Top Story

e4m_logo.png

Home >> Media - Radio >> Article

We hope radio does not get polluted by the RAM numbers, says industry experts

11-August-2010
Font Size   16
We hope radio does not get polluted by the RAM numbers, says industry experts

‘Radio’s Role in Communicating on Social Issues’ came under the scanner at the conference jointly organised by United Nations International Children's Emergency Fund (UNICEF) and Association of Radio Operators of India (AROI) in the Capital on August 9, 2010. Eminent panelists included Shyam Benegal, film maker and Rajya Sabha MP; Zohra Chatterjee, Member Secretary, National Commission for Women; Lov Verma, Member Secretary, National Commission for Protection of Child Rights; and Tapas Sen, CPO, Radio Mirchi.

Speaking on the role of the radio in communicating social messages, Shyam Benegal said that in most cases, people lacked the knowledge of Government schemes and many were ignorant about their rights. “In all radio communications, this should be the primary concern. The main aim should be to educate listeners about their fundamental rights. If that is not happening, then it means that our communication system is not successful,” he added.

Benegal further said that despite the amount of money that the Government had sanctioned for these awareness programmes, the results had not been encouraging. He added, “Our delivery system is quite complicated. Radio is a medium that can make the two-way communication system possible. Radio has got a wide reach and it can serve the purpose.”

Putting forward the Government’s point of view, Zohra Chatterjee noted, “Right now, India has got 243 radio stations in 87 cities, and soon with the Phase III of radio expansion, this medium will have 806 stations, which will be operating in 283 cities.”

Speaking on the various social programmes on radio channels, she pointed out that it was a license condition for every radio station to air at least one hour of social messaging programs every day. “It will be good if every player donates some amount of time towards it. I hope radio does not get polluted by the numbers in RAM and this medium will come forward and work as a watchdog of the society,” she affirmed.

Speaking about child rights and social programmes, Lov Verma commented that radio could play a decisive role in the propagation of child rights. He maintained, “Advocacy through radio has an important role to play. Advocacy about right to education through radio will definitely help the people to understand the scheme better. This medium has to go out to the maximum number of the people.”

Putting forward the radio industry’s point of view, Tapas Sen said that UNICEF had to not only fight for radio space, but for mind space too. According to him, “The term ‘social message’ is misunderstood by all radio players in India. If you don’t tell the listeners that you care for them, they will soon say that they don’t care.”

Sen concluded, “Social message through radio can not only be viewed as a statuary mandatory condition. It has a wider platform of function and it must be addressed accordingly by the radio players and the listeners.

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Shaan Raza, Deputy Managing Director, Optimise, spoke to exchange4media about their journey since inception and their new technology, TrackingX, which they are planning to launch in India by February...

Meanwhile, Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

The Indian out-of-home advertising company selects Edge1's ERP software platform to automate their OOH business