Anil Srivatsa, Chief Operating Officer, Radio Today Broadcasting Ltd.
“I don’t want a balance. I want more talk, less music. It’s as simple as that. And why should I have fewer ads that anyone else? This is business. It’s got nothing to do with being different. The more the ads, the merrier!”
“I don’t want a balance. I want more talk, less music. It’s as simple as that. And why should I have fewer ads that anyone else? This is business. It’s got nothing to do with being different. The more the ads, the merrier!”
Before returning to India as COO of Radio Today Broadcasting Ltd, an India Today Group company, Anil Srivatsa incubated a new media company funded by NeuLion Inc. that would deliver niche television channels to TV sets using IPTV technology. Previously, Srivatsa was Executive VP at ImaginAsian TV, where he was in charge of distribution for their basic cable foray.
Prior to this he was Director, Worldwide Marketing and Public Relations for RTV UK. As Director of Cricket and South Asian Programming at Kelly Broadcasting Systems, he oversaw the creation of the Cricket Channel. His broadcasting career began at Holt Radio Corporation as Board Operator, before becoming a Producer for nationally syndicated radio talk shows. Srivatsa currently hosts the largest syndicated South Asian radio show in the USA, ‘Anil Ki Awaaz’, and he also created ‘Medical Detectives’ on the Learning Channel.
Srivatsa earned a Master's degree in Telecommunications (Kutztown University) and a Bachelor of Arts degree in Criminology, Public Administration, and Journalism (Mysore University). He is a founding trustee of the Guild of Women Achievers, an NGO that works to empower women in India, and was the only Indian on the Nielsen Advisory Council for Asian and Pacific Americans. He also serves on the advisory board of 212 Media Inc. and The Horror Channel in New York.
In conversation with exchange4media’s Priyanka Borpujari, Srivatsa talks about talk radio format, having Kiran Bedi on the show, and more. Excerpts:
Q. Why did you decide to have a ‘just for women’ radio station? Was it just to be different in a cluttered market? And why has it been named Meow FM?
Why not ‘just for women’? Will it make me different? Yes! We could have been just for men or children, and we would still be different. So, ‘just for women’ made sense and so we did it. The women’s movement needs a voice somewhere and the only voice it now has in India is in print. Why not radio, since you can reach any mindset through it? So it made sense, and also I have some experience with it -- and it worked well -- and so there isn’t any reason why I couldn’t scale it up. In my show in America, ‘Anil Ki Awaaz’, I have interacted with a lot of women, and I found that they were committed to it and liked it. And listenership is important. Being women-centric made sense on all counts -- socially, financially, opportunistically, differentiating.
Q. What challenges did you face while deciding on the programme content, considering ‘just-for-women’ is a relatively new concept?
It is not a new concept. This kind of dialogue has been happening a lot at small forums. We have just taken that small forum dialogue into a bigger forum -- a mass forum. Men are equally interested in it.
My biggest challenge is actually on-air talent. We need people who are intelligent. We need goods hosts – and we don’t call them RJs. Intelligent on-air talent is difficult to come by in a conventional pool. Frankly speaking, I don’t see a spark of intelligence in today’s women on radio. I am not doubting their intelligence, but I can’t see it because they don’t have a chance to display it. That’s the problem.
We do have inane subjects and frivolous stuff. But it is easier for an intelligent woman to be frivolous, or to come down to a lesser intellectual level and engage at par, than for someone who starts at the bottom and then goes higher, because then you would put off people in the higher intellectual level, and you will never get them to listen to you.
Q. Other radio stations too air programmes for women in afternoon slots like shows on recipes, beauty tips, etc…
I know, but I feel those shows are very ‘patronising’ towards women. It’s like ‘Oh, you are there! Let’s play something for you.’
Q. So why would listeners in those time slots prefer listening to Meow FM 104.8?
Because we probably have some more value to add in their lives in that time slot. It is probably the same women. The difference is that we have made a conscious decision and attempt to, on-going basis, to speak to all types of women. To us, they don’t just ‘happen’ to be there and so we have programmes for them. In the daytime, there is more of the housewife-oriented programmes. As of now, it is very light, but as they get used to listening to talk radio, we will raise the level of our content.
