Tara Muzik channel has sought to widen its scope with Radio Tara, a 24x7 Internet radio service airing traditional Bengali music – ranging from Rabindrasangeet to Nazrul Geeti to Atul Prasad’s simple dialects to the genre of folk music. The radio service has been soft launched during the ongoing festive season. Registrations have been free for Radio Tara, but post the Puja season, the service will go paid.
In an email interaction with exchange4media, Sandip Khosla, COO and CFO, Broadcast Worldwide, said, “Keeping in mind the rich content on offer and the nominal subscription fee, we are confident that more and more users will register with Radio Tara and continue a prolonged relationship with us.”
Speaking further, Khosla said, “What truly distinguishes Tara Muzik from any other regional Bengali music channel is the unique balance it strikes between the old and the new. A defining characteristic of Tara is its commitment to preserve and showcase Bengali traditional music. Tara is equally committed to promoting the youth and giving them a platform through which they can reach out to a mass audience. Radio Tara encapsulates the very essence of Tara Muzik and presents an alternative entertainment option for audiences.”
When asked about the scope for Internet radio in India, Khosla replied, “Internet as a medium of communication, information dissemination and entertainment has taken the forefront in India. With the growth and proliferation of the net within India, high-speed online connectivity is becoming increasingly commonplace. Riding on this wave of technological advancement, we found ourselves ideally placed to launch Radio Tara. Being the only 24x7 Internet radio station operating from West Bengal and featuring traditional Bengali music, Radio Tara has the potential to revolutionise ‘listening’ – both through its rich archive of music as well as through the easy accessibility.
On the revenue proposition, he said that one of the main sources of revenue would be subscriptions. “The other sources of revenue that we will be exploring are sponsorships and advertisements that we can place on the station,” he added.
As for the promotion plans, Radio Tara has used the usual modes of communication like e-mailers and SMS to inform viewers about the new service. The group would be conducting a press meet shortly to showcase Radio Tara on a bigger scale. “We will also be conducting various other awareness campaigns in the near future, which are currently in the pipeline,” Khosla further said.
Going forward, Tara is looking at experimenting with several new ideas.