[cr-india] when cash registers ring for community radio

[Arti Jaiman]

This story is obviously the work of a highly imaginative desk editor -- especially the headline - because nothing much in the story seems to suggest that the Jamia station is going to rake in anything close to big bucks, what with Rs 50 for a 10 second ad. If they can raise enough to pay reasonable stipends to their staff, that will be a miracle.

Arti

Arti Jaiman Project Manager: TRF Radio arti at trfindia.org www.trfindia.org www.jaiman.org www.pitara.com

--- On Wed, 24/12/08, sajan venniyoor <venniyoor at gmail.com> wrote:
From: sajan venniyoor <venniyoor at gmail.com>
Subject: [cr-india] when cash registers ring for community radio
To: "CR India" <cr-india at sarai.net>
Date: Wednesday, 24 December, 2008, 12:48 PM

This is the second press story in a row on how CR is going "to set cash registers ringing". (Another one had appeared in Indian Express last week: 'Community Radio Must Earn Revenue')

Not only is the story below factually incorrect (IMS Noida tells me that they are already broadcasting ads), this media projection of CRS as a cash-cow is sending out very wrong signals. Like many others on this list, I have often been approached by dubious individuals and NGOs in search of ringing cash registers courtesy 'community radio'. Very often in Delhi -- and recently in Patna -- I've had long, surreal conversations with people who assume that CR is a kind of cut-price commercial radio station. The tragedy is that, given the loopholes in the policy, anyone can set up a network of CR stations and turn them all into low-cost commercial FM channels without even bending the law. 

Unfortunately, it is the genuine community-based group, with little or no interest in making profits, that's grilled endlessly on their revenue model and why they don't plan to broadcast round the clock. The other sort, who prepare a business plan before they think of a programme plan, set the standards of 'sustainability' that the rest of us are supposed to shoot for. 

I guess it is difficult to tell whether it is cash registers ringing or bells tolling when one's ears are stuffed with greed and ignorance.
Sajan


'This is Radio Jamia, and you can hear our cash register ringing' 
 Hindustan Times, 24 Dec 2008
Come January, Radio Jamia on 90.4 FM — run by Jamia Millia Islamia University — will become the first campus community radio station in the Capital to air commercials.


And this is exclusively meant for the benefit of local products and commercial ventures.
"Our radio reaches out to people within 10 km. This new feature will provide a platform for the local tea stall, the nondescript beauty parlour, eating joint or even a small-time soap manufacturer within the area to popularise their product or service," said GR Syed, Reader and in-charge of Radio Jamia. The Ministry of Information and Broadcasting allows community radio stations to have a five-minute commercial spot every hour.

There are five operational community radio stations managed by educational institutions in Delhi, including those run by Delhi University (DU) and Indian Institute of Mass Communication (IIMC).

DU and IIMC don't plan to introduce commercial spots in the near future. This will make Radio Jamia the first among them to generate revenue through advertisements. The station currently airs programmes for six hours every day.

Private institutions, namely Jagan Institute of Management and Jagannath International Management School, run the other two stations.
"The commercial length will be anywhere between 10 and 30 seconds and we've decided on a tentative charge of Rs 50 for the same. Currently, our volunteers and radio jockeys work without pay. We would like to start paying them a token amount with the money earned through advertisements," said Syed.

If needed, students of the Mass Communication and Research Centre will also help produce the commercials.
"They will, however, have to pay the rent for the using the university studio," said Syed.  

http://www.hindustantimes.com/StoryPage/StoryPage.aspx?sectionName=IndiaSectionPage&id=7a66cbb5-7e23-41a8-91c9-1a187b110da5&&Headline='This+is+Radio+Jamia,+and+you+can+hear+our+cash+register+ringing'


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