It’s been nearly two years that Radio Netherlands Worldwide (RNW) has been present in India and the radio player has already forayed into the digital, radio and DTH spheres with DD DTH (in a recent tie-up with AIR). Continuing with this adaptive approach, RNW has chalked out some aggressive pan-India plans.
Harko Aris, Manager - Marketing & Media Partners, Radio Netherlands Worldwide, and Amitabh Srivastava, Country Manager, India, Radio Netherlands Worldwide, share the radio player’s India plans with exchange4media.
On RNW’s India initiatives, Aris said, “We are quite open and adaptive in India. We are ready for more tie-ups, if it suits our editorial policies.”
The group is also in touch with airlines and hotels to provide infotainment and music content to them. Aris added, “We want to attract the best players in all the domains to enter into partnerships with them.” He also appreciated the role of the Indian Government in allowing foreign media to enter the Indian market and said that they had not encountered any difficulty while entering the Indian market.
Already present in digital domain with the tie-up with Network18’s ‘in.com’, RNW is eager to use other new media tools as well. The group wants to enter the mobile domain with value added services (VAS) in India. Speaking on this Srivastava said, “Value added services are the next stage in the mobile domain. We are keen to be present in this space too. With the launch of 3G in India, this domain will become more vital, and our idea is to get a foot inside the door to use this opportunity. Not only this, we also want to be present in the DTH space and are in talks with quite a few DTH players in this regard.”
The Group has already shown interest in talk radio stations, where infotainment programmes and programmes covering social issues with a global theme are aired. On the tie-ups with small radio stations, Srivastava explained that small stations were quite adaptive to change, whereas big radio stations were already struggling for the limited ad pie. As far as the regional market was concerned, the North-East region was quite advanced as compared to other parts of India, he said, adding, “Although, we have started programmes in Hindi with the recent tie-up with AIR, we do not intend to go for more regional languages, at present.”
RNW and All India Radio (AIR) will work together in a co-production called ‘Earth Beat India’. The programmes will be broadcast nationally by AIR in English and Hindi every two weeks. Prior to this tie-up, RNW and AIR had came together in November 2008 to cover an event called ‘Amsterdam India Fest’ for radio in English language. Srivastava said, “The seed of this latest tie-up with AIR was laid down at the event we had covered in 2008. AIR is a reputed radio broadcasting company and we are privileged to associate with them. Working with AIR is itself a big boost to us and to our work in India.”
‘Earth Beat India’ will look at what we create, develop, conserve and destroy; meeting and challenging the people who are making these changes. It is about questioning the way we live now and exploring the issues that will affect our common future.
AIR will broadcast the English episode of ‘Earth Beat India’ from Delhi, Mumbai, Kolkata, Chennai, Hyderabad, Bangalore, Panaji, Shillong and, while the Hindi version will be broadcast from AIR’s Delhi, Lucknow, Patna, Bhopal, Jaipur, Shimla, Ranchi, Raipur, Rohtak, Portblair, and Itanagar stations.