The Hindu : Karnataka / Bangalore News : `Allow news content on FM radio'

Online edition of India's National Newspaper
Wednesday, Oct 25, 2006
ePaper

Karnataka

Karnataka - Bangalore

`Allow news content on FM radio'

Rasheed Kappan

BANGALORE: It is boom time for FM radio in Bangalore. The once-forgotten media has made a comeback in the IT city, triggering a massive interest in talk shows, request music, traffic updates, star interviews and much more. With nine FM stations and more in the pipeline, the average Bangalorean has suddenly realised that getting caught in a traffic jam need not be frustrating after all.

The content is round-the-clock, yet "news" eludes the listener. Wondering aloud about this refusal by the Government to let news on FM Radio is a seasoned radio professional from United Kingdom, Martin Bowley. Also Chairman of British Television Advertising Awards and Director, Future Marketing Awards, Mr. Bowley feels India should change its broadcast policy to let "news" content take advantage of the phenomenal reach of the FM radio.

Mr. Bowley is convinced that the "opportunities for Indian Radio far outstrips that of the United Kingdom and United States". His contention: The radio boom here coincides with the growth of the internet, and the emerging youth market in India is bigger than the total market in the U.K. The British expert was in Bangalore recently to conduct a workshop on radio and its effectiveness as a brand building and communication tool.

He tells potential advertisers: If 10 per cent of a given TV budget is redeployed onto radio, the efficiency of that campaign in building awareness would increase on an average by 15 per cent.

He should know. After all, Mr. Bowley had started his media career as a local salesman for a one of the first commercial radio stations, Devon Air Radio, at a time when one had to first sell the campaign, come back, book it and then provide the voice-over for the commercial!

Mr. Bowley reiterates radio's linkage to the internet.The average Bangalorean spends more time travelling today. Stuck inside his car in a traffic jam, listening to the radio has emerged as the favourite waiting game. Now, with that Wi-Max enabled laptop, he will simply log onto the FM radio websites and switch channels. Mr. Bowley is sure the Bangalorean will soon master the art of merging radio with the net, while on the move.

Interesting statistics

But radio listeners need not be always on the move. A recent British survey on what people did while listening to the radio had revealed some interesting statistics: Fifty per cent were busy with housework, 48 per cent were having their breakfast; 40 per cent were preparing for work / school; 31 were eating / preparing meals and 22 per cent were in bed at night. Twelve per cent of the listeners were using their Home PCs, while seven per cent were busy playing electronic games. Only five per cent were relaxing.

Mr. Bowley says, "Most radio listeners are engaged in another activity." This, he feels, is a positive point, as it implies that advertisers can reach listeners at key "touchpoints" - when they are surfing the internet, cooking breakfast etc. "And now that radio can be heard on mobiles and on the internet, these touchpoints are becoming even more widespread."

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