The Hindu Business Line : AIR spins revenues for Prasar Bharati

WHILE private FM channels have been crying hoarse about their mounting losses, All India Radio (AIR) seems to be emerging as the cash cow for Prasar Bharati. While revenues from Doordarshan have not been very healthy, AIR has managed to increase its first quarter revenues for the current fiscal to Rs 28 crore, compared to Rs 19 crore for the same period last year. Till July-end, revenues touched about Rs 40 crore

Also, after generating revenues of about Rs 113.26 crore in 2002-03, its highest ever, AIR has set itself a target of Rs 126 crore for the current fiscal. Officials, however, claim that the commercial revenues could touch Rs 150 crore this year.

And the national broadcaster does not want to leave any stone unturned to ensure that the money keeps flowing in. As part of its strategy, Prasar Bharati, for the first time, is also planning to appoint an advertising agency to work on the brand image of AIR.

"For the first time there will be a promotional budget for AIR. Currently, TBWA India and J Walter Thomson are working on Doordarshan. We will first talk to them and ask them to work out a plan for AIR," said officials.

"The reason for better revenues," said AIR officials, "is because of some aggressive marketing by the Prasar Bharati." The recent rights for a triangular series between India, Australia and New Zealand will add another Rs 4 crore to AIR's kitty.

Also, it is wooing Governmental departments such as the Insurance Regulatory and Development Authority (IRDA) and the Elementary Education Department is spending Rs 5 crore each while the Health and Family Welfare has allocated Rs 4 crore. Along with this, AIR is also pitching for a part of the ad spend being allocated by the Department of Parliamentary Affairs.

It is also talking to public sector enterprises and has also added a list of private sector companies. Hindustan Lever is the biggest advertiser on AIR, while others such as Action Shoes, Dabur, Hamdard and some others are also present.

The reason for so many advertisers to come aboard is the new advertising rate card. The ad rate for a 10-seconder during prime time is available for just Rs 2,600 while spots on local radio stations are available for a price as low as Rs 90-100.

Besides this, AIR Resources, which provides infrastructure services, is also chipping in towards the revenues generated. The division has helped several private FM channels commence operations and will provide support to IGNOU's Gyan Vani channels and other university channels.

Digitised archives by year-end

THE Information and Broadcasting Minister, Mr Ravi Shankar Prasad, while lauding AIR's revenues, on Wednesday said at the meeting of the Consultative Committee of the Ministry of Information & Broadcasting archives would be completely digitised by the year-end.

He also added that news is the major unique selling proposition (USP) of AIR. From just six radio stations in 1947, AIR has grown to network of more than 200 broadcasting centres. News services division puts out 360 (except non-daily news bulletins) news bulletins daily from Delhi and its 45 regional news units. Of these, 84 news bulletins are broadcast in the home services from Delhi while regional news units put out 218 news bulletins daily in 66 languages/dialects including bulletins broadcast on FM-I and FM-II.

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