One
could bring the Horse to the water but no one could not force
the Horse to drink it'. Thus began the session on the medium of
radio. Veteran Radio Jockey Ameen Sayani, pointed out that radio
still felt neglected when it came to audiences through the simile.
He elicited the probable reasons for this occurrence, going on
to add that the eminent panel intended to share workable solutions.
Mr. Sayani
introduced 'the man responsible for the successful Times FM in
its earlier avtaar, Preetam Piragi (Managing Director -
ENIL), as the first speaker. The Radio Mirchi chief said, "The
day would soon come when Radio Programming would command a convention
the size of Frames, just for itself."
He stressed
the need for Radio Programming to be packaged properly to effectively
capture a dedicated listener base. The self- proclaimed 'media
business amateur' concluded by pointing out that the Radio Jockey
was a vital link with the audience and thus needed a strong emotive
presence along with an uncanny ability to relate.
Gautam Radia,
CEO - Millennium Broadcast, honoured the dais next. The pioneer
behind Radio Josh and Radio Khanak, two independent Internet radio
stations, chose to voice his perceptions of where Radio could
be a year from now. Citing established global trends, Mr. Radia
brought to the audiences notice that the listening consumer market
was broad enough for plenty of radio stations to develop individual
identities and thus find their own loyal listener base. His station
is expected to launch in Mumbai on 29 April this year.
Ms Usha Bhasin, OSD to CEO and Head of Programming - Prasar Bharati
gave a very well-structured presentation on Public Broadcasting.
Aided with her ample experience as Programming Head at All India
Radio and in depth case studies, Ms. Bhasin presented a range
of facts and figures to support the need for social relevance
in Radio Programming. Public Broadcasting served an important
function as an effective means of mass information and cross-cultural
communication. She concluded by drawing attention to the fact
that Public Broadcasting was definitely self sufficient if not
commercially viable.
Next, representing
the Star Network, CEO - Radiocity John Catlet provided insightful
analysis of radio markets abroad. Criticising the steep licensing
fees, Mr. Catlet stressed the need for more radio stations for
the medium to survive and prosper in India, a country with immense
prospects for Radio according to him.
Emerging internet
radio giant, Worldspace made its presence felt strongly with CEO,
Mr. Chandrasekhar proudly claiming to outlast and outwit competition
through the use of satellites and the advantages it offered. He
informed the audience that there were definite growth prospects
in using satellites for broadcasting radio, citing the prosperity
terrestial TV has enjoyed as an example.
Emerging internet
radio giant, Worldspace made its presence felt strongly with CEO,
Mr. Chandrasekhar proudly claiming to outlast and outwit competition
through the use of satellites and the advantages it offered. He
informed the audience that there were definite growth prospects
in using satellites for broadcasting radio, citing the prosperity
terrestial TV has enjoyed as an example.
Radio Mirchi
Programming Head Sunil Sahjwani, let his work speak for itself
by played slick and hilarious Radio Mirchi Indore promos. Hype
building through supporting media helped increase the total market
size, informed collegeaue, Mr. Piragi. Thus concluded a day well
spent.
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