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 [email protected] www.trfindia.org
www.jaiman.org www.pitara.com
--- On Wed, 24/12/08, sajan venniyoor <[email protected]> wrote:
From: sajan venniyoor <[email protected]>
Subject: [cr-india] when cash registers ring for community radio
To: "CR India" <[email protected]>
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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