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Jawhar Sircar likens non-FM radio stations to ‘old age homes’
MUMBAI: With private FM radio networks taking various initiatives to target youth, the non-FM radio stations are treated like ‘old age homes’ by youngsters, said Prasar Bharati CEO Jawhar Sircar.
“Private FM channels have been successful as they have been targeting 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,” he said.
Sircar said this while inaugurating the new DRM transmitter for All India Radio in Kolkata. AIR officials said the new 200 KW DRM transmitter will reach listeners as far as Murshidabad and Birbhum in southern West Bengal.
Sircar further asked officials of AIR to crowd source in order to gauge what people want to listen to. He said that AIR must take into account the choices of listeners for its Vividh Bharati service.
“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 CEO said.
This in turn would help them reach out to people who have stopped listening to the radio and use the internet, he added.