Nishchint Chawla, COO, Red FM
“We need new formats for the listeners in terms of news, sports, talk, genres of music etc. Right now we’re just focusing on general entertainment.”
“We need new formats for the listeners in terms of news, sports, talk, genres of music etc. Right now we’re just focusing on general entertainment.”Nishchint Chawla, COO of Red FM is one of the many professionals who have made a transition from TV to radio with the emergence of private radio FM in the country. He has been with Radio Today, part of India Today Group, since February last year. Prior to that, he was with Radio Mid-Day right from the day they launched. He has been with media since 1992, starting with Star and then moving on to MEN (Modi Entertainment Network) handling more of cable length and distribution. A firm believer in listener’s choice, Chawla in a chat with Akshay Bhatnagar and Jasmeen Dugal of exchange4media, shares his views on the current trends in the Indian radio industry besides talking about the issues concerning the private radio FM stations. Q. To begin with, how has been your experience in switching over from TV to the radio media? It’s good fun. It’s more good fun because the cable industry has not changed at all. It’s the same old cable operators, who are still there. In my view, there was no growth happening in the cable industry. I’ve always looked at areas, which have start-ups, which have challenges. The addition is that in the cable industry, it was more focused on sales, distribution and marketing; now, there is more interaction in terms of marketing and programming.
Q. The private FM radio industry has been pushing for revenue sharing also. What do you say on this? Revenue sharing is possibly one of the models. There can be other models. Also, you have to see things from the point of view of the listener. What does he want? It is only after you realize what the listener wants, that you can start thinking on how to make radio stations viable to deliver that format, and what is required to achieve that end. So you have to move backwards from the listener’s point of view.
Q. Ok. The operators have been saying that the license fee is very high and it is not viable for them to survive. If that is the case why such terms were accepted in the first place? Does it not mean that your calculations have gone wrong? Yes, but the point is, there were lot of people who aren’t there now; and they were equally responsible for this. So we are sort of carrying the cross on this thing now. But our commitments from the India Today Group were simple. We committed ourselves to three stations and we launched three stations. We haven’t dropped any stations and we haven’t asked for more. We were absolutely clear what we wanted to go for and we stuck to that.
Now I can’t comment on behalf of those who are not there right now; why did they come in and why did they leave. That is something you’ll have to check with them. But the net result is that there is a high license fee structure.
Q. So what solution do you suggest now? Well, as I said earlier. We have to look at it that the industry is moving forward. There have to be many more radio licenses that should be given, both in the existing and in the new cities. So the govt. basically has to look at it in terms of what it can do to achieve this end. It has to keep the growth of the industry and the listener in mind. Automatically the viable, economical models will fall into place.
Q. The music companies are complaining that with the radio stations playing the full version of the latest songs, their sales have gone down. What do you say on this? I’m not privy to the information they have on whether their sales have dropped or not dropped. Worldwide, sales do not drop (due to radio stations).
Q. But are you making efforts to help each other in the real sense? We keep having regular talks in terms of what new things can be done or what cannot be done, so I don’t think the issue is unresolvable. I’m clear about that. However, we’re probably missing the forest for the trees. What we have to concentrate on is how each medium can help each other rather than what is the rate, and what should or shouldn’t be the rate. That is purely commercial. As per the IPRS, we all have contracts signed and have a regular structure of payments. Where PPL is concerned, we are all over the place; all of us have different rates.
Q. But the music companies feel that you should play an edited version … If we both understand and help each other, there will be no tension, which happens worldwide. There are thousands of radio stations all over the world, which play music; this is not the first time. So where is the issue? It’s more of a mindset issue than anything else.
Q. Do you mean to say English music is not going to appeal to the listeners in Delhi? When he’s saying he doesn’t want it, why should I give it to him? I’m not trying to feed him something he doesn’t want; it’s the listener’s choice.
Q. Will you play all genres of Hindi music? Our focus is very clearly melody. If it’s from another era but it’s been refreshed, and it’s connected very well with our listeners, why not? Usha Uttup’s from a different genre and an entertainer and that’s what our medium is all about.
Q. What do you say about your programming? See I think we have only touched the tip of the iceberg in terms of programming. That’s purely because the listener is just sampling this new thing. As we move along, the level of programming will be accelerated. In fact, we are holding back some of the ideas because too much of it is also not good as it results in indigestion!
Q. The private radio FM operators have been lobbying with the Ministry of I&B for changes in industry regulations. What are your views on this? I don’t know what process the ministry is going through, but yes we have done some representations. My personal opinion is very simple: the industry has to grow. And for the industry to grow, all of us as content providers, regulators and listeners, have to be proactive; the need of hour is proactivity. The listener has to have more choice.
There have to be more channels, which obviously have to be economically viable. Obviously, I cannot make suggestions on how to reach that solution; there are various ways to do that and that is the regulator’s domain. But we do need more channels, both in existing cities and in new cities. There’s got to be more options available in terms of formatting. We need new formats for the listeners in terms of news, sports, talk, genres of music etc. Right now we’re just focusing on general entertainment.
