to beef up revenue

MUMBAI: In a bid to counter dipping revenues of its two FM channels, All India Radio Mumbai plans to sell packaged ad spots for its primary channels and FM channels together. A policy decision to this effect is expected by early next month, say sources.

The two FM channels, one of which turned 11 this year, used to rake in a collective Rs 50 million each year in ad revenue per annum, a figure that dipped drastically with the entry of private FM. The five private players ate into the advertising traditionally reserved for All India Radio, forcing the staid public broadcaster to explore other avenues. With private players willing to negotiate on the ad rates, AIR has suffered as government policy does not allow discount selling. To make up for the loss, the programming team led by K Kumudam has designed shows that allow for ad libbing from the interviewees.

Within shows like Sakhi and Saheli which interview an achiever or entrepreneur in any field, the channel allows two 30 second spots in the one hour show for the interviewee to make his sales pitch. As government guidelines forbid AIR from making a pitch on behalf of the guest, this kind of a 'paid' interview is paying good dividends. While it does not cover the production cost of a show, the Rs 1800 charged per guest does go toward adding to the revenue kitty of the channel, says newly appointed station director J S Erande.

AIR has also decided to target the retail sector, following in the footsteps of the private FM channels. A 13 episode series on various career options has been sponsored by different local institutes, enabling the channel to cast its net wide to scour for more information as well as rake in more listeners.

Unfortunately, the twin AIR FM channels, Gold and Rainbow, have dropped off the charts of most media buyers, with the result that several FMCG brands earlier advertised heavily on the two channels, are now out. The only regulars are public sector undertakings like Indian Oil Corporation, Life Insurance Corporation and the Insurance Regulatory Development Authority. But with the programming team's innovative marketing gimmicks, retail is slowly beginning to take another look at the two stations once again. .

Latest Reads
“We focus on digital to promote non-film music” - Vinit Thakkar

EMI Records India recently launched its own unique platform VYRL Originals which completed six months on 12 July. Every month, a single was released with the latest being Aaya Na Tu by Arjun Kanungo and Momina Mustehsan. EMI Records India was launched in May 2015 by Universal Music Group in...

Television TV Channels Music and Youth
Star Bharat experiments with early morning slot

Star Bharat is all set to experiment with weekend morning slot by launching a three-hour programming band from 5 August.

Television TV Channels GECs
National Geographic’s new show to tell success stories of India’s icons

National Geographic will be coming up with a unique show called Mega Icons which will see the success stories of inspiring personalities of India from different platforms.

Television TV Channels Factual & Documentary
Viacom signs deal with for small screen content

Kids’ entertainment platform has raised $15 million in a funding round led by Viacom. Under their agreement.

Television TV Channels Kids
STAR Maa announces call for entries for a brand new reality show PelliChoopulu

In continuation to give its viewers a unique and entertaining show, Star Maa the most viewed Telugu entertainment channel has announced the call for entry for its upcoming reality show PelliChoopulu.

Television TV Channels Regional
Zee Telugu announces auditions for all new season of its legendary dance reality show, Aata Juniors

Aata Juniors, one of Zee Telugu’s most sought-after reality shows is soon making a comeback to the channel and is looking for the final contestants via auditions.

Television TV Channels Regional
Sony Max pushes its way to most watched Hindi channel across genres

Sony Pictures Network India (SPN) Hindi movies channel Sony Max was ranked second in Broadcast Audience Research Council of India (BARC) weekly list of top 10 channels across genres (across genres list) for week 28 of 2018 (Saturday, 7 July 2018 to Friday, 13 July 2018, week or period under review...

Television TV Channels Viewership
Dangal TV prepares to scale up ambition with new play

When it comes to general entertainment channels (GECs), hitting the sweet spot isn’t all that easy.

Television TV Channels GECs
Comcast drops bid for 21st Century Fox assets, cedes prize to Disney

The fierce bidding war between Comcast and Disney has finally ended with the former dropping out of the race to gobble up the prized 21st Century Fox assets. Comcast will now shift its focus towards sealing the Sky deal.

Television TV Channels Movie Channels

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories