Page 234 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Sales and Promotions Management

Notes

Caselet The Good Old Vividh Bharati

he popular Vividh Bharati Service of All India Radio was conceptualized to combat
'Radio Ceylon' in 1957. Within no time it proved to be a popular channel of every
Thousehold. The service provides entertainment for nearly 15 to 17 hours a day. It
presents a mix of film music, skits, short plays and interactive programmes. Some of the
old popular programmes of Vividh Bharati are 'SANGEET SARITA', 'BHULE BISRE GEET',
'HAWA MAHAL', 'JAIMALA', 'INSE MILIYE', 'CHHAYA GEET' ETC., are still distinctly
recongnised by the listeners. From time to time new programmes were introduced like
'BISCOPE KE BATEIN', 'SARGAM KE SITARE', 'CELLULOID KE SITARE', 'SEHATNAMA',
&' HELLO FARMAISH'.
All these programmes are produced centrally at Vividh Bharati Service,Borivili, Mumbai
and up-linked to the satellite. 40 Vividh Bharati stations across the country down-linked
these programmes through captive earth stations provided at each of these AIR stations.
Some local programme windows are also provided at these stations to give regional
flavour to the listeners. These 40 Vividh Bharati stations are known as Commercial
Broadcasting Service Stations and are located at all major and commercially vibrant cities
covering 97% of the Indian population. In 1999 Vividh Bharati Service proved its success
connecting Indian Soldiers posted on remote border areas to their family members through
a special programme entitled "Hello Kargil", through which not only the family members
of the soldiers , but even a layman including young and old conveyed their best wishes to
the soldiers to keep up their morale. Eminent actors, play back singers, renowned writers,
lyricists, directors and music directors have found way to express their experience and
opinion through the Vividh Bharati Platform. A special programme entitled "Ujaale Unki
Yaadon Ke" takes the listeners into the world of nostalgia dipping into the memories of
the artists of the yester years. With the advent of new technology the transmission of
programmes gradually migrated from earlier medium wave transmission to high quality
digital stereo FM. Commercials were introduced initially in the Vividh Bharati Service in
the year 1967 on an experimental basis. Realising the role of advertising in accelerating
the social and material progress of the country, commercials were extended to Primary
channels including FM & Local Radio Stations in a phased manner. Advertsing on Radio is
not only cost effective to the advertisers but also has the potential to reach far flung areas
where no other mass media has succeeded in making any tangible dent.

Some of the popular programmes of Vividh Bharat can also be heard on our National
Channel from 2300 hrs. to 0600 hrs. This service now enjoys global listenership through
Direct to Home Service (DTH) besides other 11 channels of All India Radio.
AIR had been receiving advertisements through its registered agencies only. With the
changing demand of the environment, direct clients are also entertained by all AIR stations.
In remote and far flung areas, canvassers are appointed for bringing in local business.
There are 15 main CBS Stations, located in each state capital responsible for booking for
their entire state. Besides there is a Central Sales Unit called as CSU at Mumbai meant for
booking for more than one state. A single window booking facility is available in CSU to
facilitate bulk booking with a single contract.

Source: www.allindiaradio.org

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