With private FM radio channels posing stiff competition to community radio, there was a need to focus on content development in community radio, A.S. Balasubramanya, chairman of the Department of Mass Communication and Journalism, Karnatak University, has said.
He was delivering the keynote address at the inauguration of a two-day workshop on ‘Content development for community radio’, organised by the Information Department, KLE Society, and the University of Agricultural Sciences (UAS) here on Friday.
According to Prof. Balasubramanya, we were in the era of multimedia, and private FM channels along with the electronic media, were posing a threat to the existence of community radio.
In the last five years, media had undergone significant changes and technology had helped All India Radio progress, bringing its listeners closer.
“But private FM channels are posing a severe threat to the development of community radio. And so, people interested in setting up their own community radio should think differently and come up with innovative ideas to attract the masses,” he said.
Prof. Balasubramanya said the objective of the community radio was to educate and empower. Community radio should feel the pulse of its audience and adopt the local language to broadcast programmes to suit their taste.
He felt there was a need to simplify norms to help people get the licence required for starting community radios.
Inaugurating the workshop, extension director of the University of Agricultural Sciences, Dharwad, L. Krishna Naik said UAS was the first in the State to set up community radio on its campus and was imparting useful information to farmers.
Community radio, he said, played a crucial role in alerting people on the latest technology and it should disseminate need-based information in addition to entertainment.
AIR Dharwad Station Director C.U. Belakki said radio played a major role in disaster management. However, people were yet to understand its importance, he said.