Radio Choklate, the FM radio venture from the house of Sambad Group in Orissa, claims to have become a self sufficient FM station after just two and a half years of its launch in 2007. One of the reasons for this is that Radio Choklate has managed to rope in a large number of local advertisers as 70 per cent of its advertising revenues come from them.
However, Radio Choklate has not ignored national advertisers and has advertisers like Tata Docomo, Idea Cellular and Reliance Mobile on board.
With the FM station now becoming self sufficient, it aims to reduce the impact of high broadcasting fees, music royalty fees and other infrastructural costs, which for long had been bleeding the FM station. Radio Choklate also aims to tackle the music royalty issue by creating its own music and video content.
Eastern Media Ltd now owns Sambad, a 25-year old Oriya daily, it also owns Kanak TV and has only recently launched an Entertainment Division, which provides video content, movies and even songs, thus the FM station is eyeing 360 degree integration. Radio Choklate aims to break even in six months to one year.
In terms of programming line-up, Radio Choklate airs ‘Rang Manch’, which is more or less like an opera (live performance). It also airs ‘Choklate Gupshup’, an evening talk show, besides airing a show on storytelling. Radio Choklate also boasts of 24x7 RJing.
In conversation with exchange4media, Monica Nayyar Patnaik, Director, Eastern Media Ltd, said, “The next few months this year and in 2010 we aim to make activation and event a profitable business, there will be an increased effort on innovative content and we hope that the music royalty issues and the broadcasting fees are all sorted out. We are eagerly waiting for the launch of FM Phase III and believe that the sooner it is launched, the better it will be.”
She further said, “Becoming self sufficient will help us include more innovation and make it easier to handle the FM station business wise. For instance, it will certainly help increase our revenues. Above all, it will help boost our morale and devote our energy in other areas of development as well.”