How Radio can plan revenue earning

Radio in India is still very popular. But compared with Television, radio doesn't earn enough money. Which is why, the industry always looks sickly.

The question is how BBC is such a rich broadcasting service?
Its simple. They bank on the 'licence money' paid by the taxpayers in Britain.
In India, the public broadcaster depends on Government for the funding, which often is inadequate and irregular.
Moreover, the commercials and advertisements are not enough to provide all the funding required.

In case of All India Radio, the big advertisers are unhappy with the transmission quality and draconian procedures to book a slot for their commercial spots.
So, on AIR channels, poor quality advertisements rule the roost which are mostly roped in by agencies or the 'casual presenters'.
That's Funny!
We don't understand why the Presenters, who are not on any
LONG-TERM CONTRACT, should run from pillar to post for soliciting sponsorship! Do these CASUAL PRESENTERS have any future in AIR?

What do the Commecial Service and Marketing Wings do?
They are too busy to insert some BAD commercials in the middle of a Show and SPOIL the AIR FM show! That's their concept of REVENUE!

It would have been proper for All India Radio to set up an effective Marketing team who would approach the advertisers directly without going through the web of archaic rules and agencies.
But perhaps the best way to solve the funding problem for AIR is to re-introduce 'licence-revenue' for the broadcasting industry. It is not all that difficult to put in place an efficient infrastructure for collecting 'licence-revenue'.
Banks, Post Offices as well as Income Tax department can serve the purpose. For that, the government must ensure simple procedures and routing of bureaucratic red-tapesim.
The private radio sector must be allowed breathing space by offering them the revenue-sharing arrangement with the Prasar Bharati.

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