Right now the content is fun oriented so that we can familiarize our women listeners with interactivity -- interacting on things that are light and easy. We have seen that the moment we do a serious subject, the calls drop. So once they are used to interacting, we will raise the intelligence level of the conversation. That being said, yes, others do women’s programming; but they would be rather doing something else if there were others listening to them. We are about women -- whether they are there to listen or not. It is up to us to programme in such a way that we cater to those that are most likely to listen at a particular time. So if I do a working women’s show in the afternoon, it would be silly.
Q. Overall, who is your key target audience? How has the listeners’ response been in the duration of a month and half since the launch?
Our primary target audience is women in SEC B and up. And the only way I can judge the response right now are the number of phone calls. Our morning shows started out really bad -- just 20, 30 or 40 phone calls. Today the number of phone calls has gone up to 190! The content and marketing, in fact everything, are now kicking in. Word-of-mouth is also now playing its part and that’s why we are seeing the volumes grow.
As of now, I cannot put my best programming foot forward; it makes no sense. There aren’t enough listeners for that. But as the number of listeners increase, the content would become more and more different than what you hear now. You think this is radical? Wait till it happens!
Q. Do you think the competition, having the advantage of a headstart in most of the markets, has made your task that much more difficult?
Yes and no. We have the last mover advantage, as I call it. It allowed me -- the group management -- to take a stock of what’s there, where the holes are and what needs to be filled. So, in that sense, it has been an advantage really.
As far the disadvantage, I think it’s not so much of a disadvantage. If I had done the same music format as the others, it would’ve been a huge disadvantage. But because we are different, we are the new flavour of the month. Everyone’s watching us -- whether they want us to succeed or fail, they are watching us.
Q. Music, ads and discussing issues – like a talk format -- play a key role in radio programming. How do you think one can strike a balance between all three?
I don’t want a balance. I want more talk, less music. It’s as simple as that. And why should I have fewer ads that anyone else? This is business. It’s got nothing to do with being different. The more the ads, the merrier!
Q. What is the feedback on 'Meow Between The Sheets'? What was the basic idea behind the show?
‘Between The Sheets’ is exactly what it means. It’s not about what physically happens between the sheets, it’s about what mentally happens between the sheets. When you retire for the day, it’s the time when you’re perhaps most in touch with yourself, you introspect on many things. Sometimes it’s guided; sometimes it’s not. I just help bring new thoughts to your head as opposed to your going to sleep between the sheets every night with the same thought. I’ve done shows on virginity, sexual verbalisation by women in today’s world, on being single, counting your blessings, death and coping with grief. I can only say that it helps people to talk about things they never had a forum to discuss or listen.
I found that the age group of my listeners is very young -- Orkut young! That’s why I spend a lot of time on Orkut to interact with them. They probably are misguided or are not being given enough time by their parents who don’t know better. They’re doing their best, but not discussing bold subjects that are today’s issues. This show provides them a venue to vent, learn or exchange ideas. My being a part of the show is a small contribution. They don’t like the show because of me as a person, but because what they get to do with me on the show.
Q. Can you tell us about the on-ground and on-air promotions lined up for Radio Meow?
We’re still banking on our outdoor advertising. Once the effect of that wears out we’ll think of something else. We don’t follow a specific formula. We had a women-screening section at PVR where we branded the screen. We have branding at metro stations. Any woman who travels in the metro will see our branding because they have to pass through the security screening. This is branded by us for the next five years.
Q. Is it because you’re on the face and you’ve been around on all the hoardings, and doing other advertisements?
No, we haven’t actually done much marketing. Compared to how the rest of the radio business in this city has spent money, I think we’ve not done much. That’s another advantage because we know exactly where we need to catch the target audience -- I don’t have to be everywhere. We’re very targeted -- it’s cluster bound and viral. So once the cluster knows what we are about, they are going to spread it virally. May be that is what gave you the impression that we’re everywhere, but actually we are not.
Q. Nowadays, radio is regarded as a medium of back-to-back music. Don’t you think a talk format would be monotonous?
It can’t be monotonous because the topics are not, the on-air hosts are not, and the callers are not. It’s really a question of how the callers make the show sound. As a listener one can say, ‘Ah! This programme is really bad… how can they speak like this…what kind of views are these!’ Or, you can pick up the phone, put forth your thoughts, and perhaps help elevate the show to a point that people like it. So, it’s about participation. The trick is to help them participate.
