Entertaining the masses

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: For millions of Indians, radio remains a major source of entertainment. Over the last decade, with the availability of airwaves, the Indian radio industry has undergone major transformation. The beginning of FM stations heralded a new age in radio entertainment and since then there has been no looking back. It is not only the metropolitan cities that are witnessing major players vying for listener-ship, Tier I and Tier II cities—pan India—are being regarded as potential markets.

It is a truth that has been acknowledged time and over that India’s semi urban and rural markets are not fully tapped and these are the epicentres of the country’s economic growth. With booming economy, the semi urban areas are fast witnessing socio-economic changes that are altering its lifestyle. In the last few years, FM stations like 94.3 My FM, Radio Mirchi and Radio City amongst others have made a focused endeavour to reach out to listeners in semi urban areas. While multiplexes and shopping malls have made an inroad in these cities, yet for the majority of population radio remains an integral part of entertainment. The introduction of FM stations in these areas has infused a new mode of entertainment in the lives of millions. Tuning-in to FM stations that are interactive, informative and play music according to their requirement has not only created a major impact in programming content but has also seen a surge in creative programming to meet the listeners’ recall for the station.

India saw a new kind of listener emerge during this period. Media consumption of man or woman, young or old, began to be closely monitored. The data became the basis for the launch of many more FM stations and innovative programme formats. Spoilt for choice, listeners are becoming more discerning and content with slick packaging and production values have began to inch ahead. Mirroring the new face of Indian society, FM stations began experimenting with topics and issues that were once taboo. While creatively developing content, FM stations are focusing on time bands. Like with niche television channels, FM stations have introduced time-bands with programmes that suit the target audience. Most of the FM stations have divided a day in about six-seven time-bands. Content for each time-band differs not only in terms of music but also takes into account the kind of information that the listener would like to hear, how interactive the listener will be etc. When it comes to music, the prime time slots 8.00 am to 10.00 am, 1.30 pm to 3.00 pm and 6.00 pm to 10.00 pm, have most of the FM stations playing a heady mix of Bollywood, Indipop and Western music. Other genres of music like devotional, classical Indian; ghazals gets featured mainly in non-prime time. Taking cognisance of the growing reach of FM stations in Tier I and Tier II cities, media planners and advertisers are using the medium to reach out to their target audience using the various time-bands.

The advent of FM stations in the Tier I and Tier II cities also created job opportunities for many, who otherwise would have migrated to the metropolitan cities. Be it for administrative work, marketing, content developing and radio-jockeying, the FM stations have made optimum use of local resources and talents. So much so, radio-jockeys in most of the cities have not only become local heroes but more often than not an FM station’s recall amongst the public is due to the RJ. Any industry that starts in an area allows peripheral support groups to flourish. Same is the case with FM stations. Due to the presence of multi FM stations in the Tier I and Tier II cities, there has been a growth in the service sector, eg transport, food & beverage, communications etc. It will be unfair just to look at how much has the FM stations contributed in job opportunities in a city but it has to be looked at from a holistic point of view. For the youth of today, opportunities are knocking at every step and the radio industry has been instrumental in recognising talents in the smaller cities and towns.

Speaking about employment generation, it is imperative to mention that in the smaller towns and cities there has been a huge rise in demand for FM radio sets. While the radio market is predominantly grey, FM stations have been instrumental in lending a helping hand to players in the organised sector. There has been a constant growth in sale of FM radio sets. Also the sale of mobile phones with radio feature has increased remarkably.

Over the years FM stations have redefined the way consumers in semi urban areas are entertained. In the days to come, we are hopeful that with government support FM stations will penetrate deeper and help in socio-economic growth in semi urban down areas.