The changing face of Radio Industry in India

During the time of Independence, radio was an integral part of everyone’s life. Due to the lack of any other motion medium, all the information about the national events reached the people through radio. Popularity of radio was widespread.

Since then, radio has seen many seasons. From Hindi music to English rock music, radio has moved from its old box like look to the basic feature in every cell phone.

Radio broadcasting began in India on an experimental basis. In 1921, Times of India in collaboration with Post and Telegraph started broadcasting a musical programme. In 1930, radio broadcasting started under the Indian Broadcasting Company. After three years, the company was liquidated and the Government took the charge of broadcasting. In 1936, the name changed to All India radio (AIR). It is officially known as Akashvani. AIR is one of the largest radio networks in the world.

In accordance with its motto, Bahujan Hitaya, Bahujan Sukhaya, benefits and happiness of the large section of the people, AIR has always concentrated on information, education and entertainment.

Vividh Bharti service of AIR was started in 1957 to combat Radio Ceylon. It presents a mix of film music, skits, short plays and interactive programmes, Some of the old popular programmes of Vividh Bharati are 'Sangeet Sarita', 'Bhule Bisre Geet', Hawa Mahal, 'Jaimala', 'Inse Miliye', 'Chhaya Geet' etc., are still distinctly recognized by the listeners. Ameen Sayani is referred to as the golden voice of Radio.

For four decades, the Government of India did not allow private radio stations to broadcast in India. In 1993, the Government allowed private FM operators to buy chunks on AIR, prepare programming content, book commercials from advertisers and then broadcast. Within a short span of time, the FM radio advertising and sponsorship grew to crores of rupees.

The year 1999, changed the course of radio industry in India. The Government decided to allow private sector participation in FM radio broadcasting. 150 new FM channels were to be licensed across 40 cities. The focus was on the metros but many players dropped because of the heavy license fee. This marked the Phase-I of Radio. Phase-II saw a less of restrictions and discussions on Phase-III which may lead to permission of broadcasting news on private FM stations, are still on.

At a time when radio nearly became dead, life was resurrected in it by FM stations. They brought music listening back into fashion. Radio One, Radio Mirchi, Big FM, Red FM are few of the big players of the industry.
“The irony with the radio industry is that it has been the last one to get liberalised. Even then, we are extremely excited about the next phase. It will be a huge advertising opportunity as smaller towns and cities will power it,” said Anurradha Prasad, president, Association of Radio Operators for India.

With Phase-III, 800 new radio stations are expected to start. 18% of all the private FM stations are in the metro market. Advertising is the sole source of revenue for this industry. Radio industry is yet to see even greener shades of success. Youngsters like radio because it matches with the fast-paced lifestyle today. Radio reaches about 99% of Indian population. Internet radio adds to its accessibility. However, the content played on different FM stations is quite similar to each other.

“With phase III, radio will become larger than any other medium. Advertisers will be forced to look at it with a new vigour,” said Vineet Singh Hukmani, managing director, RadioOne.

Despite few hurdles, the radio industry is excited to welcome the Phase-III. It will spur the popularity and growth of radio even more.

Steve Allen has aptly remarked:

Radio is the theatre of the mind; television is the theatre of the mindless.

(written for an e-magazine- The Quest)