No other media can match the reach of radio. It's the fastest, cheapest and the most accessible medium-a true mass communication tool.
The introduction of frequency modulation (FM) in India has not only resuscitated the once dying airwaves, but the country may well be on the road to revival of radio's golden age. India seems at the threshold of true democratization of the airwaves. The radio profession is poised for a further leap toward reform with the advent of "community radio," a development that may help the public realize the true potential of radio. In 1947, India had only six radio stations under a central government-run structure. Now we look forward to 5,000 stations in a more decentralized system.
"Use of the airwaves, which is public property, must be regulated for its optimum use for public good for the greatest number.…Broadcasting is a means of communication and, therefore, a medium of speech and statement. Hence in a democratic polity, neither any private individual, institution or organization nor any government can claim exclusive right over it. Our Constitution also forbids monopoly either in the print, or electronic media." This significant judgment by Supreme Court Justices P.B. Sawant and S. Mohan in February 1995 raised new hopes for radio's revival.
This historic Supreme Court judgment kicked off a debate on privatization of the airwaves. Two years earlier, in 1993, All India Radio stations had begun allocating time-slots for FM. In 1999, the government announced a new FM policy and invited private commercial broadcasters to apply for licenses. In all, 110 channels having 10-kilowatt radio transmitters were given licenses in 40 cities. Shortly after, private broadcasting truly took off in India in 2001.
In this first phase of radio privatization, there are now 185 FM relay stations in the country, of which 139 are run by the government-owned All India Radio, and 46 by semi-government and private broadcasters. And the government plans to raise the number. The initial license fee system made profit-making difficult but the government plans to find a way to help the FM stations be commercially viable. There is discussion, for example, of opening up FM stations to foreign direct investment (FDI). However, despite privatization, the image of FM radio remains that of an entertainment medium and not as a powerful communication tool, because private broadcasters are still not allowed to air news. But this could change in the next phase of privatization.
Regardless of news, other media just cannot match radio's reach. In India, the United States or any other country, it is the most direct, accessible, fastest and cheapest medium-a true mass communication tool. Perhaps that's why the public has such high expectations from it. In this respect, community radio-targeted at and run by a specific community-recognizes radio's power. Specific groups of people, NGOs or academic institutions can run a community radio service. Reaching the common man, involving the community and democratizing communications are its prime strengths. Service providers are generally staffed by volunteers with a certain commitment to the society and, therefore, are answerable to the public. This strengthens the government-public relationship, empowers the community and promotes transparency.
Community radio in the United States started in 1946 when Lewis Hill, with a few fellow radio journalists, set up a radio station on the West Coast under the aegis of the Pacifica Foundation. In the 1950s it became a hit on American campuses. Then in 1979 the U.S. government stopped issuing licenses to mini FM radio stations, but began issuing them again in 2000. Since then radio stations have been growing in number steadily. Today there are nearly 13,700 radio stations in the United States, 8,000 of which are community radio stations. All these stations provide FM services and have emerged as an alternative medium. Because mainstream radio is commercially-driven, and often controlled by large companies, community radio stations have become the voice of the ordinary people.
In 2002, the Indian government started giving serious thought to community radio, and it now has plans to issue 5,000 licenses for such stations. Some progress has been made in this direction, but so far only five such stations have been set up. The first station was started by Anna University in Chennai; the other four are run by private organizations which use the relay facilities of Akashvani stations. These stations, with a power of 50 watts or less, have been allowed to cover a small area of five kilometers radius. Except for a spectrum usage fee, the government doesn't levy any licence fee for such stations. Charkha, a voluntary body based in Ranchi, Jharkhand, is one such organization. According to Shankar Ghosh, director of Charkha, "The coverage area is very small. It should be increased." He voices the belief of those engaged in community welfare that radio is a potent medium: "A small investment of half-a-million to a million rupees enables one to enter the communication field. It is also not bound by the need for literacy. It is a true people's medium. The government should speed up the process of issuing licenses to as many broadcasters as it can."
The concept of community radio was behind the government's decision to allow the Indira Gandhi National Open University (IGNOU) to operate 40 FM stations, although the university has started only 16. However, its experience of providing distance education through radio has been quite productive. According to Divesh Kishore of IGNOU's department of education, research and training, "Our experience has been very interesting. Through radio, students can communicate directly with their area counselor. And since its reach is about 70 square kilometers, they can also meet in person.
Commercial radio has the potential to be profitable. The revenue of commercial FM services in the country has shown rapid growth in the past two years. Out of the total budget for media advertising in India last year, radio received a mere two percent or Rs. 1,500 million, with FM getting Rs. 500 million. But the revenue share of FM radio has been steadily growing for the last five years, as FM is now being perceived as a regional medium. In contrast, community radio is, by and large, considered advertisement free because it is run by nonprofit organizations and generates revenue primarily through donations. The Task Force on Information and Broadcasting, set up for the Tenth Five Year Plan, reported that community radio should be run as a public (meaning nonprofit) service much like the U.S. Public Broadcasting Service (PBS). But Rakesh Kakkar, the Telecom Regulatory Authority of India's adviser on broadcasting, said recently that every one hour of radio programming should have five minutes of ad time so the broadcaster does not suffer losses.
America, which has a lively, well-developed, privately-owned radio system offering news, information and entertainment options to serve diverse urban and rural needs, has had some influence on FM or community radio broadcasting-be it the conceptual framework or programming. Jagdish Sarin, who heads Voice of America's Hindi service, says: "Indian media has been deeply influenced by U.S. media, be it a talk show, or programs on cookery, home décor, fitness, talent hunt or a show like Kaun Banega Crorepati. Such shows originated on U.S. television or radio. These were highly successful and were then adapted by the Indian media." Regardless of the origin of FM radio, its tremendous growth leaves little doubt that we shall witness the return of the golden age of radio.