Prasar Bharati CEO Jawahar Sircar today said youngsters think of non-FM radio as 'old age home' while private FM channels have been successful as they have been targetting the youth from the beginning.
"They (youth) think of it (non-FM radio) as an old-age home and don't go near it. They have an FM in their pocket and listen to it," Sircar said inaugurating the new DRM transmitter for AIR here.
Private FM channels have been successful as they targetted the youth right from the beginning, he said.
Asking AIR officials to crowdsource for learning what people want to listen, he said they should reach out to those who have stopped listening to the radio and used the internet.
AIR must take into account the choices of listeners for its Vividh Bharati service, Sircar said.
"FM Gold and Vividh Bharati are both classical while FM Rainbow is for the youth. There should be something in between for the middle-aged as well," the Prasar Bharati CEO said.
AIR officials said the new 200 KW DRM transmitter will reach listeners as far as Murshidabad and Birbhum in southern West Bengal.
