| MUMBAI:
RNW (Radio Netherlands Worldwide), an independent multimedia company based in
Holland, plans to create local content for Indian private FM stations customized
to local preferences. RNW's
Country Representative Amitabh Srivastava says, "First of all, we want to
get a clear picture of what's needed in the Indian market. We do not want to impose
our existing programming as-is on our potential partners. Instead we are looking
for ways to come up with hybrid programming, shaped in close cooperation with
our partners, containing interesting information from a more global ad Dutch perspective,
complemented by material produced locally in India, thus combining the best of
both worlds."
| |
| RNW
is present on shortwave (SW) and Wprldspace, but the response is not encouraging,
"Due to the increase in the number of FM stations in India, our shortwave
audience is declining. Instead, we are now seeking partnerships with Indian radio
stations. We think this is the right time since there are so many new radio stations
starting up in India. RNW already has partnerships with 3000+ radio stations worldwide.
We have a lot of experience in working through this model. We will be distinguishing
ourselves by thinking globally, but acting locally" expounds Srivastava.
It
also plans to explore possibilities in other multimedia platforms like DTH, mobile
and cable. |
