Rediscovering audio storytelling with Vikram Bhatt
Vikram Bhatt and Nisha Narayanan, COO and Director of the Red FM and Magic FM, speak about their latest experiential audio initiative 'The Audio Film Project'
Audio storytelling in the form of radio drama has been around for almost a century, with the first plays for radio being broadcast in the 1920s. Today’s radio has evolved despite having different online delivery systems from podcasting to streaming.
Audio’s non-intrusiveness facilitates revelation and the expression of deep emotions; it liberates speakers and voice-actors from being judged on appearance and offers an equal form of media spared of judgement.
RED FM recently launched a new initiative in the experiential audio space with ace Bollywood director Vikram Bhatt. ‘The Audio Film Project’ has Vikram Bhatt narrating high intensity horror and thriller stories on air to give listeners a never-before experience in the form of audio films. We spoke to Vikram Bhatt and Nisha Narayanan, COO and Director, RED FM and Magic FM about the initiative.
Edited excerpts:
- How did you come up with the concept of audio storytelling?
It is a very interesting story. When you write horror it’s very difficult to make people see what you are ideating and you cannot put it across on page. So to make my team understand, I started audio recording the horror sequence instead of giving written scripts. I realised that made a better impact and they understood the scripts. It was like narrating a ghost story.
It was during the lockdown that I created a capsule with sounds and effects and shared it with my team. It had a different impact and that’s when I realised that this can be a game changer in the audio space. I figured that this can be a different way to reach out to audience. I contacted RED FM and shared this audio clip and they found the idea to be very potent for the radio. From there its been a roller coaster ride with two months from inception to being on air.
- As a film director, did you face any challenges when you made the transition to the audio segment?
There is a very nice saying in the writer’s community, ‘The filmmaker sees the film first in their mind’ so I cannot write unless I see the film in my mind. The thought that if I can see an imagery in my mind, why cannot I make people see that in theirs through audio narration. I am helping people see the film in their minds without asking them to be a film maker.
There was a time when we used to narrate stories to the actors and there was no concept of written scripts. We had to be good at the art of narration and to make actors believe in the idea and make them see the films in their minds. I believe all that training has come to use finally with The Audio Film Project.
- Audio narration has many intricacies, how did you prepare for these?
I did not do anything extra to prepare. I feel that narration is nothing but belief; it’s like you are telling the truth to your friend or making up a story. When you narrate a real incident, there is lot more confidence and belief. The same is with stories. The stories in which you have faith and you believe in will always hit home.
- What convinced you about radio as a medium for launching The Audio Film Project?
Radio is a more interactive medium. When you have people who believe in you and your work, it makes something that you are doing sparkle. I feel that after writing the story, it is always a collaborative effort. I do not think that The Audio Film Project could have been possible without RED FM. Even the title of the project was their idea. Red FM’s belief and their feedback has helped a lot in creating this initiative.
Like films require a team, the audio needs collaborative efforts too. You need people for sound, promotions, editing etc. There is a whole team at RED FM, which is very creative, and they have worked day and night to make this possible.
- Horror as a genre has been popular for long, how has it changed over the years?
Films like Raaz were an ode to an earlier genre of horror films that had great music, great songs. All this was lost in the interim. Raaz was a reinvention of Indian horror film idiom. You can’t do such films now with too many songs or emotional breaks. The audience has evolved and exposed to a lot of international cinema and OTT content. Cinema is no longer a wholesome experience, it’s a very genre-oriented experience.
- Tell us about your experience of working with your daughter for this project
Krishna is exciting to work with and she has directed the show along with me. She does soundscaping and music after I record the show. She is a pianist and has a brilliant sense of music. Not because she is my daughter but honestly I was convinced about her skills and what she will bring to the table. That’s what made me collaborate with her. This project fits her well and space of audio and storytelling is up her alley.
Nisha Narayanan , Director and COO, RED FM and Magic FM
- Radio is a mass medium and audio has been your forte, how well do you see this segment growing in the coming years?
Radio has a mass appeal because it has an excellent way of uniting communities of people if only ‘virtually’. Back then when radio was the Internet of 1930s in America, radio plays and narrative formats ruled the roster.
Over the decades, radio has emerged as the ultimate survivor, adapting itself to the tastes of the newer generations of listeners and absorbing newer technologies. Today, radio stands tall with respect to its reach and the power of spreading information.