There is also a level where I think women, regardless of what they do in life, need to support a concept like this initially. One can sit out there and be critical and cynical, because being cynical is a fashion. All I ask of them is that go beyond the fashion and snobbery, and give this concept a chance to flourish. Give us three-four months of support and spread the word that ‘Hey! Here’s something for us.’
Q. Delhi, Mumbai and Kolkata are A-class towns, while the others are B-class towns. Would Meow FM still target them? Will the programmes be replicated?
Wherever Meow FM is replicated, the general content theme will be the same, but they will all be local. There may be one or two shows that will go across the network. We may consider a different branding in towns like Patiala or Amritsar. But it will continue to be Meow FM in Delhi, Kolkata and Mumbai.
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Q. ‘Top Cat with Kiran Bedi’ seems to have become very popular with the masses. How was this show conceptualised?
So far, it is getting the right buzz. Talk radio is a personality driven format. It’s not about content. At the end of the day, it’s about who connects with you. If you have fans, they connect to you. There is a trust factor built with each host, leading to support and participation. Think of a radio station as a mall. You get into the mall, you go to a particular stall that you like. Only when you are through with that stall, will you browse through other stalls since you happen to be there.
‘Top Cat with Kiran Bedi’ has a very personality driven content. She has built a reputation of being an achiever, people look up to her, she is a role model. So now people come to her for inspiration. Why do people connect to them and not someone else?
Our parenting show, ‘Mamma Mia’, is interesting too, because it talks about how to be a super mom. Anyone can become a mother biologically but to be a parent, especially a single mother, can be difficult, there are challenges that have to be faced. That’s why this show is extremely popular, it is adding value to people’s lives, so they keep coming back wondering ‘What am I going to learn tomorrow?’ Because of the peer pressure in schools, kids expect their moms to be like their friend’s moms. This kind of guidance is available on this show -- anonymous, one-on-one conversations with experts or sharing experiences. It’s like a round table -- if something has worked for you, put it out there, may be it’ll help someone else. It’s a very sticky concept.
Q. So you have men calling up in the show too…
Men are not taboo here. The subject matter is slightly more interesting to a woman. So a man comes here to probably understand women better or has a viewpoint about the subject. Men are a very important part of a woman’s life. Excluding them is pointless, but I don’t want to hear from them as much as I do from women. But I do hear from men and they call themselves ‘Meow men’ and they’re proud of saying that.
Q. How many FM licences do you have?
Seven – Delhi, Mumbai, Kolkata, Amritsar, Patiala, Jodhpur and Shimla. Kolkata is next in the pipeline, and then the others in September.
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TRAI releases Consultation Paper on reserve price for auction of FM radio channels
The regulatory body has asked for written comments on the consultation paper from the stakeholders by November 6
The Telecom Regulatory Authority of India (TRAI) has released a Consultation Paper on "Reserve Price for auction of FM Radio channels".
The Ministry of Information and Broadcasting (MIB) sent a reference dated August 22, seeking recommendations of TRAI on reserve prices for 283 cities (260 new + 23 existing) under FM Phase-Ill Policy.
Accordingly, this Consultation Paper has been prepared to seek the comments and views of the stakeholders on issues related to estimation of the reserve prices for auction of FM Radio channels.
As part of the consultative process, the Consultation Paper has been uploaded on the TRAI website.
The regulatory body has asked for written comments on the consultation paper from the stakeholders by November 6. Counter-comments, if any, may be submitted by November 13, the paper said.
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ShareRadio Mango Nerolac ‘Pulikkali’ celebrates the essence of Onam
Radio Mango in association with Nerolac Healthy Home Paints flags off an Onam folklore-themed roadshow in Kerala
Radio Mango in association with Nerolac Healthy Home Paints launched ‘Pulikkali’, an Onam folklore-themed state-wide roadshow that resonates with the ideology of unity among all people, regardless of their caste, colour or religion.
The road show brings to life the most vibrant and eye-catching ritual of Onam, the Pulikkali (Tiger Dance). The campaign also fondly recalls the popular Onam folk song ‘Maveli Naadu Vaneedum Kaalam, Manushar Ellaarum Onnu Poley.’
It is designed around the ancient folklore of the golden reign of King Mahabali when there was no discrimination on the basis of caste or class and there was neither crime, nor corruption.
