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Prasar Bharati CEO insists on youth-targeted programmes

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By NewsGram Staff Writer

Kolkata: On Tuesday, Jawahar Sircar, the chief of India’s public service broadcaster Prasar Bharati, requested Akashvani Kolkata to start some youth-targeted programmes in order to popularize the All India Radio’s services in West Bengal. It is important to target the youth as they are the future of the nation.

He also put forward an idea to reflect on what the listeners want from radio services. Only when this idea is implemented can the listeners can be drawn back to the radio.

“One of the suggestions that I have for Akashvani Kolkata is to go for crowd-sourcing. By putting out a few questions on social media, we can get an idea on what programmes are in demand and what listeners would like to be introduced to. The trend can be realised through this,” Sircar said.

AIR logoBy NewsGram Staff Writer

Jawahar Sircar commissioned the DRM (Digital Radio Mondiale) transmitter for the Kolkata-A radio service, one of the five channels of Akashvani Kolkata. The DRM transmitter allows the service to be broadcasted in digital as well as analogue mode. This further enables it to reach out to the south Bengal districts as well.

While launching the service, the Prasar Bharati chief also stressed on the five channels maintaining a distinct identity and showcasing a mix of both Bengali and other language songs. This is to ensure a wider range of listeners.

“Since it’s not just Bengali’s who reside here, we must also consider the other languages that are in use. Gradually, we must start thinking about what listeners want,” he said.

He further gave the example of AIR FM Rainbow which intends to broadcast programmes for the youth and thus lure in more listeners in that category.

“Get back the youth and use the internet,” he stated.

(With inputs from IANS)

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Can The ‘Internet’ Replace Television And Newspaper In India?

Even though digital media’s fast-paced and aggressive growth, it is unlikely that it will surpass the television anytime soon

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Storing data online is a common practice. Pixabay

On the basis of advertisement

In India, as the pattern goes, traditional media (TV and print) are on the top in terms of advertisement. However, in the past decade, the media industry has overseen an aggressive growth of the digital media. In the span of just two years (2010-2012), the internet has overpowered the radio and OOH. Digital media does stay far behind the two giants (television and print) but has been successful in maintaining its growth rate at around 30% until 2014. The growth rate decreased between 2014-2017, but the ‘aggressive growth’ is still sustained.

In 2018, television advertising is expected to grow by 9%, radio 10% and print, cinema, and OOH at 5% each respectively. India will be a leading digital market as internet advertising will grow at 20.4% and it will account for 15.4% market share in the country by 2020. It is however estimated that television will still be the largest media comprising the market share of 39%.

digital media
A recent Samsung survey found that it isn’t reality TV or soaps that make us most likely to tune in but documentaries, with 41% claiming it is their favorite TV genre. Pixabay

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On the basis of consumption

An average Indian adult spends about two-and-a-half hours per day on traditional media (which includes television, radio, and print). On the other hand, the consumption of digital media is one hour per day on average. The reasons range from the poor infrastructure of digital media and its poor circulation or access to the rural population since they recently came into the circuit.

In 2016, the time spent on Television accounted for 56.4% of the total time spent on media consumption. Time spent on print was 7.9%, and radio accounted for 5.3%.

In 2017, adults spent an average time of 1 hour and 18 minutes daily with digital media. Adult’s average time spent per day with digital media grew by 14.4% this year, due to the newly gained access of the rural population to the internet. However, digital media still comes to the second place in contrast to television, on which 2 hours 11 minutes of daily time is spent.

In 2018, it is estimated, Television will account for 52.1% of the time and Digital for 35.9%, while print and radio will decrease to 6.9% and 5.1% respectively.

digital media
Oldest existing newspaper: “Bombay Samachar” – Gujarati daily – published from Mumbai since 1822. Pixabay

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Conclusion

We have witnessed a decline in the market share of print, radio and OOH. Though radio is increasing by 10% due to improved infrastructure, it still lags behind Digital Media. It is estimated that print will too, lag behind Digital media in the coming time. Hence, it will a competition between television and digital media in future.

Even though digital media’s fast-paced and aggressive growth, it is unlikely that it will surpass the television anytime soon.