- You have some of the finest RJ’s who are brilliant with their audio presentation skills, what made you collaborate with Vikram Bhatt to be a part of this initiative?
Vikram Bhatt is known for creating stories that are impactful. Besides being an ace director, he is also a brilliant narrator. Hearing stories from a person who creates and visualizes stories in his mind and hearing him narrate is a different experience. It was his vision that gave birth to his idea.
Storytelling will never go out of fashion, the platforms may change. It’s been just a few days that we launched ‘The Audio Film Project’ and the amount of love and support we are getting from the listeners and the advertising community is unmatched.
Once a storyteller, always a storyteller.
- Do you think this concept will see more traction in smaller cities vis-à-vis metros?
Well, I believe that genres transcend geographies. Audiences across the country have a fascination for horror, thrillers, supernatural content.
- What has been your core strategy to promote such initiatives? How has been the response from the advertising fraternity?
Well, like every new product launch, we have ensured that the messaging is correct and more importantly the appropriate platforms are engaged to deliver the message.
It’s a right mix of digital – print and outdoor and radio, of course.
The response and feedback that we have received has been very encouraging from the fraternity of advertisers.
This is a partner content article in association with exchange4media.
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Radio ad vol grew 25% in 2022 over 2021
As per TAM AdEx data, more than 10K advertisers tuned into radio in 2022 with LIC leading the list
By exchange4media Staff | Feb 7, 2023 8:48 AM | 2 min read
The advertising volume on radio grew by 25% in 2022 compared to 2021, shows data from TAM AdEx - Rewinding Y 2022 for Advertising on Radio.
The report stated advertising on radio witnessed 29% growth in 2021 over the COVID-hit 2020. Average ad volumes increased by 18% in the fourth quarter of 2022 compared to the second quarter of the same year. In 2022, March and October recorded the highest ad volume share.
The service sector registered 33% of ad volume, followed by retail at 12%. Also, services, retail, banking/finance/investment together contributed to 50% share of ad volumes. In terms of overall percentage share, the report shows properties and real estate led with 14% ad volume share in 2022, followed by hospitals/clinics, retail outlets-jewellers, and cars. More than 410 categories advertised on radio in the last year.
The report further states LIC India topped both advertisers’ and brands’ lists in 2022. Also, Vicco Laboratories, Reliance Retail, SBS Biotech, and Sobek Auto India observed a positive rank shift as compared to the previous year.
Meanwhile, more than 10,000 advertisers and 13,000 brands tuned in to radio in 2022.
In the growing categories, the report stated that properties/real estates were among categories that saw the highest increase in ad secondages with a growth of 80% followed by hospital/clinics that grew 73% in 2022 as compared to 2021. In terms of growth, the face wash category witnessed the highest growth among the top 10.
Focusing on the most exclusive advertisers in the year 2022, Rochaldas Sons stood as the top exclusive advertiser in 2022 as compared to 2021. More than 6,000 advertisers were aired during 2022 as compared to 2021.
The report also focused on the cities and states, which contributed majorly to the radio sector in 2022. Gujarat and Jaipur had the highest share in terms of radio advertising in 2022.
Out of all the creative trends, ad commercials with 20-40 seconds were the most preferred for advertising on radio during 2021 and 2022.
Also, evening was the most preferred time band on Radio followed by morning and afternoon time bands. As per the report, evening and morning time bands together added more than 65% share of ad volumes.
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Radio ad revenue up by 11% in Sep quarter to Rs 385.86 crore: TRAI
As of 30th September 2022, there have been 388 operational private FM radio channels in 113 cities run by 36 private FM radio operators, according to data reported to TRAI
By exchange4media Staff | Feb 6, 2023 5:21 PM | 1 min read
According to the Telecom Regulatory Authority of India (TRAI) Performance Indicators Report for the Quarter ending September 2022, radio advertisement revenue grew 11% to Rs 385.86 crore as against Rs 345.12 crore of 388 private FM radio channels for the previous quarter ended on the 30th June 2022.
The advertising revenue for the 31st March 2022 quarter was Rs 362.63 crore and for 31st December 2021 was Rs 421.74 crore.
Apart from the radio channels operated by All India Radio, there are 388 operational private FM Radio channels in 113 cities run by 36 private FM Radio operators.
According to the report, as of 30th September 2022, 374 Community Radio stations are operational as compared to 366 for the quarter ended 31st June 2022.