The dynamic crew of entertainers, dressed as Pulis (Tigers) accompanied by Chenda Melam (traditional percussion) artists will travel across Kerala for 15 days as part of the campaign to emphasise the fact that no matter what, we all are one and whatever the colour, we must unite to make this Onam colourful.
The flag off to the ‘Pulikkali’ roadshow was conducted in Kochi by Malayalam actor Saiju Kurup in the presence of Ravindran Nair, Programme Director, Radio Mango, and Rajesh C., Kerala Regional Sales Manager, Nerolac Healthy Home Paints, at Malayala Manorama’s Panampilly Nagar office.
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PM Modi lauds Fever FM’s #PlasticSeBreakUp initiative
In a tweet, the Prime Minister congratulated Fever FM for its innovative campaign to ensure reduced usage of single-use plastic
As part of the Fever Voice of Change CSR initiative, Fever FM launched the ‘#PlasticSeBreakUp’ campaign to make India free from single-use plastic.
Drawing inspiration from Prime Minister Narendra Modi’s message this Independence Day, the initiative urges all shopkeepers to do away with single use plastic bags.
PM Modi too tweeted in support of Fever FM’s Bharat Positive initiative. He said ‘I congratulate Fever FM for their innovative campaign to ensure reduced usage of single use plastic. I urge shopkeepers to take part in this campaign with vigour. Such efforts will add valuable momentum to the Swachh Bharat Mission.’
I congratulate Fever FM for their innovative campaign to ensure reduced usage of single use plastic. I urge shopkeepers to take part in this campaign with vigour. Such efforts will add valuable momentum to the Swachh Bharat Mission! @FeverFMOfficial
— Narendra Modi (@narendramodi) September 12, 2019
Talking about the initiative, Harshad Jain, CEO – Radio and Entertainment, HT Media Ltd and Next Mediaworks Ltd., said, “We are extremely grateful to our honourable Prime Minister for his encouragement and appreciation of our latest Bharat Positive campaign, and assure him of our unending support. This encouragement gives us motivation to continue our work with greater zeal to bring about a positive change in the country. We are committed, with our latest campaign against single use plastic, to drive the citizens towards a plastic free India. Bharat Positive is a Fever Voice of Change (FVOC) initiative, the biggest CSR in the history or radio.”
Gautam Gambhir, cricketer, MP and face of Bharat Positive initiative, said, “Credit to team Fever and the listeners of the radio station. PM sir noticing the campaign is no mean feat, it just gives a shot in the arm. Of course when Mr Modi talks, the world listens. There’s substance in his thoughts and him putting the weight behind ‘Plastic Se Breakup’ campaign will only galvanise the whole movement. The fact that his following cuts across age groups is another huge plus. Through PM’s support, the youth, the mid-aged and the elderly, everyone will know about this campaign.”
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RED FM's ‘Pride Ki Side’ campaign highlights LGBTQIA + issues
To celebrate the first anniversary of repealing of Section 377, the initiative will provide a platform to share stories and highlight challenges faced by the community
93.5 RED FM has launched a brand-new initiative – ‘Pride Ki Side’ to celebrate the first anniversary of repealing of Section 377. The initiative will provide a platform to share stories and highlight the various challenges faced by LGBTQIA+. The concept of this campaign majorly aims at educating the masses about the pride community.
RED FM has joined hands with Naz Foundation and Breaking Barriers – a project by students of Tagore International School, Vasant Vihar, Delhi, to sensitise the society at the grass root level.
RED FM is targeting the children at a young age so that they become compassionate and kinder towards LGBTQIA+ children.
To support this belief, various workshops are being conducted in schools to provide a safe and respectful learning environment for everyone. Trained and certified counsellors accompanied by RED FM’s team and RJs are conducting the workshops.
Speaking about this campaign, Nisha Narayanan, COO and Director, RED FM and Magic FM, said, “Looking at the status of LGBTQIA+ community in India, it is high-time we start educating the people about them. Everyone should have the right to openly appreciate and practice who they are and love who they want. At RED FM, we believe in supporting this movement through our humble initiative ‘Pride Ki Side’. We want to raise awareness in the public about the challenges faced by them. We hope more people will come forward, share stories and help empower each other. Our vision is to create an inclusive environment and encourage our audience to adopt a progressive and compassionate outlook towards the LGBTQIA+ community.”
