Top Story

e4m_logo.png

Home >> International >> Article

AIR to go digital

14-August-2001
Font Size   16
AIR to go digital

The significance of digital audio broadcasting, which was put forth in the Ninth Plan, is likely to be firmed up further in the Tenth Plan. The Tenth Plan document is still getting finalised, but it is clear that the thrust area at AIR will be ‘going digital’. To begin with, AIR is planning to go for digital satellite radio. The digital satellite channel, which would be available on the Worldspace receiver, would be beamed across SouthEast Asia also. AIR’s digital satellite project is likely to take off within a couple of months and may then go into expansion mode during the next Plan period.

Digital audio broadcasting in the terrestrial mode is also something that AIR is looking at seriously. To begin with, digital audio will come to the four metros. The only hitch in this system is the high cost of the receiver. In the UK, for instance, a digital audio set costs around 100 pounds.

Despite the cost hurdle, there is no option but to go digital ultimately, according to the official. ‘‘India cannot remain in the analog mode in isolation,’’ he said. India has to necessarily switch over to digital broadcasting, he added, and therefore to an era of more spectrum and more channels.

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Meanwhile Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

Pankaj Belwariar, who recently resigned from the post of Vice President Marketing at Sakal Media Group, has now joined Rajasthan Patrika as the Head of Marketing in North and East region.

A look at Vivo’s ad campaign with their all-new brand ambassador Aamir Khan, which has fetched them a whopping 21 million views on YouTube