Killer content

Tuning In

Finally, a 10-member task force has been appointed to look into Phase 2 of the radio licensing and broadcast issues faced by private enterprise.

It is headed by Federation of Indian Chambers of Commerce and Industry secretary general Amit Mitra and has members from a variety of backgrounds.

The understanding of the task force of one critical factor related to radio, cannot be undermined: content.

Radio listening, in some ways, is like reading the newspaper "� it is formed over years, as the listener is provided the kind of content he or she likes. Obviously, this is a two-way relationship based on feedback, research and creativity.

It takes but a glance over our borders and across continents to realise that radio is the perfect medium for local culture and talent "� something that no other medium is able to provide in a cost-effective manner (meaning, there is near-zero access cost for the consumer).

Obviously, as long as stations go after the largest-possible audience, they will churn out the same kind of content.

Delhi (with three private FM stations) and Mumbai (with five private FM stations) make the point well: the content is similar "� popular music interspersed with a couple of interviews, city happenings and listener call-ins.

At least one station is getting ahead in the game by doing non-music content like shairies (couplets), prank calls, movie take-offs and so on.

But despite this, the content is mass based. It could have been readings of the works of Indian literary giants, from Rabindranath Tagore to Munshi Premchand.

It could have been radio plays by talent like Pratap Sharma and Mahesh Dattani. It could have been performances by the likes of Pandit Bhimsen Joshi and Tejan Bai.

There is no doubting the relevance and quality of content that reflects what is practically national heritage. But the audience for this content isn't exactly mass.

However, ask yourself this question: if someone didn't get the chance to put it on air, how would that niche audience grow? Someone needs to put all this on air, packaged in a manner that has appeal and with technical standards that reflect a sophisticated, international mindset.

Two things would happen instantly if this "� local content beyond music "� became possible. Listenership would evolve faster and radio audiences would grow without desperate marketing ploys. Finances would be freed to refine programming and reach a greater number of people.

This is obviously not happening at the moment because of the steep licence fees that private FM operators are required to pony up to stay in the business.

In order to recover the licences fees , every radio station today needs to reach out to the masses, because advertisers "� advertising being the only source of revenue "� are willing to pay only for large audience numbers. It is a vicious circle.

High licence fees limit the kind of content that can be put out by private FM operators. Limited content impedes the growth of the medium.

Without growth, the medium will not survive. And neither will it serve the philosophy behind opening up the FM sector to private enterprise: quality content for every listener.

It is very possible that the lack of diverse content will end up being the noose around the neck of the private FM industry. And even if high licence fees are the real killers, it may be content, from the point of view of the consumer, which could end up affecting the business.

It is remarkably odd that perhaps the only medium that can revive local culture and promote local talent faces this strange dilemma.

Perhaps the 10-member committee will exercise its wisdom and also take into account these factors, rather than look at only the mechanics of licensing, in the overall interest of helping the radio business thrive.

(Arun Katiyar is station director, Radio City 91 FM, Bangalore. His email address is arunk@radiocityfm.net)