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ENIL posts 20% consolidated revenue growth YoY
The growth has been led by strong growth in non-FCT revenues, the company has said
By exchange4media Staff | Feb 3, 2023 10:11 AM | 1 min read
Entertainment Network (ENIL IN) has reported rebased consolidated revenue growth of 19.7% YoY, up 14.6% QoQ, but down 15.9% against Q3FY20 (pre-COVID level).
The growth has been led by strong growth in non-FCT revenues (up 55% YoY) along with radio business’s growth by 8% YoY.
Traditional media continued to face headwinds leading to radio volume growth deceleration but despite that, volumes grew 15.8% YoY.
ENIL has reported a rebased consolidated profit of Rs 7.3 crore, down 29.2% YoY (up 9x QoQ; down 26% versus pre-pandemic).
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RAM Ratings Week 49 '22 - 52 '22: Fever FM tops charts in Mumbai and Delhi
BIG FM topped in Bangalore and Radio Mirchi in Kolkata
By exchange4media Staff | Feb 3, 2023 8:37 AM | 1 min read
According to RAM Ratings for Week 49 '22 - 52 '22 (between 4th December and 31st December 2022), Fever FM maintained its top spot in Mumbai and Delhi charts. BIG FM and Radio Mirchi also held on to their leading positions in Bangalore and Kolkata.
In Mumbai with over 12.2 million listeners above the age of 12, Fever FM continued to stay on top with an 18.3% listenership share. Radio Mirchi was in the second spot with 16.3%. Red FM took the third spot at 15.7%. Listenership peaked between 10 am and 11 am.
In Delhi, in a universe of 16.5 million listeners above the age of 12, Fever FM peaked with a 21.8% share. Radio Mirchi FM stayed steady with a 14.7% share. Punjabi Fever ranked third with a 13.3% share. Most listeners tuned in between 9 am and 10 am.
In Bangalore, with 5.5 million listeners, BIG FM took the led with a 32.5% share
Big FM took the lead in Bangalore with a 32.4% listenership share. The second spot was bagged by Radio City with 28.2% share. At the third spot was taken by Radio Mirchi 13.2% share. Most listeners tuned in between 7 am and 8 am.
Kolkata yet again saw Radio Mirchi topping the charts with a 28% share in a universe of 9.1 million listeners. Big FM came second with 23.9%. Fever FM had a 14.4%. In Kolkata, the listenership peaked between 9 am and 10 am.
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News broadcast licence, govt ads: Listening in to radio sector’s expectations from Budget
Rationalisation of GST structure, relief in import duty on broadcast equipment are some of the other demands
By Tanya Dwivedi | Jan 31, 2023 9:10 AM | 4 min read
The year 2022 was the year of recovery for all industries after facing multiple waves of Covid. As we enter 2023, all sectors, including the media, are expecting some relief measures in the upcoming Union Budget to boost their revenue. We spoke to senior leaders in the radio industry to understand what they are looking forward to. Take a look at what they shared.
Rationalisation of GST structure
Industries across sectors are skeptical about the complex GST structure that came into force a few years back. Radio industry too expects rationalisation of the tax.
According to Ashit Kukian, CEO of Radio City, “The radio sector has been experiencing a steady economic recovery post Covid. With the Budget for 2023 to be announced soon and the Finance Minister laying the foundation of India’s economic growth revenue, the radio sector has certain expectations for the same. One of the most important expectations is re-examination and rationalization of GST. This rationalisation can help the radio industry generate higher revenue and focus on a stronger growth trajectory.”
Advertising support from government
Industries across sectors have been witnessing stagnancy in business for the last couple of years. They all are looking at the government for some support in the form of advertising.
Nisha Narayanan, Director & COO, of RED FM, and Magic FM, said, “Radio has always been loved by the advertising industry for a multitude of reasons. The R in the radio stands for the recall value. It has been and will be the first preference for advertisers even in the upcoming years. This is because radio presents content wrapped in creativity that stays with the listeners for a longer period as compared to other mediums. However, all the benefits fall flat on the face if not supported by the required policies by the government.”
“The radio industry is in dire need of opportunities that are equivalent to other industries, especially in terms of advertising support from the government. Radio has the last-mile reach. It possesses the potential of assisting through natural calamities and much more. Despite the many strengths of radio, the government expenditure on the medium has remained stagnant in recent years and advertising rates have been the same as well,” she shared.
