Expecting stiff competition from the private players, All India Radio’s (AIR) Kolkata station is brandishing prime time listenership numbers, in a bid to impress advertisers.
The 75-year-old AIR claims that over 3.5 crore people tune in to Vividh Bharati, FM and other channels, while the Bengali news is heard by 32-34 lakh people a day. However, AIR’s advertising revenues are not picking up.
According to sources, stations in the east and north-east had been asked to generate Rs 5 crore worth of advertising revenue during the year to March 31, 2002. But the actual collections were around Rs 3 crore.
Among the private players set to enter Kolkata are Radio Mirchi of the Times of India group, Red FM of Radio Today (India Today), Malaysia-based Measat and STAR’s Radio City.