AIR Thrissur still ruling the roost

Entrance of Akashvani Thrissur.

By Faris Arakkal

2011 MARKS 55 years of penetration of All India Radio service in the district. Audience research surveys conducted during the last 15 years show that AIR programmes play supreme in the early hours of the day in all households.
AIR has also proved that the common belief that private FMs have brought back the listeners to the radio is wrong.
Vividh Bharati, an outlet of AIR launched in 1957, was a full time entertainment channel with film music, skits and interactive programmes. It has indeed helped the new generation FMs of the city learn the basic lessons in the field.
AIR has an entertainment addition in every other districts of the state and Thrissur is also getting ready to have one. It could be an exciting information for the new generation of radio listeners.
FM Rainbow launched in 2006 by Kochi All India Radio has a wide audience. "Most buses in Ernakulam city play FM Rainbow as its clarity is superb," says Thrissur AIR programme head D Pradeep Kumar.
When private FMs have a penetration of not more than 40 km, AIR reaches remote villages of the country. "Now, the programmes are shaped and structured in tune with the target audience," adds Pradeep.
A mix of educational and entertainment programmes, which is the benchmark, is believed to have helped AIR gain a position among the audience.
Newly added adhesives like sms a song, folk special, news analysis, current affairs, update on the latest technologies and the latest Tamil and Hindi hits are the innovations made to capture the hearts of youth.
AIR Thrissur has around 6,000 songs in its possession. "Now, they are in the process of digitalising old melodies," says a programme executive.
But AIR provides no job opportunity to the new generation. Recruitment has been entrusted to UPSC and 90% of the posts lie vacant now. Majority of the staff are casuals who have been selected after a five-day Vani certificate course.
An increasing number of television channels and a wide range of programmes have obviously affected the medium, but the emergence of a radio culture among the youth and the recent National Merit Award for Thrissur AIR show the existence of a captive audience.