Tamil Nadu - Tiruchi   

Tiruchi AIR station making waves

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CRYSTAL CLEAR: FM radio fever seems to be catching up with many. —

TIRUCHI: The launch of a couple of FM radio stations at the start of this year notwithstanding, All India Radio, Tiruchi, which is credited with the distinction of being among the oldest in the country, continues to retain its base of listeners, mainly constituting the working class, through its Rainbow FM.

The station was started in 1939 along with five other stations.

As per a recent survey undertaken on an even scale in urban and rural households in the radius of the FM station’s 60 km reach, the normal listening (at least one day a week) and actual listening (on a particular day) of respondents were found to be 83 per cent and 57 per cent respectively.

Only normal listening had slid by six percentage points compared to last year, according to V. Karuppiah, Audience Research Officer, AIR, Tiruchi. Of course, Suryan FM and Hello FM have an edge when it comes to earning advertisement revenue or while taking into account their listener base within their reach of less than 25 km radius.

Yet, the Rainbow FM has not lost listeners owing to its much wider reach, and value additions.

The two-minute news bulletin broadcast on an hourly basis is received well by the listeners throughout the length and breadth of the station’s reach, Station Director of AIR, Tiruchi, K.P. Srinivasan, said, adding that nine bulletins were updated constantly daily.

There are regular listeners to the ‘Kalai Malar’ programme (7.30 a.m. to 8 a.m.) in which information on train timings, ticket availability, vegetable rates and important events in the city is provided, he pointed out.

Also, for important local programmes, particularly events of universities, FM Rainbow provides live coverage, Assistant Station Director V. Srinivasan, said, adding that a recent introduction, ‘Thiruvarutpa’, a 15-minute programme within the slot of the 45-minute Arul Maalai (devotional songs) starting at 6 a.m. is being received very well by the listeners.

In house production of programmes is yet another advantage.

During religious celebrations, the station enjoys the flexibility to choose songs befitting the occasion from the vast collection in its archives, according to A. Shanmugiah, Programme Executive.

As far as the public are concerned, the best comes out of these channels in a competitive scenario. And yes, the happier lot are proprietors of mobile phone showrooms what with handsets with FM provision selling like hot cakes.

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