Radio Netherlands Worldwide (RNW), a Dutch world broadcaster and multimedia organisation, is exploring the Indian radio market to provide high quality content to broadcasters. The content ranges from music to science and development, as well as general documentaries. The Dutch broadcaster is looking for local partners with whom they could either work together or simply provide content.
Internationally, RNW has been providing independent information on transnational issues. RNW broadcasts in nine languages via short wave and medium wave radio, and its programmes are rebroadcast on 3,000 partner stations around the world. More than 350 journalists, programme makers, presenters, technicians, producers and other members of staff from over 30 different nationalities produce daily radio and television broadcasts and various websites. The Dutch broadcaster also has its own correspondents throughout the world and has offices in Hilversum, Brussels, Madagascar, Benin, Bonaire, Costa Rica, Willemstad, Paramaribo, Warsaw and Amman.
According to Dheera Sujan, Producer, Radio Netherlands Worldwide, “Radio Netherlands Worldwide has been producing quality news, background and cultural programmes and has partnered with broadcasters across the world. We are exploring similar relationships in India, where radio has been one of the most popular sources of entertainment and information. The maturing tastes of listeners have created a strong need for quality content not only on music but also on diverse issues like the environment, human rights and international law. Radio Netherlands Worldwide, with its years of expertise, is fully equipped to meet this need.”
She further said, “Good radio can do what neither television nor print journalism can do – it can portray emotion, immediacy, that singular, haunting voice telling their story. Print journalism filters the story through the writer, and with television, the pictures take over but with radio, the story is everything and it’s in its purest form going directly from the storyteller to the listener.”
“As yet, Indian audiences are unused to the kind of public radio that is already established in the West – but I’m convinced there is a ready made audience for precisely this kind of broadcasting in India and this is what we’re here to look for,” she added.
Sujan said, “We are currently in talks for partnerships with Indian radio broadcasters for providing them content in English. Talks are on with AIR, Radio Mirchi, Radio City and many more. We have got good response from different radio stations, but no deal has been signed yet.”
“The radio market is very different in India. It is taking time for people to understand the concept of Public Service Broadcaster as such concept doesn’t exist. There are a lot of radio regulations, which we are in the process of understanding. We are also collaborating with different producers for content,” Sujan added.