Integration of technology to bolster audience base
Talking about technology integration and media advancement across undeveloped areas, Kukian said, “Additionally, we hope that the government draws attention to the integration of technology and digitization across hinterlands as it will help strengthen the radio & media industry in bolstering the audience base. Leveraging this reach, the radio industry can continue to be one of the most preferred media of communication and offer relevant information across the length and breadth of the nation.”
Talking further about technological development and licence issues in the radio industry, Narayanan said, “We seek allowance in terms of networking, resolving music royalty concerns, and creating an IT policy for streaming digital content. Moreover, relief in terms of investing in the licencing or OTEF at lower infrastructural costs to create original content is expected to be a game changer for the radio industry. With the amended policies and support, the radio industry will continue to be a medium for the masses that uplifts other industries along with it.”
She further asked the government to boost radio infrastructure and create policies that assist in the expansion of the industry into newer markets.
“The radio industry has the potential to thrive if abetted with a level-playing field, especially when it comes to operating in the digital ecosystem. This can be achieved by allowing news and current affairs on radio. This can further encourage more players to join the ecosystem and make it less monopolistic,” she explained.
Promotion of Atmanirbhar Bharat
Talking about the import of equipment used in the radio industry, Rahul J Namjoshi, Chief Executive Officer, My FM Radio, Dainik Bhaskar Group, said, “Import duty on transmitters and broadcasting equipment should be exempted as these equipment are not manufactured in India and we are dependent on imports only.”
He added that in indigenous manufacturers should be encouraged.
Licensing Private FM Radio
Furthermore, bringing up the topic of focusing more the license private FM Radio, Abhay Ojha, CBO Zee Media Corporation Limited, said, “Private FM Radio should be given news Broadcasting license for the overall growth of the media.”
Echoing the idea, Kukain, said, “While the recently announced new radio phase III guidelines will boost the radio industry, we believe that the government should also provide an extension on the licence period and streamline the annual licence fees.”
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RAM Ratings Week 48 '22 - 51 '22: Fever FM tops charts in Mumbai and Delhi
BIG FM led in Bangalore and Radio Mirchi in Kolkata between 27th Nov and 24th Dec'22
By exchange4media Staff | Jan 27, 2023 3:52 PM | 1 min read
According to RAM Ratings for Week 48 '22 - 51 '22 (between 27th Nov and 24th Dec'22), Fever FM topped in Mumbai and Delhi charts. BIG FM and Radio Mirchi took lead in Bangalore and Kolkata.
In Mumbai with over 12.2 million listeners above the age of 12, Fever FM continued to stay on top with an 18.3% listenership share. Radio Mirchi was in the second spot with 16.4%. Red FM took the third spot at 15.7%. Listenership peaked between 10 am and 11 am.
In Delhi, in a universe of 16.5 million listeners above the age of 12, Fever FM peaked with a 22% share. Radio Mirchi FM stayed steady with a 14.5% share. Punjabi Fever ranked third with a 13.3% share. Most listeners tuned in between 9 am and 10 am.
Big FM took the lead in Bangalore with a 32.4% listenership share. The second spot was bagged by Radio City with 28.2% share. At the third spot was taken by Radio Mirchi 13.4% share. Most listeners tuned in between 7 am and 8 am.
Kolkata yet again saw Radio Mirchi topping the charts with a 28.1% share in a universe of 9.1 million listeners. Big FM came second with 23.8%. Fever FM had a 14.7%. In Kolkata, the listenership peaked between 9 am and 10 am.
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Radio City records 64% EBITDA growth for Q3
The 9M FY23 top line stood at Rs 147.5 crore
By exchange4media Staff | Jan 25, 2023 11:15 AM | 1 min read
Music Broadcast Limited (MBL)’s Radio City has reported 64% growth in EBITDA for Q3 of FY23.
The 9M FY23 top line stood at Rs 147.5 crore, a 20% growth YoY.
The company also maintained a strong Position with 19% volume market share.
Commenting on the results, Shailesh Gupta, Director said, “We are pleased to report healthy growth in EBITDA QoQ, with margins improving to 26.6% in Q3 FY 2023 compared to 18.3% in Q2 FY 2023. As per a recent research report – 8 in 10 are listening to Radio in Tier-II and Tier-III cities, which being our key growth market, gives a reason to be optimistic about the effectiveness and growth of our medium. In terms of market share, we stand at 19% as against 18% last quarter and having established a strong omni-channel presence we are in a good spot to leverage our deep networks and relationships and offer maximum value to our customers.”
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