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: Anil Srivatsa has always been a media man. From starting a city-based magazine in Bengalooru, to hosting a TV show, to anchoring a radio programme, he has been there, done it all. In fact, Srivatsa has hosted the largest syndicated South Asian radio show in the US, Anil Ki Awaaz, broadcasting across 50 US cities. This earned him a place in the 2003 Limca Book of Records. Of course, he is making full use of the gift of the gab. Today, besides being the COO of Radio Today Broadcasting (an India Today Group company), Srivatsa also hosts the top-rated late night talk show, Between the sheets. In this interview to Dhiren Dukhu of The Financial Express, Srivasta talks about the challenges facing radio in India.

How did you enter the radio space?

My mother was an RJ (radio jockey) with AIR (All India Radio). May be, through osmosis I picked it up. I have worked 14 years in television managing various departments. It (radio) is interesting—greenfield so to say. I can make a difference here. You don’t get that opportunity very often.

What is the scope for advertising in radio? Most of the commercials are carryover TV ads.

If video commercials are done right, they can be used for audio. When you close your eyes and listen to the audio, it should still tell you a story. If it’s done that way, it works. From my conventional training, when I went to school, that would be the first thing I would do.

There are not too many ads made specifically for radio. Government ads are the same all over, probably because they don’t have the budget to create different ads for different media. But even then I don’t see many of those (different ads for different media). But many corporate ads today are made specifically for the radio.

How much has the revenue sharing scheme has helped radio industry as opposed to the previous licence fee regime?

The revenue sharing scheme has made it more convenient and affordable for entering the radio space and continued sustenance. Under the previous regime, a one-time fee had to be paid, whether you made money or not. It was actually an expense. Now, if you make Rs 100, you give just 4% of that. While in the earlier days, you make Rs 100 but still you had to give Rs 2 crore. You can see the difference.