Perspective | FM Radio lagging behind in content initiative...Why?
Private FM radio industry in India is more than a decade old now. Privatization of Radio industry began around the late 90s but the phase II licensing norms which made the business model viable gave the industry a real boost. But one still notices the glaring absence and lack of significant program initiatives from the station owners. All the radio stations sound similar with hardly any content differentiation. The rationale behind this loophole, as explained by the station owners, is the policy framework of the government. The major reasons cited have always been lack of inventory, restricted government regulations among others.
Gone are those days when programmes such as Hawa Mahal, Binaca Geetmala etc. captured the listeners attention. There is no doubt that amidst repetitive content we do have some interesting shows like Yaadon Ka Idiot Box with Neelesh Misra but at the same time, we cannot deny the fact that there is a dearth of rich, original and differentiated content on radio. Acute observation indicates that instead of coming up with ‘differentiated content’, radio broadcasters are more keen to acquire regions to spread their reach and in this race radio as a medium is losing it’s original charm and has taken a back seat.
We at Adgully, spoke to some industry stalwarts to understand the reason for radio stations lagging behind on the content front.
Other than slamming the government for Private FM policy framework, why are radio stations not come up with innovative programming and why they are yet to establish a loyal listener base?
Shedding more light on 'innovative' initiative, Kalla said, “Our annual music fest ‘Musical-e-Azam’ which saw its 5th season this year, has been the first to introduce unplugged music to radio. ‘Musical-e-Azam’ which has musicians performing live in the studio, adds a completely new dimension to programming in radio. The idea of renowned musicians performing live in the studios and some even re-creating their compositions has been applauded by the listeners as well as the industry people.” Listeners have always been loyal to the content playing on Radio City and creating innovative content for them has always been the radio station’s priority.
“If you base your judgement on loyal listenership then for this kind of judgement you need to have a reliable measurement system. We believe Brand Red has been able to establish an emotional connect with its listeners across the city and hence enjoys a very loyal listenership base,” added Raj.
Amitabh Srivastava,Regional Head, South Asia, Association for International Broadcasting (AIB) says, “Today most of the stations are only focusing on Bollywood music. Film based music programming is the current trend and there is hardly any spoken word or talk radio element to it. Today’s programs cannot match shows like Binaca Geet Mala, as they had weaved the story line into the programme. Now with the plot missing in shows, barring a few there is hardly any program initiative from the broadcasters these days. Also we see a shortage of trained radio programmers who are required for quality programming."
Srivastava is also of the opinion that due to poor inventory radio stations are shying away from doing different kinds of shows. A show like Yaadon Ka Idiot Box is a every good example of experimental programming and is gaining momentum. Government has restricted and has embargo on airing of content pertaining to news and current affairs, but not on the talk radio. It is supporting radio to a big extent. He says, "I don’t agree with the fact that the government is not supportive. On the contrary I believe private FM radio stations are not willing to do experimental shows with a fear of losing business and inventory. Community radio on other hand focuses only on talk radio and does well, as they work in smaller pockets and have dedicated listenership. Lastly the interactive element in Indian FM is totally missing if compared to International radio stations.” He also goes on to suggest that stations can use radio as a mass medium for lots of CSR initiatives which is missing generally. How ever according to him some stations have done commendable work on the same and gained good momentum too.
Also, it is pertinent to note that when it comes to creating interesting and innovative ad spots , the question about the client's response arises . Are they open to spending time and money on today's radio? Kalla was of the opinion that, "Innovativeness is always rewarded in case of ad spots on radio, the more offbeat the message, the deeper the impact it creates on the audience. At Radio City, we have a dedicated team that creates innovative and engaging radio spots for the client that differentiates them from the rest. The sales team works in coordination with the programming to bring about unique integrations. We conduct studio shifts where our RJs do their shows right from the action area and amidst their fans. ‘Studio Shifts’ as these are called, are an innovative way of highlighting the client’s brand that helps the listeners to get a firsthand experience of the brand.”
It is a fact that clients have always appreciated innovative and unique sales spot and are even ready to invest in such campaigns. Giving an example of the same he said, “As a Valentines’ Day campaign for Vodafone, we sent our listeners on a hot air balloon ride, with our RJ hosting his show right from the launch-pad! The campaign was a huge hit among the listeners who experienced ‘Love in the Air’.”
Srivastava is of the opinion that since radio is a mass media as compared to television and new media unfortunately the medium does not acquire the kind of revenue it should. From advertisers point of view reaching the right TG holds much significance in radio unlike the other mediums where age group, SEC categories , and area demarcation is defined. Hence advertisers are reluctant to spend. Innovation is key and the Indian Radio needs to wake up to this fact.
Raj agreeing with Srivastava avers, “Of course they are. In fact clients are more open and enthused about developing innovative ad spots for their brands now than ever before.”
Priti Nair, Founder, Curry Nation was of the opinion that people today are mistaken about craft and creativity. "Creativity is there but when it comes to radio that entertainment factor is lacking", she said.
Josy Paul, Chairman and Chief Creative Officer of BBDO India said, “I think with the growth of mediums and digital platforms coming in, radio has taken a back seat. Radio has always been doing awesome work and has the potential too, but of late with everyone coping up with the growth of mediums in media and advertising industry the radio is being sidelined to some extent. People consider radio, a traditional medium, as too noisy and today the industry wants to focus on technology
Adman Bobby Pawar ,Director and CCO, South Asia, Publicis Worldwide was of the opinion that it is not about radio as a medium lagging in terms of creating content but it is about how people are approaching that medium. “Somewhere there is a dearth of good ideas. One needs to understand what kind of content works with the medium,” he said.
Thus with various opinions pouring in from the industry experts it can be deduced that the fate of the radio as a medium rests with stations and advertisers who need to nurture this medium and bring it on par with other popular mediums of our time such as television and new media. The government is not to be blamed for their minimal embargo and restrictions on content on the radio stations since there is still ample scope for this medium to flourish with differentiated content which is the need of the hour.