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AIR embraces new media to fill digital need gap

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AIR embraces new media to fill digital need gap

To keep up with the growing internet needs of listeners, All India Radio (AIR) has come up with its online avatar, making entry across new media platforms. The government-owned radio station will have online streaming of its Urdu content, online streaming of FM Gold and a YouTube channel and Android based mobile phone application of AIR News.

The services were launched on March 19, 2013 by Manish Tewari, Minister for Information and Broadcasting. “The advent of AIR on social media platforms is an important step in enhancing its outreach across the country. This initiative will enable it to reach out to the audience that is accessing social media platforms on 24X7 basis. It will also enable AIR to keep pace with contemporary trends in the social media space.”

Tewari pointed out that presence on social media will help AIR to keep up with the contemporary trends. This step is very important for All India Radio, for it creates a new profile on public broadcasters, who were otherwise not usually considered to be associated with real-time distribution of content.

Online streaming will enable AIR to provide services to listeners based globally. Listeners will also be able to access the archives of the content broadcasted on their terrestrial station.
The Android-based application is developed to help listeners access news from the AIR News Network. The technology would also enhance the content and reach of AIR’s national and regional bulletins in regional languages in the audio form.

All India Radio has moved forward from its very traditional view to a liberated outlook by making an entry in new media. The radio station will also be very active on social media from now on, catering to the needs of today’s youth.

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