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Finding its own space
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Satellite radio has come of age in India, finally
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VOICE OVER The future for World Space couldn't be brighter, feels Velu Shankar PHOTO: V. SREENIVASA MURTHY
A couple of years ago, the name WorldSpace barely registered in anyone's consciousness. At the time, most cities were riding the FM wave. It didn't matter then that satellite radio's bouquet of options made FM look almost monochromatic. Coming as it did at hefty prices of around Rs. 15,000 that the receivers and the paraphernalia cost, it didn't matter that the music was better and the commercials were missing.
However, things have changed since then. In the last one year, the network added on a record 40,000 new subscribers globally, and has official presence in 10 Indian cities though its transmission can be received practically everywhere in the country.
Riding on the new wave, WorldSpace India's Director of Network Programming, Velu S. Shankar, says the future couldn't be brighter. One of the primary reasons for the recent rise in the subscriber base is the network's vociferous push into niche verticals. "Play" for example is the only dedicated sports radio channel available in the country. "Moksha", another popular new venture, is a 24-hour spirituality station. A host of other dedicated content options are similarly being launched.
While all this translates to good news for urban middle-class listeners, there are also critics who ask if WorldSpace's original mission of education and empowerment got lost in the pipeline.
Shankar is pragmatic about the situation. "We need money to run, and we have to make it somewhere. But that doesn't meant the developmental perspective is not there. For example, we are looking to promote musical forms that are under threat of disappearing."
He adds that the network is also working directly on education, health and so on through such ventures such as the Asian Development Channel and the exclusive channel provided to the Government during the tsunami disaster.
RAKESH MEHAR
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