Commenting on the association, Anjali Gopalan, Founder and Executive Director, The Naz Foundation Trust said, “I am so happy that RED FM has taken this step to highlight LGBTQIA + issues. The Naz Foundation (India) Trust is proud to be part of this journey.”
To ensure maximum outreach, RED FM has also introduced a daily special morning show on their radio channel with a counsellor. This engaging and interactive format of the show will address queries and problems of the community who face bullying, hatred and discrimination at institutes or workplace.
Besides this, RED FM has also invited a well-known LGBTQIA+ influencer at their studio who will share stories of courage in dealing with cyber trolls, verbal harassment, and how they moved-ahead and dealt with such situations.
The campaign, which began September 4, runs till September 13.
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Dia Mirza supports BIG FM’s green Ganesha initiative
To spread awareness about using eco-friendly Ganesha idols, BIG FM held a two-week-long contest and 15 winners were felicitated with a Tree Ganesha by Mirza
For the 12 th year in a row, BIG FM has brought to light the importance of celebrating festivities in an eco-friendly way through Ramky’s BIG Green Ganesha.
The initiative promotes the use of eco-friendly Ganesha idols and its celebration with minimum environmental damage. RJ Rani, the face of Ramky’s BIG Green Ganesha initiative, hosted the event, which was graced by actress Dia Mirza, Sujiv Nair from Ramky Enviro Engineers Ltd and Ram Kharpuriya, Director - Greenland Farms.
15 lucky contest-winning listeners were felicitated with a Tree Ganesha by Mirza, at the BIG FM office.
To spread awareness about using eco-friendly Ganesh idols, a two-week-long contest was held and it resulted in widespread response from listeners across Mumbai. BIG FM Mumbai associated with Tree Ganesha as they create eco-friendly idols which are made of natural soil and also melts completely after immersion in water bodies as compared to non-biodegradable options that create pollution.
Commenting on the initiative, a BIG FM spokesperson stated, “BIG FM has always tried to bring about a positive change in society. BIG Green Ganesha has been our on-going initiative for the past twelve years which is amplified through on-air and digital channels. We at BIG FM believe in ‘Change starts with you’ and through this campaign tried to raise awareness on the environment pollution created with non-biodegradable idols. The campaign has been very successful till date and we are happy and proud that we as a medium can offer our listeners entertainment with purpose.”
Nair, Chief Human Resources Officer of Ramky Enviro Engineers Ltd, commented, “The Green Ganesha initiative is our contribution to the environment. Being in the space where we closely experience the hazards that affect the environment, we are trying to make Green Ganesha an awareness campaign and save the environment from the use of harmful products. Through this we urge the people to acknowledge an environment-friendly celebration by adopting the use of eco-friendly products.”
Mirza added, “I am very happy to be here. Moreover, I am extremely grateful to BIG FM for this campaign that has been raising awareness over the last 12 years. For the past few years, I have been associating with beach clean ups post the Ganpati Visarjan and it’s very disheartening to see the remains of the idols washed back ashore. Three years ago, Dattadri (Kothur of Tree Ganesha) and I made one of these tree Ganeshas together and it was a beautiful feeling. The happiness you feel while doing something for the better good just elates you to a whole new level. I urge more people to opt for eco friendlier methods, for not just their Ganpati celebrations, but in their day-to-day activities as well.”
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Radio Adex: Ad volume sees 8% decrease in indexed growth in Q2 2019
Paytm.com continues to be the top brand to advertise in the services sector in the first half of both 2018 and 2019
The recent Radio Adex report for ad volumes in the medium for the first and second quarter of 2019 shows 8 per cent decrease in indexed growth.
In the first quarter (Jan-March), the service sector had 31 per cent share which came down to 26 per cent in the second quarter (April-June). The retail sector saw increased share in the second quarter. From 8 per cent in the first quarter, the ad volumes from the retail sector increased to 11 per cent. This was the time when IPL, General Elections and World Cup were ruling the roost.
Interestingly, Banking/Finance/Investment sector which was one of the top advertising categories in the first quarter with 12 per cent share, doesn’t find a place in the top five super categories in the second quarter. Education makes an entry in the top five list for Q2 with 10 per cent share. Auto jumped from 8 per cent to 10 per cent, while food beverages declined from 10 per cent to 9 per cent.
