MUMBAI: Last year, Radio Mirchi launched visual radio in collaboration with HP
and Nokia. But the concept has yet to catch on as private FM operators are in
a rush to launch more stations.
Radio
on mobile phones has a 40 per cent penetration in metros like Delhi and Mumbai.
In such a situation, mobile should be put into work by the radio broadcasters,
observed GCAP Media digital content manager Nick Piggot.
Speaking
at the India Radio Forum, Piggot said radio and mobile phones complement each
other.
Text
messages can provide a database of the listeners, their profile and a list of
their most preferred songs. Piggot explained how this could be achieved. The listeners'
request should be received through text messages; it unburdens the phone from
being jammed; and the request text can be returned by a 'thank you' message which
is sponsored by any brand.
Radio
stations can earn huge revenues through collective reporting which includes traffic
update, weather, sport updates via text message. It can also include travel, programme
highlights and competitive promos. All these can be supported by advertising.
The
Indian radio industry is still at a nascent stage to exploit revenue streams from
mobile, observed Piggot.