Q. But VJ Lazarus, the President & MD of Universal Music India Pvt. Ltd. and President, Indian Music Industry (IMI), has gone on record to say, “Cities in which private FM radio stations have been introduced have seen a fall of approximately 30-32% sales of music cassettes and CDs?” I’m saying I’m not privy to that and I cannot comment on that. They are saying so, so let’s take them on face value; but I’m going back to the very simple, basic scenario that is there worldwide where radio helps music companies to promote music and vice versa. And those models work very well. So I don’t think it’s an issue of rates or commercial terms or ‘x’ amount of rate; it’s more of an issue of mindset for both of us to be clear that both actually do help each other. And once we are both clear about that internally, it’ll work very well.
Q. Do you have complete authority to play the full songs? Yes, whatever the court directs us in terms of the orders, we comply with that.
Q. What about the response from the advertisers? I think the response has been phenomenal in terms of branded people who did not expect us to do something like this and I can easily gauge this by the calls we get asking us for more details. From the point of view of the retailer, not just the restaurant or shop owner but also in terms of local brands, the response has been phenomenal too because especially in Mumbai none of us did not get that kind of retailer response. Here and in Kolkata, it’s been just phenomenal. That’s what makes the medium so exciting – it’s about being local and about being live. And it connects with the average retailer.
We’re getting a mix of National advertisers like IDBI, Glucon-D and Coke on one hand and local brands like Deepak Furnishings and Akash Institute on the other hand.
I think the response from the retailers is very important. They may initially spend their budget on all three (private FM radio stations in Delhi), but once they adopt the medium, there’s enough business in the city. Similarly, in Kolkata; the main areas are jewellery and clothing; there are hundreds and hundreds of jewelers and clothing stores in Kolkata and once they start responding, others automatically follow. They are savvy businessmen; they don’t waste their money.
Q. So what are you doing in terms of brand promotion? On Air, ATL, BTL – all mediums. Whether it’s BTL activities, in-house media; we’ve used all types of media. The rest of it is driven by listenership. This was just the launch, and a launch meant visibility; get the frequency and the geography out there. The logo and the number should go out.
Three people launching together is even better, because the awareness of the medium grows. People will tune in to all the stations and find out what they like. Three of us advertising together create much more awareness. Our van got surrounded in Kolkata; people want the medium. It’s our duty to deliver to them.
Q. Why you are playing Hindi music solely? Right now, 99% of our listeners are saying that they want Hindi music, so that’s what we’ll play. It’s not my choice of music I’m going to play or the program director’s choice. Please understand I’m catering to 12 million people.
Q. But on an average, how much do you actually pay; is it per hour or song basis? It’s per needle hour; if in an hour I play 35 minutes of music, it’s counted as 35 minutes of music, not an hour. There are two criteria – one is needle hour; one is time of the day (prime time, non prime time, dead time etc). Based on that, the rates are worked out.
Q. Coming to Radio Red, how has been the experience so far with the launch in Delhi and Kolkata? It’s been phenomenal. For the Delhi station, our focus is very clearly Delhi. Our focus has been on three areas – One is the music which the listener wants. We very clearly say that we don’t programme the station. It is the listener who programs the station; Number two is the RJs, the content and the style of delivery. And number three has been the packaging, which has been focused in a very International way.
So the music has been by the people; the RJs focus on intelligence, and attitude, and of course, interactivity rather than just a good voice. And they all belong to the city. So the overall listening experience has been the key to this whole thing.
And the same goes for Kolkata. We focus on what the people want. And we gauge the reaction by the phone calls we get, the critical response etc. So that’s the approach to this whole thing. It’s not only about music; it’s an experience in terms of humor, interactivity and obviously good music – interacting with a friend on air. That’s why we stress on ‘asli masti’ – it’s real and it’s fun. And that’s what we want to deliver to the listener.
Q. Don’t you think you are focusing solely on Delhi even though the signals goes upto 100 kms covering smaller neighbouring towns like Panipat etc.? At the end of the day, if the Sonipat retailer or someone in Gurgaon or Panipat has business, which he wants to advertise with us, we will be interested. The signal does travel 100 km, and even further on a clear night. We’ve got calls from Aligarh and Nimrana. Maybe they put their antennas really high so they can catch signals once in a while. Technically, it shouldn’t be going that far; at least, not a stereo quality signal.
Q. But do you have programs specifically tailored to the listeners from the smaller towns? Are those people different? They are the same people who live in Delhi; or live in Gaziabad, Meerut, Faridabad or Panipat and work in Delhi. So when you do research on music and select RJs, it doesn’t mean people living in Gurgaon are not Delhiites. We cater to a huge transient population. That’s exactly why we focus on interactivity and live programs, right up to midnight, which I believe some of the stations are not doing. There are a lot of people out there; thousands of them. On our launch day, we had twenty-four hour music and got calls as late as 5 am.
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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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