If we consider the ad volume in Radio for the first half of 2019 vs the first half of 2018, the indexed growth saw a decline by 9 per cent. Services continue to take the maximum share. In 2018, it was 30 per cent share while in 2019, it is 29 per cent share. Retail, Food & Beverages, Banking, Finance and Investment saw similar shares this year as was in 2018. Auto moved from 8 per cent in 2018 to 9 per cent this year.
Paytm.com continues to be the top brand to advertise in the services sector in the first half of both 2018 and 2019. Google Pay takes the next spot this year as compared to Amazon.in in 2018. Google, Cars24, Yahoo Cricket were the other brands which were a part of the top 5 brands in the first half of 2018. This year, Cars24 remained constant while there has been an addition of Hotstar and Phonepe in the list.
In the retail sector, except for Home Centre (Koz), all the brands that advertised on Radio in the first half of 2018 are missing from the top 5 brands list of 2019. While last year there were Great Eastern Trading, Central (Pantaloons), Max Retail, and South India Shopping Mall, in 2019, they are replaced by Alishan, Reliance Trends, The Chennai Silks and Lifestyle. In the Food and Beverages category, the Pan Masala brands continue to make a mark.
The cars category has jumped from 5 per cent to 7 per cent shares on radio, when compared to the first half of 2018 vs the first half of 2019. Properties/Real Estates have the maximum share of 8 per cent in 2019 compared to 9 per cent in 2018.
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FM Tadka goes for makeover with ‘Apni Suno’ campaign
Apart from the new positioning statement, FM Tadka also sports a new logo indicating dialogue within for a positive change
Three months ago, management at the Patrika group decided to go for a makeover of FM Tadka. And just two weeks back, the revamp exercise reached a climax at film studios in Jaipur with RJs all across the country practicing steps for the new jingle video having both an aspirational and inspirational feel to it.
The radio network, spanning six states and 18 cities, started its teaser campaign on August 1 with a mascot named Mr. Mannki who ignited people's minds on the new message hidden in its pose which became quite a hit amongst listeners.
The campaign garnered praise from celebrities across the spectrum. Singers Sukhwinder Singh, Hariharan, Tochi Raina, Aastha Gill, and Hindi film industry stars like Tusshar Kapoor, Mallika Shehrawat, Urvashi Rautela, Sonali Kulkarni, director Nitish Tiwari, Super 30 founder Anand Kumar, comedians Shekhar Suman, Sunil Pal, Raju Shrivastav and sports stars appreciated the concept when it was shared with them during their visits to FM Tadka. The campaign, Apni Suno, talks about making a transformation in life.
“As a country, we have always followed Gandhi ji’s three monkeys, but now the fourth monkey Mr Mannki came with a message- to bring a positive change in your life and to the destiny of the country- Apni Suno. This network philosophy was aptly revealed on Independence Day,” the network said in a statement.
“From students as environment crusaders, young innovators to reality stars from smaller cities- there are many examples of people listening to themselves and carving a new life for themselves. It is this clarion call that FM Tadka is bringing to its listeners and propagating through roadshows, cinema, mall tie ups and artists across the country,” the statement read.
Gaurav S Karrir, the National Programming Head, further reveals, “The prospect of a product change around was quite exciting. We took innovative ways like making Mr Mannki our mascot, mask inserts in newspapers, celeb led Apni Suno life changing stories and using Patrika power in digital, outdoor, print and tv to make people notice the new message of Apni Suno”.
Saurabh Bhandari, National Head Marketing, Patrika Group, who has seen the radio product evolve over the years, applauded team Tadka and shared his vision, saying, “We at Patrika Group always believe to bring change in people’s life. Our endeavour FM Tadka's ‘apni suno’ positioning is yet another step in same direction, there has been a deep study and long research behind this, we are confident listeners and our trade partners will continue their love n support to FM Tadka.”
Apart from a new positioning statement, FM Tadka also sports a new logo indicating dialogue within for a positive change. Shades of blue pointing at freedom of expression. The core TG now is 16-30 with music starting from 2008 and the playlist focused on melody. FM Tadka's flagship Jaipur station now has a new team of RJs making the entire station live with focus on social impact plus technology and sports segments.
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