Radio isn’t free anymore.
tldr: Radio in India faces stiff competition from music apps and podcasts. With growing options for entertainment, time spent by audience has become a currency. Every passing second a listener spends on radio is valuable. Radio as an entertainment product needs to give back more value for money.
Radio today might seem like the forgotten school pal on your Facebook friends list. I’m assuming that you still are on Facebook like me. #sadfive
There’s no denying the fact that Radio was an integral part of the Indian way of life. Things seem to be different now, but the scene’s not too bad. A list of back to back songs or a movie is just an app away and even a podcast can sort out an hour of your life get ready to head out or drive to office. While these options are on rise, the overall time spent by a user is not heading north anytime soon.
Time has literally become a currency and the listener has learnt it to spend wisely. Radio thus, isn’t free anymore for the listnener. He/She pays for the radio with his/her time.
That makes me think, if radio programming today worth every second of the listener?
The pocket that radio can really rule is the passive consumption and there is a certain advantage to radio that works vastly in its favor — automation. Where the apps constantly seek for the user to pick and choose songs and content almost every time, radio presents an automated ever changing playlist of songs and jock talk. People who used to tell me that they’d rather listen to a CD of their favorite tracks in their car instead of radio (yes, we are talking about the stone age right now), are still struggling to find what to play next on their favorite app. Radio just makes things simpler! Time saved is time earned!
Meanwhile, there are things that can really work towards bettering the engagement level.
Better ads. While I’ve seen the teams in the station all working towards great programming ideas or fabric for the morning show, I’ve never seen a copywriter discuss ideas for an ad with anyone. That poor fellow is left alone. I cringe when I hear a cliché ads on radio. Everyone likes good ads. Don’t deny. Ask the Trivago guy!
Variety of songs. There’s nothing to be proud of a crazy small 100–200 active songs database. People want to hear an array of songs. Start picking up the calls on telos and every third person might ask you to not play the same songs again and again. TSL by RAMs of the world don’t not give the complete picture. Many people listen to radio for a longer time. Open up your database and you’d see people opening up their arms for you.
Fancy stuff. I’ve loved what radio brands have done with off the grid programming with shows like Yaadon Ka Idiot Box, Lamhe, Ek Kahani Aisi Bhi and Ramayan. Though radio in India does not work on appointment based listenership, these programmes definately have scope of pulling in audience on air and on digital when syndicated.
Music is not the only differentiating factor — Co-Jockying can be big. I have always enjoyed co-jocking and even listening to a bunch of people together on air. Spend a bit more can get some extra talent for the drive time shows.
Mad programming. Ever thought of playing 10 songs back to back with only some jock talk, no ads? What if that one or two premium ‘host-reads’ (RJ mentions in India) could recoup the revenue of the 10–12 minuter ads? We are only talking about prime time, once a day kinda thing!
Music Specials. One thing that I’ve never heard are music specials thrown in weekly programming. Well planned, promoted music specials can work. Imagine — An hour of Rehman songs, next Friday, 12–1 pm on 90’s music show! Will work.
Would be great to hear some ideas from you folks too. Cheers.
