RadioandMusic.com
Team 15 May 13 17:05 IST
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MUMBAI:
Advertising and additional resources has pushed the revenues of All India Radio
(AIR) to 15 percent compared to its earnings last year.
Speaking
with Radioandmusic.com, All India Radio’s Director General Sh. Leela Dhar
Mandloi says, "As per our revenue is concerned, we gained this year in
comparison to last year. We have recorded at least 15 per cent increase in the
revenue."
Over
the years AIR has been recognized for creating awareness about social issues,
government policies and schemes, but the radio broadcasters is adapting to
changing demands of the listeners and is increasing its entertainment quotient.
In its zest to build new target audience and enhance reach, the station is
building up content that interests and entertains its listeners.
Moreover,
Mandloi also brought to notice that AIR has been very particular about
disseminating crucial global news in the remote areas of the country and acting
as a true national radio broadcaster. AIR signs MOU with different radio
stations around the globe to enhance the quantity and quality in its
programming. "AIR has its network in border areas, forest areas and rural
areas meanwhile private FM stations are limited to towns and metros. Every
institution that enters into partnership with AIR their main aim is to reach
the rural audience in the remote areas," says Mandloi.
He
further highlights that television, internet and private FM stations are not
available in remote areas and it becomes the responsibility of AIR to spread
information of global happenings and this is one of the major reasons for such
co-operation and partnerships.
In
the era of internet, world is getting smaller and smaller with respect to
information but radio is still the only platform in areas where internet or any
new forms of technology is possibly interrupted. "We are in the global era
where people want to get more and more information about the world. There are
people in different parts of the world who fail to have access to internet
facility yet wish to avail international information. So we take that
information to them through our programmes," states Mandloi.
Mandloi
adds, "We exchange our programs with any institution we sign a MOU with
whereby they use our program and we use their program."
Recently,
AIR has signed a radio partnership MoU with the National Scheduled Tribes
Finance and Development Corporation (NSTFDC) for coverage of scheduled tribes’
related schemes.
