Saturday, November 17, 2012

India: AIR FM channels undergo changes to increase listenership

Both the FM Radio channels of All India Radio – FM Gold and FM Rainbow – have been given a completely new face this month with several new programmes and other changes.

These changes came into effect from 12 November, which is observed as the Public Service Broadcasting Day in India to commemorate Mahatma Gandhi’s maiden and only visit to AIR studio. In a broadcast on 12 November 1947, Gandhi had addressed refugees from Pakistan stationed at the camp at Kurukshetra. 

AIR sources told that the most major change in AIR Rainbow has been the rationalization of western music vis-à-vis Indian music. 

On FM Gold, five new shows have been introduced without touching the main programmes that are already popular with listeners. 

Realising that long news bulletins were irritants to viewers who were keen to listen to golden melodies for which the channel is known, the sources added that English and Hindi bulletins will be broadcast for five minutes alternately every hour instead of both being broadcast together. However, the bulletins will be broadcast together four times a day. 

Thus, the sources said the time for music had been increased substantially. 

Long discussions on economic subjects have been reduced to a maximum of fifteen minutes once a day. The 'Sports Scan' programme which is broadcast at 8 pm will now be a 15-minute programme that will be broadcast from 8.30 pm to 8.45 pm in place 

Greater attention will be paid to interviews with personalities, and to listeners’ requests, the sources said.

(Source :

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