AIR’s revamp strategy

Posted on: 26/06/2014 08:34 PM   Chandni Mathur

The radio pubcaster has not been able to monetise that aspect and now plans to build that space by developing a sponsor base and by launching interactive content within the next few months. A well-placed source with the pubcaster tells TelevisionPost.com that AIR will soon foray into print publication by launching a magazine, which will also be available in electronic format on its portal. Slated to launch in the next two months, the magazine will feature information about music, dance, drama, health and tourism from across the country. However, the print edition will have a specific target audience and will be available across airport lounges around the world. 

A senior AIR official reveals, "We are in talks and are getting into an arrangement with the Ministry of External Affairs and Ministry of Overseas Indian Affairs for the magazine to be available in the respective consulates as well. The magazine will be free of cost and we intend to monetise it through advertisements from sponsors and are presently in talks with them." Another area where AIR is looking to build its presence is the web, including social media. Therefore, it is also redesigning its portal in order to form two-way communication to earn ad revenues.

AIR recently took a step in that direction by launching AIR News on SoundCloud. Users can now download and listen to latest AIR news and news-based programmes for free. Archival speeches by Jawaharlal Nehru and Mahatma Gandhi are also being made available on this platform. The move aims to engage 200 million potential listeners on SoundCloud. Within a week of its launch, there have been over 12,000 plays. On average, it is getting 2,000–3,000 plays per day. 

AIR News DG Archana Dutta says, "We are still discussing if the archival speeches should be charged or made freely available. Our aim is to expand the reach on social media as it takes no extra cost and we can catch the interest of young listeners as well." In the last one year, the news services division of AIR has taken several initiatives to make its presence felt on social media platforms. Its Facebook page, All India Radio News, has close to one million followers; its Twitter handle has about two lakh followers. On Facebook, the pubcaster also posts the top 10 news of the day following the 9 pm bulletin so that the youth can access news on the go. 

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